© ATTA / Rupert Shanks – NEOM 2021

Market Activation

Our range of customizable market activation programs enables destinations to immerse globally-recognized journalists, outbound tour operators, and travel advisers into unforgettable itineraries. Buyers and media who have participated in programs like AdventureWeek and AdventureNEXT have included host destinations on “world’s best” lists and created high-yield itineraries attracting travelers who bring more value to destinations by spending more with local businesses than with international hotels and vendors. On average, more than two-thirds of the money spent by adventure travelers while on vacation stays in the local community where they spent it.

What We Do

If you are seeking ways to expose your destination to new, adventure-focused buyers or gain more traction in specific markets, give us a call. We can help you find the right program, curate attention-grabbing itineraries, and invite the right buyers and media. We also activate our Storytelling team to capture compelling narratives that attract travelers eager to explore innovative destinations.


destinations to new markets


a destination’s adventure travel profile


lasting partnerships with buyers and media


new product innovation and education


the supply chain’s capacity and professionalism to meet market expectations


world class storytelling marketing content 


on best in class adventure business sustainability practices


We have been advising the global travel industry on improving their outdoor and sustainable travel experiences to be more attractive and provide greater value to their communities for nearly 20 years. We know these market activations programs work—year after year, our destination partners continue to return to our community in new ways.

Whether you’re looking to deepen your engagement in an important market or expand into a region where your destination is still relatively unknown, we can help you create experiences for buyers and media with lasting impact. In addition to gaining more traction with your target audience, our community will also provide you with invaluable feedback to help your suppliers and regional partners strengthen their experiential offerings and increase their competitiveness on a global scale.

Our Market Activation Solutions


AdventureWeek is one of our most popular and proven solutions for destinations to make valuable connections with the global travel trade. This six-to-eight month market activation program provides an opportunity for destinations to increase competitiveness and showcase their best offerings to a select group of travel trade professionals eager to work with you.  AdventureWeek culminates in a week of buyer and media site visits, including a marketplace with one-on-one meetings.


AdventureNEXT enables destinations to forge a strong local adventure travel community and gain more recognition in target markets. Strengthen the capacity, knowledge, and professionalism of your region by facilitating market access through a powerful B2B marketplace and pre-event FAMs for buyers and media. We conduct safety and sustainability trainings for suppliers, craft media-worthy itineraries, create storytelling marketing content, and attract buyers and journalists. 


AdventureConnect is how we build and foster community at a grassroots level. Our team members and ambassadors live and work all over the world. We regularly partner with brands, destinations, and international travel trade events—such as ITB, Outdoor Retailer, and WTM—to host happy hour-style gatherings for the industry to network and find new partners closer to home. As an AdventureConnect partner or host you get to share your brand message or a short video with a focused segment of the vast ATTA community.


AdventureFAM trips leverage ATTA’s expansive network of niche tour operators and media to create powerful, curated programs positioning your destination as deep, awe-inspiring, and exciting. AdventureFAMs bring together a hand-selected group of esteemed travel trade professionals who can help you meet your goals for earned media and buyer partnerships. Our experts will advise you on your adventure itinerary to ensure that it showcases the best your destination has to offer.

“Developing our emerging destinations on the global adventure map, the ATTA helped to install a substantial connection between the local tourism business and international market with a genuine interest in adventure. AdventureWeek gave us the opportunity and incentive to build a collaborative network of companies and new itineraries.”

Marta Javarone

Host of AdventureWeek Tuscany



Upgrading a destination’s product offerings and putting them on the global adventure map requires a substantial connection between the local tourism business and the international market. Our market activation solutions are geared for the long haul and solidify destinations in their positioning as an adventure travel destination.

“AdventureNEXT will turn out to be one of those defining moments when we put outdoor adventure in the Balkans on the world tourism map. We now have a solid base to take outdoor adventure to the next level.”

Thierry Joubert

Participant of AdventureNEXT Balkans

We can help you figure out exactly what your marketing campaign is missing and provide you with high-value leads. Connect with our team members today to set up a call.

Past Partners

We are thankful for the continued trust from our clients. A few representative companies we have partnered with for market activation solutions are: