Adventure Travel and its pioneering role in shaping the future of tourism

The adventure segment is an important part of the travel industry. Accordingly, the latest episode focuses specifically on the adventure segment. Charlotte Lamp Daviesof A Bright Approach spoke to the CEO of the Adventure Travel Trade Association ATTA - Shannon Stowell.

In office for some 20 years, he initially took a completely different career path. Realising that life as a scientist was not for him, he ended up in e-commerce and through his work met ATTA, which immediately fascinated him and whose highest office he later took over.

In the podcast, Stowell explained that the adventure travel industry is based on the pillars of nature, culture and activity. The form of travel already supports local communities per se, as it is ultimately dependent on intact nature. Tourism contributes directly to protecting the environment and strengthening communities. Many in the industry are on board out of passion, not least the former head of ATTA, who personally took stakeholders all the way up to politicians rafting on rivers to promote the protection of these ecosystems.

As an example of a successful symbiosis between economic and sustainable interests, Stowell cited gorilla tourism in Africa, which is responsible for the survival of the animals as it contributes significantly to the local economy. Without the protection of nature, there would be no adventure tourism in many places.

Sustainability as a driving force in adventure tourism

In recent years, awareness of sustainability in tourism has grown noticeably. Guests are paying more attention to ensuring that their trips are environmentally friendly and in harmony with the local population. Around ten years ago, ATTA set up a fund to promote the issue of sustainability. He also reported on the association's announcement following a conference in Panama that members of the organisations should have a formal sustainability plan within two years - whether through certification or investment in environmental projects.

Stowell pointed out that many companies are already actively working on sustainable solutions, such as recycling water or buying more sustainable energy. Change should never be brought about by pointing the finger. Accordingly, he stressed that everyone in the industry is doing their best in their own way. He cited Hurtigruten as a very positive example of sustainable behaviour in the cruise industry.

Future trends and innovations in the adventure travel segment

When asked about new developments within the industry segment, Stowell mentioned the role of artificial intelligence (AI). Admittedly, some are worried about what it will bring, but ATTA is already using AI to provide the market with better information. Artificial intelligence should not replace the role of guides in the future. Human contact will remain essential in the future.

He also spoke of a ‘DimSumisation’ of offers, with travellers expecting flexible and modular offers - in other words, greater individualisation. ‘Soft adventures’ - lighter activities that are suitable for a broader audience and, not least, cater to the growing high-end segment - are currently in particularly high demand. This has increased recently, while the middle segment has declined somewhat, which the expert attributes to the end of the corona-related catch-up in global travel, among other things.

As an example of the successful impact of adventure travel on a country or region, Stowell cited Panama, with which the ATTA has been working closely for years. The association's summit was also held there recently. There was also a competition in which DMCs and tour operators were asked to show how they integrate local communities into their offers. The ideas ranged from the integration of dolphin watching to cooperation with indigenous groups.

Where is the journey heading?

Stowell emphasised that while travellers are increasingly demanding sustainability, they often expect their providers to take responsibility. He encouraged travellers to always ask what they are doing to protect the environment and local communities. Geographically, cooler regions such as Scandinavia and Western Europe are on the rise for travellers - especially for the hottest months of July and August. Japan and Colombia are also among the emerging destinations in his industry.

Finally, Charlotte Lamp Davies asked Stowell about his personal travel plans for the near future. Professionally, he is planning a trip to Norway in the near future for a summit. Privately, however, he would like to travel to Iraq, particularly the south, having already visited the north.

To listen to the podcast in full length, click on the episode HERE or simply click on the play button: