The ATTA is announcing two keynote speakers whose experience and expertise in the tourism industry will provide high-level education for attendees.
Luis Vargas, Chief Brand Officer and President of Travel for Leftlane Sports, will talk about the growth of inbound tourism to Mexico, despite the often grim picture painted of the country by international media:
The Fine Line Between Truth and Fiction: Mexico as a Growing Adventure Travel Destination
With inbound tourism to Mexico on a two-year growth trend, it’s time to seize the opportunity and ensure that adventure travel also rises with the tide. However, the challenges are real, and we need to confront them head on. We know that the media often sells fear, and many travelers will not look past the major sun and sand destinations when considering travel to Mexico. Stereotypes, and negative assumptions about Mexico, and Mexicans, present a very polarizing view, and that’s just one of the many challenges that deserves open discussion.
Milena Nikolova, Tourism Marketing Professor and a travel behavior specialist from the American University in Bulgaria shares her knowledge around the behavioral impulses of travelers and the unique needs of millennial travelers all while stressing that constant change and creativity is key to success:
For A Healthy Future: Innovate at Breakfast
The tourism industry is experiencing a number of smaller and more significant disruptions driven by the advance of technology (virtual reality, mobile, wearables), the overwhelming penetration of new business models (Airbnb) and changing traveler landscape (rise of Millennials, new decision making patterns). These dynamics make the adventure tourism industry ever more exciting but also much more challenging. In this fluid market context adventure tourism businesses need to transition from a strategy based on occasional adaptation and rare experimentation, to a strategy driven by internal capacity to innovate and reinvent on ongoing basis.
Established in 1990, the Adventure Travel Trade Association is the largest global network of adventure travel leaders. Our community is made up of ~30,000 individual guides, tour operators, lodges, travel advisors, tourism boards, destination marketing and management organizations, outdoor educators, gear companies and travel media who share a belief and commitment to sustainable tourism. The connections and creativity of this vibrant community come together both virtually and in person to create and deliver the solutions that propel our businesses and our communities toward a responsible and profitable future.