Atas plans consumer push among four growth strategies

The Association of Touring & Adventure Suppliers (Atas) is looking to expand its brand awareness beyond the travel trade to build recognition of the sector among consumers.

It is also developing strategies to become the “single source of truth” for industry data, and to help its operations and customer service working group to evolve.

These three workstreams will bolster the primary aim of Atas: to support its members and travel agents, and foster growth in the sector.

More: Atas eyes further growth with new membership manager [April 26]

Details of the strategy were discussed at the Atas Summit in London on Tuesday, attended by more than 100 delegates.

Niel Alobaidi, Atas chair and Newmarket Holidays chief executive, told Travel Weekly: “Touring and adventure is a fast-growing sector, very well known within the trade, but there are lots of people who don’t know a lot about it – and there is an opportunity for Atas members.

“We all have PR and marketing teams, but to have a central body amplifying that message – how amazing touring and adventure can be as a holiday – the more people it brings into the funnel for agents and operators.”

The data project will build on statistics from members, helping travel agents to identify market trends and opportunities.

“Our aspiration is to work with third parties to create a single source of truth for data for touring, adventure and expedition cruising, and a breakdown within that of destinations and customer types,” said Alobaidi. “It builds the credibility of Atas and provides value to all partners.”

The operations and customer service working group meets regularly to improve clients’ experience and manage the impact of world events. It was set up in February 2025 with five businesses and has grown to 13, and now benefits from working with Abta.

“When something happens, like [the conflict in] the Middle East, having that connectivity into Abta can work really well for our businesses,” said Alobaidi.

The summit heard about the Atas website relaunch, with nearly 1,000 new users joining between July 2025 and May 2026, and the recruitment of Aaron Hilton in April as membership manager.

Atas director Claire Brighton said: “These developments will help Atas become the ‘go-to’ association for touring and adventure and make us more effective at growing the sector.”