In case you missed it, or have not yet had the opportunity to watch, we are pleased to share the most requested video from this year's Adventure Travel World Summit.
ATTA Ambassador, educator, entrepreneur, and Alaya co-Founder Jean-Claude Razel presented his keynote speech Fire: Our World in Transition at ATWS held 6-9 October 2022 in Lugano, Switzerland.
The biggest takeaway? Razel said that as an industry we need, “A transition narrative for tourism – less is better.” Looking ahead to a future that is decarbonized, local, and educational, he challenged the industry: “Don’t sell what customers want. Start selling what destinations need.”