Adventure Travel Trade Association - Final Report Mission … · 2017-07-08 · perception of Ireland as an adventure travel destination: [Ireland] The Pre-Summit (PSA) and Day of

"The best opportunity I know of to interact with peers in the industry. Productive, inspiring, and a heck of a lot of fun!”

JIM LUTZ, VAYA ADVENTURES

"The Summit for us was amazing, we made good contacts and got soaked with ATTA´s spirit which has enamoured and captivated us.”

RAFFAELE DI BIASE, BIRDS CHILE

Final Report Mission Attendees Ireland Value Partners ROI RosterMedia Marketplace

[Summit Opportunities]

Explore Ireland

1Connect with industry leaders from over 63

countries

2Discover best practices

for operations and leadership

3Create business

partnerships with peers and media

4Promote your product,

brand and destination to industry decision

makers

5


[The Economics of Adventure]

Over 700 leaders in the adventure travel industry gathered from October 6th to 9th for the eleventh Adventure Travel World Summit in a country that has adventure and storytelling at its very core. From the Wild Atlantic Way to Dublin, delegates travelled across Ireland to gather in charming Killarney for networking, inspiration and learning.


[Attendees]

Operator & Accommodation

Industry Partner

Tourism Board

Media

Travel Advisor 2%

8%

20%

18%

52% North America

Europe

South America

Asia

Africa

Pacific

Middle East

Central America / Caribbean 1%

1%

3%

4%

4%

10%

37%

41%


[Featured Speakers]

Jeffrey Parrish WWF - World Wildlife Fund

Julian Matthews, TOFTigers Wildlife Association, India

Praveen Moman Volcanoes Safaris

Keira Powers Spirit of Africa

Mandip Singh Soin IBEX Expeditions, India

David Chapman WYSE Travel Confederation

Scott Field Google

Victoria Heaton Facebook

Speakers from around the world came together to share their insights, stories and experience.

Peter Veerapen Spirit of Africa

Minesh Shah TripAdvisor


“The content at the Summit is reason enough to go; it’s like going to a little business school, just for adventure travel.”

KATIE LOSEYABSOLUTE TRAVEL

Please indicate any changes to your perception of Ireland as an adventure

travel destination:

[Ireland]The Pre-Summit (PSA) and Day of Adventure’s (DOA) are exclusive opportunities for the host destination to have industry experts and top-notch media experience Ireland’s specialized adventure product and to hear their business story. Ireland offered 21 amazing 5, 4 and 3 day adventures before the Summit opening to showcase the beauty and uniqueness of Ireland. On Monday, October 6th, over 500 delegates attended the Day of Adventure to explore Kerry on over 30 adventures. Delegates were asked these two questions post Summit:

2%25%

73%

More favorable perception of Ireland as an adventure travel destinationSame perception of Ireland as an adventure travel destinationLess perception of Ireland as an adventure travel destination

168 Delegates Reporting

Based on your experience at the Summit, how would you now rate adventure in Ireland?

4 out of 5 delegates rated it Very Good!


"I had an incredible time visiting the island's historic sites, gorgeous landscapes and the gem of it all, the Irish hospitality second to none. I met awesome people during my PSA and everyday during the Summit in Killarney, it is refreshing to share this passion with like-minded adventure-goers from all over the globe. Your team did an amazing job in creating this sense of community where each of us could share their knowledge, successes and challenges. The best benefits of being an ATTA member is the support and assistance you provide to extra small as much as large adventure companies worldwide."

CAROLINE MONGRAIN, WORLD EXPEDITIONS

[Summit Value]We value the time, commitment and resources used by every delegate who attends the Summit and for that reason ATTA creates an environment for sharing, learning, and inspiring one another where our delegates and partners leave the Summit with actionable and tangible results.

Average number of new, valuable contacts made by delegates at the Summit:


[All Delegates]Delegates ranked their reasons for attending the Summit as:

Media Relationships

Inspiration

Professional Development

Partnership/Sales

Community/Networking

1

2

3

4

5

Seven out of ten tour operator buyers who attended the Summit reported that they will

create new innovative adventure travel products in Ireland in the future.

7 out of 10


[Key Initiatives]Key initiatives that delegates will take action on as a result of attending this year's Summit

”“• Better use of media content

• Networking with my region

• Even more focus on sustainability within the destination

• Specialize in adventure product

• Integrate culture

• Looking at other countries for ideas and standards

• Deepen our collaboration with local tour operators

• Develop tours in other areas of the world that I hadn't thought of before

• Be more active on social media

• Keep in contact with people/colleagues I met.

• Develop Ireland as a destination


[Key Initiatives] Continued…

”“• Participate in the guide certification initiative

• Serve the needs of small tour operators via storytelling, photography, and content

• Look for a way of helping natural reserves to protect the fauna

• Broadening my 'brand' and expanding social media

• Develop trips in areas where I did not have existing partnerships yet (and do now)

• The importance of customer service skills and the importance of communication with customer before, during and after the event/trip.

• Reporting on Ireland in a different manner, with adventure as the basis

• Focus more on the storytelling aspect of our business.

• Improve stakeholder understanding of adventure values and business potentials in our destination through knowledge, market intelligence and product development.

• Inspired by other operators and implement the ideas in our business.

Key initiatives that delegates will take action on as a result of attending this year's Summit


[Media Attendees]Bernard Frantz i-trekkings.net

Paula Froelich Yahoo Travel

Yvonne Gordon Travel Writer Outlets: The Irish Times, The Guardian, The Irish Mail on Sunday, Metro, The National, AFAR.com, Greentraveller.co.uk, The Boston Globe, The San Francisco Chronicle, DK Eyewitness Travel Guides

Graeme Green Journalist, Travel Writer & Photographer Outlets: Wanderlust, National Geographic Traveler, The Sunday Times, The Guardian, The Independent, Metro, The Daily Express, TRVL, Vacations & Travel, South China Morning Post

Eric Hiss Wandermelon Media Outlets: Conde Nast Traveler, Delta Sky, Robb Report, wandermelon.com

Alex Krapp Outdoor-Magazin

Karen Loftus Freelance Outlets: Travel Weekly, Globe & Mail, Shermans Travels, Jetsetter, About.com (Luxury Travel), Business Insider, The Huffington Post, Societe Perrier, Curve Magazine

Susi Maier Black Dots White Spots

Annika Hipple Freelance Writer, Editor, and Photographer Outlets: Various print and online travel and environmental publications

Lyn Hughes Wanderlust Travel Media Outlets: Wanderlust, wanderlust.co.uk, Unique Honeymoons, freelance for UK newpapers, radio & TV

David Noyes Noyes Travels

Sherry Ott Ottsworld

Stephanie Pearson Outside Magazine

Jo Piazza Yahoo Travel

Everett Potter Everett Potter's Travel Report Outlets: Everett Potter's Travel Report, National Geographic Traveler, Travel + Leisure, New York, Four Seasons Magazine

Laura Begley Bloom Yahoo Travel

Nathan Borchelt National Geographic Adventure

Dave Bouskill The Planet D

Berne Broudy Freelance

Debra Corbeil ThePlanetD

Roisin Finlay Outsider Magazine

Kristen Gill Kristen Gill Media Outlets: BBC’s The World, Public Radio International, NPR, The Seattle Times, AdventureTravelNews, MSN Travel, Travel Weekly, CBS’s PeterGreenberg.com, The Seattle Globalist, The Monarch Review


[Media Attendees]Alexandre Guiltat Magazine Carnets d'Aventures

Will Hide Travel Journalist Outlets: The London Times, the Financial Times, the Independent, the Guardian, the Mail on Sunday, British Airways High Life, Food and Travel Magazine, The National (UAE), DestinAsian (Singapore), Travel and Leisure (USA)

Mark Sissons Freelance travel journalist Outlets: San Francisco Chronicle, Men's Journal, Dallas Morning News, Globe and Mail, Toronto Star, Vancouver Sun and Huffington Post.

Don Mankin Adventure Transformations Outlets: Huffington Post, Active Over 50, The Adventure Geezer

Jennifer Murphy AFAR Media

Tim Neville Freelancer Outlets: Outside, New York Times, Financial Times, Via, Robb Report, Mountain

Norie Quintos National Geographic Traveler Outlets: National Geographic Traveler

Justin Jamieson Get Lost Magazine Outlets: Get Lost Magazine, getlostmagazine.com, 2GB Radio Australia

Gigi Ragland Freelance Travel & Food Writer Outlets: Freelance travel, sustainable lifestyle and food writer for print and online publications.

Florian Michael Sanktjohanser dpa-Themendienst

Daniel Scott Freelance Travel Writer Outlets: Everything-Every

Ann Abel Freelance Travel Writer

Xavier Argeles Randozone

Gary Arndt Everything - Everywhere

Jaime Becktel Natural Bridge Productions

Theresa Storm Travel journalist & photographer Outlets: up! (WestJet's inflight), AAA Traveler, itravel2000.com, TravelAge West Postmedia Network newspapers & Canada.com (largest Canadian news chain), WestJet Vacations, TravelWeek, WildHope

"Over the last several years, I've made attending the ATWS a must. The host destinations and adventures are first-class, the panels are amazing tools for professional development and the connections I make with industry innovators are invaluable. It's the most important conference I attend.”

ERIC HISS, FREELANCE WRITER


"Over the two MediaConnect sessions at ATWS, I met with 28 different companies. Many of these had put huge effort into presenting well-prepared pitches and story ideas, tailored not only to what I write about – which includes boating and sailing trips and off the beaten path destinations – but also suitable for the publications and markets I write for. Not only am I excited to experience these adventures in the near future, but I am already looking forward to be able tell the stories of these adventures to the wider world through my writing and photography. If a four-minute pitch can get a travel writer excited about telling future readers about an adventure they can have, then the job is done. I think that connecting with those companies who came to meet me was hugely valuable for all parties."

YVONNE GORDONTRAVEL WRITER

[Marketplace]The Marketplace brings adventure travel product suppliers, buyers and media together and provides a dynamic atmosphere for introductions, learning about new opportunities and engaging in product development discussions. It is an important business-focused component of the Summit.

Latin America

Europe

Asia/Middle East

North America

Africa

Industry Partner Sponsor

Oceania/Polar

Global 4

4

5

6

10

22

40

43

Total Suppliers: 134

Total Buyers registered for event: 88


[Partner Attendees]• Gained awareness of their destination/product to key

industry influencers and media

• Increased credibility within the adventure travel industry

• Valued as adventure travel industry champion

• Achieved intimate networking support, facilitated by ATTA

"In 2014 I switched from being a tour operator to starting a new consulting business. I feel my new business took off faster due to the strong connections I have made over the years attending 6 prior Adventure Travel World Summits. This is attributable both to the support (advice, referrals, encouragement) I received from colleagues, as well as actual business that has come in from these connections. This type of relationship building takes time and requires giving, but it is worth it and I would highly recommend attending the Summit and other ATTA events.”

DAN MOORE, PANDION CONSULTING & FACILITATION


[Summit Partners]Our sponsor partners’ involvement is key to the success of our Summit. A clear return on investment is important and, for that reason, we match our partners with the opportunities that we think we’ll best showcase their destination or brand.

Sponsors utilized the ATWS for product sampling, extensive networking and lead generation, brand building and promotions, while other sponsors dedicated support to specific speakers, initiatives or events.

Summit Host Fáilte Ireland

Summit Dinners Ecuador & Turismo Chile

Summit Lunches Norway, Snowmass & Mexico

Coffee Break Colombia

Cocktail Party Brazil

Energy Lounge Switzerland / Lucerne

Promenade Fjord Norway

Summit Auction Blue Mountains, Lithgow & Oberon Tourism

Plenary Sessions Visit Anchorage, Alaska & Patagonia Regions

Scholarship Program Rome McGuigan P.C.

Adventure in Motion Yahoo Travel & Wilderness Ireland

MediaConnect Bulgaria

Marketplace Travoom

Room Sponsors Baja California Sur, Quebec, Kurdistan

Closing Party Jordan / Columbia

Program Printing Ripon Printers

Other partners - Eagle Creek, National Geographic Traveler, Ripcord, tourradar, Dreamjobbing, Exito, Exofficio, Global Rescue, ISEBOX, Peak15, World Nomads

"The 2014 ATWS created a focused event where we could develop lasting business partnerships, stay informed about current adventure travel trends and have a great time. We found the Summit to be well worth the time and money. Looking forward to 2015!"

THOMAS BOCHNOWSKIRIPCORD


"During the ATWS 2014 in Ireland, we offered a traditional Ecuadorian dinner to more than 700 guests.... Ecuador is convinced that belonging to this international organization and participating in spaces where we can position our destination, like the Summit, increases the marketing

for Ecuador. I consider the ATWS as a very important space for networking, marketing, promotion and training for all participants, as

well as it is very important to take into consideration how fast the organization has grown in the last years."

CRISTINA RIVADENEIRA,ECUADOR TOURISM BOARD

[Return on Investment]Over the course of the lead in to, during and post Summit, a host destination partner can expect to receive at least 1.5 million impressions (across a broad array of channels from emails, press, website and event marketing) in addition to social media exposure through Facebook, Twitter and LinkedIn among others

This year, there were

sited October 2014

Partner Branding During the Summit Included:

Summit program and in Summit Connections event app

Large banners on event locations

Rotating visuals on screen prior to presentations

Social media posts about events

Partnership specific opportunity well- branded for destination/brand

27,483,949 impressions


[Attending Buyers]62°NORD

Abercrombie & Kent USA

Absolute Travel

Adventure Life

Alluring Destinations

ASI - Alpinschule Innsbruck

Askja Reizen

Austin Adventures

Aventyrsresor

Baumeler Travel

BikeHike Adventures

BikeToursDirect

Butterfield & Robinson

Ciclismo Classico

Contiki Holidays

Country Walkers

Cyclomundo

Diplomat Travels & Tourism Agency

Discover The World

DuVine Cycling & Adventure Co.

Elevate Destinations

EverGreen Escapes - Cascadia & International

Exodus Travels

ExperiencePlus! Bicycle Tours

Firefly Journeys

Global Family Travels

Gray & Co.

Greenloons

H&I Adventures Ltd

Hauser Exkursionen International

Indagare Travel

Intrepid Travel

KE Adventure Travel

Khiri Travel

Latin America World

Lindblad Expeditions

Macs Adventure

Moondance Adventures

Mountain Travel Sobek

Muddy Shoe Adventures

National Geographic Adventures / National Geographic Expeditions

Natural Habitat Adventures

PEAK Adventure Travel DMC

Ponte Travels

Pure Adventures

Q8 Adventures

Quark Expeditions

Radweg-Reisen

Red Lantern Journeys

REI Adventures

ROW Adventures

Saddle Skedaddle

Seascape Kayak Tours

SNP Natuurreizen

Spirit of Africa

Summer Feet Cycling

TCS Expeditions

Terres d'Aventure - EAD Group

The Northwest Passage and Polar Explorers

Thomson Family Adventures

Thomson Safaris

Tierra del Volcan / World Bike Adventures

Trek Travel

Vaya Adventures

Viventura GmbH

Whole Journeys

Wikinger Reisen

Wilderness Travel

Wildland Adventures

"I had a great time at the ATWS this year! I was so happy to have met 7 local tour operators who had never been to the ATWS before, all of whom I currently developing new programs with. This was perhaps the most productive Summit for me yet, simply because of the new faces.

ANNE S. WOOD MOUNTAIN TRAVEL SOBEK


[Attending Suppliers]09West

3e travel Montenegro

8Seasons4Women

A.C.E. Adventure

Active 4 Adventures - Discover France

Active Adventure Tours Mongolia LLC

Adriatic Kayak Tours / Jadranske Kajak Ture

Adventure & Landscape

Adventure Burren

Adventure Canada

Adventure Slovenia

Adventure Travel West, Inc.

Aeolus Tours

African Bikers Tours

Ak-Sai Travel

Alta Expedition

Amazonas Explorer

Amigo Trails – Copper Canyon Experts

Amity Tours

Angama

Aniyami DMC Brazil

Antarpply Expeditions

Aracari Travel

Arctic Adventure

Arctic Adventures

Argentina Trails - ADOPTA

Arizona Outback Adventures

Armenia Holidays

ARP Travel Group

Asia Aventura

Atithi Voyages India

Atlantic Sea Kayaking and Wild Atlantic Walks

Aurora Expeditions

Authenticore

AYGO Slovakia s.r.o

Baltic Blues Adventure

Bamba Experience

Banjara Camps & Retreats

Bergen Base Camp

Big Adventure Islands

BirdsChile - Nature Tours

Black Mountain Ltd

Blazing Adventures

Boogie Pilgrim

Brazil Ecotravel

Caminhos do Sertão Cicloturismo

CEAD-Ireland.com

Celtic Rider Ireland

Chile Nativo Travel

Chilewalks

Connemara Adventure Tours

Connemara Wild Escapes, Ireland

Contrast Adventure

croActive Holidays - Aktivni odmor doo

Delfin Amazon Cruises

Delphi Adventure Resort

DID Adventure, Norway

Diverse China Travel

Easia Travel

Ecoexperiencias Tour Operadores

Ecuador Adventure / Opuntia Galapagos Ecojourneys / Colombia Adventure

Electric Escapes Ireland

Elite Travel DMC - Lufthansa City Center

Enchanted Expeditions

Encounters Asia / Jungle Lodges

European Walking Tours

ExoAdventure

Expediciones México Verde

Expediciones Sierra Norte de Oaxaca

Explorandes

Explore Lofsdalen AB

Explore!

Extreme Ireland

Fantastico Sur

Fiore Tours & Adventure Croatia

Galakiwi Adventures

Gårdsjö Moose Park

Gondwana Brasil Ecoturismo

GoNorth

Green Pathways Nicaragua

Greenlife Tours LTD

Grosvenor Tours

Heritage Expeditions

HF Holidays

Hike'n Sail in Turkey

HilltopTreks

Himalayan Glacier Trekking (P) Ltd.

Ibex Expeditions, India

Icelandic Mountain Guides

Ireland Walk, Hike, Bike

Jamie's Whaling Station & Rainforest Inn

Kallpa Tour Operator- Argentina & Chile

Kalypso Adventures Private LTD

Kili Base Adventures

Killarney Riding Stables

KUONI Destination Management

KVT India

La Paz on Foot

Laila Tours and Travel


[Attending Suppliers]Latin Trails

Luxury India Holidays Pvt Ltd.

Macedonia Experience

Majestic Peru

Malawian Style

Mandala Tour - Italy

Maple Leaf Adventures

Maritaca Turismo

Marrakesh Voyage - Morocco D.M.C.

Matagalpa Tours

Maya Amazing Adventures

Mercury Himalayan Expeditions Limited

Meridien Ten

Mor Active Tours

Mountain Lodges of Peru

O.A.R.S.

Odysseia-In Travel Ltd, Bulgaria

Oku Japan

One Ocean Expeditions

Outdoor Albania

Outdoor Interlaken

Outdoors Ireland @ Muckross Park Hotel

Portugal Nature Trails

Pure Brasil

Pure! Travel Group

PureQuest Adventures

Rios Tropicales

Rventures Holidays

S-Cape Countryside Travels srl

Sacred Rides Mountain Bike Adventures

Safari Legacy

Say Hueque - Argentina Tours

Selena Travel Mongolia

Shikhar Travels India

Snow Leopard Adventures Pvt. Ltd

Solentiname Tours - Discover Nicaragua

Southern Visions Travel

SouthExpeditions / TravelEcuador

Speyside Wildlife

SpiceRoads Cycle Tours

Spike Island Adventure / Neptune Kayak

Summum Outdoor Adventure Travel Colombia

Terra Brasilis

The Muddy Boot

Todos Santos Eco Adventures

Tour d'Afrique Ltd.

Traveling Spoon

Trek Himalayan LLC

Trekking Hellas - Lead Aeiforos Anaptixi SA

TrekTrek comfortable adventures

Tribal Adventure Tours

Tropic

Ultimate Safaris Namibia

Vagabond Adventure Tours of Ireland

Via Antiqua Travel GmbH

Viator Travel, Dubrovnik, Croatia

VMD Travel Agency Croatia

Volcanoes Safaris Ltd

Voyage Colombia - World Tours SAS

Walkabout Scotland

Wild Sweden

Wilderness Ireland

Wilderness Scotland

Within the Wild Adventure Company

Worldwide Adventures

Myrkdalen Fjellandsby / Fjord & Peaks

EcoHotels / Feynan Ecolodge

Voss Resort AS

Myrkdalen Fjellandsby / Fjord & Peaks

Braewick Cafe & Caravan Park

Grootberg Lodge - Namibia

Manor House Hotels & Irish Country Hotels

Cayuga Collection of Sustainable Luxury Hotels and Lodges

Explora S.A.

Färnas Hjärta B&B

Ulvsbomuren Wildlife Safari & Lodging

The Ranch at Rock Creek


[Attending Tour Operators]Attending tour operators not designated as Supplier or Buyer in the Marketplace.

Björnö Stug & Aktivitetscenter

Bratt moro AS

Breogfjell AS

Challenge Aspen

Classic Africa Safaris UGANDA

Damaraland Camp - Namibia

Discovery Route AS / Mo Laksegard AS

Equinox Aventure

Fløibanen AS

Fonna Glacier Ski Resort

Golden Gate Tours & Travel

Kompas Skopje A.D

Loen Active AS

Myrkdalen Mountain Resort

National Parks in North Trondelag

NJORD sea kayak adventures

Norway AdvenTURes

OpplevOdda

Outdoor Education Ireland / Cappanalea OEC

Siraj Center

Sojourn Explorers

Twefelfontein Heritage Site - Namibia

Voss Rafting Senter

VossVind Indoor Skydiving

Wilderness Adventures

Wildlands Collective


AT TA R e g i o n a l E x e c u t i v e D i r e c t o r s

Antonio Del RosalExecutive Director, Latin [email protected]

Manal KeligExecutive Director, Middle East & [email protected]

Chris DoyleExecutive Director, [email protected]

Jason ReckersVice President, [email protected]

Documents

Adventure Travel Trade Association - Final Report Mission … · 2017-07-08 · perception of Ireland as an adventure travel destination: [Ireland] The Pre-Summit (PSA) and Day of