Show Notes

In this episode of The Best Part of Travel podcast, Arival Managing Editor Janelle Visser sits down with Shannon Stowell, CEO of the Adventure Travel Trade Association (ATTA), to explore what adventure travel really means, why it's booming, and what tour, activity and attraction operators can learn from one of travel's most dynamic and community-driven sectors.

Shannon brings over 20 years of experience leading the world's largest association of adventure travel companies and professionals, and he doesn't shy away from the big questions — from who adventure travel is for to what the volatility in the Middle East might mean for travel companies — and how adventure travel can build bridges to help make the world a better place.

🗺️ Topics we cover:

• Redefining adventure: Why adventure isn't just for the young, fit and fearless — and the three-pillar framework (nature, culture, activity) ATTA uses to define it.

• The $1.1 trillion market: Key findings from ATTA's global adventure travel market sizing report, and what the numbers mean for operators.

• The culinary ingredient: Why food has become the surprising driver in adventure travel — and what that means for operators looking to grow.

• Responsible tourism in practice: How adventure travel keeps up to 70% of traveler spend in local communities, and what operators in any category can learn from this approach.

• Soft diplomacy & human connection: Why travelers are all diplomats whether they know it or not, and how face-to-face encounters across cultures can change minds — and maybe the world.

• Navigating disruption: How the adventure travel community supports one another through geopolitical uncertainty, conflict and the lingering aftershocks of COVID.

Learn more with these resources:

🔗 Adventure Travel Trade Association (ATTA)

🔗 The Meaningful Travel Map by Tourism Cares

🔗 Arival's State of Experiences Report

🔗 The Outlook for Travel Experiences 2019-2029

🔗 Arival's 2026 Experiences Traveler Reports

🔗 Join us at the next Arival event

The Best Part of Travel podcast is brought to you by Arival. Season Three is sponsored by Protect Group.