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Xola and ATTA Speak at World Travel Mart in London on Travel Trends & Predictions

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Santa Fe, New Mexico – On November 10, 2010 between 1 and 2pm, in the North Gallery Rooms 6 &7, Vice-President of ATTA, Chris Chesak, and President of Xola Consulting, Christina Heyniger, will make a presentation entitled “Adventure Travel – Trends and Predictions for a Growing Sector” at The World Travel Mart, in London, England. This panel will be of interest not only to the 117 adventure companies attending WTM, but also those traditional companies seeking to break into the growing sector.

The theme of this year’s WTM is “WTM. Means Business.” A fitting context for a presentation of adventure tourism trends, which a recent study completed by Xola, ATTA and their partner The George Washington University, estimates to be worth $89 billion. By comparison, according to Cruise Market Watch, the 2010 cruise line world market share is estimated at $26.8 billion, while the Wine Institute reported the 2009 U.S. wine market to be a $30 billion business.

This panel will explore the growing awareness of adventure travel as a market segment of importance in the mainstream tourism industry, key travelers segments, which are currently underserved, and future trends in the sector.  For emerging and transitional destinations, adventure travel may offer an important strategic growth opportunity, as travelers continue to express the desire to travel off the beaten path.

About Xola Consulting

Xola Consulting, Inc. ( is a consulting and research services firm assisting tour operators, tourism boards and non-profit organizations with sustainable adventure tourism destination and product development, marketing and research. Xola’s consumer website and newsletter, Off the Radar ( provides travelers with information about the best entrepreneurial adventure operators around the world – those who provide guests with a genuine, personal experience; who believe in sustainable, environmentally sensitive travel; and who believe in incorporating the local people and traditions of the places where they operate.

About the Adventure Travel Trade Association (ATTA)

Established in 1990, the Seattle-based ATTA ( is a global membership organization representing nearly 600 member entities dedicated to unifying, networking, professionalizing, promoting and responsibly growing the adventure travel market. ATTA members include tour operators, destination marketing organizations, tourism boards, specialty travel agents, guides, accommodations, media and service providers. Host of the annual Adventure Travel World Summit executive trade conferences, the ATTA also makes possible, the traveler’s hub of physical, cultural and nature-based adventure travel and guide to trusted tour operators from around the globe.

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