The Adventure Travel Trade Association (ATTA) launched the first phase of its new Web center, www.adventuretravel.biz.
The company also announced a joint research project with the Travel, Tourism and Recreation Center at Michigan State University on how adventure travel is defined.
Another company initiative: the unveiling of a new member program designed to promote the adventure travel market and deliver professional support, development, marketing research, education and cost-saving resources to adventure travel companies.
The ATTA is emphasizing efforts to raise the profile of the adventure travel industry worldwide, said M. Shannon Stowell, president.
He said of the Michigan State study:
“Partnering with MSU, ATTA member companies and others, we aim to better define the category to improve standard tools for measuring and segmenting the influence, potential and needs of the adventure travel industry.”
Report by David WIlkening
