Exploring the Future of Adventure Travel, with Shannon Stowell, ATTA

“Community and sustainable travel is so hard to get right, and so easy to get wrong. How do you bring people into a place and they enjoy it, and they’ll pay for it, and they won’t destroy it? Anybody who says they have a formula for that, is kidding themselves.” This week, Gary and Hannah explore the future of adventure-based travel with Shannon Stowell, CEO of the Adventure Travel Trade Association (ATTA), a US-based organisation with members in 103 countries. In September, the ATTA will hold its Adventure Travel World Summit in Asia for the first time, in Hokkaido, Japan. We discuss the evolution of travel focused around activity, nature and culture – and the influences of the pandemic on outdoor travel motivations. Plus, we explore the potential for expansion in South East Asia  (“The opportunity to build small, more focused travel experiences is real”). The journey also takes us around the globe, to discuss how tour operators, Tourism Ministers and local communities from the Balkans to Brazil and from Antarctica to Shannon’s beautiful home state of Colorado are rethinking travel experiences in places of unique natural and cultural diversity.