Latest from the ATTA
In just under four months, the adventure travel community will gather for several days of deep industry discussions, sophisticated educational content, professional networking, and many adventure activities at the annual Adventure Travel World Summit. Hosted by the Adventure Travel Trade Association (ATTA), Visit Sweden, and West Sweden, the event will be held in Gothenburg, Sweden, 16-19 September 2019. From the north to the south and east to the west, Sweden’s participation in the 2019 Summit showcases regions throughout the entire country and offers an opportunity to learn, play, question, think, and prepare for the coming months and years in the adventure travel industry.
“Our partners at Visit Sweden, the country’s national tourism board, and at the West Sweden Tourism Board, the region where the Summit is located, have been exceptionally well prepared and have deeply and thoughtfully engaged and supported the entire tourism supply chain in pursuit of the ‘best Summit ever,’ a common refrain in their meetings,” said Chris Doyle, the ATTA’s executive director of Europe and Central Asia. “The Swedish public and private sector teams continue to turn over every stone in anticipation of hosting our global community. It is such a reassuring situation so far ahead of the event. Those attending the Summit surely will be rewarded.”
Bolstered by the theme Omtanke, The Way Forward, all aspects of the 2019 Summit emphasize the adventure travel community’s role in preserving the natural environment and fostering respectful cross-cultural exchange. Educational sessions reflect the Swedish word omtanke — which connotes “caring” and “consideration”— while challenging delegates to think critically about the way forward. Highlights include keynote presentations focused on the neuroscience behind transformational travel, the connection between food and travel, and the power of tomorrow’s leaders to be changemakers in the world, and educational workshops and sessions touching on traveler behavior, storytelling, innovation, consumer research, and “future proofing” against climate change.
As always, the event’s agenda includes a few unconventional features as well, including a climate action walking workshop, a kayaking networking session, and Street Wisdom, which is back by popular demand from the 2018 Summit. Additionally, delegates will choose the winner of this year’s Adventure In Motion film competition, and delegates are invited to connect with official media during MediaConnect. The one-on-one professional meetings facilitated through the Marketplace are sold out, but delegates will be able to develop professional connections between session breaks and during evening social events. The official media roster was just announced, and the confirmed delegate list is also available for review.
Though the Summit content promises to captivate delegates, it wouldn’t be an ATTA event without the opportunity to explore the destination in which the Summit is being held — and Sweden has pulled out the stops. With a deep love and respect for nature and the great outdoors, the Swedish are eager to welcome delegates to all corners of the country during Pre-Summit Adventures. They’ll have a rich array of immersive experiences including joining a Sami family in Swedish Lapland to learn about the local history, culture, and customs; hiking a section of the Skåneleden trail in southeastern Sweden; kayaking on the east coast and stopping to forage for greens, berries, mushrooms, and nuts along the way; and coastal cycling on Kattegattleden, Sweden’s first national bicycle route. Don’t wait to choose your adventure; Pre-Adventures are filling up fast!