A 50-year vision for the future of adventure travel and responsible tourism will be discussed at this week’s World Travel Market.
Issues, policies and trends in the adventure travel sector will be debated across two days, including a networking event for operators, agents, destinations, tourism boards, equipment brands and the media.
Adventure Travel Trade Association (ATTA) executive director for Europe, Chris Doyle, will lead the first session on Wednesday, entitled ‘Pioneering the Next 50 Years, Today’.
The debate will consider a new 50-year path for responsible tourism and ways to tackle the problems faced today.
Doyle said: “We must acknowledge today’s existing barriers and challenge faulty institutional models and systems.
“It is time to explore a new course of action, designed to help our entire leisure tourism industry…to reconsider, re-frame and re-invent how it views development and capacity.
“We will take a deeper look at how purposeful shifts in policy and development can contribute to an economically prosperous future for the entire tourism supply chain.”
Doyle will also take part in a three-part adventure travel programme the following day.
He said: “Hot topics include market shifts, digital marketing, traveller lifestyle and motivation, youth markets and mobile booking.
“We’ll make sure delegates receive valuable insights on how to frame these issues within their businesses.”
WTM senior director, Simon Press, said: “As we are marking the 35th WTM this year, we have been looking at the next 35 years in travel and discussing what the future might hold.
“It’s great that the adventure travel sector is also taking a long-term view and is debating sustainable policies that could shape the industry for the next 50 years.
“The sessions being run by ATTA will certainly help delegates to achieve their goals in business, while supporting the wider industry on the road to a responsible and profitable future.”