Summit Agenda

October 5th

Sunday Check In

4:00 PM - 6:00 PM Oct 5, 2014
Downtown Killarney
SESSION DESCRIPTION
Once you arrive in Killarney, come down to Scotts Street to check in for the ATWS and receive your program, gift bag and name badge (which needs to be worn for all Summit activities at the INEC). There will be entertainment, music and sampling of great Irish food provided by Ireland between 4 and 6pm.  Then join in the fun of the Killarney Parade and an Irish Ceili, between 6.30 and 7.30pm.

October 6th

Day of Adventures

7:15 AM - 4:00 PM Oct 6, 2014
INEC
SESSION DESCRIPTION
Join your fellow ATWS delegates and explore the incredible areas of Kerry. Thank you to the Day of Adventure providers, Ireland and Dream Jobbing.

Check-In

3:30 PM - 5:00 PM Oct 6, 2014
INEC
Dining

Ireland’s Opening Night Dinner

5:30 PM - 9:30 PM Oct 6, 2014
SESSION DESCRIPTION
Failte! Welcome to Ireland, where adventure is simply in our nature! Experience first-hand the surprising diversity of memorable adventure experiences and our breathtaking landscape. Above all, we hope you enjoy yourself.

October 7th

Networking

Marketplace

8:00 AM - 10:00 AM Oct 7, 2014
INEC
SESSION DESCRIPTION
The 2014 Global MARKETPLACE features 130 inbound tour operators, accommodations and destinations from around the world and provides a focused setting to connect with potential partners, hold business meetings and promote your brand. A global delegation of buyers (outbound tour operators, wholesalers and travel advisors) and media attend our marketplace as it facilitates quality introductions and product development discussions.

Adventure Mentors

8:30 AM - 10:00 AM Oct 7, 2014
Mangerton
SESSION DESCRIPTION
AdventureEDU provides educational courses in adventure tourism for companies, associations and governments. All courses are taught by industry experts with real world experience in the business of adventure travel. In the same vein, Adventure Mentors is an opportunity for delegates to engage in open-ended dialogue and Q&A with experts across a variety of fields, including legal, marketing, distribution, guide training and more. Don't miss this first-come, first serve chance to pick the brains of top industry professionals.
Networking

Networking/Coffee Break

10:00 AM - 10:30 AM Oct 7, 2014
INEC - Lobby and Mporium
SESSION DESCRIPTION
Follow the delicious scent of Colombian coffee, from the Region of Quindío all the way to Killarney, Ireland. Colombia is the official coffee sponsor for the 2014 ATWS.

Adventure Mentors

10:30 AM - 1:00 PM Oct 7, 2014
Mangerton
SESSION DESCRIPTION
Adventure Mentors continues
Networking

Marketplace Part Two

10:40 AM - 1:00 PM Oct 7, 2014
INEC - Ground Floor & Mporium
SESSION DESCRIPTION
MARKETPLACE continues
Dining

Lunch

1:15 PM - 2:45 PM Oct 7, 2014
INEC - Ballroom
SESSION DESCRIPTION
Magnificent glaciers, northern lights, stunning fjords, and adventures as far as the eye can see… welcome to a taste of Norway.
Plenary Session

Conservation Travel: Making Wildlife Worth More Alive than Dead

3:00 PM - 4:30 PM Oct 7, 2014
INEC - Ground Floor
SESSION DESCRIPTION
Across the globe our natural capital is overdrawn, and that has a direct impact on the financial capital of businesses involved in tourism. Wildlife is threatened by criminal poaching and wildlands are being destroyed for short term profit. In most places around the world, the value of living wildlife can’t seem to match the value of it dead, but tourism can change that. World Wildlife Fund leaders will show how adventure travel can make positive economic waves throughout a community and make wildlife worth more alive than dead.

Networking/Coffee Break

4:30 PM - 5:00 PM Oct 7, 2014
INEC - Lobby and Mporium
Plenary Session

Plenary Session: Adventurous Journeys: Case Studies Worth Talking About

5:00 PM - 6:15 PM Oct 7, 2014
INEC - Ground Floor
SESSION DESCRIPTION
Many adventure travel companies have survived profound and game-changing experiences en route to success. We can learn a lot from others’ stories of the importance of taking the longer, riskier and often more challenging paths to do well, by doing right. We welcome to the stage several of our peers who will share insights about how they’ve managed to create compelling adventure product that does not exploit people or nature, but helps both. Keira Powers and Peter Veerapen tell their stories of overcoming adversity in pre- and post-democratic South Africa. They will speak of a fight undertaken against the tide of "standard industry products" to bring to the traveller offerings that are authentic and which avoid the fish-bowl effect of the "us and them" experiences often purveyed in the name of cultural and humanitarian tourism.Mandip is a mountaineer, explorer, eco-pacifist and Sikh who loves a good match between turban and sock. He bartered reading palms for climbing lessons in the Alps, returning to establish a pioneering adventure & luxury travel company in India, Ibex Expeditions, in 1979. Leading from the front, he explored new routes and ideas, opening winter tourism in the Indian Himalayas. Mandip created the footwork to make adventure travel safe via rescue systems in the Himalayas and formed the Ecotourism Society of India, the national body for responsible tourism.We invite you to draw on the wisdom of these collective hard-earned experiences. An open question-and-answer session will provide practical and personal advice so you’ll be better equipped to address business challenges and emerge triumphant. 
Dining

Dinner

6:30 PM - 8:00 PM Oct 7, 2014
INEC
SESSION DESCRIPTION
Ecuador is where the essence of Latin America fuses itself to create an unforgettable and unique destination.

October 8th

MediaConnect

9:00 AM - 10:30 PM Oct 8, 2014
INEC - Ground Floor
SESSION DESCRIPTION
MediaConnectATTA’s MediaConnect sessions deliver a format that mixes media tips and trends from top travel journalists, bloggers and media experts. Tour operator and destination specialist delegates receive an opportunity to pitch to an impressive field of international, top-tier and emerging media. During each 90-minute session, gain insight into the working world of the media through a dedicated 30-minute panel discussion – and then seize nearly a full hour to try your pitch to specific media contacts seeking story ideas related to your adventure travel business. A Q&A Corner, Storytelling Corner and a Blogger Corner will also be available where you can meet and ask questions to media and Storytelling experts.SESSION 19:00 – 9:30Panel: Seed to Story – Looking for ideas on how to get your story told? A freelance journalist, an editor and a tour operator will take you through their personal experience in going from an idea to a final published story.9:30 to 10:30 – During quick four-minute pitches you have the opportunity to seek out the media of most interest to you.

Roundtable Discussion Group #1: Adventure Travel Distribution Standards (Driven/sponsored/moderated by NCE)

9:00 AM - 10:30 AM Oct 8, 2014
Mangerton
SESSION DESCRIPTION
NCE Tourism - Fjord Norway is an active, nature-based and experiences-focused travel cluster in Western Norway that has identified “distribution” as a restrictive factor of growth for adventure tourism. Many of the tours and activity providers throughout the region have a multi-channel distribution strategy that includes direct sales, sales via tourist offices, (niche) tour operators and other channels. NCE tourism partners have identified challenges that are impeding distribution and limited growth and economic stability in adventure tourism. NCE Tourism invites the adventure travel industry to this round-table discussion to work together to explore the development of an industry standard (API) for distribution of adventure travel products.

Roundtable Discussion Group #2: Economics and Value Systems of Indigenous Tourism

9:00 AM - 10:30 AM Oct 8, 2014
Brehon Suite
Speakers
Ben Sherman
SESSION DESCRIPTION
For traditional Indigenous communities, success and a rich life are not always measured primarily by the accumulation of money and assets. Indigenous people often prize most their people, cultural traditions, natural landscapes and waterways. Money is important in creating a sustainable Indigenous tourism enterprise or a local economy, but likely not with a strong central focus on profit margins. If the cost of developing a tourism enterprises includes threats to people, cultures and homelands, Indigenous communities are apt to forgo the enterprise or seek alternatives. This session will highlight the contrasts between the economic pursuits of travel/tourism business and those of Indigenous communities. Facilitators will introduce actual cases that represent some of the challenges that may be found in Indigenous communities around the world, and members of the audience will participate in the discussions and perhaps introduce their own relevant experiences.Understanding these perspectives is important to the travel/tourism businesses intending to develop enterprises in partnerships with Indigenous communities or individuals. Stimulating the growth of Indigenous tourism is the heightened public interest in finding once-in-a-lifetime cultural experiences.

Networking/Coffee Break

10:30 AM - 11:00 AM Oct 8, 2014
INEC - Lobby and Mporium

MediaConnect

11:00 AM - 12:30 PM Oct 8, 2014
INEC - Ground Floor
SESSION DESCRIPTION
Media ConnectMediaConnect continues.SESSION 211:00 – 11:30Panel: Get Real – As the lines continue to blur in the world of media, different ways to get covered have emerged. A panel of experts shed some light on what may be deemed a controversial topic: the fusion of PR, advertising and journalism.11:30 to 12:30 – During quick four-minute pitches you have the opportunity to seek out the media of most interest to you.
Dining

Lunch

12:45 PM - 2:15 PM Oct 8, 2014
INEC - Ballroom
SESSION DESCRIPTION
Take your meetings to lunch! Join Snowmass, Colorado, for lunch and experience where mountain culture comes to life and families come to play. Experience the Rockies and taste them too! That's the beauty of Snowmass!

FORUMS: Elevating the Conversation (Community Dialogue) - CONCURRENT

2:29 PM - 3:00 PM Oct 8, 2014
INEC
SESSION DESCRIPTION
Over the course of two days, delegates may attend any of the following forums - each will feature an initial panel of subject matter experts to help fuel awareness, dialogue, understanding and growth concerning the subject matter at hand. Facilitators will invite delegates to join in group discussions and/or round-table exercises to help peers exchange ideas, develop solutions and creative approaches concerning:Guide Training & StandardsThe New World of StorytellingDestinations: Partnerships & Cooperative MarketingBlueprint for Authentic TourismTour Operators: Product Development & InnovationAdventure Travel and Conservation

Destinations: Partnerships & Cooperative Marketing

2:30 PM - 4:30 PM Oct 8, 2014
Private Dining Room in the Brehon
SESSION DESCRIPTION
Authentic experiences can rarely be delivered by individual organizations or businesses, and are best when organized through clusters and partnerships. Join this forum for insights into case studies from Greenland and Ireland which demonstrate exactly how tourism organizations have addressed challenges by joining forces with other successful businesses to craft and sell exceptional adventure tourism itineraries. You are invited to share, discuss and learn how to establish productive partnerships paths which lead to innovative long- and short-term partnerships, co-operative marketing models, platforms and tools that deliver results. 

Industry in Transition: Promoting a Global Adventure Travel Guide Qualification Standards

2:30 PM - 4:30 PM Oct 8, 2014
Mangerton
SESSION DESCRIPTION
Guides are a tour operator’s most important resource. They are on the front lines and bear responsibility for the safety, learning, and enjoyment of guests. Guides also perform valuable marketing for companies, creating the memorable experiences and personal connections that inspire guests to return to travel with the same company repeatedly, even as the destinations they visit may vary. Adventure travel guiding is multi-faceted, complex work, drawing on interpersonal skills, technical skills and local knowledge.Increased growth in the adventure industry in turn brings increased scrutiny on the quality of the services provided by adventure travel tour operators and their guides. In this forum learn about ATTA's recommendation for a core qualification and performance standard for adventure travel guides, irrespective of the destination or activity; discuss different approaches to applying guide qualifications and training programs around the world; see results from a recently completed pilot guide training program where these concepts were incorporated; and explore ways to support destinations and tour operators seeking to advance guide services and ensure that local operators meet performance standards for safe and rewarding guided experiences.

The New World of Storytelling

2:30 PM - 4:30 PM Oct 8, 2014
Brehon Suite
SESSION DESCRIPTION
Vast changes in media consumption -- how people receive, engage with and act on news stories, blogs, and myriad other content sources -- requires deeper consideration by our industry. We’ll explore: our responsibility to be fair, authentic and ethically sound in how we communicate; how we influence, persuade, protect and positively affect how our industry presents itself and the very people, places and adventures we visit and experience; opportunities to leverage the emergence and global adoption of high-tech/digital/video wizardry (e.g., drones, GoPro, image editing apps) that hav added new dimensions to our storytelling ability. We’ll also investigate how to integrate digital and internet storytelling with real-world events to creatively and effectively distribute content to reach our intended objectives.

Networking/Coffee Break

4:30 PM - 5:00 PM Oct 8, 2014
INEC - Lobby and Mporium

Plenary Session: Condensed Trends for the Travel Professional

5:00 PM - 6:30 PM Oct 8, 2014
INEC - Ground Floor
SESSION DESCRIPTION
An hour of trends and research delivered in simple, easily digestible pieces. Our industry experts know what is relevant for adventure tourism professionals and won’t waste any time when they deliver information you need to make short- and long-term business decisions. Hot topics include digital marketing, traveler lifestyle and motivation, youth markets, mobile booking, etc. You’re already shaping the future of travel; we’ll make sure you receive valuable insights on how to frame these issues within your business.
Networking

Cocktails

6:45 PM - 7:45 PM Oct 8, 2014
INEC - Ballroom
SESSION DESCRIPTION
Relax and enjoy learning more about Brazil´s endless adventure opportunties.

Free Night to Explore Killarney

7:45 PM - -1:59 AM Oct 8, 2014
SESSION DESCRIPTION
Free night to explore Killarney and network with your fellow delegates.

October 9th

Plenary Session

Plenary Session: Going Head-to-Head with Your Digital Future

9:00 AM - 10:30 AM Oct 9, 2014
INEC - Ground Floor
SESSION DESCRIPTION
Where should you invest your time, energy and resources as the digital landscape changes before your eyes? Leaders from Google, Facebook and TripAdvisor share center stage to help you better understand the past and present of online travel and advise you on how to face the future head-on.

Networking/Coffee Break

10:30 AM - 11:00 AM Oct 9, 2014
INEC - Lobby and Mporium

FORUMS: Elevating the Conversation

10:59 AM - 11:00 AM Oct 9, 2014
SESSION DESCRIPTION
Over the course of two days, delegates may attend any of the following forums - each will feature an initial panel of subject matter experts to help fuel awareness, dialogue, understanding and growth concerning the subject matter at hand. Facilitators will invite delegates to join in group discussions and/or round-table exercises to help peers exchange ideas, develop solutions and creative approaches concerning:Guide Training & StandardsThe New World of StorytellingDestinations: Partnerships & Cooperative MarketingBlueprint for Authentic TourismTour Operators: Product Development & InnovationAdventure Travel and Conservation

Adventure Travel and Conservation

11:00 AM - 1:00 PM Oct 9, 2014
Private Dining Room in the Brehon
SESSION DESCRIPTION
Led by the World Wildlife Fund and partners, we’ll continue the discussion, “Conservation Travel: Making Wildlife Worth More Alive than Dead.” We’ll explore more deeply how adventure travel can make positive economic waves throughout a community and make wildlife worth more alive than dead. Participants will discuss and debate how to turn theoretical approaches into real practice on the ground.

Blueprint for Authentic Tourism

11:00 AM - 1:00 PM Oct 9, 2014
Mangerton
SESSION DESCRIPTION
Adventure Tourism has matured over the years from simply being "travel" that was the adventure in and of itself to "travel + adventure activity”, thrilling guests on their holidays, to where we find ourselves today - at a cusp of the trend where guests are seeking out interactions with local people in order to feel "connected" to the destinations they are exploring. 'Cultural Tourism Operators' are establishing themselves in answer to this need, yet humanitarian and cultural tourism can often do more harm than good to local communities. During a participatory and engaging session, learn how to avoid the "Fish-bowl effect" and not support the "Us and Them" attitude that cultural tourism can often perpetuate. This interactive and collaborative workshop is led by Spirit of Africa’s Peter Veerapen who pioneered "Township Tours" in South Africa. Learn from those who have been enabling ethical, sustainable and authentic interactions in the humanitarian and cultural tourism sector for over 20 years.

Tour Operators: Product Development & Innovation

11:00 AM - 1:00 PM Oct 9, 2014
Brehon Suite
SESSION DESCRIPTION
Designed primarily for tour operators interested in expanding their existing adventure tourism business, or for those new to the sector, this forum will help delegates zero in on adventure travel product creation best practices. This program might also interest tourism ministry staff seeking a greater understanding of the challenges and opportunities faced by adventure tour operators. In addition to case study reviews demonstrating exactly how other successful businesses have crafted and sold exceptional adventure tourism itineraries, forum leaders will collaborate with delegates in discussion and exercises to help you discover new markets, create distinctive and sustainable adventure travel itineraries, assemble the best tour package to showcase a destination and establish productive business partnerships.
Dining

Lunch

1:15 PM - 2:45 PM Oct 9, 2014
INEC - Ballroom
SESSION DESCRIPTION
Have a little taste of Mexico today!... A mosaic of infinite landscape and cultural contrasts perfect for adventure.
Networking

Open Networking

2:45 PM - 4:30 PM Oct 9, 2014
INEC - Lobby and Mporium
SESSION DESCRIPTION
Use this time to schedule additional networking meetings, enjoy the views at the Killarney National Park, or rest up for the concusion of the Summit.

Networking/Coffee Break

4:30 PM - 5:00 PM Oct 9, 2014

Plenary Session: Adventure in Motion: ATTA Inaugural Film Screening

5:00 PM - 6:45 PM Oct 9, 2014
INEC - Ground Floor
SESSION DESCRIPTION
Advance screenings and intimate conversations with filmmakers will entertain delegates at the ATWS’ first adventure film screening. The finalists from the Adventure in Motion Film Contest with Yahoo Travel will help draw attention to the role of creative storytelling in motivating travelers to pack their bags, to distinguish destinations and tour operators from their competitors, and to advance important causes. 
Dining

Dinner

7:15 PM - 8:45 PM Oct 9, 2014
INEC - Ballroom
SESSION DESCRIPTION
Enjoy a superb dinner and learn about this land of contrasts. Feeling adventurous? Come to Chile!

Closing Night Party

9:00 PM - 12:00 AM Oct 9, 2014
Mangerton
SESSION DESCRIPTION
Is it still ‘work' if you're mingling and dancing with friends new and old? It certainly is if it’s the Summit's Closing Night Party, sponsored by Jordan and Columbia! Come swing to the DJ, enjoy Jordanian imagery, and keep the networking going long into the night! Cash bar only. 
   
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