In 2019, VISIT FLORIDA® embarked on a journey to become recognized as a leading Adventure Travel destination. Through a visionary partnership between VISIT FLORIDA® and The Adventure Travel Trade Association (ATTA), the Florida Adventure Travel Network (FATN) was established with the explicit goal of charting a clear path to success, enhancing Florida's global positioning and recognition in the dynamic Active and Adventure travel sector.
Thanks to the long-term commitment and unwavering support by VISIT FLORIDA, today, the FATN stands as a compelling case study in community development, demonstrating how strategic collaboration can elevate a region's economic and reputational standing within a niche tourism sector.
At its core, FATN is a collaborative statewide network comprising diverse tourism professionals, including Destination Marketing Organizations (DMOs), outdoor outfitters, industry partners, tour operators, accommodations, media, and experience providers. This broad spectrum of stakeholders ensures a holistic approach to promoting adventure tourism, leveraging collective expertise and resources. The network’s primary purpose extends beyond mere promotion; it actively seeks to develop and expand adventure tourism offerings, with a particular emphasis on enriching Florida’s rural counties. This focus on rural development is crucial, as adventure tourism often thrives in natural, less-developed areas, providing economic opportunities to communities that might otherwise be overlooked by more traditional tourism models.
FATN employs a multi-faceted approach to achieve its ambitious goals. A cornerstone of its strategy involves fostering continuous engagement and collaboration among its members. Monthly statewide networking calls serve as vital platforms for information exchange, shared learning, and the cultivation of strong professional relationships. This consistent interaction ensures that members are abreast of industry trends, best practices, and emerging opportunities within the adventure travel landscape.
Beyond internal networking, FATN has recently launched a microsite and a quarterly trade newsletter to actively increase the visibility of its partners, broadening their reach and promoting the diverse array of adventure travel opportunities available across Florida. This amplified exposure is critical for individual businesses and destinations seeking to connect with other likeminded travel professionals to form new connections and business opportunities.
Furthermore, FATN is committed to empowering its members through education and resource provision. Members gain access to a wealth of valuable resources, including online and in-person workshops, case studies, specialized templates and proven best practices, which help them refine their operations and enhance the quality of their services. A private Facebook group serves as a hub for ongoing knowledge sharing, offering access to cutting-edge research from prominent organizations such as ATTA, VISIT FLORIDA®, and various DMOs. The network recently launched a dedicated microsite and are formalizing their communications strategy, to include a newsletter, The Florida Adventure Travel Brief. This continuous education on adventure travel and marketing strategies ensures that members remain collaborative, competitive and innovative. The network also actively facilitates the sharing of best practices across the industry, promoting a culture of excellence and continuous improvement.
The impact of FATN on Florida’s adventure travel industry is evident in its ability to create a more cohesive and effective ecosystem for marketing and delivering adventure experiences. By fostering collaboration among stakeholders, FATN helps shape Florida's identity as a premier adventure travel destination. Members benefit from being part of Florida's established adventure travel brand, which frequently leads to advantageous joint marketing opportunities and a stronger presence at key trade shows, such as the Florida Governor’s Conference on Tourism. This collective branding and promotional effort not only benefits individual businesses but also elevates the overall profile of Florida as a hub for active and adventure exploration.
In conclusion, the Florida Adventure Travel Network exemplifies a successful community development model rooted in collaborative partnership. By uniting diverse stakeholders, providing essential resources, facilitating continuous education, and strategically promoting Florida’s natural assets, the FATN has created a sustainable framework for growth in the adventure tourism sector. Its focus on rural development and its commitment to enhancing Florida's global recognition underscore its significance as a beacon for communities seeking to leverage their unique environmental and recreational offerings for economic prosperity and sustained development.
If you’d like to get involved, please do! You can join the network here.