Study reveals countries with highest adventure tourism potential

The Adventure Travel Hub, brought to the Outdoor Retailer Summer Market by the Adventure Travel Trade Association for the second consecutive year, was the confluence for more than 35 meetings between outdoor gear and apparel brands with the world-class adventure tourism destinations of Norway, Bosnia-Herzegovina, Mexico and Belize.

The meetings, cultivated by ATTA through its extensive network, were designed to help foster creative partnerships and innovative marketing promotions between the adventure travel industry and the outdoor industry, whose overlapping interests and areas of expertise make for rich, synergistic outreach and branding initiatives.

ATTA also fostered meetings with the destinations with over a dozen top media executives to introduce and foster new editorial content in publications.

Meanwhile, President Shannon Stowell, VP of Business Development and other key members of the team conducted another more than 60 meetings with gear, apparel and accessory brands at ORSM to discuss similar opportunities possible between the 70+ ATTA members representing destinations worldwide.

Stowell and Vice President Chris Doyle gave a seminar on Tapping into Adventure Travel – A Growth Market, attended by more 40 people, outlining the burgeoning global adventure tourism industry, valued at $89 billion, and the varied cross-promotional opportunities for the outdoor industry to take advantage of the $53 billion in retail sales associated with adventure tourism. Other events co-hosted by ATTA included evening happy hour events with trip and gear giveaways from the destinations featured at the 2011 Hub and selected retail partners, attended by almost 600 industry professionals.

New, joint consumer outreach initiatives, digital film, photo and social media projects, and co-branded marketing collateral development, are just a few of the results that have already emerged from the ATTA hub.