• 16-19 Sep 2019
  • Gothenburg, Sweden
  • $1850 Members
    $2350 Community
    $950 Marketplace

Agenda

Tuesday 17 September
  • 11:00 - 12:30
  • Brevsorterarsalen 3
  • Concurrent
Behavior-Smart Thinking

A number of inefficiencies and failures in the travel sector occur due to unrealistic assumptions about how people behave or make decisions. For example, having a sign warning visitors to stay on trails can have little to no effect on the likelihood of them leaving trails; or the fact that one diligently recycles at home does not automatically translate to the same behavior while traveling. With recent advances in behavioral knowledge and neuroscience we know much more about how people make decisions and are likely to behave across different contexts. This session will bring some of these insights to our industry context and will demonstrate the endless opportunities of adjusting the design of products, services and policies based on realistic assumptions about human behavior. A project executed in the Västmanland region of Sweden will provide hands-on examples of a recent pilot program applying behavior-smart thinking to increase the effectiveness of promotional content, pricing information and service design.

This session is designed for both destinations and companies curious about how they can apply behavior-smart thinking to make their operations more commercially successful and more efficient in managing footprint. It will be repeated.

Speakers

Milena Nikolova

Traveler Behavior and Trends Expert

Åsa Stanaway

Business Developer, Västmanland Tourism

Partners Partner

  • 11:00 - 12:30
  • Brevsorterarsalen 1
  • Concurrent
Off the Beaten Pitch Path

Marketing with Media Storytelling Techniques

Journalists and influencers are experts at finding new perspectives on places and discovering stories that haven’t been told. Through a series of demonstrations and small group activities led by some of the Summit’s Official Media delegates, participants will learn to use editorial techniques to strengthen storytelling content in marketing and publicizing their brands. Discover your organization’s or destination’s story that has not been told; learn to develop that story, and share it in compelling ways to captivate future clients, partners, and media.

This session is designed for delegates seeking to stimulate new marketing and public relations content. It will not be repeated.

Moderator

Tami Fairweather

Event Media and Adventure Media Membership Manager, ATTA / Adventure360
 

Speakers

Norie Quintos

Principal, NQ Media and Consulting
Editor-at-Large, Nat Geo Travel Media

Sherry Ott

Owner/Editor, Ottsworld
  • 11:00 - 12:30
  • Brevsorterarsalen 2
  • Concurrent
Rapid Fire Innovations

New ways of doing business in combination with customer segments and new offerings are shaping the future of the adventure travel industry. Significant innovations are being driven by young leaders eager to experiment with smart ways of meeting the needs of tomorrow’s consumer. This “rapid fire” session will immerse you in the innovations shaping the future of our industry by showcasing a series of entrepreneurs providing solutions in response to customer needs such as immediacy, customization, efficiency and sustainability. Some of these solutions can be adopted now to improve existing operations or experiences; others are indicative of how travel is shifting to meet tomorrow’s demands.

This session is designed for businesses and destination representatives that are interested in benefiting from cutting-edge solutions to make their organizations smarter and more sustainable. It will also benefit delegates eager to find out where adventure tourism might go in the future under the influence of new demand and supply dynamics. It will be repeated.

Moderator

Andrew Weber

CEO, GRAYL
 

Speakers

Jacob Ravn

Co-founder & Chief Business Experience Officer, Timeshifter, Inc

Max Hardy

Co-Founder & CEO, 10x Travel

Pradeep Kumar

Founder & CEO, Delhi By Locals

Torunn Tronsvang

Founder & CEO, Up Norway
  • 11:00 - 12:30
  • Post 5
  • Concurrent
Adventure Accelerator: Guide Standards

The Adventure Travel Trade Association (ATTA) and its community works to break down big-picture challenges into achievable goals — achieving milestones and roadblocks along the way. In an ongoing program called Adventure Accelerators, delegates convene to accelerate ATTA community engagement and provide input on the following initiatives. Over the past year, the Adventure Travel Guide Standard governing board has worked with ATTA to create the first revision to the ATGS since its release in 2015. Attend this Adventure Accelerator to learn what improvements are being made and how to harness the standard going forward.

Each Accelerator group is limited to 35 delegates. If you can commit to attending, click “+Add to Schedule” in the event networking platform.

Facilitators

Gustavo Timo

Director, Destination Development, ATTA
 

Dan Moore

CEO, Pandion Consulting & Facilitation
 
  • 11:00 - 12:30
  • Drottningporten 3
  • Concurrent
Research Deep Dive: Travelers’ Future Expectations

Given the significant investments national and regional tourism organizations and adventure travel companies make to define and enhance their product development and marketing, a firm and confident grasp of the traveler of the future is essential. This session delivers reflective, multi-market consumer research insights from two research projects the Adventure Travel Trade Association has conducted in partnership 2018 – 2019. First, capture the latest insights into adventure and cultural travelers – from behavioral trends to specific insights around media use and prime outlets that will be useful for marketers – from research conducted in partnership with the International Finance Corporation (IFC).  Second, learn from San Francisco State University (California) researcher Dr. Paige Viren about the valuable segment of impact travelers, and how this influential traveler population is taking their adventure travel experiences to heart in their personal and professional lives. Our most current in-depth insights about traveler profiles are placed in the context of where adventure travel is going in the future in order to unlock ideas about how we should be shaping the future of adventure companies, destinations and the industry as a whole.

This session is designed for a wide audience: destination representatives, business leaders, consultants, media, and other industry partners who want insight into traveler trends. It will be repeated.

Speakers

Jessie McComb

Tourism Specialist, International Finance Corporation (IFC) / World Bank

Dr. Paige Viren

Assistant Professor, San Francisco State University, USA

Partners Partner

  • 13:30 - 15:00
  • Brevsorterarsalen 2
  • Concurrent
Repeated: Rapid Fire Innovations

New ways of doing business in combination with customer segments and new offerings are shaping the future of the adventure travel industry. Significant innovations are being driven by young leaders eager to experiment with smart ways of meeting the needs of tomorrow’s consumer. This “rapid fire” session will immerse you in the innovations shaping the future of our industry by showcasing a series of entrepreneurs providing solutions in response to customer needs such as immediacy, customization, efficiency and sustainability. Some of these solutions can be adopted now to improve existing operations or experiences; others are indicative of how travel is shifting to meet tomorrow’s demands.

This session is designed for businesses and destination representatives that are interested in benefiting from cutting-edge solutions to make their organizations smarter and more sustainable. It will also benefit delegates eager to find out where adventure tourism might go in the future under the influence of new demand and supply dynamics. It will be repeated.

Moderator

Andrew Weber

CEO, GRAYL
 

Speakers

Jacob Ravn

Co-founder & Chief Business Experience Officer, Timeshifter, Inc

Max Hardy

Co-Founder & CEO, 10x Travel

Pradeep Kumar

Founder & CEO, Delhi By Locals

Torunn Tronsvang

Founder & CEO, Up Norway
  • 13:30 - 15:00
  • Brevsorterarsalen 3
  • Concurrent
Repeated: Behavior-Smart Thinking

A number of inefficiencies and failures in the travel sector occur due to unrealistic assumptions about how people behave or make decisions. For example, having a sign warning visitors to stay on trails can have little to no effect on the likelihood of them leaving trails; or the fact that one diligently recycles at home does not automatically translate to the same behavior while traveling. With recent advances in behavioral knowledge and neuroscience we know much more about how people make decisions and are likely to behave across different contexts. This session will bring some of these insights to our industry context and will demonstrate the endless opportunities of adjusting the design of products, services and policies based on realistic assumptions about human behavior. A project executed in the Västmanland region of Sweden will provide hands-on examples of a recent pilot program applying behavior-smart thinking to increase the effectiveness of promotional content, pricing information and service design.

This session is designed for both destinations and companies curious about how they can apply behavior-smart thinking to make their operations more commercially successful and more efficient in managing footprint. It will be repeated.

Speakers

Milena Nikolova

Traveler Behavior and Trends Expert

Åsa Stanaway

Business Developer, Västmanland Tourism

Partners Partner

  • 13:30 - 15:00
  • Drottningporten 3
  • Concurrent
Repeated: Research Deep Dive: Travelers’ Future Expectations

Given the significant investments national and regional tourism organizations and adventure travel companies make to define and enhance their product development and marketing, a firm and confident grasp of the traveler of the future is essential. This session delivers reflective, multi-market consumer research insights from two research projects the Adventure Travel Trade Association has conducted in partnership 2018 – 2019. First, capture the latest insights into adventure and cultural travelers – from behavioral trends to specific insights around media use and prime outlets that will be useful for marketers – from research conducted in partnership with the International Finance Corporation (IFC).  Second, learn from San Francisco State University (California) researcher Dr. Paige Viren about the valuable segment of impact travelers, and how this influential traveler population is taking their adventure travel experiences to heart in their personal and professional lives. Our most current in-depth insights about traveler profiles are placed in the context of where adventure travel is going in the future in order to unlock ideas about how we should be shaping the future of adventure companies, destinations and the industry as a whole.

This session is designed for a wide audience: destination representatives, business leaders, consultants, media, and other industry partners who want insight into traveler trends. It will be repeated.

Speakers

Jessie McComb

Tourism Specialist, International Finance Corporation (IFC) / World Bank

Dr. Paige Viren

Assistant Professor, San Francisco State University, USA

Partners Partner

  • 13:30 - 15:00
  • Brevsorterarsalen 1
  • Concurrent
Propelling the Vision for Healthy Tourism

Meeting the United Nations’ Sustainability Goals by 2030

In 2015, the United Nations set forth seventeen Sustainable Development Goals as the blueprint to achieve a better and more sustainable future for all. By addressing global challenges including poverty, inequality, climate, environmental degradation, prosperity, and peace and justice, the dimensions of sustainable development calls for “a fully integrated approach” that engages everyone. This session will focus on practical methods to achieve the global goals at the business level resulting in more satisfied customers. Learn from some of the world’s leading destinations in adventure tourism who are making significant headway towards the 2030 goals, and engage them with your questions through moderated Q&A.

This session is designed for destinations, travel businesses, and media. It will not be repeated.

Moderator

Gabriella Stowell

Regional Director, Latin America - ATTA
 

Speakers

Kim Ross

Senior Advisor, Swedish Welcome

Joakim Hermanson

Secretary General, Swedish Nature and Eco Tourism Association / Naturturismföretagen

Martin Romero

General Manager, Explorandes
Wednesday 18 September
  • 9:00 - 10:30
  • Post 5
  • Concurrent
Adventure Accelerator: Women in Leadership

The Adventure Travel Trade Association (ATTA) and its community works to break down big-picture challenges into achievable goals — achieving milestones and roadblocks along the way. In an ongoing program called Adventure Accelerators, delegates convene to accelerate ATTA community engagement and provide input on the following initiatives. Delegates passionate about women in leadership should sign up to be on the front lines of this creative and fast-paced session focused on dreaming big and creating solutions to one of our industry’s most pressing issues. 

Each Accelerator group is limited to 35 delegates. If you can commit to attending, click “+Add to Schedule” in the event networking platform.

Facilitators

Alice Gifford

Events Content Manager, ATTA/Adventure360
 

Sharon Conceição

Member Advocate, Latin America, ATTA
 
  • 11:00 - 15:00
  • Post 5
  • Concurrent
Achieving More with Economic Growth through Adventure Tourism Development

This invite-only session provides a platform for a working-group style discussion around the opportunities and challenges of using tourism as a vehicle for economic growth. It will engage representatives of unilateral and multilateral donor organizations with experience in funding tourism development programs. Through moderated discussion and best practices review by donor representatives and donor-funded destination-level organizations, participants will engage in a genuine dialogue about the challenges they face executing tourism projects and the potential solutions that may be needed to address them. The goal of this session is to provide an exchange of experience and learning, which can enable donors to benefit from and strengthen the impact of tourism development projects in their portfolio.

This is an invite-only session is for representatives of donor organizations, as well as interested destination organizations that have experience or interest in working with donors to support adventure tourism development. In order to enable an effective working discussion, the audience will be limited to 30 people.

Speakers

Filip Stoyanovich

Director, USAID's Regional Economic Growth Project

Malia Asfour

Director, Jordan Tourism Board - North America

Snježana Derviškadić

Regional Cooperation Council
Thursday 19 September
  • 11:00 - 12:30
  • Post 5
  • Concurrent
Adventure Accelerator: Indigenous Tourism

The Adventure Travel Trade Association (ATTA) and its community works to break down big-picture challenges into achievable goals — achieving milestones and roadblocks along the way. In an ongoing program called Adventure Accelerators, delegates convene to accelerate ATTA community engagement and provide input on the following initiatives. Delegates passionate about one or more of these topics should sign up to be on the front lines of creative and fast-paced sessions focused on dreaming big and creating solutions to some of our industry’s most pressing issues. 

Each Accelerator group is limited to 35 delegates. If you can commit to attending, click “+Add to Schedule” in the event networking platform.

Facilitator

Lennart Pittja

Founder, Sápmi Nature
 
  • 11:00 - 12:30
  • Drottningporten 3
  • Concurrent
Taking Climate Action

Join presenters from the fields of climate science, sustainability and tourism for this practical and informative session about climate change and how your travel business can “future proof” by implementing climate action strategies. Developing a climate strategy is not only good for the environment, but travel companies will find it resonates with consumers and could be good for business. Recent research indicates that two thirds of consumers worldwide now make purchase decisions based on their beliefs, while 60 percent believe that brands should make it easier to see what their values and positions on important issues are when they are about to make a purchase. Travel companies will take away practical ideas for actions they can take for the benefit of the environment, while educating and inspiring guests to action themselves. Panelists will present on topics ranging from:

  • Tourism’s Role in Our Energy Transition 
  • Carbon Removal for Travel Companies & Individuals
  • Carbon Offsetting Journey: Lessons Learned For Adventure Companies
  • Climate Conscious Adventures

This session is designed for travel business leaders. It will not be repeated.

For delegates interested in a deeper dive into tools and strategies, the Leadership Studio on Climate Action takes place immediately following the Summit – register here.

Moderator

Ted Martens

Natural Habitat Adventures & AdventureELEVATE Emcee
 

Speakers

Eric Balian

Managing Director, Terres d'Aventure

Jeff Bonaldi

CEO, The Explorer's Passage

Steven Goodman

Business Development Manager, Climeworks

Jens Olejak

Director Sustainable Energy, Managing Director Sweden, South Pole Group

Partners Partner

  • 13:30 - 15:00
  • Drottningporten 3
  • Concurrent
Film Screening: Anthropocene: The Human Epoch

A cinematic meditation on humanity’s massive reengineering of the planet, Anthropocene: The Human Epoch is a four years in the making feature documentary film from the multiple-award winning team of Jennifer Baichwal, Nicholas de Pencier and Edward Burtynsky. Third in a trilogy that includes Manufactured Landscapes (2006) and Watermark (2013), Anthropocene (2018) follows the research of an international body of scientists who, after nearly 10 years of research, are arguing that the Holocene Epoch gave way to the Anthropocene Epoch in the mid-twentieth century, because of profound and lasting human changes to the Earth. At the intersection of art and science, the film witnesses in an experiential and non-didactic sense a critical moment in geological history — bringing a provocative and unforgettable experience of our species’ breadth and impact. Watch the trailer.

Running time: 87 minutes. This screening will not repeat.

  • 13:30 - 15:00
  • Post 5
  • Concurrent
Adventure Accelerator: Eliminating Single-Use Plastics

The Adventure Travel Trade Association (ATTA) and its community works to break down big-picture challenges into achievable goals — achieving milestones and roadblocks along the way. In an ongoing program called Adventure Accelerators, delegates convene to accelerate ATTA community engagement and provide input on the following initiatives. Delegates passionate about one or more of these topics should sign up to be on the front lines of creative and fast-paced sessions focused on dreaming big and creating solutions to some of our industry’s most pressing issues. 
Each Accelerator group is limited to 35 delegates. Sign up access coming soon.

Facilitators

Calill Odqvist Jagusch

CEO, Light My Fire
 

Gabriella Stowell

Regional Director, Latin America - ATTA
 

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