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ATTA CEO Shannon Stowell – Image Credit ATTA
Founded in 1990, the Adventure Travel Trade Association (ATTA) emerged at a time when adventure travel was still a niche segment, limited in scale, reach, and structure. Over the past three decades, the sector has evolved into a mainstream yet values-driven part of the global travel industry. In this interview, ATTA CEO Shannon Stowell reflects on the industry’s key turning points: From early professionalization and digital transformation to today’s focus on resilience, credibility, and meaningful connection to people and place.
1. Let’s go back to 1990 – the founding year of ATTA: What was the travel world like back then – and what need did ATTA fill?
It was before my time as I came into travel in 2002, but adventure travel certainly was nascent. There were 400 million international travelers then vs 1.4 billion now! In adventure travel, no one was measuring the market size then, but it certainly was pretty small and mostly European and North American outbound. Since then the Latin American, Asian and Middle Eastern adventure travel outbound markets have grown dramatically.
The ATTA filled a need for this segment to convene as there was no global event specialized for their specific needs of content and connectivity. Now we are the globe’s premier gathering for active, eco and adventure travel professionals and those wanting to enter the space.
2. Looking back, what were the biggest turning points in adventure travel over the last three decades?
Looking back over the past three decades, one of the biggest turning points in adventure travel was its shift from a niche, passion-driven activity into a more organized and professionalized sector. In the 1990s and early 2000s, the industry began formalizing around safety standards, guide training, and shared best practices, which helped build consumer trust and enabled international growth. This period laid the groundwork for adventure travel to be recognized not just as a style of trip, but as a legitimate segment of the global travel economy.
The next major inflection point came as adventure travel moved into the mainstream during the 2010s. Digital platforms transformed how travelers discovered and booked experiences, while research showed that adventure was no longer defined solely by physical challenge. Culture, nature, wellness, and meaningful local connection became central, expanding the appeal of adventure travel to a much broader audience and positioning it as a preferred way of traveling rather than a fringe interest.
Most recently, the COVID-19 pandemic marked a reset moment that accelerated trends already underway. It reinforced demand for nature-based, small-group, and locally rooted experiences, while pushing the industry to confront issues of resilience, climate action, and community impact more directly. Today, adventure travel stands at a new turning point—moving from intention to strategy, and from storytelling to measurable action—continuing its role as a testing ground for a more responsible and future-ready tourism system.
I think it really evolved from a kind of granola-crunchy ecotourism to a massive experiential market. It has also moved from a more male dominated market to a very balanced gender market now between men and women. Cultural tourism wasn’t really a salient characteristic of the market then and it is one of the main drivers and motivations for travelers now. I would also say that the professionalism of the industry has definitely become a real thing – the industry has seen significant programs in safety, risk management, sustainability, group management and interpretation.
3. Adventure travel today is on everyone’s radar. What are the biggest buzzwords – and which ones matter most to you?
Adventure travel has no shortage of buzzwords right now—regenerative, authentic, purpose-driven, slow travel, impactful, resilient. Some of these are genuinely important, while others risk becoming only buzz without substance. What matters is not the label, but whether the concept actually changes how trips are designed, sold, and delivered.
The terms that matter most to me are resilience, credibility and intentionality. Resilience speaks to whether businesses and destinations are truly prepared for climate shocks, market volatility, and workforce challenges. Credibility reflects the need to back up sustainability and community claims with data, transparency, and measurable outcomes. And intentionality is about moving away from add-ons toward embedding values—climate action, equity, conservation—into core strategy rather than marketing.
I’d also say accessibility in the broadest sense – there are so many experiences now that are easier than ever for the broader audience. For example- eBikes have made biking fun again for people who wouldn’t ever normally consider signing up for a multi-day biking trip but can now.
4. You’ve seen and shaped the evolution of a whole sector. What does “adventure” mean to you today – compared to 1990?
The simplest way to put it is that it went from being somewhat inaccessible and extreme to a combination of nature, culture and activities. 67% of all international travelers now say they are “Open to Adventure”. In some cases, the adventure activity part of their trip might be minimal, or on the other end of the scale.
5. Let’s fast forward: Where is adventure travel heading in the next 5 to 10 years?
Looking ahead 5–10 years, adventure travel is moving toward a more intentional, integrated, and data-driven phase of growth. Demand will continue to favor experiences rooted in nature, culture, and wellbeing, but travelers will increasingly expect those experiences to be delivered with clear purpose—demonstrating benefits for local communities, ecosystems, and destinations. Adventure will be less about how extreme an activity is, and more about how meaningfully it connects people to place.
At the same time, the sector will further professionalize around resilience and accountability. Climate adaptation, risk management, workforce development, and destination stewardship will shift from optional initiatives to core business functions. Operators and destinations that can measure impact, tell credible stories with data, and collaborate across supply chains will be better positioned to navigate volatility—whether economic, environmental, or geopolitical.
Finally, adventure travel is likely to play an outsized role in shaping the future of tourism more broadly. As mass travel grapples with congestion, climate pressure, and changing traveler values, adventure travel will continue to act as a testing ground for slower travel, regional dispersal, regenerative models, and experience-led growth. In that sense, the next decade isn’t just about where adventure travel is going—it’s about how the principles it’s refining today may influence how travel works altogether.
6. What would you say to young professionals entering the adventure travel space today?
Do it! Adventure Travel is a wonderful way to make a difference in the world while having an incredible set of experiences. My recommendation is to work for an established company to learn how everything works- often the companies are somewhat smaller so they will get a whole range of experiences that will equip them for an exciting and fulfilling career.
This article originally appeared on ITB Berlin.
