From 14 to 17 September 2026, the Adventure Travel World Summit (ATWS) brought 800 delegates from 63 countries to Québec City for a sold-out week of learning, business and shared experience. It was the first time the Summit had returned to North America since Alaska in 2016, and a homecoming of sorts for Québec, which last welcomed the adventure travel community in Charlevoix in 2009.
This year's theme, "Trace," invited delegates to reflect on the paths we follow and the marks we leave behind. Over four days, that idea ran through the program, the adventures and the conversations in the hallways, highlighting our community’s role in connecting people across borders and differences through travel.
Adventures Rooted in Place
As always, the Summit began outdoors. Pre-Summit Adventures and the Day of Adventure took delegates across the province, from the St. Lawrence River to the boreal forest, and gave many of them their first chance to connect before a single meeting took place.
Indigenous tourism was an essential element of the week. Indigenous Tourism Québec (ITQ) members hosted experiences on several Pre-Summit Adventures, and ITQ partnered with Bonjour Québec on the opening evening. Around 200 delegates spent an evening at Onhwa' Lumina, an immersive night walk that celebrates the stories, culture and living heritage of the Wendat Nation, and a lunch hosted with Ungava Polar Eco-tours and Nunavik Tourism brought the far north of the province into the room.
Content That Met the Moment
Delegates consistently described this year's program as substantive and educational. Keynote speakers Leigh Barnes, President North America at Intrepid Travel, and marketing leader Aizaz Sheikh offered their views on where the industry is heading, while breakout sessions covered responsible growth, AI adoption, destination strategy, safety and the expectations of high-end adventure travelers.
Sylvie Bernier's keynote, grounded in personal storytelling, was among the moments delegates spoke about most. Anthropologist and author Wade Davis spoke at the Adventure Travel Conservation Fund breakfast, a session many delegates named as a highlight of the week. The Summit closed with "First Hosts, First Voices: Indigenous Leadership and the Future of Adventure," a keynote from Sébastien Desnoyers-Picard, CEO of Yatista Consulting Group and Boutique Amérindienne Yarihwawa, which brought the theme of Trace full circle.
The conversations continued beyond Québec City, with the Travel Trends podcast sharing more than seven hours of interviews featuring over 35 voices from the Summit in its Event Spotlight episode.
Business and Media Connections
The Marketplace brought buyers and suppliers together across 100 tables, and this year's Summit welcomed the largest number of event partners in its history. MediaCONNECT was full for both sessions, and media delegates said the people they met came well prepared, thanks in part to the "Pitch Perfect" sessions held ahead of time. Coverage is already appearing, including stories on Québec's Indigenous experiences in Forbes Travel Guide and Open Jaw.
A Summit Designed With Care
Québec City also made it easy to gather responsibly. Hotels and the conference center were within walking distance of one another, so no transfers were needed for delegates, including for the opening and closing events. The venue holds several sustainability certifications, and around 75 percent of the food served across meals and coffee breaks was vegetarian.
On to Andalucía
The Summit closed with a look ahead, as Magí Castelltort Claramunt, Director at Turespaña, announced the next host destination. The Adventure Travel World Summit 2027 will take place in Almería, Andalucía, Spain, from 4 to 7 October 2027, with Pre-Summit Adventures the week before. Early access pricing is available through 31 December 2026, and applications for hosted buyers and media close on 10 January 2027.
Our thanks go to Bonjour Québec, Indigenous Tourism Québec, our partners and the many operators, guides and communities who welcomed us. Québec left its own trace on our community this year, and we look forward to carrying that spirit to Andalucía.