Adventure Travel Trade Association (ATTA) Adventure Champions are the vanguards of the adventure travel industry having been members of ATTA and leaders in the community for a minimum of 15 years. They are true believers in the power of adventure travel and have made an impact on the direction of ATTA and on the industry as a whole. To honor their commitment to their ethos and lasting contribution to the adventure travel industry we are spotlighting Adventure Champions through a series of interviews
ATTA Member since 2007
Introducing Christina Tunnah, General Manager of the Americas
Tell us about World Nomads: World Nomads is an adventure travel brand providing the most relevant, flexible travel insurance to protect the global traveler and their adventures. We believe in travel as a power for good. Our role is to support our travelers to safely and responsibly explore the world with curiosity and kindness, connecting locally and giving back, and sharing their stories with our global community. We believe that staying safe and informed helps travelers confidently connect with people and cultures unlike their own, making a difference in their own lives as well as those they meet.
Why have you stayed an ATTA member for 15+ years?
As the last word in adventure travel, ATTA shares our belief in the power of travel to change the world. Our core values of supporting sustainable travel and the importance of travelers doing their part to protect the planet and its unique cultures is only enhanced by our collaboration with ATTA. Over the years, we have forged many fruitful partnerships and collaborations with ATTA members and always look forward to meeting the new generation of adventure companies from all over the world.
How has your company and destination changed over the last 15 years?
Keeping up with the changing tastes, trends, and expectations of travelers has been a driving force for us. As more travelers of all ages and countries seek more unique experiences, do bolder activities, take more tech and hit the road for longer periods has compelled our business to constantly update the plans with new coverages and more adventure activities. Our tech stack is forever evolving to make buying, claiming, reaching customer service and engaging with the global community of travelers faster and easier.
What is the greatest force that drives you to work every day?
Travel is always an opportunity for learning and World Nomads is committed to providing travelers the protection, advice and inspiration to confidently explore the world. I am very proud of our Footprints program which allows travelers to make a donation to our partner NGO projects and in so doing make a real difference to communities all over the world in support of the UN’s Sustainable Development Goals. Actively supporting our travelers to change the world feels great and is very motivating.
What gives you hope about the next generation of adventure travel leaders?
The pandemic pressed the pause button on global travel, and with it came the shocking understanding of how traveling thoughtlessly - to over-visited places, not respecting cultures, mistreating the environment – was damaging our planet. It is more important than ever to travel smarter and make informed choices about how and where to travel. The next generation of travelers understand the mistakes made by prior travel generations and are as invested in the battle against climate change. I hope that armed with more knowledge, the next generation will tread more softly in host communities with mindfulness for their cultural and natural assets, and awareness of the impact of where they spend travel their dollars.
What is your advice for young adventure travel companies?
Expect the unexpected. Run all kinds of scenarios to shore up your business continuity planning, establish operating contingencies and mitigations, and train your staff in crisis management. We know from experience that oftentimes it isn’t having a fast solution that a customer seeks, but rather communication and an assurance that you’ve heard them and you’re there for them.
What gets you excited about the future of adventure travel?
The pandemic might have taken the wind out of our collective sails, but our customers are showing us adventure travel is assuredly coming back and coming back with greater resilience. I am also excited about operators and businesses giving greater thought for overall safety and well-being of not just the paying traveler but to the guides, support teams and hosts.
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