The UNWTO has shown support for the growth of the adventure travel sector in a new initiative with the Adventure Travel Trade Association (ATTA).
The two signed a memorandum of understanding (MoU) at the 9th Adventure Travel World Summit to promote research, quality and education within the sector. Shannon Stowell, president of ATTA said the partnership will also highlight what the adventure travel industry does for sustainability and helping the environment.
“The adventure travel segment may not be the biggest piece of travel today, but it’s one in which the people who operate it are on the front lines and they know that if they do not protect their local wildlife, environments and their cultures and make sure that local people are involved and benefitting from tourism, then their business is gone,” she explained. “In my mind, that’s when destinations lose their unique gems. Therefore, our partnership with the World Tourism Organization, which represents governments worldwide, will strengthen our collective ability to work on actual public-private development and delivery of authentic tourism experiences.”
ATTA also signed up to the Tourism Child-Protection Code of Conduct at the summit to protect children from sexual exploitation in travel and tourism.