• 15-18 Oct 2018
  • Montecatini Terme, Tuscany
  • Price: $1950 USD
    Business Member Price: $1550 USD
    $750 USD Marketplace

Wellspring

Tuesday 16 October
  • 10:30 - 13:00
  • Outside of Teatro Verdi
  • Concurrent
Street Wisdom: Answers are Everywhere

Street Wisdom is based on the simple but powerful proposition that the environment and people around us are full of wisdom that is largely overlooked or ignored. This is a guided, immersive urban walk using a mix of psychology, mindfulness, and cognitive science. Facilitated by “Street Wizard” and ATTA media delegate, Anja Mutic, this session gives participants the skills to see the streets and people of Montecatini Terme in a new way and help reveal signs, clues, and answers to important business and life questions. Watch this video to learn more about this unconventional educational experience.

This session occurs twice and is limited to 12 participants. If you can commit to attending, open Summit Connections in a browser window or with the ATTA Events mobile app, locate the exact session time and date you’d like to attend, and click “+Add to Schedule” to sign up.


Speaker

Anja Mutic

Travel Writer, EverTheNomad & "Street Wizard"

Partners Partner

  • 11:00 - 13:00
  • Sala Botticelli - Grand Hotel & La Pace
  • Concurrent
Accelerating Smart Sustainability for Destinations

Destination representatives are invited to engage in a discussion about accelerating smart sustainability solutions. In recent years, the adventure travel industry has witnessed many innovations helping individual travelers and companies move toward more sustainable behavior, but less attention has been devoted to how destinations can implement them on a large scale. With cutting-edge examples of smart destination design, visitor management, and strategic investment priorities, this session illustrates how destinations can accelerate toward a more sustainable future and become living labs for new and more effective management models. Speakers reveal challenges and discuss potential solutions so delegates are ready to engage in implementation.  

This session is especially designed for destination representatives (regional and national) but is open to all tourism professionals who are interested in topics such as destination management, strategy, and sustainability. It will be repeated.

Moderator

Christopher Doyle

Executive Director, Europe & Central Asia, Adventure Travel Trade Association
 

Speakers

Bård Jervan

Cluster Manager, Innovative Experiences

Ann Heidi Hansen

Project Manager, Visitor Management Pilot Project - Nordland County Council

Ingunn Sørnes

Special Advisor, Innovation Norway
  • 11:00 - 13:00
  • Regina - Tettuccio
  • Concurrent
Digital Media CAT Scan: Live!

Watch and ask questions as the ATTA audience’s favorite digital media expert, Sree Sreenivasan, critiques ATWS delegate websites, social sites and more — LIVE! Learn how to improve your blog or social media interactions to raise visibility, traffic, and revenue. Sreenivasan calls these “CAT scans” because in the medical world, CAT scans look at healthy as well as unhealthy tissue in order to examine and diagnose what lies beneath the body’s surface. During this fast-paced, fun session, volunteer delegates willing to put their brands on display will receive constructive, actionable tips from both Sreenivasan and the audience.
This session is designed for companies, brand and destination representatives, and media with an interest in increasing their social media presence and fostering a community of online followers. It will be repeated.

Speaker

Sree Sreenivasan

Social Coach and Consultant, Digimentors
  • 11:00 - 13:00
  • Excelsior
  • Concurrent
Adventuring without Barriers

What Adventure Travel Can Do to Embrace Increasing Interest in Inclusive Tourism

According to the World Health Organization, 15 percent of the world’s population has an access need, and with the increased interest in adventure tourism comes travelers from a wider variety of backgrounds, ages, and abilities. Are adventure travel businesses prepared to effectively communicate with these potential customers, host them in destinations around the globe, and welcome them on multi-faceted trips? Leaders and experts in accessible tourism introduce this session with background and market research, and travel providers explain how they’re incorporating adaptability as an ethos, using innovative outdoor gear, and embedding critical customer experience elements into their business design to reflect real travelers’ needs. This session also provides a hands-on workshop for tour providers and destination planners to outline the logistical elements of increasing accessibility into their programs and, therefore, growing their customer base. As stated in the 2013 UNWTO Recommendations on Accessible Tourism: “If the tourism industry wants to maintain and develop quality, sustainability, and competitiveness, it must support and develop tourism accessible for all, because accessible tourism benefits everyone.” Delegates will walk away ready to implement the next steps in becoming more inclusive for everyone who wants to travel.

This session is for travel providers (tour operators, travel advisors, outfitters, and guides) and destination developers. It will be repeated.

Speakers

Elspeth Knight

Director, EnCompass Disability Travel Consultancy

Maria Knaapen

Director of Spain, S-Cape Travel

Anna Grazia Laura

President, European Network for Accessible Tourism (ENAT)

Aladino Pandiello

Director of Accessible Sports and Adventure Tourism, Association for the Promotion of Adapted Asturian Tourism (APTAA)

Partners Partner

  • 14:45 - 16:15
  • Regina - Tettuccio
  • Concurrent
Integrating Social Listening Techniques to Destination Marketing Strategies

Learn from the case of Lake George, New York — site of AdventureELEVATE 2019 — and how audience analytics using online data can be leveraged into a comprehensive destination marketing strategy. The first part of this session shares the details of a social listening project conducted on behalf of Lake George. The findings from this study reveal traveler interests, motivations, and trends when searching and planning. The remainder of the session, led by ATTA research partner Luke Bujarksi of LUFT Group, offers a workshop approach to turn these findings into an actionable destination marketing strategy. The insights revealed for Lake George, along with the process used to apply them, are applicable to global destinations both emerging and mature.

This session is designed for destination marketing representatives from emerging markets looking to build awareness and attract visitors. It will not be repeated.

Speakers

Christina Beckmann

Senior Director, Strategy + Impact, Adventure 360/ATTA

Luke Bujarski

Founder & CEO, LUFT Group
  • 14:45 - 16:15
  • Sala Botticelli – Grand Hotel & La Pace
  • Concurrent
Staying A Step Ahead

How Private and Public Sectors Can Secure a Sustainable Future for Adventure Destinations

Adventure tourism alleviates overtourism by distributing visitors from crowded iconic destinations to undeveloped regions in need of economic growth. However, the adventure travel industry must devise proactive strategies to mitigate additional overtourism problems in the near future. How do visitors impact communities and the environment, and how can private and public sector entities can work from a common vision for the long-term health of the planet and industry? Speakers will share recent research findings from the World Travel & Tourism Council (WTTC) and Euromonitor about current and future overtourism forecasts followed by a case study from Jordan on how the destination is coping with capacity management issues in some of its iconic attractions. In panel-driven session, destination-focused and high-volume travel industry decision-makers will receive compelling data they can use to help build awareness in their companies and agencies to combat overtourism in the adventure sector. 

This session, limited to 120 participants, is for both the private and public sector, primarily destination-focused and high-volume travel industry decision-makers. Mature destinations who are concerned with overtourism challenges are encouraged to attend. It does not repeat. If you can commit to attending, open Summit Connections in a browser window or with the ATTA Events mobile app, and click “+Add to Schedule” to sign up.

Moderator

Jean-Claude Razel

AdventureEDU Educator; Owner, Alaya Expedicoes
 


Speakers

Caroline Bremner

Head of Travel Research, Euromonitor International

Rochelle Turner

Research Director, World Travel & Tourism Council (WTTC)

Lina Annab

Minister of Tourism & Antiquities, Jordan
  • 14:45 - 16:15
  • Excelsior
  • Concurrent
Young Leaders Driving Disruption

 

How young leaders’ innovations and solutions are disrupting the adventure travel industry.

While most of the discussions about younger generations entering the travel marketplace have been on their behavior as travelers, it’s important to recognize Millennials are also very entrepreneurial and a source of ideas that have already transformed the travel world. With their new ways of thinking about traveling and natural relationship with technology, young leaders in the industry are developing market offerings and solutions to complicated challenges. Discussing the importance of entrepreneurship and showcasing select innovation projects, this session’s speakers will invite delegates to celebrate the original and clever thinking this young generation brings to the industry and explore how some of these specific products and solutions can enhance existing company and destination offerings in the adventure travel domain.

This session is designed for destinations, tour operators, and media. It will be repeated.

Moderator

Gergana Nikolova

Regional Manager - Europe - ATTA
 

Speakers

Apoorva Prasad

Founder, The Outdoor Journal & Voyage

Rune Smistad

Project Wizard, Media City Bergen

Sebastian Cervetto

Program Manager CSR, Booking.com

Partners Partner

Wednesday 17 October
  • 9:00 - 10:30
  • Regina - Tettuccio
  • Concurrent
Happy Maps: Charting a Richer Life

Happy Maps offers a path in the quest to find knowledge-driven solutions to complex problems through the prism of making people feel happier. This program reconsiders conventional GPS mapping approaches by emphasizing the need to consider human emotion, memory, and senses. Daniele Quercia, computer scientist and founder of the Good City Life, presents a different way to think about places and mapping by focusing on optimizing happiness rather than time or resource efficiency. This session is designed for destination representatives, travel providers, and media interested in increasing access to off-the-beaten-path routes and expanding a well-rounded customer experience through the happiness lens. It will not be repeated.

Speaker

Daniele Quercia

Department Head, Nokia Bell Labs
  • 9:00 - 10:30
  • Excelsior
  • Concurrent
Back to Nature

Access innovative thinking about destinations and the connection between nature with the everyday life of people and society. Two Western European case studies showcase how advancing destination growth and place design can be achieved through creative and sustainable nature-smart approaches that are attractive for contemporary markets. One case highlights a particular story of how a relationship with nature can be the foundation of a destination’s strategy and align with efforts to restore the disturbed relationships between humans and bees. The second story reveals thinking about how nature can be woven into the design of places such as buildings, neighborhoods, and outdoors spaces. This green space design reintroduces nature back into everyday life as a way to tackle air pollution problems and facilitate a reconnection with nature within the context of urban and suburban living environments, thereby driving visitor interest and increased occupancy.

This session is designed for destination representatives, consultants, development agencies, and media. It will not be repeated.

Moderator

Marcus Eldh

Owner, WildSweden
 

Speakers

Miša Novak

Head of Strategic Projects, Slovenian Tourist Board

Ambros Gasser

CEO, ASI Reisen

Partners Partner

  • 9:00 - 10:30
  • Sala Botticelli – Grand Hotel & La Pace
  • Concurrent
Extending Adventure's Impact

How Adventure Travel Professionals Can Implement Climate Action in Their Businesses and Beyond

In the past ten years, adventure travel businesses have approached climate change challenges and the opportunities it presents in several ways. In this panel discussion and workshop, two experienced leaders share how their businesses have joined with a global community of climate activists to reduce their negative impacts and support traveler awareness, initiative, and self-motivation to take action. With deep experience in climate-action programs, these speakers share what they have learned about partnering with like-minded companies and reducing carbon emissions, eradicating single-use plastics, and achieving net-zero waste in their trips. They offer insight on how other business leaders can tackle plastic, waste, and carbon reduction. This session includes a workshop focused on transformation into a climate-conscious business and building traveler awareness with an eye toward climate action.

This session is designed for adventure travel tour operators. It will be repeated.

Speakers

Ted Martens

Natural Habitat Adventures & AdventureELEVATE Emcee

Christina Beckmann

Senior Director, Strategy + Impact, Adventure 360/ATTA

Gert Nieuwboer

Director, SNP Natuurreizen
  • 14:15 - 16:45
  • Outside of Teatro Verdi
  • Concurrent
Repeated: Street Wisdom: Answers are Everywhere

Street Wisdom is based on the simple but powerful proposition that the environment and people around us are full of wisdom that is largely overlooked or ignored. This is a guided, immersive urban walk using a mix of psychology, mindfulness, and cognitive science. Facilitated by “Street Wizard” and ATTA media delegate, Anja Mutic, this session gives participants the skills to see the streets and people of Montecatini Terme in a new way and help reveal signs, clues, and answers to important business and life questions. Watch this video to learn more about this unconventional educational experience.

This session occurs twice and is limited to 12 participants. If you can commit to attending, open Summit Connections in a browser window or with the ATTA Events mobile app, locate the exact session time and date you’d like to attend, and click “+Add to Schedule” to sign up.


Speaker

Anja Mutic

Travel Writer, EverTheNomad & "Street Wizard"

Partners Partner

  • 14:15 - 16:45
  • Sala Botticelli - Grand Hotel & La Pace
  • Concurrent
Repeated: Accelerating Smart Sustainability for Destinations

Destination representatives are invited to engage in a discussion about accelerating smart sustainability solutions. In recent years, the adventure travel industry has witnessed many innovations helping individual travelers and companies move toward more sustainable behavior, but less attention has been devoted to how destinations can implement them on a large scale. With cutting-edge examples of smart destination design, visitor management, and strategic investment priorities, this session illustrates how destinations can accelerate toward a more sustainable future and become living labs for new and more effective management models. Speakers reveal challenges and discuss potential solutions so delegates are ready to engage in implementation.  

This session is especially designed for destination representatives (regional and national) but is open to all tourism professionals who are interested in topics such as destination management, strategy, and sustainability. It will be repeated.

Moderator

Christopher Doyle

Executive Director, Europe & Central Asia, Adventure Travel Trade Association
 

Speakers

Bård Jervan

Cluster Manager, Innovative Experiences

Ann Heidi Hansen

Project Manager, Visitor Management Pilot Project - Nordland County Council

Ingunn Sørnes

Special Advisor, Innovation Norway
  • 14:15 - 16:45
  • Regina - Tettuccio
  • Concurrent
People-Centered Leadership Lab

People are interesting, complex, and nuanced, which means when they are fully engaged, they bring their gifts and talents to adventure organizations with delight and joy. It also means leading, engaging, motivating, and supporting people from a front-line or senior leadership role can be challenging and complicated, yet people-centered leaders make a huge impact on organization results. This session encourages us to immerse ourselves in the fundamental essentials of leading well: understanding the self, building a trust-based relationship, organizing and enlivening a team, holding and reinforcing accountability, and designing a workplace fit for human life. This session also provides practical tools that leaders can use upon returning to the workplace so employees and colleagues can thrive.

For those participating in the ATTA Leadership Studio on October 19, this session serves as a helpful introduction and language builder for the full-day workshop, which addresses issues related to leading across difference and diversity and inclusion issues.

This session is designed for both existing and emerging leaders in any organization. It will be repeated.

Speaker

Moe Carrick

Principal & Founder, Moementum Inc. & Summit Emcee
  • 14:15 - 16:45
  • Excelsior
  • Concurrent
Repeated: Adventuring without Barriers

What Adventure Travel Can Do to Embrace Increasing Interest in Inclusive Tourism

According to the World Health Organization, 15 percent of the world’s population has an access need, and with the increased interest in adventure tourism comes travelers from a wider variety of backgrounds, ages, and abilities. Are adventure travel businesses prepared to effectively communicate with these potential customers, host them in destinations around the globe, and welcome them on multi-faceted trips? Leaders and experts in accessible tourism introduce this session with background and market research, and travel providers explain how they’re incorporating adaptability as an ethos, using innovative outdoor gear, and embedding critical customer experience elements into their business design to reflect real travelers’ needs. This session also provides a hands-on workshop for tour providers and destination planners to outline the logistical elements of increasing accessibility into their programs and, therefore, growing their customer base. As stated in the 2013 UNWTO Recommendations on Accessible Tourism: “If the tourism industry wants to maintain and develop quality, sustainability, and competitiveness, it must support and develop tourism accessible for all, because accessible tourism benefits everyone.” Delegates will walk away ready to implement the next steps in becoming more inclusive for everyone who wants to travel.

This session is for travel providers (tour operators, travel advisors, outfitters, and guides) and destination developers. It will be repeated.

Speakers

Elspeth Knight

Director, EnCompass Disability Travel Consultancy

Maria Knaapen

Director of Spain, S-Cape Travel

Anna Grazia Laura

President, European Network for Accessible Tourism (ENAT)

Aladino Pandiello

Director of Accessible Sports and Adventure Tourism, Association for the Promotion of Adapted Asturian Tourism (APTAA)

Partners Partner

Thursday 18 October
  • 9:00 - 10:30
  • Sala Botticelli – Grand Hotel & La Pace
  • Concurrent
Repeated: Extending Adventure's Impact

How Adventure Travel Professionals Can Implement Climate Action in Their Businesses and Beyond

In the past ten years, adventure travel businesses have approached climate change challenges and the opportunities it presents in several ways. In this panel discussion and workshop, two experienced leaders share how their businesses have joined with a global community of climate activists to reduce their negative impacts and support traveler awareness, initiative, and self-motivation to take action. With deep experience in climate-action programs, these speakers share what they have learned about partnering with like-minded companies and reducing carbon emissions, eradicating single-use plastics, and achieving net-zero waste in their trips. They offer insight on how other business leaders can tackle plastic, waste, and carbon reduction. This session includes a workshop focused on transformation into a climate-conscious business and building traveler awareness with an eye toward climate action.

This session is designed for adventure travel tour operators. It will be repeated.

Speakers

Ted Martens

Natural Habitat Adventures & AdventureELEVATE Emcee

Christina Beckmann

Senior Director, Strategy + Impact, Adventure 360/ATTA

Gert Nieuwboer

Director, SNP Natuurreizen
  • 9:00 - 10:30
  • Excelsior
  • Concurrent
Repeated: Young Leaders Driving Disruption

 

How young leaders’ innovations and solutions are disrupting the adventure travel industry.

While most of the discussions about younger generations entering the travel marketplace have been on their behavior as travelers, it’s important to recognize Millennials are also very entrepreneurial and a source of ideas that have already transformed the travel world. With their new ways of thinking about traveling and natural relationship with technology, young leaders in the industry are developing market offerings and solutions to complicated challenges. Discussing the importance of entrepreneurship and showcasing select innovation projects, this session’s speakers will invite delegates to celebrate the original and clever thinking this young generation brings to the industry and explore how some of these specific products and solutions can enhance existing company and destination offerings in the adventure travel domain.

This session is designed for destinations, tour operators, and media. It will be repeated.

Moderator

Gergana Nikolova

Regional Manager - Europe - ATTA
 

Speakers

Apoorva Prasad

Founder, The Outdoor Journal & Voyage

Rune Smistad

Project Wizard, Media City Bergen

Sebastian Cervetto

Program Manager CSR, Booking.com

Partners Partner

  • 14:15 - 16:00
  • Sala Botticelli - Grand Hotel & La Pace
  • Concurrent
Film Screening: A Plastic Ocean

When he discovers the world’s oceans brimming with plastic waste, a documentary filmmaker investigates the pollution’s environmental impacts. Join us for a special screening of this 2018 winner of a Social Impact Media Award. Watch the trailer.

Running time: 1 hour 40 min. This screening will not repeat.

Partners Partner

  • 14:15 - 16:45
  • Excelsior
  • Concurrent
Repeated: Digital Media CAT Scan: Live!

Watch and ask questions as the ATTA audience’s favorite digital media expert, Sree Sreenivasan, critiques ATWS delegate websites, social sites and more — LIVE! Learn how to improve your blog or social media interactions to raise visibility, traffic, and revenue. Sreenivasan calls these “CAT scans” because in the medical world, CAT scans look at healthy as well as unhealthy tissue in order to examine and diagnose what lies beneath the body’s surface. During this fast-paced, fun session, volunteer delegates willing to put their brands on display will receive constructive, actionable tips from both Sreenivasan and the audience.
This session is designed for companies, brand and destination representatives, and media with an interest in increasing their social media presence and fostering a community of online followers. 

Speaker

Sree Sreenivasan

Social Coach and Consultant, Digimentors

Partners Partner

  • 14:15 - 16:45
  • Regina - Tettuccio
  • Concurrent
Repeated: People-Centered Leadership Lab

People are interesting, complex, and nuanced, which means when they are fully engaged, they bring their gifts and talents to adventure organizations with delight and joy. It also means leading, engaging, motivating, and supporting people from a front-line or senior leadership role can be challenging and complicated, yet people-centered leaders make a huge impact on organization results. This session encourages us to immerse ourselves in the fundamental essentials of leading well: understanding the self, building a trust-based relationship, organizing and enlivening a team, holding and reinforcing accountability, and designing a workplace fit for human life. This session also provides practical tools that leaders can use upon returning to the workplace so employees and colleagues can thrive.

For those participating in the ATTA Leadership Studio on October 19, this session serves as a helpful introduction and language builder for the full-day workshop, which addresses issues related to leading across difference and diversity and inclusion issues.

This session is designed for both existing and emerging leaders in any organization. It will be repeated.

Speaker

Moe Carrick

Principal & Founder, Moementum Inc. & Summit Emcee

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