When you think of the words “Live for more,” what comes to mind first? Maybe more financial freedom with your business, more time exploring the outdoors, more connection with like-minded individuals, more of…
How did you fill in the blank?
When I first heard “live for more,” the words simultaneously perplexed me and intrigued me. What does living for more truly mean? In the global adventure travel industry, where adventure and sustainable tourism unites people from various cultures, races, religions, and genders, the impact of these words can vary. Maybe “living for more” serves as a reference point for connection? I desperately wanted to understand it before I set foot on my first day in Panama City for the Adventure Travel World Summit (ATWS) 2024.
As nearly 600 delegates from more than 65 countries gathered in the Panama Convention Center, the words “live for more” began to present themselves in the most surprising ways. Delegates hailed from the majestic Canadian Rockies, the snow-capped mountains in Sweden, and the volcanic lakes of Hokkaido all in search of deeper, more meaningful connection – the theme of this year's ATWS.
Panama is famous for the Panama Canal, which was built in 1914 and serves as a bridge between North and South America. Bird watchers flock to the country to witness more than 1,000 species of birds that call Panama home. Fuzzy sloths find sanctuary here, giant humpback whales migrate from the Antarctic Ocean, sea turtles experience a safe refuge for nesting, and howler monkeys hee and haw as they swing from tree to tree. To say the least, surprises at every turn are bred into the very ground of this vibrant country.
The raw, untouched beauty of its wildlife is etched into the Panamanian way of life, which I was lucky to experience firsthand in Cambutal. This slice of paradise is Panama’s best-kept secret and lies on the Azuero Peninsula. Home to Cerro Hoya National Park, locals and tourists can dip their toes in the refreshing waters before they hike through the forest to one of the most remote waterfalls on the peninsula. Led by our guides Bryan Goldner-Ortiz and Alessa Stabile from Azuero Adventures, we journeyed outwards and up the river bed while simultaneously journeying inward as we walked silently, gently passing by beehives and making an effort not to disturb them. Was “living for more” less about yourself and more about others? The first clue I pondered was in the quest to understand this phrase.
Upon reaching the rushing falls, Goldner-Ortiz blessed us with a small affirmation. “Every time I’m at this waterfall I always feel grounded and restored with positive energy. I hope this waterfall brings you positive energy and more just like it brings me,” he said.
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Research from Cleveland Clinic explains that grounding outdoors (i.e. placing bare feet on the earth, spending time in a natural body of water – what the Japanese call “forest bathing”) can improve mood, boost mental clarity, reduce stress, and more. These benefits can translate directly to work, especially in an industry that likes to work and play hard (hello adventure travel). It may help declutter your mental load, increase your productivity, and boost your creativity. Was positive energy and connecting to the earth the second clue? Goldner-Ortiz continued to explain that Panama is an amazing convergence point of cultures, biodiversity, oceans, and continents. The energy of the landscape feels raw and unfiltered, while the people greet you with warmth and authenticity.
Panama’s commitment to sustainability and protecting wildlife is evident in the various programs and initiatives carried out throughout the country. The Cañas Island Wildlife Refuge is one of the most important turtle refuges in Panama, dedicated to protecting the local turtle nesting sites and creating safe passage for baby turtles to enter the water. “Once we help them to the sea, it’s out of hand,” our tour guide explained. With a 3% survival rate, facilitating safe passage into the sea is necessary and aids in increasing the survival rate of turtles. Together, we released 103 sea turtles.
Another organization in Isla Cañas, Wave, is on a mission to teach children how to surf and connect with the water. A Peace Corp volunteer explained that many people on the island don’t know how to swim, thus water sports such as surfing aren’t top of mind. Wave encourages the youth to have a relationship with the sea, starting with beach clean-ups and surfing lessons. They also teach English, reading comprehension, and computer skills with the hopes that one day these children can run their surf classes in Isla Cañas, bringing more tourism to the island, thus leading to the third clue. “Living for more” incorporates preserving and protecting the wildlife and environment.
With 20 years of experience bringing the ATTA community together, this year's ATWS 2024 was bound to be a special event. Together we adventured off-the-beaten path, uncovered award-winning data and research practices led by a panel of experts from Mastercard, Euromonitor, and Amadeus, and participated in engaging workshops ranging from sustainability implementation to regeneration, and outdoor leadership. We met with various authors from the ATTA Community Bookstore at the Meet the Author session, shared ideas over coffee to empower female industry leaders, and collectively created art masterpieces. Meditation sessions helped us pause the daily rush of life while raspado (pronounced Raspa´o), a Panamanian dessert that consists of shaved ice topped with tropical fruit, helped us cool off and experience Panama with our sense of taste.
Can adventure travel save the world? How do we see sustainable adventure travel influencing what is coming ahead? These were some of the questions delegates pondered during the event as we celebrated 20 years, while simultaneously looking 20 years ahead. Inspired, innovative, and insightful answers flooded the conference center as delegates plastered giant sticky notes on the clue and hunch boards to capture their learnings and “AHA moments” for visionary expert Lee Kitchen to turn into a hypothesis.
More than 350 AHAs were collected and 89 ideas were formed from these, ultimately leading to the fourth “live for more” clue. Sharing your ideas and listening to others in an optimistic way will always help deepen your connections and build a stronger, more diverse, and inclusive community and future for all.
“My big AHA during this summit is how fantastic it is when a group of people from different backgrounds, ages, genders, etc can be so generous in all possible ways. A sincere thank you to all of you,” said Kerstin Swanvall Äventyrsresor from Tour Operators WE Travel Group.
With three new initiatives launched during the Summit, this is a testament to ATTA’s commitment to fostering a global community and building meaningful connections within the ATTA community. Our hope is together as we face forward, these initiatives will help build a more sustainable and more collaborative adventure travel industry. It’s the key to the fifth and final clue.
“Living for more means to live each day with the intention to make a small positive change in our community, our environment, ourselves, and our guests as much as possible,” said Goldner-Ortiz. It’s the silent exchange. To replace the rush and past thinking tendencies with being active participants in forging the future and cultivating a collaborative space for all to thrive — the planet, communities, and ourselves.
Next year the Adventure Travel World Summit 2025 will be held in Puerto Natales, Chile. Because we value community and connection, we’re offering early access pricing to our ATTA Community for all signature events until prices increase on Monday, 16 December. Register today to save your spot!
