Adventure Travel Trade Association to stage first summit in Asia

April 5, 2023

The Adventure Travel Trade Association (ATTA) is counting down to its 2023 Adventure Travel World Summit (ATWS), with the event being held in Asia for the first time - signalling the importance of Japan as a major player in adventure tourism, as well as the growing global opportunities for the industry.

Taking place in the city of Sapporo on the island of Hokkaido, Japan from 11th to 14th September, the Summit aims to bring the global adventure travel community with the theme 調和 (harmony) - a collective spirit that unites people together.

Pronounced chōwa (調和) in Japanese, this idea of harmony serves as a reminder to look beyond individuality and place a higher value on community, embodying core values held by the Japanese, which include mutual respect, working together towards a shared vision, and harmony (chōwa).

ATTA’s annual Summit event draws hundreds of industry professionals from around the world for several days of educational programming, a marketplace, lauded keynote speakers, ample time for one-on-one networking including a focused session with attending media, and exploration of the host destination.

One of the highlights of ATWS Virtual 2021 Hokkaido, Japan, which took place in September 2021, was the array of Japan Virtual Adventures presented to attendees showcasing the adventurous side of Japan.

These adventures, conveyed through 30-minute documentary-style travel films, included exploring Eastern Hokkaido to learn about the drift ice phenomenon along the Shiretoko Coast, forest bathing where the internationally renowned Japanese Haiku poet Matsuo Basho was inspired to write, experiencing Ainu culture through camping and ceremonies, and even ascending and summiting Mt. Fuji where learnings of pilgrimages and cultural experiences culminate.

These virtual short-films, not typically presented during live events, provided a uniquely inspiring experience for all attendees.

Looking forward to hosting the event, Naomichi Suzuki, Governor of Hokkaido and President of ATWS Hokkaido Executive Committee stated “Asia’s first Adventure Travel World Summit (ATWS) was a virtual event hosted by Hokkaido in September 2021.

“(Now) I am truly delighted by the decision to hold ATWS 2023 in-person in Hokkaido so that we can actually welcome you at the summit. Hokkaido, the northernmost island of Japan, is surrounded by fertile seas on all four sides and is also blessed with great natural splendour, including places inhabited by endemic species of flora and fauna.

“Hokkaido is the place where the culture of the indigenous Ainu people has been handed down. It also abounds in food, hot springs, and other local resources. People can enjoy a myriad of outdoor activities, including cycling, canoeing, and trekking, in Hokkaido.

“At ATWS 2023, I hope we can go a step further than what we communicated online at ATWS 2021. I am eager to see you actually experience the unique adventure travel Hokkaido, Japan, has to offer, and discover its appeal as a novel destination.”

Attending outbound tour operators, travel advisors, and media will have the opportunity to explore adventure opportunities across Japan on pre-adventures prior to the event. These adventures provide inspiration and connections for innovative product development for the industry, storytelling for media, and creative solutions for travel advisors looking to satisfy their adventurous clients’ needs.

During this annual four-day event, ATTA will facilitate open forums filled with inspiring stories and ideation and offer educational sessions around marketing, technology, sustainability, and business solutions. MediaConnect and Marketplace will also provide one-on-one networking opportunities for attendees to connect with buyers, media, suppliers and destination partners.

ATTA Chief Executive, Shannon Stowell advised “having discovered Hokkaido myself in the last 5 years, I’m confident that delegates will be blown away by the beauty of nature, the activities, the food and the people, including the local Ainu whose traditions are being preserved by the people themselves.

“The adventure travel professional community, having been bereft of this ATWS experience in 2021 I believe means the enthusiasm for the event, for Hokkaido, for Japan and each other will be phenomenal. We can’t wait to follow through on this long-awaited event and help connect the global adventure travel community to the wonderful Japanese hosts and partners.”

Click here for more information in the Australasian Leisure Management industry Calendar.

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