• 16-19 Oct 2017
  • Salta, Argentina
  • Price: $1750 USD
    Business Member Price: $1350 USD

Agenda

Tuesday 17 October
  • 11:30 AM - 1:30 PM
  • Los Ceibos & Jacarandá
  • Track 3: Game Changers
Workshop: Building a Culture of Inclusion in Adventure Travel

What does it really take to partner across differences in a sustainable and meaningful way? This session will explore — at both the head and the heart level — the call to action for all of us to work well across the divides of ethnicity, gender, race, class, sexual orientation, age, and other areas of difference with grace and effectiveness.

Join us for this interactive workshop and get inspired to get off the sidelines and use your own journey to model and support complex change and encourage others to make a difference. The intent of this session is to be a place for safe and meaningful dialogues, where everyone realizes their interest in being full partners in change efforts.

You’ll come away from this workshop with a better understanding of the vision for more inclusive cultures. You’ll build awareness and skill at working competently across differences in your teams and business areas. And you’ll leave ready to take personal action to make a difference in your daily interactions and partnerships. Specifically, you will:

  • Recognize unconscious bias in yourself and others.
  • Commit to maximizing talent through inclusion.
  • Build skills to more competently partner and lead across differences.

Speaker

Moe Carrick

Principal & Founder, Moementum Inc. & Summit Emcee
  • 3:00 - 4:30 PM
  • Tipal
  • Concurrent
Film Screening: Chasing Coral

Coral reefs around the world are vanishing at an unprecedented rate. A team of divers, photographers and scientists set out on a thrilling ocean adventure to discover why and to reveal the underwater mystery to the world. ATWS Delegates are invited to attend a special film screening of this new, award-winning documentary created in part by Larissa Rhodes and Mark Crawford, both of whom have been on ATTA Storytelling teams. 

Wednesday 18 October
  • 12:00 - 1:30 PM
  • Algarrobo
  • Track 3: Game Changers
Industry Game Changer: Measuring Adventure's Economic Impact

While adventure travel is often heralded as a driver of rural economic growth, adventure industry champions generally suffer for a lack of quantitative data when trying to win strategic support from political partners and funders. So if your work involves justifying the strategic priority of adventure tourism at the regional or national level, you won’t want to miss this practical session on measuring adventure tourism’s economic impact.

Join Edmund Morris, strategic advisor of USAID Jordan’s Local Enterprise Support Project (LENS), as he reveals a mathematical model that can be used by countries around the world to show the economic value of adventure tourism. This model, applied successfully by USAID and based on input-output tables readily available for most countries, offers a credible approach to justifying adventure industry investment. Morris will share details about how this model was developed and how it could be extended for use around the world. He’ll also provide case study information about Jordan and what the model revealed about the economic sectors driving the most growth in rural areas.

Speakers

Edmund Morris

Component Lead, USAID Local Enterprise Support (LENS) Project

Bruno Wendling

Director-President, Mato Grosso do Sul Tourism Foundation
  • 12:00 - 1:30 PM
  • Los Nogales
  • Track 2: Business Drivers
WORKSHOP: Boosting Sales With Travel Agent and Supplier Partnerships

Moderator

KC Hoppe

Travel Advisor Outreach, ATTA
 

With seemingly countless adventure travel options to choose from, how do consumers select the right travel provider, destination, accommodation, or activity for their needs? Many turn to the knowledge and expertise of travel advisers and tour operators. As a travel supplier, are you taking advantage of all the benefits these pros have to offer your business? And as a travel adviser, do you know how to find the right clientele and qualify new preferred adventure suppliers in order to increase your sales? 

Join fellow tour operators, accommodations and destination representatives, consultants and travel advisers to discuss and design value propositions that work for each link in the chain. In this workshop, we’ll explore best practices and expectations of each party, using real-world examples to highlight what works. Get ready to put your heads together and come up with creative solutions for successful partnership models and shared resources.

Speakers

Donna Sevilla

Travel Consultant, Protravel International

Becky Harris

Founder, Viaventure Central America & Owner, Travel Kinship

Pedro Ibañez

Explora S.A.
  • 12:00 - 1:30 PM
  • Los Ceibos & Jacarandá
  • Track 1: Business Basecamp
Consumer Research Perspectives: Tomorrow’s Adventure Traveler

This session reviews the latest research influencing the adventure travel industry today. You’ll get an in-depth look at the findings from ATTA’s recent research with East Carolina University and Outside Magazine, which provide new perspective on adventure travelers’ motivations and personality traits as well as today’s leading activities and destinations of interest. We’ll compare recent survey results with those from 2006, diving into what’s changed and what’s stayed the same. You’ll also hear from Charles Knowlton, U.S. General Manager of Topdeck Travel, a leading trip provider for millennials, as he shares information from a global survey of more than 30,000 travelers. Find out which activities and destinations top the millennial wish list, and learn about their spending and booking behaviors. Finally, sharpen your strategy for addressing the baby boomer segment, which represents the fastest growing population around the world. You’ll get insights from adventure industry educator, consultant and award-winning travel writer Don Mankin, who will share some of the latest research on baby boomer travel trends, including an Age Wave Inc. project he supported in 2016 for Merrill Lynch.

Speakers

Christina Beckmann

Senior Director, Strategy + Impact, Adventure 360/ATTA

Charles Knowlton

General Manager, Topdeck Travel

Don Mankin

President and Founder, Adventure Transformations

Partners Partner

  • 3:00 - 4:30 PM
  • Los Nogales
  • Track 1: Business Basecamp
WORKSHOP: Identifying and Activating Your Influencers

Moderator

Casey Hanisko

President, Adventure Travel Trade Association / Adventure 360
 

If you’re interested in working with professional content creators to reach adventure travelers outside your existing network, this session is for you. You’ll learn how you can work with influencers in a variety of ways — from leveraging your own staff to enlisting the skills of new media influencers, such as bloggers, podcasters, YouTubers, and Instagrammers. There are creative options to fit your business’s needs and budget.

In this session, you’ll get tips to help you think through your next, or first, influencer-focused marketing campaign and then take these learnings to create example campaigns along with your fellow delegates. You’ll walk away with innovative business ideas and, more importantly, real advice on costs, deliverables, expectations, and getting results that benefit your brand.

Speakers

Jackie Nourse

Traveling Jackie

Sherry Ott

Owner/Editor, Ottsworld

Raffaele Di Biase

Founder, BirdsChile

Maurice Whelan

Managing Director, Ireland Walk Bike Hike
  • 3:00 - 4:30 PM
  • Algarrobo
  • Track 2: Business Drivers
Community Tourism Partnerships: Evolution of Adventure Product and Marketing

Moderator

Keith Henry

CEO/Chair, Aboriginal Tourism Association of Canada
 

In this session, you’ll learn about adventure product development and marketing that celebrates and benefits local and Indigenous communities and speaks to adventure travelers’ desires for transformation and connection. Our panel of experts will explore some of the key requirements for success in these areas, including capacity building with communities, public-private partnerships, and marketing with integrity. We’ll take a rapid fire approach to this topic with panelists sharing their expertise in:

  • Involving community players in planning and developing tourism.
  • Supporting Indigenous communities to activate market-ready experiences.
  • Creating awareness of rural, vulnerable and rarely visited areas that need tourism done right to thrive.
  • Building operational standards to develop and execute sustainable tourism with communities’ interests at the foundation.
  • Innovating methods to ensure tourism puts economic value on cultural and ecological resources.

During closing thoughts, the moderator will capture your feedback on the role all stakeholders, including the ATTA, can play in supporting indigenous tourism partnerships.

Speakers

Ana Ines Figueroa

Owner & Managing Director, Adventure & Landscape

Nick Stanziano

Chief Explorer, SA Expeditions

Suzan Lakhan-Baptiste

Managing Director, Nature Seekers

Lennart Pittja

Founder, Sápmi Nature
  • 3:00 - 4:30 PM
  • Los Ceibos & Jacarandá
  • Track 1: Business Basecamp
Gauging Success of Branding and Storytelling

Moderator

Gregg Bleakney

Creative Director, WhereNext
 

In this panel discussion, you’ll get a range of expert perspectives on how to measure the success of branding and storytelling efforts, including written content and visual storytelling with photography and video. Through an array of case studies, you’ll learn how your business can begin linking revenue results to marketing efforts — and see that marketing doesn’t have to be expensive to be effective. From adventure operators, travel service providers, professional storytellers and destination marketing representatives—the presenters will share real campaigns from their work and how they measure their impact in a fun and engaging session.

Speakers

Christina Tunnah

Regional Manager (USA, Canada, Latin America), World Nomads

Maria Elena Price

ExperiencePlus! Bicycle Tours

Julian Guererro

Vice President, ProColombia

Partners Partner

  • 5:00 - 6:30 PM
  • Los Nogales
  • Track 1: Business Basecamp
Repeated: WORKSHOP: Identifying and Activating Your Influencers

Moderator

Casey Hanisko

President, Adventure Travel Trade Association / Adventure 360
 

If you’re interested in working with professional content creators to reach adventure travelers outside your existing network, this session is for you. You’ll learn how you can work with influencers in a variety of ways — from leveraging your own staff to enlisting the skills of new media influencers, such as bloggers, podcasters, YouTubers, and Instagrammers. There are creative options to fit your business’s needs and budget.

In this session, you’ll get tips to help you think through your next, or first, influencer-focused marketing campaign and then take these learnings to create example campaigns along with your fellow delegates. You’ll walk away with innovative business ideas and, more importantly, real advice on costs, deliverables, expectations, and getting results that benefit your brand.

Speakers

Jackie Nourse

Traveling Jackie

Sherry Ott

Owner/Editor, Ottsworld

Raffaele Di Biase

Founder, BirdsChile

Maurice Whelan

Managing Director, Ireland Walk Bike Hike
  • 5:00 - 6:30 PM
  • Algarrobo
  • Track 2: Business Drivers
Harnessing the China Outbound Adventure Market

Moderator

Natasha Martin

Managing Director - Asia, Bannikin
 

The Asian outbound travel market continues to drive international tourism growth, with an 11 percent increase in outbound trips from 2015 to 2016. And within Asia, the China outbound market is one of the strongest, chalking up 18 percent growth in that same period. Join us to learn about this expanding market from two tour operators with extensive experience catering to Chinese outbound travelers. Presenters will offer a research-backed look at new trends in special interest trips favored by Chinese travelers and destinations peaking in interest, such as Mexico. Getting into practical matters, the panelists offer detailed information on what adventure companies can expect from Chinese adventure travelers with respect to their expectations around guide quality, language capability, and trip logistics. We’ll also discuss strategies for working with the younger generation of travelers from China who prefer to travel independently and the older generation of travelers who look for group trips led by a native speaker.

Speakers

Jake Finifrock

CEO/Founder, Midnight Son Tours/MST LLC

Tiger Li

Director, Diverse China & Diverse World Adventures

Willde Ng

Partner, 4Ours
  • 5:00 - 6:30 PM
  • Los Ceibos & Jacarandá
  • Track 3: Game Changers
Balancing Business and Conservation in National Parks and Protected Areas

Moderator

Cameron Wood

Manager of Business Development, Global Projects, Travel Alberta
 

From the famous Inca ruins of Peru’s Machu Picchu Historical Sanctuary to the magnificent wildlife of South Africa’s Kruger National Park and the biodiversity of Australia’s Great Barrier Reef Marine Park — the planet’s national parks and protected spaces are attracting visitors at an unprecedented scale. As travel providers and destination representatives, the questions is: How can we showcase national treasures like these while supporting quality of place and promoting local conservation efforts?

In this session, you’ll explore the adventure industry’s dual mission to help support conservation goals for our world’s precious places and deliver exceptional experiences for guests and visitors. Experts from around the world will share how they’ve tackled these sometimes conflicting priorities and will weigh in on the challenges we face, presenting real-time and long-term actions the adventure travel industry can take.

Speakers

Pedro Cunha e Menezes

Coordinator-General for Visitor Services, ICMBio (Brazil National Parks Agency)

Rosa Costa

Business Development Director, Futurismo Azores Adventures

John Daw

Executive Officer, Australian Wildlife Journeys

Partners Partner

Thursday 19 October
  • 12:00 - 1:30 PM
  • Los Nogales
  • Track 2: Business Drivers
Repeated: WORKSHOP: Boosting Sales With Travel Agent and Supplier Partnerships

Moderator

KC Hoppe

Travel Advisor Outreach, ATTA
 

With seemingly countless adventure travel options to choose from, how do consumers select the right travel provider, destination, accommodation, or activity for their needs? Many turn to the knowledge and expertise of travel advisers and tour operators. As a travel supplier, are you taking advantage of all the benefits these pros have to offer your business? And as a travel adviser, do you know how to find the right clientele and qualify new preferred adventure suppliers in order to increase your sales? 

Join fellow tour operators, accommodations and destination representatives, consultants and travel advisers to discuss and design value propositions that work for each link in the chain. In this workshop, we’ll explore best practices and expectations of each party, using real-world examples to highlight what works. Get ready to put your heads together and come up with creative solutions for successful partnership models and shared resources.

Speakers

Donna Sevilla

Travel Consultant, Protravel International

Becky Harris

Founder, Viaventure Central America & Owner, Travel Kinship

Pedro Ibañez

Explora S.A.
  • 12:00 - 1:30 PM
  • Algarrobo
  • Track 3: Game Changers
Repeated: Industry Game Changer: Measuring Adventure's Economic Impact

While adventure travel is often heralded as a driver of rural economic growth, adventure industry champions generally suffer for a lack of quantitative data when trying to win strategic support from political partners and funders. So if your work involves justifying the strategic priority of adventure tourism at the regional or national level, you won’t want to miss this practical session on measuring adventure tourism’s economic impact.

Join Edmund Morris, strategic advisor of USAID Jordan’s Local Enterprise Support Project (LENS), as he reveals a mathematical model that can be used by countries around the world to show the economic value of adventure tourism. This model, applied successfully by USAID and based on input-output tables readily available for most countries, offers a credible approach to justifying adventure industry investment. Morris will share details about how this model was developed and how it could be extended for use around the world. He’ll also provide case study information about Jordan and what the model revealed about the economic sectors driving the most growth in rural areas.

Speakers

Edmund Morris

Component Lead, USAID Local Enterprise Support (LENS) Project

Bruno Wendling

Director-President, Mato Grosso do Sul Tourism Foundation
  • 12:00 - 1:30 PM
  • Los Ceibos & Jacarandá
  • Track 1: Business Basecamp
Repeated: Consumer Research Perspectives: Tomorrow’s Adventure Traveler

This session reviews the latest research influencing the adventure travel industry today. You’ll get an in-depth look at the findings from ATTA’s recent research with East Carolina University and Outside Magazine, which provide new perspective on adventure travelers’ motivations and personality traits as well as today’s leading activities and destinations of interest. We’ll compare recent survey results with those from 2006, diving into what’s changed and what’s stayed the same. You’ll also hear from Charles Knowlton, U.S. General Manager of Topdeck Travel, a leading trip provider for millennials, as he shares information from a global survey of more than 30,000 travelers. Find out which activities and destinations top the millennial wish list, and learn about their spending and booking behaviors. Finally, sharpen your strategy for addressing the baby boomer segment, which represents the fastest growing population around the world. You’ll get insights from adventure industry educator, consultant and award-winning travel writer Don Mankin, who will share some of the latest research on baby boomer travel trends, including an Age Wave Inc. project he supported in 2016 for Merrill Lynch.

Speakers

Christina Beckmann

Senior Director, Strategy + Impact, Adventure 360/ATTA

Charles Knowlton

General Manager, Topdeck Travel

Don Mankin

President and Founder, Adventure Transformations

Partners Partner

  • 3:00 - 4:30 PM
  • Algarrobo
  • Track 2: Business Drivers
Repeated: Community Tourism Partnerships: Evolution of Adventure Product and Marketing

Moderator

Keith Henry

CEO/Chair, Aboriginal Tourism Association of Canada
 

In this session, you’ll learn about adventure product development and marketing that celebrates and benefits local and Indigenous communities and speaks to adventure travelers’ desires for transformation and connection. Our panel of experts will explore some of the key requirements for success in these areas, including capacity building with communities, public-private partnerships, and marketing with integrity. We’ll take a rapid fire approach to this topic with panelists sharing their expertise in:

  • Involving community players in planning and developing tourism.
  • Supporting Indigenous communities to activate market-ready experiences.
  • Creating awareness of rural, vulnerable and rarely visited areas that need tourism done right to thrive.
  • Building operational standards to develop and execute sustainable tourism with communities’ interests at the foundation.
  • Innovating methods to ensure tourism puts economic value on cultural and ecological resources.

During closing thoughts, the moderator will capture your feedback on the role all stakeholders, including the ATTA, can play in supporting indigenous tourism partnerships.

Speakers

Ana Ines Figueroa

Owner & Managing Director, Adventure & Landscape

Nick Stanziano

Chief Explorer, SA Expeditions

Suzan Lakhan-Baptiste

Managing Director, Nature Seekers

Lennart Pittja

Founder, Sápmi Nature
  • 3:00 - 4:30 PM
  • Los Ceibos & Jacarandá
  • Track 1: Business Basecamp
Repeated: Gauging Success of Branding and Storytelling

Moderator

Gregg Bleakney

Creative Director, WhereNext
 

In this panel discussion, you’ll get a range of expert perspectives on how to measure the success of branding and storytelling efforts, including written content and visual storytelling with photography and video. Through an array of case studies, you’ll learn how your business can begin linking revenue results to marketing efforts — and see that marketing doesn’t have to be expensive to be effective. From adventure operators, travel service providers, professional storytellers and destination marketing representatives—the presenters will share real campaigns from their work and how they measure their impact in a fun and engaging session.

Speakers

Christina Tunnah

Regional Manager (USA, Canada, Latin America), World Nomads

Maria Elena Price

ExperiencePlus! Bicycle Tours

Julian Guererro

Vice President, ProColombia

Partners Partner

  • 5:00 - 6:30 PM
  • Los Ceibos & Jacarandá
  • Track 3: Game Changers
Repeated: Balancing Business and Conservation in National Parks and Protected Areas

Moderator

Cameron Wood

Manager of Business Development, Global Projects, Travel Alberta
 

From the famous Inca ruins of Peru’s Machu Picchu Historical Sanctuary to the magnificent wildlife of South Africa’s Kruger National Park and the biodiversity of Australia’s Great Barrier Reef Marine Park — the planet’s national parks and protected spaces are attracting visitors at an unprecedented scale. As travel providers and destination representatives, the questions is: How can we showcase national treasures like these while supporting quality of place and promoting local conservation efforts?

In this session, you’ll explore the adventure industry’s dual mission to help support conservation goals for our world’s precious places and deliver exceptional experiences for guests and visitors. Experts from around the world will share how they’ve tackled these sometimes conflicting priorities and will weigh in on the challenges we face, presenting real-time and long-term actions the adventure travel industry can take.

Speakers

Pedro Cunha e Menezes

Coordinator-General for Visitor Services, ICMBio (Brazil National Parks Agency)

Rosa Costa

Business Development Director, Futurismo Azores Adventures

John Daw

Executive Officer, Australian Wildlife Journeys

Partners Partner

  • 5:00 - 6:30 PM
  • Algarrobo
  • Track 2: Business Drivers
Repeated: Harnessing the China Outbound Adventure Market

Moderator

Natasha Martin

Managing Director - Asia, Bannikin
 

The Asian outbound travel market continues to drive international tourism growth, with an 11 percent increase in outbound trips from 2015 to 2016. And within Asia, the China outbound market is one of the strongest, chalking up 18 percent growth in that same period. Join us to learn about this expanding market from two tour operators with extensive experience catering to Chinese outbound travelers. Presenters will offer a research-backed look at new trends in special interest trips favored by Chinese travelers and destinations peaking in interest, such as Mexico. Getting into practical matters, the panelists offer detailed information on what adventure companies can expect from Chinese adventure travelers with respect to their expectations around guide quality, language capability, and trip logistics. We’ll also discuss strategies for working with the younger generation of travelers from China who prefer to travel independently and the older generation of travelers who look for group trips led by a native speaker.

Speakers

Jake Finifrock

CEO/Founder, Midnight Son Tours/MST LLC

Tiger Li

Director, Diverse China & Diverse World Adventures

Willde Ng

Partner, 4Ours
   
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