Music has the ability to transcend boundaries, cultures, and languages – an idea that may sound cliché, but the collaboration between the Adventure Travel Trade Association and the band Making Movies has brought that power to life through a song that was written, performed, and produced by the adventure travel community.
The relationship between the ATTA and Making Movies began in 2022 at AdventureNEXT Latin America in Panama, where Enrique Chi, the lead singer and songwriter, participated in a panel about connection. A few months later, the band performed at AdventureELEVATE in Eugene, Oregon, which was sponsored by Panama. Their performance and natural ability to bridge cultures through music resonated deeply with delegates and members of the ATTA. This sparked a friendship that has since grown into a multi-year collaborative musical adventure.
At AdventureNEXT Latin America in Bogotá, Colombia, where the theme of the event was “Music as an instrument of peace,” Chi facilitated the co-creation of a song with the audience. They chose a Cumbia rhythm, which is popular throughout Latin America. The collaborative songwriting process was a perfect representation of “Una Fuerza” – a movement within the ATTA Latin America community that has grown over the years, highlighting the importance of working as “one force” to be stronger together. Participants contributed lyrics that captured the essence of everything we collectively love about travel, adventure, and connecting with one another.
"The synergy between music and travel is a powerful one. Music can serve as a soundtrack to our journeys, evoking memories and emotions tied to the places we visit,” shared Gabi Stowell, ATTA Vice President of Regional Development. “I am personally really proud of our collaboration with Making Movies. Together, we can showcase how art inspires adventure and how travel can deepen our appreciation for music.”
The success of this creative project inspired a broader vision for the ATTA's 20th anniversary – to record with Making Movies at three of the ATTA’s signature events in 2024. The music video was filmed on location at AdventureELEVATE events in Quito, Ecuador; Kitzbühel, Austria; and Asheville, North Carolina, USA. The resulting product highlights the musical talents (and many languages!) of the ATTA community.
“Alignment allows for the most impactful collaborations. When I first met Gabi, Shannon, and the ATTA team, I didn’t realize just how much alignment we shared. Over time, I came to see how they use tourism as a powerful vehicle for transformation—helping people expand their understanding of humanity and see themselves reflected in it. That’s the same aspiration I have with my music,” said Chi."
The journey came full circle at the Adventure Travel World Summit in Panama, where Chi served as the event MC and and Making Movies performed the song live for all delegates ahead of fulfilling their role as “house band” at the closing party. With support from the ATTA storytelling team, the end result is a music video that celebrates human connection and marks the first (unofficial) AdventureJAM!
“When I create songs with Making Movies, my dream is for them to act as a mirror—helping me discover deeper truths about myself and, in turn, offering others the chance to do the same. This shared vision made for such a unique and meaningful collaboration,” Chi added. “It was incredible to be part of their World Summit in Panama, where I’m from, and to witness so many people dedicating their lives to this type of transformative work. It was inspiring and affirming, showing me the power of alignment to create true impact.”
“As we listen to the song created and recorded with the ATTA global community, we are reminded of the beauty found in both the journey and the destination, creating a shared experience that transcends boundaries,” Stowell said. “What a beautiful way to celebrate ATTA's 20 year anniversary under Shannon's leadership!"
About Making Movies:
Psychedelic Panamanian band Making Movies is on a mission – to reconnect with the rebellious spirit in Latin American folklore. Their music represents the culture of the Americas in a way that delivers the chills of hearing something singularly special, yet feels oddly familiar.
The Latin Grammy-nominated band has collaborated with Rubén Blades, presented at major international festivals and toured alongside Los Lobos, Maldita Vecindad, Ozomatli, Hurray For the Riff Raff, Flor De Toloache, Thievery Corporation, and many more.
In March 2024 PBS released their first live concert film and album, En La Sala, recorded at the historic Folly Theater in Kansas City. The band is currently producing AMERI’KANA TV an NEA-funded documentary series showing an alternate history of American music, furthering their mission for the world. This year the band released XOPA: The Movie, a comedy adventure following the exploits of the group before and after mysteriously disappearing in a plane crash, as well as a new studio album, XOPITA.
The band is committed to representing their mixed identity of Black and Latino culture and has been a vocal influence in the national health conversation around music as medicine. (For more and other community impact projects, see the group’s nonprofit Art As Mentorship).
Social Media:
Instagram | Facebook | Twitter | Official Website
Streaming:
YouTube | Spotify | Apple Music | Bandcamp