Shannon Stowell is reviving the Adventure Travel Trade Association by adding marketing, research, networking and education services to the organization. Stowell recently acquired the ATTA from the Adventure Travel Society.
“Despite modest increases in participation in recent years, adventure travel remains one of the industrys greatest growth areas,” said Stowell. “This category has been stymied by under-representation and a lack of visibility and understanding among media, analysts and consumers, not to mention the negative influences of broader security issues.”
To repair these shortcomings Stowell has launched several new initiatives, including consumer market research and outreach, a new member benefits program, and strategic development of an active ATTA Advisory Board representative of critical elements of the adventure travel industry. Stowell has already secured early sponsorships with adventure travel gear companies Ex Officio and Eagle Creek. With sponsor assistance, he plans to undertake publicity and marketing campaigns dedicated to promoting an overall increase in consumer participation and diversity in adventure travel.
