Delegates at the Leeds event will hear how the touring and adventure sector continues to go from strength to strength. Samantha Mayling reports
Atas Conference 2024 preview: Delegates at next week’s event in Leeds will hear how the touring and adventure sector continues to go from strength to strength. Report by
Samantha Mayling
We are growing compared to last year, but also growing compared to 2019 overall. That is fantastic to see,” says Zina Bencheikh, chair of the Association of Touring & Adventure Suppliers.
“It’s lucrative for agents because there is so much value in touring and adventure packages,” Bencheikh adds.
“The average selling price of a tour is much higher than other holiday types. It’s also a complex booking. People can’t necessarily buy online or direct themselves, so this is where you need an agent.”
Touring and adventure is a complex booking. People can’t necessarily buy online or direct themselves, so you need an agent
Intrepid Travel’s EMEA managing director was talking to Travel Weekly ahead of the Atas Conference, which will bring more than 400 delegates to Leeds’ Royal Armouries on October 15-16.
On the rise
Recent figures, compiled with customer data analyst Radar using statistics from members, show that booking numbers were 10% up year on year, with revenues increasing 12% year on year.
Delegates will hear the latest research from Atas and Radar during the conference, helping them to understand how sales are outpacing those in other sectors – and which trends and destinations they can capitalise on.
Agents and members will also network during the trade fair, awards ceremony and evening events, making the most of the conference theme ‘Connect’.
Bencheikh says the theme also reflects how the touring and adventure sector helps to connect people with other travellers, as well as local communities.
Sessions will showcase how clients connect with each other on tours – such as adventurous older women, dubbed ‘queenagers’, or solo travellers – and encounter people in communities across the globe in ways that only touring and adventure suppliers offer.
Bencheikh notes how the conference represents the culmination of a busy year for Atas. Other events have included its popular Atas Presents forums in Birmingham, York, Chester and Norwich; afternoon tea with Clia in Glasgow; and a river cruise along the Thames on the day of Travel Weekly’s Agent Achievement Awards.
In addition, Atas’s first event outside the UK was held in March, when 50 agents and 10 tour operators headed to Lake Como for the inaugural Atas Experiences gathering.
Some of the agents journeyed with Intrepid Travel and Eurostar, heading to Paris and then through the scenic Alps to find out for themselves why more clients are seeking holidays by rail – opting for a ‘slow travel’ experience that leaves a smaller carbon footprint.
Enjoying the journey
“Public transport in other countries, such as China, Japan and Vietnam, is used for many touring itineraries now – people enjoy the trip as much as the destination,” comments Bencheikh.
“This type of travel is particularly attractive to baby boomers, who have more time and more income.”
She says younger travellers are also showing more interest in touring and adventure, thanks to “the element of connection”.
“There is a ‘sober curious’ trend for less partying and making more connections – they care about their health, responsible travel and lower carbon footprints,” she notes.
Another market within touring and adventure that’s growing in popularity is expedition cruising.
As well as all the conference and workshop sessions, there will be lots of fun opportunities each evening
“These clients are seeking bucket-list holidays or once-in-a-lifetime trips,” adds Bencheikh.
Speakers from Audley Travel, Incredible Journeys and Newmarket Holidays will be on one panel to talk about the tremendous range and variety of escorted tours, and Trees4Travel will update delegates about sustainability.
The event will also feature its Selling Skills workshop on the first day, with three Atas Agent Ambassadors, social media experts and more tour operators offering tips and guidance to agents, from newbies to experienced pros.
Adrenaline rush
Other speakers at the conference will inspire delegates about the buzz and emotion of travel.
Betty Mukherjee, from BBC’s Race Across the World series four, will talk about competing in the 50-day race from Japan to Lombok – without flights or phones.
Adventurer and broadcaster Saunders Carmichael-Brown will share his experiences on the 2022 expedition to Antarctica that found the wreck of Endurance, explorer Sir Ernest Shackleton’s vessel.
Carmichael-Brown is sponsored by Atas member AE Expeditions because he is a guest speaker on the cruise line’s ships.
Adventure travel trends will also be discussed by James Thornton, chief executive of Intrepid Travel, a marathon runner who has a passion for Africa and the outdoors.
“Betty will talk about how TV programmes boost interest – if a destination or travel style is featured, searches will increase,” says Bencheikh.
“Mail Metro Media will talk about TV too, helping agents tap into trends.”
Claire Brighton, Atas director, adds: “As well as all the conference and workshop sessions, there will be lots of fun opportunities each evening, with a Destination Showcase that’s sponsored by Barbados Tourism Marketing, and a gala dinner sponsored by Virgin Atlantic and Delta Air Lines.
“We’re looking forward to an informative and compelling couple of days in Leeds.”
