agenda-page-header

Summit Agenda

Skip to:

Monday | Tuesday | Wednesday | Thursday

Monday, October 8

7:00 – 9:00am — Registration

8:30am – 4:00pm — Day of Adventure

Join your fellow delegates for a Day of Adventure, brought to you by Lucerne Tourism and Backpacker magazine. Get ready for adventure and meet new colleagues as you explore the beautiful Lake Lucerne Region. Thank you to the Day of Adventure providers, Backpacker and Lucerne Tourism.

4:30pm – 5:30pm — Summit Orientation

Join the ATTA team for a special overview designed to help you make the most of your time at the Adventure Travel World Summit. Meet members of the ATTA team, get tips on how to connect with many of the 600+ attendees and learn how to navigate the agenda including; the new Media Exchange, special evening events, Marketplace and more. First-timers and Summit Experts alike are encouraged to attend, learn and lend insight into how to best utilize your time at the Summit.

6:30pm – 10:00 pm — Willkommen, Bienvenu, Benvenuto and Bainvegni to Switzerland

Welcome to Lucerne, welcome to Switzerland. Beginning with a toast to the Summit in the Lucerne Hall Foyer, this official inauguration of the 2012 ATWS kicks off with a welcome by ATTA President Shannon Stowell and our Swiss hosts, Switzerland Tourism, Lucerne Tourism and Swiss Travel System, at the KKL, our home for the next four days. Learn from Switzerland Tourism CEO Jürg Schmid about the country’s 150 year history and the future of Switzerland as an adventure travel and outdoor destination.

Jürg Schmid

CEO, Switzerland Tourism

Jürg has been CEO of Switzerland Tourism since November 1, 1999. Switzerland Tourism is a public corporation founded to promote tourism demand for Switzerland as a vacation, travel and congress destination. More than 200 employees work for Switzerland Tourism in 20 national representative offices across the globe. Jürg previously spent six years with Oracle Corporation, the world’s second largest software provider. As a member of the Oracle Switzerland executive management, he was responsible for sales and marketing. He was then appointed regional Sales and Marketing Director, with responsibility for northern, central and eastern Europe, the CIS countries, the Middle East, Near East and Africa. Prior to that Jürg gained valuable professional experience with Hewlett-Packard and Bank Vontobel. An avid hiker and skier, he spends as much time as his schedule allows in the Swiss Alps.

Switzerland opening night continues with dinner, wine provided by the Lake Geneva region, and live music at Lucerne Hall.

10:00pm — Late Night at Hotel Astoria

Join Peru at the Hotel Astoria for some late networking – and play sapito for a chance to win prizes! (Cash bar.)

Tuesday, October 9

8:40am – 10:30am — The Global Marketplace Part 1

The Marketplace features 100 inbound tour operators, accommodations and destinations from around the world, organized by region. Designed for quality over quantity of meetings, the Marketplace off ers Suppliers and Buyers (outbound tour operators and specialty travel agents) an ideal setting for introductions and in-depth product development discussions. The Marketplace resumes at 1:00 PM.

10:45am – 12:00pm — Featured Presentation

Adventure Tourism & Stimulating Local Economic Growth

Shannon Stowell shares the stage with Mr. Rifai to discuss tourism’s current state of aff airs, growth patterns and potential. The two also explore the importance of the economic impact of adventure tourism versus mass tourism to support purposeful development of specialized forms of tourism as means of stimulating local economic growth.

Taleb Rifai

Secretary-General of the UNWTO (World Tourism Organization)

Prior to his role at the UNWTO, Taleb Rifai served in several ministerial portfolios in the Government of Jordan as Minister of Tourism and Antiquities; Minister of Information; and, Minister of Planning and International Cooperation. During his term as Minister of Tourism and Antiquity, Taleb Rifai established Jordan’s fi rst Archaeological Park in the ancient city of Petra in collaboration with UNESCO and the World Bank.

Shannon Stowell

President, ATTA

Under Shannon’s leadership as president of the Adventure Travel Trade Association (ATTA), the organization has grown into the largest international association of adventure travel companies with more than 800 members worldwide. His 20+ years of business experience, connections, marketing insight, environmental science education, vision and passion for adventure travel have prepared him well to serve the organization. He’s co-authored a National Geographicpublished book and is a frequent speaker and consultant for destinations and businesses around the world on adventure tourism.

12:00pm – 12:45pm — Lunch

Norway: the perfect balance of rock and sea, adventure and infrastructure. Enjoy a networking lunch after live music and a breathtaking exhibition of balance.

1:00pm – 4:00pm — Marketplace Part 2

The Marketplace features 100 inbound tour operators, accommodations and destinations from around the world, organized by region. Designed for quality over quantity of meetings, the Marketplace off ers Suppliers and Buyers (outbound tour operators and specialty travel agents) an ideal setting for introductions and in-depth product development discussions. The Marketplace resumes at 1:00 PM.

4:30pm – 5:30pm — Featured Presentation

What Successful Brands Know That You Don’t: Leveraging Bloggers for Better Branding

Some of travel’s most successful companies are engaging with the blogger community to help define, build and promote their brands. Get updated on the latest ways that bloggers and brands are partnering, find out how to identify the right bloggers for your company and build effective relationships.

Ellen Barone

EllenBarone.com

Consumer travel expert, Ellen Barone, has been creating and curating intriguing, trustworthy and engaging travel advice and inspiration since 1998. With her signature blend of narrative and service journalism, editorial photography and travel technology, Ellen is a notable example of a photojournalist fusing blogging, multimedia storytelling and social media to engage with a wide and active audience.

Marybeth Bond

GutsyTraveler.com

If you do a Google search for ‘Women Travel Expert’ you’ll find Marybeth, The GutsyTraveler, ranks #1. National Geographic Author and blogger, she has been on the Oprah Winfrey Show, CBS News, CNN, ABC, NBC and in The New York Times. She has been a travel editor, journalist and radio and television expert representing digital, print and broadcast channels worldwide.

Dave Bouskill

ThePlanetD.com

Dave Bouskill is one half of Canada’s Adventure Couple, ThePlanetD — one of the leading travel websites on the internet focusing on adventure and inspiration. Teamed up with Debra Corbeil, they not only have a leading travel blog, they are also considered one of the most influential travel personalities in social media. With 36,000+ highly engaged twitter followers and a monthly readership of 160,000 and growing, they are one of the driving forces behind the digital media movement in travel.

Casey Hanisko (Moderator)

ATTA

Casey has been involved in the marketing, sales, and business development of internationally bound tours with a deep focus on education, adventure, and responsible travel practices since 1997. Her most recent role was as VP, Marketing and Sales at international tour operator Zegrahm Expeditions, a leader in smallship cruising and land-based expeditions.

5:30pm – 6:00pm — Dinner Sponsor

Chile and AFAR will transport you through a ‘Story for Tomorrow’ before we adjourn to a boat cruise on Lake Lucerne. Be sure to attend, a clue will be given that may help you win a trip to Chile!

6:30pm – 7:30pm — Boat Cruise on Lake Lucerne

Cruise scenic Lake Lucerne on a beautiful, historic paddle steamer and enjoy the magnificent views while you network on your way to our next Summit adventure, dinner at the Museum of Transport. The Swiss Museum of Transport is Europe’s most comprehensive museum of mobility. More than 3,000 objects are spread over an exhibition area of 20,000 square meters showcasing the development of traffic on roads, by rail, on water, in the air and in space. Please remember to bring your Swiss Pass as this is your ticket to the Paddle Boat as well as your bus pass back to your hotel if you choose not to walk.

7:30pm – 10:00pm — Dinner

Upon arrival, the hunt begins to win a trip for two to Chile! (Note: Delegates will receive another key clue during the boat ride over.)

10:00pm — Late Night at Schweizerhof

Join us for a late night, no-host gathering at Hotel Schweizerhof.

Wednesday, October 10

7:45am – 9:15am — Media Exchange

At this year’s Summit, tour operators, ground suppliers and destinations (and/or their ATTA-approved PR/Marketing representatives) gain facilitated, face-to-face access with an impressive field of accomplished travel journalists representing digital, print and broadcast channels worldwide. This world-class gathering of journalists are available to tour operators, ground suppliers and destinations on October 10th and 11th each morning during a 90-minute span for prescheduled encounters. This event is sponsored by Bulgaria and Lucerne. Read more

9:30am to 11:00am — Session Breakouts

General Track
Tour Operator Track
Tourism Board Track

Mysteries of the Media Revealed – Part 1

Read More

Performance “Dashboards” Measures & Management

Strategic Business Development for SMEs: Business Scaling & Growth Management, Succession & Exit Planning

Pricing in a Global Market: Strategies for Navigating Currency Risk, Value, Pricing and Commission

Optimizing Destinations for Adventure Travel: Leading Responsible Development through the Adventure Tourism Development Index (ATDI) Framework

Read More

11:00am – 11:30am — Coffee and Networking Break Sponsored by Brasil

11:30am – 12:45pm — Featured Presentations

Environmental Engagement Through Firsthand Exploration

As her grandfather famously said, ‘People protect what they love.’ But, how do we get people to fall in love with the natural environment? How do we mobilize them to make a difference? In this discussion with ATTA’s Chris Doyle, Alexandra Cousteau tells us about her belief that the key is to experience our water planet firsthand in order to understand why it is so important to protect it. Yet, in order to achieve sustainability, we must find a balance between making nature accessible — and keeping it wild.

Alexandra Cousteau

Co-founder of Blue Legacy and Granddaughter of Yves-Jacques Cousteau

National Geographic ‘Emerging Explorer, filmmaker and globally recognized advocate on water issues,’ Alexandra Cousteau continues the work of her renowned grandfather Jacques-Yves Cousteau and her father Philippe Cousteau, Sr. She has mastered the remarkable storytelling tradition handed down to her and has the unique ability to inspire audiences on the often weighty issues of policy, politics and action. Alexandra is dedicated to advocating the importance of conservation and sustainable management of water in order to preserve a healthy planet. Her global initiatives seek to inspire and empower individuals to protect not only the ocean and its inhabitants, but also the human communities that rely on freshwater resources.

The Freedom to Roam

Natural synergy exists between the needs of the adventure travel industry and the work of WWF. The freedom to roam is integral to adventure travel – and not just in spirit. Space and access to awe-inspiring conserved land areas for adventure itineraries are essential — together, we can save them.

Jim Leape

Director General of the WWF International

Jim Leape has worked in conservation for more than three decades. A graduate of Harvard College and Harvard Law School, he began his career as an environmental lawyer before joining WWF in the U.S. in 1989. For ten years he led their conservation programs around the world, serving as Executive Vice President. From 2001 to 2005, he directed the conservation and science initiatives of the David and Lucile Packard Foundation, one of the largest philanthropies in the U.S. As Director General, Jim Leape is the chief executive of WWF International and leader of the global WWF Network.

1:00pm – 1:45pm — Lunch

Since the days of fur traders, Québec has defined ‘adventure’. Prior to our lunch, Québec will transport you to this vast territory where nature is your travel companion.

2:00pm to 3:30pm — Session Breakouts

General Track
Tour Operator Track
Tourism Board Track

Mysteries of the Media Revealed – Part 2 Continued

Read More

Performance “Dashboards” Measures & Management — Repeat

Business Scaling & Growth Management, Succession & Exit Planning — Repeat

Pricing in a Global Market: Strategies for Navigating Currency Risk, Value, Pricing and Commission — Repeat

Cooperation Success Stories: Modeling Private Enterprise & Institutional Partnerships

3:30pm – 4:00pm — Coffee and Networking Break Sponsored by Brasil

4:00pm – 5:00pm — Featured Presentation

Consumer Behavior Trends Revealed

What’s affecting and shaping traveler behaviors today? What will influence their behaviors tomorrow? Gain perspectives from the new world of consumer marketing, research and behavior, especially as it relates to online customer acquisition, using social media and the intensive consumer movement from desktop environments to mobile and tablet technology.

Erik Blachford

Dinamundo

Currently Founder at Dinamundo and a Venture Partner at Technology Crossover Ventures, Erik is also Chairman at Terrapass. He has served as CEO of Expedia, Inc./IAC Travel, Terrapass and Butterfield & Robinson and currently sits on the boards of Zillow, Inc (Nasdaq: Z), Glassdoor, Bloomspot and Liftopia and is an advisor to Hipmunk. Erik holds a BA from Princeton University and a MBA from Columbia Business School.

Nick Stafford

LivingSocial

Nick Stafford, armed with 15 years of experience leading travel businesses, and a well-stamped passport, is responsible for LivingSocial’s travel business, ‘Escapes’, in Europe and Africa, and also leads their global hosted tours operation. Nick has held several high-profile executive positions in leisure travel in the U.S. and Europe, in both operational and M&A capacities. Most recently he headed Global Strategy for TUI Travel PLC where he focused on TUI’s acquisitions in the U.S. adventure market. Nick holds an MBA from IMD Business School in Lausanne, Switzerland and is a qualified chartered accountant.

5:00pm — Free Night

10:00pm — Late Night at Schweizerhof

Join us for a late night, no-host gathering at Hotel Schweizerhof.

Thursday, October 11

7:45am – 9:15am — Media Exchange

At this year’s Summit, tour operators, ground suppliers and destinations (and/or their ATTA-approved PR/Marketing representatives) gain facilitated, face-to-face access with an impressive field of accomplished travel journalists representing digital, print and broadcast channels worldwide. This world-class gathering of journalists are available to tour operators, ground suppliers and destinations on October 10th and 11th each morning during a 90-minute span for prescheduled encounters. This event is sponsored by Bulgaria and Lucerne. Read more

9:30am – 11:00am — Session Breakouts

General Track
Tour Operator Track
Tourism Board Track

Mysteries of the Media Revealed – Part 1 – Repeat

Read More

Tour Operators’ Peer-to-Peer Exchange

Crisis & Field Risk Management

Supply Chain Development & Management

Preparing for International Export

11:00am – 11:30am — Coffee and Networking Break Sponsored by Brasil

11:30am – 12:45pm — Featured Presentations

The Art of Digital Storytelling

Google is the new guidebook and phone pics the new postcards, so how can we best share our stories online? Find out from three different pros—the digital storyteller, the destination marketer and the online publisher—how to get fingertips tapping, eyelids twitching and travelers dreaming about your trips and destinations.

Andrew Evans

National Geographic – Digital Nomad

Andrew Evans is a contributing editor at National Geographic Traveler and National Geographic’s “Digital Nomad.” In addition to writing features, essays and a column for the magazine, he travels the globe, creating interactive travel experiences for readers using the internet, digital mapping and social media. In 2009, Evans rode from Washington to Antarctica — primarily by bus — sharing the uncharted 12,000-mile journey with his readers in real-time online. Since then, he has continued traveling for National Geographic, creating real-time interactive travel narratives for readers, from his 2-month, 20,000-mile journey around Australia to his vast exploration of Canadian hinterlands.

Ethna Murphy

Fáilte Ireland

Ethna’s current position at Fáilte Ireland is that of Manager, Destination Development – Strategic Planning and Policy. As a manager in the Destination department, she is responsible for supporting holiday experiences that drive the development of the tourism destinations within Ireland. Previously she acted as Hospitality Marketing Manager and she supported the development of the emerging Food Tourism product. Ethna has worked on a wide range of projects while with Fáilte Ireland and previously, CERT, including the development of Optimus – Business Excellence programme.

Ross Borden

Matador Networks

Ross Borden is the CEO of Matador Network. Since starting Matador in 2006 he has worked with dozens of brands and destinations on custom content and viral marketing campaigns. He is an expert at destination/tourism marketing and in 2012 will be speaking at travel/tourism conferences in Berlin, Mexico, Switzerland, Colorado, London, New York and Zimbabwe. He has lived in Spain, Kenya and Argentina and currently splits time between New York and his native San Francisco.

Chris Doyle (Moderator)

ATTA

Since 2004, Chris has played a key role in the ATTA’s strategic direction and development and is actively engaged in the organization’s research, marketing, public relations and communications efforts. He served as Vice President between 2004-2011, and currently serves as ATTA Executive Director – Europe. A well-traveled active adventure traveler and longdistance runner, Chris is also the creator and Editor for AdventureTravelNews.com, the tourism industry’s leading digital journal for the global adventure tourism sector serving a readership of more than 35,000. Since 2005, he has directed the content and execution for each of the Adventure Travel World Summit conferences.

1:00pm – 1:45pm — Lunch

Learn how to ‘love life’ by discovering the four distinct worlds of Ecuador! Networking lunch to follow.

2:00pm – 3:30pm — Session Breakouts

General Track
Tour Operator Track
Tourism Board Track

Mysteries of the Media Revealed – Part 2 Continues – Repeat

Read More

Tour Operators’ Peer-to-Peer Exchange – Repeat

Crisis & Field Risk Management – Repeat

Supply Chain Development & Management – Repeat

Benchmark Destination Marketing Strategies – Repeat

3:30pm – 4:00pm — Coffee and Networking Break Sponsored by Brasil

4:00pm – 5:00pm — Featured Presentations

Adventure with Purpose

What’s our purpose? Why are we involved in adventure travel? Darrell, who leads the world’s largest adventure travel company, shares the values central to responsible growth. Learn what drives his insatiable desire to change the way the world travels and what it means for your organization – large or small.

Darrell Wade

CEO of PEAK Adventures

Darrell has over 22 years experience in adventure travel, having co-founded Intrepid Travel with his best mate, Geoff Manchester, in 1989. Now CEO of PEAK Adventures, he leads a strategic venture between Intrepid Travel and the world’s largest leisure travel group, TUI Travel PLC. It consists of over 20 businesses with combined revenue of circa over AUD $400 million. Together, they take 340,000 passengers to all seven continents. Several of the brands included are Adventure Center, The Adventure Company, Country Walkers, Exodus, Gecko’s, Headwater, Imaginative Traveller, Sawadee and TrekAmerica.

In Search of the Future

What’s next in the world of search? For Google Travel? ATTA President Shannon Stowell discusses with Rob Torres, head of Google Travel, what’s in store for travel in the online world. Brace yourselves for change…and join the conversation.

Rob Torres

Managing Director of Travel at Google

With over 20 years of travel industry experience, Rob Torres serves as Google’s Managing Director of advertising and marketing for the travel sector. In this role, Rob oversees the strategy development and profitable growth of integrated and innovative advertising campaigns. His group serves some of the largest travel brands in the U.S. Prior to joining Google, Rob was Vice President of Strategic Hotel Partnerships at Expedia.com. During his seven-year career at Expedia, Rob managed a team that had global responsibility for 30 strategic accounts, generating gross bookings in excess of $2 billion.

5:00pm – 5:30pm — Closing Ceremony

Ahead of our closing Summit festivities, Shannon Stowell recaps the week’s highlights and reasserts the ATTA’s vision to propel our global community of adventure companies and organizations into thriving advocates that move tourism at large towards sustainability and poverty alleviation.

6:00pm – 8:00pm — Closing Dinner Celebration

A closing dinner not to be missed! Forty-two percent of the entire nation of Namibia is under conservation management. So they are giving away FORTY-TWO stays at lodges in Namibia in celebration of the 2013 Summit in Namibia!

9:00pm — ‘Red & White’ End of Summit Party

Delegates are invited to wear red and white clothing to Jordan’s end-of-Summit festivities at the Hotel Schweizerhof

*Agenda subject to change.

Item:Qty:Price:
Subtotal:$0
Edit Cart

© 2014 Adventure Travel Trade Association · 601 Union Street, Suite 4200 · Seattle, WA 98101 U.S.A. · +1 360.805.3131 · Privacy Policy · Refund Policy