Three innovative entrepreneurs will join the ATTA community at the Adventure Travel World Summit (ATWS) in Hokkaido, Japan.
The last three years have taught us that the adventure travel industry is undeniably resilient. The businesses that survived the pandemic emerged from the rubble with a renewed commitment to protect the environment and be part of a new age of responsible and sustainable tourism. ATTA’s Industry Snapshot report in 2022 found that 45% of respondents were working toward a sustainability certification, and the number has increased to almost 70% this year.
It’s with these principles in mind that the Adventure Travel Trade Association (ATTA), in partnership with the Jordan Tourism Board (JTB), sponsored the 12th Adventure Travel World Summit Tour Operator Scholarship to give tour operators life-changing opportunities: an ATTA Business Membership, a delegate seat and travel stipend to attend the 2023 ATWS in Hokkaido, Japan, and unlimited access to AdventureEDU courses.
This year, we received more than 80 applications from emerging tour operators around the world who strive to offer authentic travel experiences while having a positive influence on the industry. Applicants were required to answer an essay question based on tour operators’ strategies in one of these key areas that are important to ATTA:
- Positive economic impact on local communities
- Innovation to conserve the natural environment and cultural heritage
- Efforts to combat climate change
- Efforts to address diversity and inclusion
A voting committee of 11 adventure tourism professionals from seven countries – comprised of ATTA staff, board of directors, and Ambassadors – worked to select the three tour operators who best embodied these principles.
“As a judge for the Adventure Travel World Summit scholarship contest, I had the privilege of reviewing applications from motivated tour operators from all over the world,” said Carlos Picanço, Commercial & Marketing Director of Futurismo Azores Adventures, and ATTA Ambassador. “It was truly inspiring to see how these small businesses are tackling significant challenges facing the tourism industry with innovative solutions and disruptive thinking.”
The winners of the ATWS Tour Operator Scholarship are exactly that: innovative entrepreneurs who are disrupting the industry with ethical and sustainable practices to create lasting changes in their communities. Meet the three inspiring recipients of this year’s scholarship:
- Jesse Leta, Indigenous Kokoda Adventures (IKA) in Papua New Guinea
- Theo Vos, Kara-Tunga Tours in Uganda
- Ewan Cluckie, Tripseed in Thailand
“It was evident that these entrepreneurs and their projects are passionate about responsible and sustainable tourism practices, which are essential for creating a more equitable and sustainable tourism industry that benefits both travelers and local communities,” said Picanço.
Meet the 2023 ATWS Scholarship Winners
Jesse Leta, Indigenous Kokoda Adventures (IKA) in Papua New Guinea
The tourism industry in Papua New Guinea is familiar with foreign-owned businesses dominating local tourism. According to ATTA Member Jesse Leta, for over 20 years this has been the norm, and local communities haven't benefited from the economic impact of tourism as much as their foreign counterparts have. Leta set out to change this when he founded Indigenous Kokoda Adventures (IKA) to offer safe trekking and authentic cultural experiences to travelers visiting the historic Kokoda Track. However, his journey hasn’t been without its challenges.
“The struggle is real. It may not be the same struggle that everyone shares but no matter where or who you are it is a difficult road we follow because there are many obstacles in our way,” said Leta.
Some of those obstacles are the poor working conditions that national porters and guides have experienced when working for foreign companies. To change this, Leta has provided equitable employment benefits and fair compensation to IKA porters and guides. As an Indigenous Papua New Guinean and community leader, Leta has focused on breaking the cycle of poverty by partnering with local businesses and organizations to create initiatives that sponsor children’s education and provide access to technology for village schools.
It’s actions like these that improve the lives of communities along the Kokoda Track and one of the many reasons that IKA was chosen as a scholarship winner.
“To the Jordan Tourism Board and ATTA, thank you from the bottom of my heart… Being able to attend the ATTA Global World Summit this year is a dream come true,” Leta said. “I will honor this gift by making sure my attendance at the Summit is with an open mind and an open heart, ready to meet and learn from the other attendees and the people of Hokkaido, Japan.”
Theo Vos from Kara-Tunga Tours in Uganda
The Karamoja region is experiencing a renaissance. This area was once without tourism due to conflicts, poverty, and lack of infrastructure. In recent years, however, Karamoja has emerged as a destination for travelers seeking wildlife, hiking and cycling experiences, and authentic cultural heritage. Theo Vos tapped into this opportunity and founded Kara-Tunga Tours to utilize tourism as a means to improve the region’s reputation among travelers, provide employment opportunities for local youth, and develop a portfolio of sustainable tourism products that go beyond the wildlife safaris that account for much of Uganda’s tourism model.
“Kara-Tunga represents a region and its resilient people that have been marginalized for decades,” Vos said. “Tourism has given us a voice, it has created opportunities for all, it has created value out of our culture and traditions.”
While tourism has indeed helped reshape the region, Karamoja still lacks a skilled workforce that can take the industry to the next level. Kara-Tunga is changing this through the Kara-Tunga Foundation, which works in several education initiatives to create tourism-oriented career opportunities where few existed before.
The impact of Kara-Tunga’s dedication to developing sustainable tourism in Karamoja and improving the livelihood of its local communities can be measured in job opportunities in accommodation facilities, marketing, community tours, and hospitality services. Their commitment to empowering local communities to participate and benefit from their natural and cultural resources made them a deserving recipient for the scholarship.
“We are deeply grateful to the Jordan Tourism Board and ATTA for giving our people this opportunity to build a better future through tourism,” said Vos. “You have given us an opportunity to learn and a platform to connect for the development of a regenerative regional tourism future in East Africa's least traveled areas.”
Learn more about the founding of Kara-Tunga here.
Ewan Cluckie from Tripseed in Thailand
Tripseed is a locally- and women-owned Destination Management Company that is working to build a sustainable industry that benefits the Thai people by ensuring profit stays in-country. Tripseed partners with local suppliers and communities which showcase Thai culture and heritage but don’t exist solely for tourism. The company offers private, tailor-made tours that help protect the livelihoods and traditional ways of life for local communities by delivering experiences that are high value and low impact.
Tripseed has achieved meaningful milestones by being the first company in Thailand to transition to electric and wheelchair-accessible Tuk-Tuks and start the transition to solar-powered boats in urban city tours. Moreover, in 2022 they launched accessible travel options for people with physical disabilities, wheelchair, audio-visual impairment and cognitive disabilities.
Their commitment to inclusivity doesn’t stop there. As a company, Tripseed has developed employment equity initiatives to provide equal pay and benefits for Thai nationals and foreign staff, salary parity for men and women, and has a team made up of 70% Thai women. It was this commitment that made them deserving candidates of the ATTA scholarship.
“We’d like to extend a sincere thank you to the Jordan Tourism Board and ATTA for providing Tripseed with this incredible Scholarship opportunity,” said Ewan Cluckie, Tripseed founder. “Support for smaller businesses like ourselves is invaluable to our further growth and development, and crucial towards improving the diversity of the travel industry.”
When asked what advice he would give to small companies looking to make a difference through travel, Cluckie said, “The first thing I would say is to stay true to your mission. Remember why you started your company and what you aim to achieve through travel. Stay committed to your core values and purpose, even when facing challenges.” He added encouragement for businesses to always seek feedback, build communities with like-minded individuals, and be committed to transparency in order to establish trust.
Community Support
The ATWS Tour Operator Scholarship is a powerful example of how the adventure travel industry can support and empower entrepreneurs who are committed to sustainable and authentic tourism. Poonam Rawat-Hahne, Founder of Fernweh Fair Travel - Uplifting Communities, is a perfect example of this. As one of this year’s judges and an ATTA Ambassador in India, she was also a winner of the 2019 Adventure Angels Scholarship.
“Congratulations everyone and especially the winners! ATTA’s spotlight on you will transform your project 100%,” she said. “Believe me because I am a living example. In 2019, I was awarded this scholarship, which helped my project reach heights I could never have imagined without the support of ATTA & Adventure Angels!”
The ATTA is proud to award scholarships to this year’s winners who are using their businesses as a force for positive change, inclusion, and sustainability. Their ethical practices are ensuring that small communities maintain their heritage while encouraging them to protect the environment and improve their collective quality of life in the process.