L’édition 2018 du Sommet mondial du tourisme d’aventure (Adventure Travel World Summit), organisé par l’Adventure Travel Trade Association, a eu lieu du 15 au 18 octobre en Italie. Voici les résumés des conférences qui y ont été présentées, ainsi que des liens vers les présentations.
Street Wisdoms : 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.
Accelarating 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.
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.
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.
Integrating social listening techniques in destination marketing stategy
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.
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-drivensession, 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 overtourismin the adventure sector.
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.
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.
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 witha global community of climateactivists 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 cantackle 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.
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.
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.