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New AdventureEDU Courses Developed for Upcoming Training in Sweden

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Photo Credit: Lola Akinmade Åkerström/

The Adventure Travel Trade Association’s AdventureEDU educators will travel to Västmanland, Sweden, November 15 – 16, 2016, to lead a two-day training event for Swedish adventure travel businesses.

Recognizing the sophisticated nature of the participants, the educators engaged for the event include some of the industry’s best-regarded and experienced professionals. The event in Sweden is noteworthy for the specialized and new course material that has been created.

One new session created specifically at the request of Sweden is called Product Portfolio Development and Management. This workshop session will be led by Dave Butler, Director of Sustainability for Canadian Mountain Holidays (CMH), the world’s first and largest helicopter skiing and hiking company. Among other objectives the workshop introduces and provides practice in using tools of product performance evaluation. Following a case example, participants turn to their own product portfolios to:

  • Assess and categorize existing adventure product performance
  • Identify under-performing products and diagnose possible reasons for poor performance

A second new course will be led by Dr. Milena Nikolova, a marketing professor at the American University in Bulgaria. Dr. Nikolova will lead participants in a session titled Industry Insights & How Behavioral Economics Can Drive Better Adventure Marketing. Created from Dr. Nikolova’s very successful and popular session delivered at the 2015 Adventure Travel World Summit this course applies research from the realm of behavioral economics to reveal the hidden dynamics of consumer behavior that affect travel decision-making. Participants will learn how to apply a behavior-driven approach to their marketing strategy.

In addition to these two new courses, the two-day event features a facilitated group networking and strategic planning session led by longtime EDU educator Jack Delf. This session, which Mr. Delf also led with success in Georgia (Caucasus) earlier this year, is designed to bolster Sweden’s adventure travel offering and cooperation among businesses. Participants will work closely with regional peers and leave with both short and long term action plans. Mr. Delf will also lead a course titled Meet the Markets: Successfully Selling to International Partners.

The event will be led by ATTA Executive Director, Chris Doyle, who resides in Sweden. Swedish companies are encouraged to learn more about the event and apply to attend:

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