The Adventure Travel World Summit (ATWS) is heading to Québec City this September, and this year's event is shaping up to be one of the most substantive gatherings the adventure travel industry has seen. Scheduled for 14-17 September 2026, ATWS 2026 brings together approximately 800 tour operators, destination representatives, travel writers, and thought leaders to one of Canada's most spectacular cities.
Why Québec
Québec is not just a backdrop — it is a statement. From the powerful St. Lawrence River to towering waterfalls, vast boreal forests, and the tallest mountains east of the Rockies, this province offers a genuine four-season adventure playground. It is also a destination that has been actively developing sustainable, community-driven tourism, making it a fitting host for a summit that has long championed responsible travel.
Delegates arriving early can explore the region firsthand through Pre-Summit Adventures, taking place through Sunday, 13 September. Booking closes on August 1! These PSAa offer delegates a deeper dive into the region over several days, from multi-day paddling and hiking trips to cultural and culinary immersions with host communities, offering a fuller sense of Québec's landscapes and people before the Summit conversations begin.
Register for ATWS 2026 →
A Week Built Around Big Ideas and Real Business
The ATWS program is designed for both inspiration and action. Here is a look at what is on the agenda:
Monday, 14 September eases delegates into the week with a full Day of Adventure. Rather than opening in a conference hall, the Summit sends attendees out across Québec to experience the region the way travelers would, whether that means paddling the St. Lawrence, hiking the boreal forest, or sampling the culture and cuisine of the host communities firsthand. Beyond exploring Québec, attendees will have the chance to bond over a special experience. It is equal parts icebreaker and inspiration, giving delegates a shared adventure to carry into the sessions ahead and setting the tone for a week grounded in the places and experiences the industry exists to protect.
Tuesday, 15 September opens with a keynote titled "Sell What Destinations Need, Not What Travelers Want," a challenge to conventional demand-driven thinking. The afternoon breakout sessions span everything from scaling responsibly and AI adoption case studies for tour operators to destination positioning strategy and measuring performance with the Adventure Tourism Development Index. The day closes with a keynote on indigenous leadership: "First Hosts, First Voices: Indigenous Leadership and the Future of Adventure."
Wednesday, 16 September shifts toward business operations and media. The morning features the Marketplace, where buyers and suppliers gather for pre-scheduled, 1-on-1 meetings, alongside a CEO perspectives panel on leading through uncertainty. Afternoon sessions include storytelling for adventure media and a deep dive on protected areas and travel. The day's keynote, "Tourism as a Force for Good: Measuring What Matters," anchors the evening before delegates enjoy a free night in Québec City.
Thursday, 17 September opens with a keynote on safety, followed by breakout sessions on safety and risk data for operators, high-end adventure traveler expectations, and relationship-based sales strategies. The afternoon includes MediaCONNECT, where tour operators and anyone in the adventure travel industry can pitch story ideas directly to international writers and editors, plus sessions on regional innovation, 1% for the Planet commitments, and how AI is influencing travel discovery and bookings. The summit closes with a keynote on social commerce and a Farewell Gathering that evening.
If this sounds like a lot, not to worry, here's a handy ATWS 2026 First Time Delegate packet we've put together to help simplify a few things!
Sessions Worth Highlighting
A few threads run through the 2026 program that reflect where the industry is right now: the tension between growth and responsibility, the rapid integration of AI into operations and marketing, the business case for indigenous partnership, and the evolving expectations of high-end adventure travelers. Whether you are a tour operator looking for practical tools or a destination rep building a longer-term strategy, the session lineup offers genuine substance across all four days.
MediaCONNECT continues to be one of the most valued elements of the Summit for media delegates and the operators and destinations who want to work with them. Running across two sessions on Thursday, it remains one of the most efficient pitch formats in the travel media world.
Who Should Be There
ATWS is built for professionals who work at the intersection of adventure, sustainability, and business. Tour operators, destination marketing organizations, travel advisors, outdoor gear companies, and adventure media all converge here. If your work touches any part of the adventure travel ecosystem, this is where the conversations that shape the coming year happen.
