The Adventure Travel Trade Association (ATTA) has been active in Europe for most of its 20-year history, with its Adventure Travel World Summit hosted in countries such as Norway, Scotland, Switzerland (twice), Ireland, Italy (Tuscany), and Sweden. Europe has always been, and will remain, a vital region for the ATTA, consistently leading the way in trends and innovations in sustainable adventure travel. From buyers to destinations and suppliers, the region continues to set the standard for developing and managing sustainable adventure travel products.
Over the coming years, our goal is to expand European membership across all categories by collaborating closely with our destination partners and the many associations that support and strengthen the travel industry in Europe. As a membership-based organization, we recognize the critical role associations play in supporting every segment of the travel trade—not just those focused on active, adventure, experiential, and outdoor travel professionals.
Over the past 20 years, the ATTA has built an extensive network and deep expertise through its tourism development efforts and longstanding collaborations within the tourism sector. Our mission is to leverage this knowledge, our resources, and our connections to foster the growth and advancement of adventure tourism across Europe.
We aim to establish strategic partnerships with like-minded associations, offering their members free education, training resources, and access to a global community of over 30,000 adventure travel professionals.
These partnerships also play a crucial role in enhancing our understanding of the diverse adventure travel landscape across Europe. The needs of members and partners in Turkey, for example, differ greatly from those in Greenland, making it essential for us to acquire and share insights tailored to each region. At its core, this is what the ATTA stands for—sharing knowledge to drive progress.
Here are a few of our new partners:
Wild Scotland: Wild Scotland represents businesses and organisations throughout the whole of Scotland, including activities, adventure experiences, and wildlife. Each of Wild Scotland’s members are committed to delivering an unforgettable experience, in a sustainable and responsible way to protect Scotland’s natural environment whilst giving you the best in care and excellence for all your booked experiences.
Ireland’s Association for Adventure Tourism (IAAT): The IAAT is an independent representative association for the adventure tourism sector on the island of Ireland. This sector is one of the fastest growing and most exciting within Irish tourism and the IAAT aims to work with adventure tourism operators to develop the sector in a sustainable and responsible manner.
Croatia - UHPA: Croatia - UHPA members, which include travel agencies, tour and online operators, intermediaries and wholesalers, shoulder more than 50% of the overall organized tourism turnover in Croatia. UHPA also represents over a 100 associated members hailing from the hospitality industry, transportation companies, tourist boards, associations, attractions, educational institutions and various other tourism suppliers.
Sweden-Naturturismforetagen: The Swedish Nature and Ecotourism Association (Naturturismföretagen) is the industry organization and the collective voice for businesses within nature-, culture- and ecotourism in Sweden. It works towards improving the conditions for operating nature-based tourism and sustainable development of the industry.
Alpine Pearls: The mission of Alpine Pearls is to promote eco-mobility and the protection of the Alpine ecosystem in tourism. The Pearls community strives for a sustainable future in which the beauty of the Alps is preserved while offering an authentic, conscientious travel experience. Their goal: to make car-free holidays in the Alps as comfortable and simple as can be.
These partnerships are primarily designed for Travel Trade Associations whose members include inbound or outbound tour operators in the active, adventure, or experiential travel sectors. However, if your association has a broader focus and you believe your members could benefit from this type of collaboration, we encourage you to reach out as well.
In 2025, we plan to engage with our European destination partners to explore opportunities for expanding the program and offering additional benefits to their members.
For more information, please contact Monica Gazzera, Regional Manager, Europe - [email protected]
