News

Australian adventure travel sector urged to join global network

The US-based Adventure Travel Trade Association (ATTA) is turning its sights to the currently under-represented Australian sector as it seeks to broaden its geographical spread.

ATTA executive director North America and Oceania, Chris Chesak, told Travel Today that the organisation has around 940 members, but only 10 of those in Australia – five of which are tourism boards and the other five suppliers.

Around 50% of its members are from the US, 19% from Latin America and 21% from Europe.

“Everything else is pretty much single digits after that,” he said.

It has taken until now to firmly look towards Oceania primarily because when the ATTA’s current leadership took over in 2004, it was a “total mess”, according to Chesak.

“For years we worked really hard to turn it around and we’ve been really successful in creating new programs,” he said.

Last week, the organisation held its 13th Adventure Travel World Summit in Namibia, attended by around 650 delegates. Next year’s event will be held in Ireland, but Chesak is hopeful to hold an event in Australia in the near future with the Blue Mountains touted as a significant possibility.

Meanwhile, the aim is to grow its Australian membership with suppliers and specialist agents the main targets.

“We’re looking to build our network because the more members we have the more things we can do and the more information we can share,” Chesak explained.

He referred to recent research conducted in partnership with George Washington University in Washington DC which found that the adventure travel industry is worth around $263 billion a year and is growing at an annual rate of 65%. However, the study did not include Asia or Australia because there was not enough “solid” data available.

By growing its membership in the region, it hopes to be able to create more comprehensive and targeted research.

“Ultimately we want to be doing something where we can run global data but also continental data, so people in Australia will be able to have own focused data coming from ATTA,” Chesak said.

Meanwhile, he highlighted one of the key benefits of affiliation with the ATTA as “connectivity” – creating a forum for buyers and suppliers to meet and share information and solutions to problems.

“Really overall, we are looking to both grow adventure travel industry on macro level, while also on a micro or individual level, providing benefits for our members to help them grow their business, provide new opportunities, new partnerships and lower the cost of doing business.”

However, despite the lack of Australian statistics, he expressed his belief that the Australian adventure travel sector is tracking on par with the overall growth figure.

Agents that specialise in the area are a particular emphasis on ATTA’s local push. This year has seen the organisation seek to grow the number of agent members worldwide and it is now up to 30.

“But in the States, we have a hard time finding agents focused on adventure, but in Australia it’s much easier because that makes up so much more of the product in general,” Chesak said. “We’d love to know about any specialist agent groups that are out there.”



SEE WHAT PEOPLE ARE SAYING

Comments are closed.

Aviation

Qantas relaunches Perth-London route, ramps up trans-tasman flights, secures majority stake in TripADeal

Flights resuming to NZ mean that it will be much easier for the all blacks to come over and quickly beat Australia over and over again.

Share

CommentComments

Hotels

Qatar hotels warned by Fifa over LGBTQ+ discrimination

World Cup controversy has already kicked off before the first match has begun! It’s clear Fifa is taking some lessons from the Australian Open.

Share

CommentComments

News

Japan and Thailand to further ease travel restrictions from 1 June

We thought a nice photo of cherry blossoms in full bloom at Himeji-Jo Castle would be a lot nicer than of some guy getting a swab shoved up his nose for the story.

Share

CommentComments

Hotels

Star Entertainment Group appoints new interim chairman and CEO

Similarly, we’ve appointed our office dog as the new chief zoomies officer, which is a big improvement on her previous role as VP of weeing in the hallway.

Share

CommentComments

Cruise

Aurora Expeditions announces maiden voyage for new ship the Sylvia Earle

The expedition cruise line has revealed some smashing destinations for its new ship’s bid debut, so get ready to go penguin spotting!

Share

CommentComments

Travel Agents

Flight Centre sees boom in international business travel

People are heading back overseas so say goodbye to organising a weirdly timed Zoom meeting and get ready for a nice 13-hour flight!

Share

CommentComments

News

“The new ministry is well informed and ready to support tourism’s future”: Peak industry bodies welcome Australia’s new PM

Travel Weekly’s editor spent her Sunday morning shushing the cheering crowd at Marrickville Library as Albo posed out the front for this photo op. He’s lucky he has a cute dog or she may have had to get the librarians involved.

Share

CommentComments

Hotels

TAA appoints new board member

It’s a good thing travel is an interesting industry, otherwise they’d be appointing a new ‘bored’ member. See what we did there?

Share

CommentComments

Aviation

New data suggests China Eastern nosedive may have been intentional

Investigations into a tragic plane crash that killed 132 people earlier this year have revealed that it was likely not due to technical fault.

Share

CommentComments

Wholesalers

Luxury Escapes partners with the Travel Corporation

Similarly, Travel Weekly is trying to form a partnership with the cafe downstairs, which they correctly recognised as another attempt to get free coffee and shut down immediately.

Share

CommentComments

Aviation

Qantas teams up with Zip for buy now pay later flights

Looking for new and exciting ways to financially cripple the millennial and Gen Z market? This one from our national carrier takes the cake.

Share

CommentComments

Destinations

AGENT GUIDE: How to give your clients the best possible South America experience

by Sponsored by Chimu Adventures

From the snowcapped Andes and the Amazon rainforest to the culture clad streets of Buenos Aires and Rio, South America is a treasure trove of rich experiences not to be missed.

Share

CommentComments