Final Report Mission Attendees Ireland Value Media Marketplace Partners ROI Roster

"The best opportunity I know of to interact with peers in "The Summit for us was amazing, we made good contacts the industry. Productive, inspiring, and a heck of a lot of and got soaked with ATTA´s spirit which has enamoured fun!” and captivated us.” JIM LUTZ, VAYA ADVENTURES RAFFAELE DI BIASE, BIRDS CHILE Final Report Mission Attendees Ireland Value Media Marketplace Partners ROI Roster

[Summit Opportunities]

1 2 3 4 5

Explore Ireland Connect with industry Discover best practices Create business Promote your product, leaders from over 63 for operations and partnerships with peers brand and destination to countries leadership and media industry decision makers Final Report Mission Attendees Ireland Value Media Marketplace Partners ROI Roster

[The Economics of Adventure]

Over 700 leaders in the adventure travel industry gathered from October 6th to 9th for the eleventh Adventure Travel World Summit in a country that has adventure and storytelling at its very core. From the Wild Atlantic Way to Dublin, delegates travelled across Ireland to gather in charming Killarney for networking, inspiration and learning. Final Report Mission Attendees Ireland Value Media Marketplace Partners ROI Roster

[Attendees]

North America 41% Operator & Accommodation 52% Europe 37% Industry Partner 18% South America 10% Tourism Board 20% Asia 4%

Media 8% Africa 4%

Pacific 3% Travel Advisor 2% Middle East 1%

Central America / Caribbean 1% Final Report Mission Attendees Ireland Value Media Marketplace Partners ROI Roster

[Featured Speakers]

Speakers from around the world came together to share their insights, stories and experience.

Jeffrey Parrish Julian Matthews, TOFTigers Praveen Moman Keira Powers Peter Veerapen WWF - World Wildlife Fund Wildlife Association, Volcanoes Safaris Spirit of Africa Spirit of Africa

Mandip Singh Soin David Chapman Scott Field Victoria Heaton Minesh Shah IBEX Expeditions, India WYSE Travel Confederation Google Facebook TripAdvisor “The content at the Summit is reason enough to go; it’s like going to a little business school, just for adventure travel.”

KATIE LOSEY ABSOLUTE TRAVEL Final Report Mission Attendees Ireland Value Media Marketplace Partners ROI Roster

[Ireland]

The Pre-Summit (PSA) and Day of Adventure’s (DOA) are exclusive opportunities for the host destination to have industry experts and top-notch media experience Ireland’s specialized adventure product and to hear their business story. Ireland ofered 21 amazing 5, 4 and 3 day adventures before the Summit opening to showcase the beauty and uniqueness of Ireland. On Monday, October 6th, over 500 delegates attended the Day of Adventure to explore Kerry on over 30 adventures. Delegates were asked these two questions post Summit:

Please indicate any changes to your Based on your experience at the perception of Ireland as an adventure Summit, how would you now travel destination: rate adventure in Ireland?

More favorable 2% perception of Ireland as an adventure travel 25% destination Same perception of Ireland as an adventure travel 4 out of 5 delegates rated it 73% destination Less perception of Very Good! Ireland as an adventure travel destination 168 Delegates Reporting "I had an incredible time visiting the island's historic sites, gorgeous landscapes and the gem of it all, the Irish hospitality second to none. I met awesome people during my PSA and everyday during the Summit in Killarney, it is refreshing to share this passion with like-minded adventure-goers from all over the globe. Your team did an amazing job in creating this sense of community where each of us could share their knowledge, successes and challenges. The best benefits of being an ATTA member is the support and assistance you provide to extra small as much as large adventure companies worldwide."

CAROLINE MONGRAIN, WORLD EXPEDITIONS Final Report Mission Attendees Ireland Value Media Marketplace Partners ROI Roster

[Summit Value]

Average number of new, valuable contacts made by We value the time, commitment and resources delegates at the Summit: used by every delegate who attends the Summit and for that reason ATTA creates an environment for sharing, learning, and inspiring one another where our delegates and partners leave the Summit with actionable and tangible results. Final Report Mission Attendees Ireland Value Media Marketplace Partners ROI Roster

[All Delegates]

Delegates ranked their reasons for attending Seven out of ten tour operator buyers who the Summit as: attended the Summit reported that they will create new innovative adventure travel 1 Media Relationships products in Ireland in the future.

2 Inspiration

3 Professional Development

4 Partnership/Sales

5 Community/Networking 7 out of 10 Final Report Mission Attendees Ireland Value Media Marketplace Partners ROI Roster

[Key Initiatives]

Key initiatives that delegates will take action on as a result of attending this year's Summit

• Better use of media content

• Networking with my region

• Even more focus on sustainability within the destination

• Specialize in adventure product “• Integrate culture • Looking at other countries for ideas and standards

• Deepen our collaboration with local tour operators

• Develop tours in other areas of the world that I hadn't thought of before

• Be more active on social media

• Keep in contact with people/colleagues I met. • Develop Ireland as a destination” Final Report Mission Attendees Ireland Value Media Marketplace Partners ROI Roster

[Key Initiatives] Continued…

Key initiatives that delegates will take action on as a result of attending this year's Summit

• Participate in the guide certification initiative

• Serve the needs of small tour operators via storytelling, photography, and content

• Look for a way of helping natural reserves to protect the fauna

• Broadening my 'brand' and expanding social media “• Develop trips in areas where I did not have existing partnerships yet (and do now) • The importance of customer service skills and the importance of communication with customer before, during and after the event/trip.

• Reporting on Ireland in a diferent manner, with adventure as the basis

• Focus more on the storytelling aspect of our business.

• Improve stakeholder understanding of adventure values and business potentials in our destination through knowledge, market intelligence and product development. • Inspired by other operators and implement the ideas in our business.” Final Report Mission Attendees Ireland Value Media Marketplace Partners ROI Roster

[Media Attendees]

Laura Begley Bernard Frantz Eric Hiss David Noyes Bloom i-trekkings.net Wandermelon Media Noyes Travels Yahoo Travel Outlets: Conde Nast Paula Froelich Traveler, Delta Sky, Sherry Ott Nathan Borchelt Yahoo Travel Robb Report, Ottsworld National Geographic wandermelon.com Adventure Yvonne Gordon Stephanie Pearson Travel Writer Alex Krapp Outside Magazine Dave Bouskill Outlets: The Irish Outdoor-Magazin The Planet D Times, The Guardian, Jo Piazza The Irish Mail on Karen Loftus Yahoo Travel Berne Broudy Sunday, , The Freelance Freelance National, AFAR.com, Outlets: Travel Weekly, Everett Potter Greentraveller.co.uk, Globe & Mail, Everett Potter's Travel Debra Corbeil The Boston Globe, The Shermans Travels, Report ThePlanetD San Francisco Jetsetter, About.com Outlets: Everett Potter's Chronicle, DK (Luxury Travel), Travel Report, National Roisin Finlay Eyewitness Travel Business Insider, The Geographic Traveler, Outsider Magazine Guides Hufngton Post, Travel + Leisure, New York, Four Seasons Kristen Gill Societe Perrier, Curve Graeme Green Magazine Magazine Kristen Gill Media Journalist, Travel Outlets: BBC’s The Writer & Photographer Susi Maier World, Public Radio Outlets: Wanderlust, Black Dots White Spots International, NPR, The National Geographic Seattle Times, Traveler, The Sunday AdventureTravelNews, Times, The Guardian, MSN Travel, Travel The Independent, Annika Hipple Lyn Hughes Weekly, CBS’s Metro, The Daily Freelance Writer, Wanderlust Travel PeterGreenberg.com, Express, TRVL, Editor, and Media The Seattle Globalist, Vacations & Travel, Photographer Outlets: Wanderlust, The Monarch Review South Morning Outlets: Various print wanderlust.co.uk, Post and online travel and Unique Honeymoons, environmental freelance for UK publications newpapers, radio & TV Final Report Mission Attendees Ireland Value Media Marketplace Partners ROI Roster

[Media Attendees]

Ann Abel Alexandre Guiltat Don Mankin Gigi Ragland Freelance Travel Writer Magazine Carnets Adventure Freelance Travel & Food d'Aventures Transformations Writer Xavier Argeles Outlets: Hufngton Outlets: Freelance Randozone Will Hide Post, Active Over 50, travel, sustainable Travel Journalist The Adventure Geezer lifestyle and food writer Gary Arndt Outlets: The London for print and online Everything - Times, the Financial Jennifer Murphy publications. Everywhere Times, the AFAR Media Independent, the Florian Michael Jaime Becktel Guardian, the Mail on Tim Neville Natural Bridge Sanktjohanser Sunday, British Airways Freelancer dpa-Themendienst Productions High Life, Food and Outlets: Outside, New Theresa Storm Travel Magazine, The York Times, Financial Daniel Scott National (UAE), Times, Via, Robb Freelance Travel Writer Travel journalist & Report, Mountain photographer DestinAsian Outlets: Everything- Outlets: up! (WestJet's (), Travel and Every inflight), AAA Traveler, Leisure (USA) itravel2000.com, TravelAge West Mark Sissons Postmedia Network Freelance travel newspapers & journalist Canada.com (largest Outlets: San Francisco Canadian news chain), Chronicle, Men's "Over the last several years, I've made attending WestJet Vacations, Journal, Dallas the ATWS a must. The host destinations and TravelWeek, WildHope Morning News, Globe Norie Quintos Justin Jamieson adventures are first-class, the panels are amazing and Mail, Toronto Star, tools for professional development and the National Geographic Get Lost Magazine Vancouver Sun and connections I make with industry innovators are Hufngton Post. Traveler Outlets: Get Lost Outlets: National Magazine, invaluable. It's the most important conference I Geographic Traveler getlostmagazine.com, attend.” 2GB Radio Australia ERIC HISS, FREELANCE WRITER "Over the two MediaConnect sessions at ATWS, I met with 28 diferent companies. Many of these had put huge efort into presenting well- prepared pitches and story ideas, tailored not only to what I write about – which includes boating and sailing trips and of the beaten path destinations – but also suitable for the publications and markets I write for. Not only am I excited to experience these adventures in the near future, but I am already looking forward to be able tell the stories of these adventures to the wider world through my writing and photography. If a four-minute pitch can get a travel writer excited about telling future readers about an adventure they can have, then the job is done. I think that connecting with those companies who came to meet me was hugely valuable for all parties."

YVONNE GORDON TRAVEL WRITER Final Report Mission Attendees Ireland Value Media Marketplace Partners ROI Roster

[Marketplace]

The Marketplace brings adventure travel product Latin America 43 suppliers, buyers and media together and provides a dynamic atmosphere for introductions, learning about new opportunities Europe 40 and engaging in product development discussions. It is an important business-focused Asia/Middle East component of the Summit. 22

North America 10

Africa 6

Industry Partner Sponsor 5

Oceania/Polar 4 Total Suppliers: 134 Total Buyers registered for event: 88 Global 4 Final Report Mission Attendees Ireland Value Media Marketplace Partners ROI Roster

[Partner Attendees]

• Gained awareness of their destination/product to key industry influencers and media

• Increased credibility within the adventure travel industry

• Valued as adventure travel industry champion

• Achieved intimate networking support, facilitated by ATTA

"In 2014 I switched from being a tour operator to starting a new consulting business. I feel my new business took of faster due to the strong connections I have made over the years attending 6 prior Adventure Travel World Summits. This is attributable both to the support (advice, referrals, encouragement) I received from colleagues, as well as actual business that has come in from these connections. This type of relationship building takes time and requires giving, but it is worth it and I would highly recommend attending the Summit and other ATTA events.” DAN MOORE, PANDION CONSULTING & FACILITATION Final Report Mission Attendees Ireland Value Media Marketplace Partners ROI Roster

[Summit Partners]

Summit Host Fáilte Ireland

Our sponsor partners’ involvement is key to the success of our Summit Dinners Ecuador & Turismo Chile Summit. A clear return on investment is important and, for that Summit Lunches Norway, Snowmass & reason, we match our partners with the opportunities that we Coffee Break Colombia think we’ll best showcase their destination or brand. Cocktail Party Brazil

Sponsors utilized the ATWS for product sampling, extensive Energy Lounge Switzerland / Lucerne networking and lead generation, brand building and promotions, Promenade Fjord Norway while other sponsors dedicated support to specific speakers, initiatives or events. Summit Auction Blue Mountains, Lithgow & Oberon Tourism

Plenary Sessions Visit Anchorage, Alaska & Patagonia Regions

Scholarship Program Rome McGuigan P.C.

Adventure in Motion Yahoo Travel & Wilderness Ireland

MediaConnect Bulgaria

Marketplace Travoom "The 2014 ATWS created a focused event where we could develop lasting business partnerships, stay informed about Room Sponsors Baja California Sur, Quebec, Kurdistan

current adventure travel trends and have a great time. We Closing Party Jordan / Columbia found the Summit to be well worth the time and money. Looking forward to 2015!" Program Printing Ripon Printers

THOMAS BOCHNOWSKI RIPCORD Other partners - Eagle Creek, National Geographic Traveler, Ripcord, tourradar, Dreamjobbing, Exito, Exofcio, Global Rescue, ISEBOX, Peak15, World Nomads "During the ATWS 2014 in Ireland, we ofered a traditional Ecuadorian dinner to more than 700 guests.... Ecuador is convinced that belonging to this international organization and participating in spaces where we can position our destination, like the Summit, increases the marketing for Ecuador. I consider the ATWS as a very important space for networking, marketing, promotion and training for all participants, as well as it is very important to take into consideration how fast the organization has grown in the last years."

CRISTINA RIVADENEIRA, ECUADOR TOURISM BOARD Final Report Mission Attendees Ireland Value Media Marketplace Partners ROI Roster

[Return on Investment]

Over the course of the lead in to, during and post Summit, a host destination partner can expect to receive at least 1.5 million impressions (across a broad array of channels from emails, press, website and event marketing) in addition to social media exposure through Facebook, Twitter and LinkedIn among others

This year, there were

27,483,949 impressions

sited October 2014

Partner Branding During the Summit Included:

Summit program and in Summit Connections event app

Large banners on event locations

Rotating visuals on screen prior to presentations

Social media posts about events

Partnership specific opportunity well- branded for destination/brand Final Report Mission Attendees Ireland Value Media Marketplace Partners ROI Roster

[Attending Buyers]

62°NORD Discover The World Lindblad Expeditions Seascape Tours

Abercrombie & Kent USA DuVine Cycling & Macs Adventure SNP Natuurreizen Adventure Co. Absolute Travel Moondance Adventures Spirit of Africa Elevate Destinations Adventure Life Mountain Travel Sobek Summer Feet Cycling EverGreen Escapes - Alluring Destinations Cascadia & International Muddy Shoe Adventures TCS Expeditions

ASI - Alpinschule Innsbruck Exodus Travels National Geographic Terres d'Aventure - EAD Adventures / National Group Askja Reizen ExperiencePlus! Bicycle Geographic Expeditions Tours The Northwest Passage and Austin Adventures Natural Habitat Adventures Polar Explorers Firefly Journeys Aventyrsresor PEAK Adventure Travel Thomson Family Global Family Travels DMC Adventures Baumeler Travel Gray & Co. Ponte Travels Thomson Safaris BikeHike Adventures Greenloons Pure Adventures Tierra del Volcan / World BikeToursDirect Bike Adventures "I had a great time at the ATWS this year! I was H&I Adventures Ltd Q8 Adventures Butterfield & Robinson Trek Travel so happy to have met 7 local tour operators Hauser Exkursionen Quark Expeditions who had never been to the ATWS before, all of Ciclismo Classico International Vaya Adventures whom I currently developing new programs Radweg-Reisen with. This was perhaps the most productive Contiki Holidays Indagare Travel Viventura GmbH Red Lantern Journeys Summit for me yet, simply because of the new Country Walkers Intrepid Travel Whole Journeys faces. REI Adventures Cyclomundo KE Adventure Travel Wikinger Reisen ANNE S. WOOD ROW Adventures MOUNTAIN TRAVEL SOBEK Diplomat Travels & Tourism Khiri Travel Wilderness Travel Agency Saddle Skedaddle Latin America World Wildland Adventures Final Report Mission Attendees Ireland Value Media Marketplace Partners ROI Roster

[Attending Suppliers]

09West Angama BirdsChile - Nature Tours Ecoexperiencias Tour Gondwana Brasil Ecoturismo KVT India Operadores 3e travel Montenegro Aniyami DMC Brazil Black Mountain Ltd GoNorth La Paz on Foot Ecuador Adventure / Opuntia 8Seasons4Women Antarpply Expeditions Blazing Adventures Galapagos Ecojourneys / Green Pathways Nicaragua Laila Tours and Travel Colombia Adventure A.C.E. Adventure Aracari Travel Boogie Pilgrim Greenlife Tours LTD Electric Escapes Ireland Active 4 Adventures - Arctic Adventure Brazil Ecotravel Grosvenor Tours Discover France Elite Travel DMC - Lufthansa Arctic Adventures Caminhos do Sertão City Center Heritage Expeditions Active Adventure Tours Cicloturismo Mongolia LLC Argentina Trails - ADOPTA Enchanted Expeditions HF Holidays CEAD-Ireland.com Adriatic Kayak Tours / Arizona Outback Adventures Encounters Asia / Jungle Hike'n Sail in Jadranske Kajak Ture Celtic Rider Ireland Lodges Armenia Holidays HilltopTreks Adventure & Landscape Chile Nativo Travel European Walking Tours ARP Travel Group Himalayan Glacier Trekking Adventure Burren Chilewalks ExoAdventure (P) Ltd. Asia Aventura Adventure Canada Connemara Adventure Tours Expediciones México Verde Ibex Expeditions, India Atithi Voyages India Adventure Slovenia Connemara Wild Escapes, Expediciones Sierra Norte de Icelandic Mountain Guides Atlantic Sea Kayaking and Ireland Oaxaca Adventure Travel West, Inc. Wild Atlantic Walks Ireland Walk, Hike, Bike Contrast Adventure Explorandes Aeolus Tours Aurora Expeditions Jamie's Whaling Station & croActive Holidays - Aktivni Explore Lofsdalen AB Rainforest Inn African Bikers Tours Authenticore odmor doo Explore! Kallpa Tour Operator- Ak-Sai Travel AYGO Slovakia s.r.o Delfin Amazon Cruises Argentina & Chile Extreme Ireland Alta Expedition Baltic Blues Adventure Delphi Adventure Resort Kalypso Adventures Private Fantastico Sur LTD Amazonas Explorer Bamba Experience DID Adventure, Norway Fiore Tours & Adventure Kili Base Adventures Amigo Trails – Copper Banjara Camps & Retreats Diverse China Travel Croatia Canyon Experts Killarney Riding Stables Bergen Base Camp Easia Travel Galakiwi Adventures Amity Tours KUONI Destination Big Adventure Islands Gårdsjö Moose Park Management Final Report Mission Attendees Ireland Value Media Marketplace Partners ROI Roster

[Attending Suppliers]

Latin Trails Outdoor Interlaken Speyside Wildlife VMD Travel Agency Croatia Explora S.A.

Luxury India Holidays Pvt Ltd. Outdoors Ireland @ Muckross SpiceRoads Cycle Tours Volcanoes Safaris Ltd Färnas Hjärta B&B Park Hotel Macedonia Experience Spike Island Adventure / Voyage Colombia - World Ulvsbomuren Wildlife Safari & Portugal Nature Trails Neptune Kayak Tours SAS Lodging Majestic Peru Pure Brasil Summum Outdoor Adventure Walkabout Scotland The Ranch at Rock Creek Malawian Style Travel Colombia Pure! Travel Group Wild Sweden Mandala Tour - Italy Terra Brasilis PureQuest Adventures Wilderness Ireland Maple Leaf Adventures The Muddy Boot Rios Tropicales Wilderness Scotland Maritaca Turismo Todos Santos Eco Rventures Holidays Adventures Within the Wild Adventure Marrakesh Voyage - Morocco Company D.M.C. S-Cape Countryside Travels Tour d'Afrique Ltd. srl Worldwide Adventures Matagalpa Tours Traveling Spoon Sacred Rides Mountain Bike Myrkdalen Fjellandsby / Fjord Maya Amazing Adventures Adventures Trek Himalayan LLC & Peaks

Mercury Himalayan Safari Legacy Trekking Hellas - Lead EcoHotels / Feynan Ecolodge Expeditions Limited Aeiforos Anaptixi SA Say Hueque - Argentina Voss Resort AS Meridien Ten Tours TrekTrek comfortable adventures Myrkdalen Fjellandsby / Fjord Mor Active Tours Selena Travel Mongolia & Peaks Tribal Adventure Tours Mountain Lodges of Peru Shikhar Travels India Braewick Cafe & Caravan Tropic Park O.A.R.S. Snow Leopard Adventures Pvt. Ltd Ultimate Safaris Namibia Grootberg Lodge - Namibia Odysseia-In Travel Ltd, Bulgaria Solentiname Tours - Discover Vagabond Adventure Tours Manor House Hotels & Irish Nicaragua of Ireland Country Hotels Oku Southern Visions Travel Via Antiqua Travel GmbH Cayuga Collection of One Ocean Expeditions Sustainable Luxury Hotels SouthExpeditions / Viator Travel, Dubrovnik, and Lodges Outdoor Albania TravelEcuador Croatia Final Report Mission Attendees Ireland Value Media Marketplace Partners ROI Roster

[Attending Tour Operators] Attending tour operators not designated as Supplier or Buyer in the Marketplace.

Björnö Stug & Outdoor Education Ireland / Aktivitetscenter Cappanalea OEC

Bratt moro AS Siraj Center

Breogfjell AS Sojourn Explorers

Challenge Aspen Twefelfontein Heritage Site - Namibia Classic Africa Safaris UGANDA Voss Rafting Senter Damaraland Camp - Namibia VossVind Indoor Skydiving Discovery Route AS / Mo Laksegard AS Wilderness Adventures

Equinox Aventure Wildlands Collective

Fløibanen AS

Fonna Glacier Ski Resort

Golden Gate Tours & Travel

Kompas Skopje A.D

Loen Active AS

Myrkdalen Mountain Resort

National Parks in North Trondelag

NJORD sea kayak adventures

Norway AdvenTURes

OpplevOdda ATTA Regional Executive Directors

Antonio Del Rosal Chris Doyle Jason Reckers Manal Kelig Executive Director, Latin America Executive Director, Europe Vice President, Operations Executive Director, Middle East & Africa [email protected] [email protected] [email protected] [email protected]