Dear ATTA Members,

It is with much anticipation that we share the following exciting news with you. Over the past nine years the ATTA network has grown from around 100 members to nearly 900 today. Over the years there has been much discussion about what it takes to be a member. The ATTA started as primarily a business network — a place to meet potential business partners and to learn. What has happened in the past near-decade has been remarkable as the association became more of a tribe, with many shared values and a seemingly overarching desire by all to ‘do well by doing good.’ The ATTA has always held this as the ultimate success goal: to be an association of successful organizations who do not succeed by abusing everything and everyone around them but instead to be an environment of responsibility, of care-taking, of stewardship. With this in mind, we’ve determined that as we face more growth in the coming years and more awareness in the larger tourism industry, it is critical that we lay out what we believe are the key values of our organization as a whole. Let me be clear, we are not telling anyone what they must do — we are not the holders of moral high ground — but we have come to the conclusion that stated values are acted-upon values. We also know that no organization has reached perfection (when you do, please write) and that we are all on a course toward doing better.

With that, we release the ATTA Values Statement, created by the team, informed by the UNWTO, refined by the advisory board and finalized into its current form. We have always desired to change the world for good and this is one way we will take a step to try and achieve it. Any new ATTA member and any renewing ATTA member will be required to agree that these are the principles held by this community and we are all attempting to move towards them. If there is someone who disagrees with any or all of them, we respect all viewpoints, but feel that this is probably not the right ‘home association.’

Our desire is for the ATTA network to thrive, to grow, and to do it the right way, which sometimes is the harder path. Let me take this opportunity to thank you again for your membership and your support of the ATTA. We literally can’t do this without you.

Access ATTA Values Statement PDF:
[English] [Spanish] [Portuguese] [Mandarin Chinese] [Arabic]

Kind regards,

Shannon Stowell
President
Adventure Travel Trade Association