Future of tourism is adventure – ATTA

The deep blue – Lake Otjikoto
October 31, 2012
Dancing in the rain
November 1, 2012

A personal message from Shannon Stowell, President of the Adventure Travel Trade Association (ATTA)

Shannon Stowell

Shannon Stowell

As many of you know, we just completed our 9th Adventure Travel World Summit in Lucerne, Switzerland. At this event we had the privilege of welcoming UNWTO Secretary-General Mr. Taleb Rifai to our community.

While at the Summit Mr. Rifai stated,

“Adventure tourism is what tourism should be today and definitely what tourism will be tomorrow.”

I believe this is an indicator of a sea change in the world of tourism and directly impacts the future of all businesses working within the adventure sector.

Also during the event, two major ATTA initiatives were signed, a memorandum of understanding between the UNWTO and the ATTA, by which we have agreed to work together to promote advocacy, research, quality, and education/training within the adventure tourism sector.

And secondly, the ATTA became the first United States-based association to sign the Tourism Child-Protection Code of Conduct, an internationally accepted industry-driven corporate responsibility initiative to protect children from sexual exploitation in travel and tourism.

NamibRand road.

Namibian gravel road.

By signing these two agreements, it is our hope that governments and policymakers begin to join hands with our adventure travel community — to make a difference around the world now and shape a future for tourism that is both sustainable and ethical.

We hope that others within the industry will take up these initiatives as well, specifically by working toward their own agreement to protect children. Within the next 30 days, you’ll see the ATTA announce our values statement much of which is driven by our commitment to the above. In this statement we ask that ATTA members, and future members, share these same values in order to join our community.

Please take a moment to review the following press releases sent out to the media industry earlier today. These releases summarize the recent Summit news and initiatives mentioned above.



Travel News Namibia
Travel News Namibia
Travel News Namibia is a high-quality glossy Namibia travel and lifestyle magazine tasked with promoting Namibia to the world. With riveting stories, first-hand encounters and magnificent photographs showcasing tourism, travel, nature, adventure and conservation, TNN is the ultimate and most comprehensive guide to exploring Namibia. Travel News Namibia is published in five different editions per year. These include four English- language editions and one German. Travel News Namibia is for sale in Namibia and South Africa.

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