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International Media Partners Extend ATTA Member Consumer Outreach Potential

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ATTA’s Corporate Network Grows, Bringing New Value, Benefits to Members

ATTA’s newest media partners are The Travel Magazine (U.K.) and TNT Magazine (Australia, Korea, and New Zealand). Each have become ATTA sponsors, providing ATTA Members additional publicity potential and discounted advertising opportunities in key adventure travel markets. The Travel Magazine and TNT are part of the ATTA’s growing networking of influential media which already includes: National Geographic Adventure, Outside, Archaeology and Modern Traveler.

As ATTA’s membership continues to grow (nearly doubling in 2007), more corporate sponsors have joined the association’s growing network of tour operators and accommodations, destinations and tourism boards, media, and industry partners. In the past year alone, overall corporate sponsorship of the ATTA has nearly tripled. And within this rising tide, the ATTA recognized an opportunity to expand the ATTA media network in strong adventure travel markets outside North America. With this in mind, the ATTA has undertaken special efforts to expand its global media network and provide additional consumer media opportunities for its members.

ATTA expects to build upon these first inter-continental media relationships by adding niche and mainstream travel print, online and TV/Cable outlets that best serve the global adventure travel community and bring direct value to its members, regardless of where ATTA Members’ headquarter operations are located. The ATTA’s primary objectives are to provide consumer media access and opportunities to its members, heighten visibility for adventure travel as the first choice for holiday travelers, and to help to drive consumer attention to ATTA Members.

“While our stable of North American media partners is strong and continuing to grow, we advanced our plans to replicate our success with key publications on other continents,” said ATTA President Shannon Stowell. “The addition of The Travel Magazine and TNT, along with other partners on the horizon, better position the ATTA to expand its network and provide better access to a variety of markets for our Members worldwide.”

As sponsors, the publications now provide better access for other ATTA Members to propose editorial content or submit press releases. Additionally, both publications offer other ATTA Members a 25% discount on advertisements (frequency minimums must be met and will be negotiated with each publication). The two publications distribute more than 80,000 issues within the Australia, Korea, New Zealand, and the U.K. to adventure travelers.

“ATTA is the voice of the travel trade and The Travel Magazine has the ears of the consumer traveler,” said Sharron Livingston, The Travel Magazine Founder & CEO.  “Working together, we can advise, inform and inspire the consumer to enjoy more imaginative travel. We look forward to a seamless collaboration of our two institutions to achieve this aim.”

“The new reciprocal work and holiday visa allowing young Americans to travel and work in Australia for up to a year will open the door to thousands more backpackers travelling in both directions,” said Martin Lane, Publishing Director of TNT. “We look forward to our relationship with the Adventure Travel Trade Association to facilitate additional growth for our publications. Their connections and influence will help us open the North American market while we, in turn, can help the ATTA’s members reach adventure travellers in Australia, New Zealand, and Korea through editorial and advertising opportunities. It’s a great ‘win’ for us both.”

ATTA’s Corporate Network Grows

General corporate interest in the adventure travel space and in specific ATTA strategies, events, online properties and consumer initiatives continues to grow. Increasing corporate interest is believed to be the result of several factors, among them: the timing of the ATTA’s continued efforts to stimulate global cooperation in the adventure travel community; new consumer marketing initiatives underway at the ATTA; increasing industry-wide adoption of sustainable travel practices, widespread societal awareness and interest in healthy and “greening” lifestyles; increasing consumer awareness and interest in more affordable physical, cultural and nature-based travel alternatives to “traditional” holidays; and favorable demographic and psychographic shifts.

With an interest in tapping into an increasingly forward-leaning traveler, nine ATTA Key Sponsors committed to the highest levels of ATTA and ATWS sponsorship in 2007 to further promote their businesses.  Sponsor backing also supports the ATTA’s vision for a progressive and highly networked global adventure travel community dedicated to responsible growth.

ATTA sponsors in 2007 include:

Key Sponsors:

  • Adventure Central
  • Alpine Tourist Commission
  • Best of the Alps
  • Brazil
  • Canada Tourism Commission
  • ExOfficio
  • Innovation Norway
  • National Geographic Adventure
  • W.L. Gore and Associates

Supporting Sponsors:

  • – an Orbitz Worldwide property
  • Green Team
  • Outside Magazine
  • Sanofi Pasteur/VaxServe

Contributing Sponsors:

  • Archaeology Magazine
  • Eagle Creek
  • Ecuador Tourism Promotion Fund
  • Qatar Airways
  • Tourism Whistler


  • AdventureLink
  • Adventures in Travel Expo
  • Fjord Norway
  • Green Living Project
  • Insect Shield
  • Modern Traveler magazine
  • Overseas Printing Corporation
  • Perimeter Transportation Ltd.
  • Quotient Marketing
  • The Travel Magazine
  • TNT Magazine
  • TRAK Kayaks
  • VAST
  • Virtuoso

Queries about partnering with and/or sponsoring the ATTA may be directed to Chris Chesak, ATTA Director of Business Development – [email protected].

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