The way that adventure travel is defined by the travellers today is a trip that includes at least two of the three following characteristics- physical activity, connection to nature and immersion in culture. Trips that have all three are the core of adventure tourism so it follows that tourists who pursue these as defining characteristics of a trip are adventure travelers. They seek to connect with nature and culture actively in the world to have transformative trips. Adventure Travel Trade Association (ATTA) was established in 1990 and it serves 1000 members in 80 countries worldwide. Excelling in professional learning, networking and partnering services, TTW spoke with Shannon Stowell, President of ATTA who shared his insights about adventure tourism.
The adventure travel sector indicated staggering growth between 2009 and 2012 and anecdotally it appears that 2014-2015 will continue to impress equally.
Statistically, Europeans have the strongest percentage of adventure travelers but North and South America are not far behind and are growing. Asia-Pacific outbound is still an emerging market so the interest in adventure travel is still a bit lower. However, it should be noted that this market is also growing and Asia-Pacific is a TOP target market for outbound Europeans, North and South Americans and others. So its position of importance is profound.
However, do you think it is very simple to be an adventure travel agent? ATTA will conduct a training program in the coming year that will outline the important pieces of becoming an adventure travel agent but much of the value centers around a deep understanding by the agent of what adventure tourism is, how it operates and why it is distinctly different from mass tourism. Focusing on nature, culture, and activity is much different than selling all-inclusive resorts, cruises or urban hotels. Aspects like safety, sustainability, authenticity, and service are key.
Risk management is another integral part of adventure tourism which is why ATTA offers educational courses to help raise the bar for safety standards in the industry.
