Past Events

Adventure Travel

Adventure Travel World Summit (ATWS 2023)

When: 11-14 September 2023
Venue: Sapporo Convention Center
Delegates: 773 from 64 countries/regions
 
The Adventure Travel World Summit 2023, the annual flagship event of the Adventure Travel Trade Association (ATTA) was the first ATWS held in Asia-Pacific. ATWS brings together hundreds of industry professionals (guides, tour operators, media, etc.) for several days of education, business exchange, and exploration of the host destination via the multi-day Pre-Summit Adventures (PSAs) and the Day of Adventure (DOA) held on the first day of the Summit. With 22 PSA and 31 DOA courses crafted by the Local Organizing Committee, delegates got to experience some of unique adventure products available in Hokkaido and other parts of Japan.
 
Adventure Travel (AT) is often referred to as travel that contains two or more components among outdoor activities, nature and cultural experience. Hokkaido has a strong advantage when it comes to these three components. A survey conducted by the Japan National Tourism Organization (JNTO) during ATWS indicated that the AT content of high interest was the interaction with locals, food, and traditional culture experience, in addition to activities and nature experience. On the other hand, low English proficiency of guides and limited information on the destination were among the issues that still needed improvement.

_Adventure Travel Trade Association (ATTA), Regional Director - APAC
Hokkaido hosting APAC’s first ever Adventure Travel World Summit has certainly had an impact on how adventure is perceived in the region, both from outside and inside. Our buyers, who were mainly from outside the APAC region, loved experiencing how different Hokkaido was from previous ATWS destination hosts, and really enjoyed how the event combined ATTA’s programming with the rich nature and culture that Hokkaido and Japan have to explore. As I engage with destinations from the region, I am seeing a growing interest in the adventure segment as a way to combat over-tourism - and with it, a keen interest in how Hokkaido started its adventure travel journey with ATTA, leading it to become the host of ATWS 2023. I am sure that more APAC destinations will follow in Japan’s footsteps - and I also know that ATWS is not the end of Hokkaido’s adventure travel journey - rather, it is the start of an even greater awareness of the destination worldwide, as an adventure travel hub.
 
©ATTA

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