2008 Final Report

EXECUTIVE SUMMARY The first-ever ATWS-South America was an outstanding success by all measures. More than 740 adventure executives came to the Summit for personal development, expanding their professional network, and promoting their products to industry influencers. Pre-tours, a new Marketplace for buying/selling, strong support from Brazilian destinations and South American boards were all highlights. The efforts of our Brazilian hosts (ABETA and EMBRATUR) to bring so many South American operators, agents, and media together with ATTA members from around the globe was a key to this event’s success. Attendees 11% The inaugural Adventure Travel World 26% Summit – South America (ATWS-SA) in Sao Paulo Brazil, Sept 4-7, brought together the leadership of the adventure travel 13% industry. From the Americas and around 50% the globe, more than 740 adventure travel executives (a 47% increase over 2007’s 505 Destination Marketing Organization Tour Operator, Accommodations, attendees) attended. Each Delegate was Industry Partner an industry influencer and/or decision- Media maker.

I wanted to congratulate you for the excellent organization of the Summit. It was very informative “ and helpful for all of us. It was an incredible experience. - Fernando Escudero; President, Asociacion Argentina de Ecoturismo y Turismo Aventura ” Image © Laura Araya Nations Represented ATWS-SA delegates represented nearly 35 nations from around the globe, including 11% 2% 2% Argentina, Bangladesh, Brazil, Canada, Brazil Croatia, , Germany, Japan, Peru, 8% United States Argentina South Africa, The Russian Federation, Finland Trinidad and Tobago, The United States, 12% Germany 64% 27 Other Countries Vietnam, and more.

Argentina Denmark Netherlands Trinidad & Austria Ecuador Portugal Tobago Bangladesh Finland Reunion Belize France Romania United States Brazil Germany Russia Uruguay Canada India South Africa Viet Nam Chile Italy Spain Costa Rica Japan Sweden Croatia Mexico Thailand Sponsor R.O.I. Over the course of their entire to their level. (Please note that sponsorship, Key Sponsors of the these impressions are with qualified event received an estimated more adventure travel professionals and than 622,000 quality impressions via industry influencers. Further, all a variety of channels (including web, impression figures are based on email, print, and more) to this key actual data and/or conservative audience of industry leaders. Major estimates.) In addition, sponsors Sponsors received roughly double reaped a broad array of multi-channel that amount, while lesser levels of brand-building and promotional sponsorship received ROI equivalent opportunities. Branding | Programs & Promotions | Intangibles

Images© Laura Araya Branding Pre-Summit marketing email with rotating sponsor logos Sponsors were thanked and recognized via: ••800 printed programs ••Logos listed on two 60 s.f. banners ••Logo projections for all sponsors on 16’x24’ presentation screens during meals, before keynote presentations, and during breaks ••Logos posted in several pre-summit emails totaling more than 155,000 unique receipts by adventure travel professionals

Images © Laura Araya Programs & Promotions Sponsors such as ExOfficio and Men’s Journal utilized the ATWS-SA for product sampling, extensive networking, and giveaways, while other sponsors also dedicated support to specific speakers, initiatives, or events. These dedicated sponsorships included: ••EMBRATUR and Brazil Ministry of Tourism: Opening Reception ••Brotas, Sao Paulo, & Socorro: Evening Reception ••Minas Gerais, Argentina, Peru: Lunch Events ••Amazon, Ceara, ExOfficio, Tocantins,Men’s Journal: Cocktail Receptions ••Adventure Central: Cyber Café ••ABETA: Closing Reception

A HUGE “thank you” to your team for hosting such an exciting and educational summit. The South American “Summit was a fantastic platform for ExOfficio to introduce the brand to attendees from around the globe.

- Chris Keyes; Marketing Coordinator, ExOfficio ” Image © Murray Bartholomew Intangibles In addition to the tangible ROI already noted, Summit sponsors also: ••Proved to this industry’s leaders their commitment to creating community within the once-fragmented adventure travel industry, ••Received additional credibility by reaching Delegates on an emotional level, ••Positioned themselves as industry champions who are supporting key industry events, ••Helped both strengthen the voice of the adventure travel community, and ••Added to our industry’s fast-paced and growing momentum.

Image © Laura Araya Summit 2009 The 2009 Adventure Travel World Each Summit has been a significant Summit will be hosted by Quebec, improvement over the last, and we Canada in mid-October (date and expect no less next year. We hope to venue to be announced shortly). see you there! Continue to tap into the potential of this fast-growing industry –

and its even faster-growing trade This was my third Summit and I have already marked the fourth association – by being a part of next on my calendar. The Summit is now an essential part of my year, a place where I get can network with and learn from top executives year’s Summit. “of adventure travel companies and also be rejuvenated about working in such a dynamic industry.

- Daniela Papi; Founder, PEPY ”

Image © MTOQ / Archambault, Marc Addendum A Sponsors & Exhibitors Host Country

Key Sponsors Supporting Contributing Sponsors Sponsors Adventure Central Away.com Archaeology Magazine Argentina Ceará Ecuador Chile Tocantins Green Living Project Major Sponsors GoOutside Triade Seguros Partners Minas Gerais Adventure Sports Fair National Geographic Adventure Conservation International Peru Sustainable Travel International São Paulo São Paulo Convention Bureau TAM Addendum B Attending Tour Operators

&BEYOND (Formerly CC Africa) NOTE: The list represents the majority of the operators that attended, as 356 Delegates are Cox & Kings Abismo Anhumas without an industry declaration. (European and North American operators listed in bold.) Cruceros Adriatic Kayak Tours Associacio Roteiros de Charme Brasilien Wege Burco Lodges Australis Adventure Associates Ativa Rafting Brasilien.de Butterfield & Robinson Secretaria de Turismo, Adventure Land Travel and Tours AuroraEco - Viagens Ativas Braslatinatur Camino Abierto Esporte e Lazer do Rio Grande Do Sul Adventure South Ltd Aventoura Brazil Discovery Active Travel Canoar DAVENTURA Adventure Spirit / Travel Network Aventur Turismo Brazil Ecojourney Cascada Expediciones Delta Outdoors Alaya Expedicoes Aventura do Brasil Dive! Tutukaka All America Aventura Especial Thank you so very much for the Summit’s great organization and the very interesting meetings and sessions. The quality of Diversidad All Patagonia Aventura Expediones the entire event was really very good! Bravo! Djoser Reisen All Seasons Ecologicas “ DreamWeaver Travel Alltournative Aymara Turismo - Anne Desse, TAWA EUROPE DuVine Adventures Amazon Tree Climbing Banani Eco Tour Ecoterra Expedições Ambientais Amazonas Tur Barlan Travel Ecuador Adventure America Andina Big Amazon Fish / Brazil Ecotravel Center Célia Batista AdventureGiving.org Enigma Adventure Tour Operator Anem de Viatges Brazil Trails Chamaeleon Reisen BikeHike Adventures ” Euro American Travel Aniyami Turismo Braztoa Cia Nacional Ecoturismo Biosfera Brasil EverGreen Escapes & Explorers 3 Aparados Adventure Brotas Outdoors/H2omem Contrast Getaway Brasil Adventuras Expedições Adventures Apumayo expediciones Brotas Tour Viagens e Turismo Country Walkers BRASILIATOUR Explorandes Addendum B (Cont.)

Extremo Nordeste Expeditions Freeway Brasil H2O Marillum Viatges Omni Famtridsresor Freeway Brazilian EcoTourism Patagonia Marimbus Ecoturismo Mare Farol da Foz Ecoturismo Gateway Brazil Haast River Safari Maritaca Turismo Open Door Fazenda Acara˙ Gato do Mato Expedições Hiking New Zealand Ltd. Operadora Martin Travel Turismo Fazenda San Francisco Ecológicas Huala Turismo Aventura Orion Turismo Matuete Fifth Avenue Travel Grade VI Ikarus Tours GmbH Otkrytie Meridian Prime Firecloud Adventures Gulliver Travels Inkaterra Ozone Travel Kiteboarding Metropolitan Touring First Patagonia Travel Adventure Gullivers Travel Associates Intrepid Travel Pack and Go Travel Miller Reisen Fitz Roy Expediciones Guyana Jaz Tour PADI Brasil Initiative Mongolian Travel Fredson Travel JBC-agencies/Great Brazil Paraiso Eco Lodge Express Montanheiros Paria Springs Kenwood Travel Mountain Lodges of Peru Parque das Trilhas Kings Holiday Mountain Travel Sobek Parque Nacional Los Alerces Korubo Mundo Aventura Patagonia Extrema Viajes La Route des Voyages Myths and Mountains PEPY L’aime du Sud Voyages Neblina Forest Pisa Trekking Lernidee Erlebnisreisen Ngai Tahu Tourism Piscinas Naturais Lost World Adventures Nomad Expedições Portal do Equilibirium Maduro Dive Fanta-Seas Nomades de la montana Portal Equilibrium Malocas Jungle Lodges NZone “The Ultimate Jump” Pousada Caiman Manaus Hostel Oikos Ecoturismo Image © Laura Araya Pousada Estrela Dyagua Addendum B (Cont.)

Pousada Frangipani Serac - Sky y Andinismo Taranna Tierra Del Volcan/Volcanoland Vision 2000 Pousada Recanto Alvorada Shotover Canyon Swing Tawa Totally Tourism Canada Praia Secreta Skybird Travels and Tours Ltd. Tell Tale Travel Travel Ecuador Vivo International Promobas Snow Leopard Adventures P. Ltd. Tendao Travessia Adventures Quehumanque E.V.T - Turismo Socompa Termas de Lahuen Co Trek Travel Voyages Jules Vernes RAFT ADVENTUREA South Explorer Terra Brasilis Trilha Do Ouro Webventure Recanto Ecocolico Rio da Prata Southern Explorations LLC Terra Nordeste Trip Noronha WHL Travel Redwood Adventures STB Student Travel Bureau Ltda. Terral Expedições Tuareg Rafting Wilderness Travel REI Adventures Suçuarana Roteiros e Expedições Território Selvagem Tucano Reps. Peru Latin Trails Wildland Adventures Reise Koenig Superfly The Cristalino Jungle Lodge Valinor Representaciones Wildlife Trails Rio da Prata Wilsons Abel Tasman Ltd Rio Hiking The 2008 Adventure Travel World Summit in Brazil proved to be an Your Way Rios e Montanhas invaluable networking opportunity. There were countless opportunities to Zoom Travel brainstorm with travel industry leaders as well as representatives from the Roraima Adventures “ Zorb Ltd media, worldwide organizations, government, and associations. ROW Adventures Say Hueque / Tours in Argentina - Timo Shaw; President, Country Walkers & Chile Scott Walking Adventures Surtrek Tour Operator-Ecuador & The Indochina Trekking Company/ Vamos Expeditions Limited the Galapagos Islands Trails of Indochina Vento grande ecoturismo Sea to Summit - North America Tam Viagens The Lodge at Sun Ranch Venturas & Aventuras” Sekom Voyages Tamandoa Adventure Thesys Tour Operator Addendum C Attending Media

A E G ASESSORIA NOTE: The list represents the majority of the media that attended. List includes JORNAL DESTINO AÇÃO E AVENTURA sales staff as well as editorial. (European and North American media in bold.) BRASIL Adventure Travel Media Source AVENTURA.COM.BR DIÁRIO LA VANGUARDIA Everett Potter’s Travel Report JORNAL E REVISTA AGÊNCIA SEBRAE DE NOTICIAS Away.com EcoTraveller.com FOLHA DE SÃO PAULO ECO TURISMO Archaeology Magazine Brasiliatur EDITORA ABRIL FOX PRESS NET JORNAL ESTADO SE SÃO PAULO Assessoria de Imprensa BRASILTURIS EGOM COMUNICAÇÃO GoOutside JORNAL MAIS MOTORS Assessoria de imprensa Banco Brazil Max Real Circuito das Águas (Socorro) The Summit was energized by an agenda that challenged participants to AVENTURA E AÇÃO DAILY TELEGRAPH share their impressions about important thinking from a great variety of AVENTURA RIOS DIARIO DO TURISMO disciplines. It left participants understanding their own unique challenges “and opportunities in a richer context. Further, I did not meet one delegate that I would not want to go on a hike with.

- Francis X. Farrell; Publisher, Men’s Journal

El Cronista Comercial -Viajes & Green Living Project JORNAL MAIS OFF ROAD Estilo GRUPO VIAGEM JORNAL O ESTADO DE SÃO PAULO EMBROTUR JORNAL DA CIDADE Jornalista ” ESTADO DE SÃO PAULO Jornal De Turismo Image © Laura Araya Kairn Addendum C (Cont.)

MÁQUINA COMUNICAÇÃO Na Flor da idade PARQUES NACIONAIS REBÍA Telam CORPORATIVA INTEGRADA ARGENTINOS S.E National Geographic REVISTA AIRE LIBRE Men’s Journal Planeta Ecotur Agência De TERCEIRA VISÃO National Geographic Adventure REVISTA ALA FEMININA Viagens E Turismo MERCADO E EVENTOS THE WASHINGTON NEW PRESS VIDEO REVISTA BUSSINESS BRASIL PORTAL UOL INFORMER MG BRASIL NUCELO DE TURISMO DE BROTAS REVISTA DO MEIO AMBIENTE PREFEITURA MUNICIPAL DE TIEMPO DE AVENTURA MM VIDEO Outside Magazine BROTAS Revista Dufry TODAY´S BLACK WOMAN MOTOR PRESS Panorama do Turismo RADAR TELEVISION - CNT REVISTA ECOTURISMO MAGAZINE REVISTA ECOTUS Turismo em Foco REVISTA HEMISPHERES TV RECORD Revista Host UNIVERS DES VOYAGES REVISTA LOK USA Today REVISTA MERGULHO Velejar REVISTA TRAVEL TIME Viajante Consciente REVISTA WAVES www.karenkefauver.com REVISTA WEEKEND SBT REALIDADE SECRETARIA DE ESTADO DE TURISMO DE MG SmarterTravel.com

Image © Laura Araya SUPLEMENTOS EL COMÉRCIO Addendum D Attending Destinations

Adtur NOTE: The list represents the majority of the destinations that

Assam Tourism (India) attended, as 356 Delegates are without an industry declaration.

Belize Tourism Board Interatividade Itacaré New Zealand Trade & Enterprise Secretaria de turismo de Chubut

Belize Tourism Board Kuoni Travel Ltd PARATUR Secretaria de turismo provincia de Tourism Authority of Thailand Brazil Ministry of Tourism Ministério do Turismo PromPeru Santa Cruz Villa La Angostura, Secretary of EMBRATUR National Institute of Tourist Secretária De Estado De Minas Secretary of Tourism of the State Tourism of Argentina Promotion - Argentina Gerais of Minas Gerais Innovation Norway

The summit was a great platform to highlight new destinations of Peru directly to the leaders of the industry worldwide, while also facilitating business connections “ with our Peruvian operators during the event. - Indira Palomino; Adventure Travel Specialist, PromPeru

Image © Laura Araya ”