ATTA // Adventure leader

Established in 1990, the Adventure Travel Trade Association (ATTA) is widely recognized as a vital leadership voice and partner for the adventure travel industry. The association’s constituency of more than 1,300 member organizations in 100 countries is made up of tour operators, tourism boards, specialty agents, and accommodations all sharing a vested interest in the sustainable development of adventure tourism. With specialized expertise in research, events, education, media, and promotion, the ATTA’s business services and events division, Adventure 360, delivers a portfolio of strategic solutions and a robust ecosystem of global events.

Why are you a member of the ATCF?

Although there are several nonprofits around the world that address environmental and socioeconomic challenges, there is no single international nonprofit for the travel trade that exists to provide funding for the conservation of these natural and cultural resources. The ATCF was founded to provide support to those international projects and due to the generosity of the Adventure Leaders, 100% of member dues go directly to funding projects. Every year ATCF members have the privilege of both nominating and voting on projects to determine which ones will receive funding. Projects who are awarded grants are required to provide updates to ATCF members so we can witness the progress and impact of the donation. All of these aspects combined and the international focus of the non-profit makes it a meaningful fit for the Adventure Travel Trade Association.

Why is conservation of tourism destinations important to your organization?

The ATTA recognizes that the adventure tourism industry is highly dependent on the conservation of the world’s natural resources, and the socioeconomic stability of local communities. In order to have sustained, long-term, success and growth for businesses in this industry, we believe we must do our part to protect and preserve those international destinations the adventure travel community enjoys. The Adventure Travel Trade Association has the ability to make an even great impact acting as an Adventure Leader which allows for 100% of all other ATCF membership dues to go directly toward funding projects.

What would you say to other organization in the industry who are not yet members of the ATCF?

“Join today! Membership dues are scaled to suit the performance of each business model so everyone has a financially feasible opportunity of participating. The nominated projects are sourced directly from people and organizations working in the places the adventure travel community enjoys, so even if your business doesn’t have a project in mind, you have direct access to making a difference in a real way with people you know and trust in a location that matters.”
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Shannon Stowell, CEO

Shannon Stowell photo by Nicole Conner

Shannon Stowell photo by Nicole Conner