The Association of British Travel Agents (ABTA)'s new Adventure Travel Conference will look at the trends and challenges associated with one of the fastest growing sectors in the travel industry.
The rise of experiential and adventure travel doesn’t appear to be slowing. Demand for experience-led and immersive travel experiences is rising and an increase in consumer awareness around sustainability and responsible tourism has led to the demand for more meaningful travel experiences. They are seeking experiences that resonate with them on a personal level and to connect with local cultures in destination.
Travel companies must ensure that they are continuously innovating their product offering and marketing strategies to meet this demand alongside other key emerging adventure trends including health and wellbeing activities, solo travel and cruise expeditions.
The conference aims for participants to learn how to effectively tailor branding, marketing and sales to understand, inspire and connect with adventure travellers and the growing demand for experiential travel.
ATTA's Director of Knowledge and AdventureEDU, Milena Nikolova, will deliver a keynote on defining the adventure travel industry and understanding the adventure travel consumer.