Adventure Travel as a Solution to Overtourism, Says Industry Leader

By Ivan PetrenkoMay 23, 2024 22:30 PMNews
Share:
Van travel in the mountains
Van travel in the mountains. Source: Kevin Schmid, Unsplash

Adventure tourism is being hailed as a crucial element in promoting sustainable travel, according to industry leaders at the AdventureElevate summit in Europe.

At the summit held in Tirol, Austria, Shannon Stowell, the CEO of the Adventure Travel Trade Association (ATTA), highlighted the role of adventure travel in addressing overtourism. He noted that while many destinations face overtourism, they still rely heavily on tourism for economic stability.

Stowell explained, "Many destinations are experiencing overtourism issues but still need the economic benefits that tourism brings. The adventure industry is essential because it allows destinations to maintain economic benefits with fewer, more respectful tourists."

Family camping with the dog
Family camping with the dog. Source: Jimmy Conover, Unsplash

He emphasized the economic impact of different types of travelers: "It takes 100 cruise customers to contribute $10,000 to an economy, nine overnight package tourists to achieve the same, but only four commercial adventure travelers to match that amount."

Founded 20 years ago, ATTA is the largest global association in adventure travel, with about 30,000 members including tour guides, operators, and travel advisors. According to ATTA data, adventure travelers often spend more locally, staying at local lodges, dining on local cuisine, purchasing local crafts, and hiring local guides, compared to conventional tourists.

Stowell pointed out the issue of economic leakage in mass tourism, where 80 to 90 percent of revenue leaves the destination. In contrast, for adventure travelers, the leakage rate is much lower, around 30 to 35 percent. He also noted that adventure travelers often explore less-visited areas, helping to distribute the economic benefits more evenly and support local businesses.

Mountain lake in Kitzbuhel
Mountain lake in Kitzbuhel. Source: Solleneu, Pixabay

The first European AdventureElevate summit drew 250 participants from 39 countries to Kitzbuhel, a premier winter sports resort in the Alps. Over two days, industry leaders and speakers discussed sustainability, new technologies, and other pertinent topics.

Karin Seiler, CEO of the Tirol Tourist Board, remarked, "This event provides an excellent opportunity to showcase Tirol to international markets and to engage with new and existing contacts."

Gabriella Stowell, ATTA’s vice-president of regional development, indicated that the summit is intended to be an annual event rotating across Europe. "This is the first year, and we’re pleased to be in Tirol. While next year’s location is not yet confirmed, discussions are ongoing with various destinations."

Top Articles
Not Just a Suitcase: My Personal Checklist for Smart Travelers in 2025

Not Just a Suitcase: My Personal Checklist for Smart Travelers in 2025

Mar 3, 2025 18:00 PM
Practical Eco-Friendly Travel Solutions for Sustainable Tourism

Practical Eco-Friendly Travel Solutions for Sustainable Tourism

Feb 14, 2025 15:00 PM

Top Tips for Securing Your Luggage and Preventing Loss

Feb 7, 2025 14:00 PM

Your Guide to Hand Luggage and Baggage Rules

Feb 4, 2025 20:00 PM
More News
Malaysia Airlines aircraft being loaded at the airport gate

Malaysia Airlines Reinstates Brisbane Route with Expanded Regional Access

Apr 18, 2025 23:21 PM
Aerial view of a beach on Seychelles, with turquoise waves and granite rock formations

Seychelles Launches Marine Programme for Environmentally Minded Travellers

Apr 18, 2025 21:34 PM

Maintenance Work to Impact Summer Departures at Hannover Airport

Apr 18, 2025 19:48 PM

Severe Rail Disruptions Ahead of Marathon and FA Cup

Apr 18, 2025 17:23 PM
Singapore Airlines Airbus A380 aircraft in mid-flight against a grey sky

Asia Travel Made Easier with New Airline Partnership

Apr 18, 2025 15:35 PM
Crowne Plaza hotel building under clear sky

Business Travel Gets Personal: New Hotel Perk Encourages Guests to Bring a Companion

Apr 17, 2025 23:31 PM
Emirates Airbus A380 taking off from the runway during daytime

Easter Flights Bring Seasonal Comforts for Travelers

Apr 17, 2025 20:25 PM
Two people walking with an umbrella during heavy rain on a flooded street

Weekend Weather Threatens Travel Across South West England

Apr 17, 2025 18:47 PM
Wizz Air aircraft in flight against cloudy sky

Wizz Air Expands Naples Routes with New Travel Destinations

Apr 17, 2025 16:33 PM

Maui faces water shortage amid tourist comfort

Apr 16, 2025 22:39 PM

New Direct Flight Simplifies Travel Between Munich and Dubai

Apr 16, 2025 20:42 PM
Interior view of Singapore Changi Airport Terminal 2 with immigration area and directional signs

Changi Lounges to Expand Space and Comfort Over Two Years

Apr 16, 2025 18:24 PM
Rail workers operating heavy machinery to replace tracks during infrastructure upgrade

Train Delays Expected on Pisa to Rome Line This Summer

Apr 16, 2025 16:37 PM
Traveler with suitcase watching airplane take off at airport terminal

Antalya Airport Upgrade Enhances Travel Experience

Apr 15, 2025 16:46 PM
Dynjandi waterfall cascading down a rocky mountain in Westfjords, Iceland

Iceland’s Expanding Appeal for Nature-Loving Travellers

Apr 15, 2025 14:53 PM

Flexible Antalya Trips Now Easier from Graz

Apr 15, 2025 12:37 PM

UK Rain Warning Triggers Travel Caution for Midweek Journeys

Apr 15, 2025 10:44 AM
Ryanair plane landing at airport

Hidden Fees and Access Problems Reported on eDreams

Apr 15, 2025 08:21 AM
Passengers seated inside a city bus

Electric Buses Make Exploring Exeter Smoother for Visitors

Apr 15, 2025 06:39 AM
Munich Airport's central plaza with glass roof and modern architecture

New Munich Route Eases Access to Canadian Rockies

Apr 14, 2025 23:56 PM
Rail workers conducting track maintenance during daytime engineering works

Easter Rail Closures to Impact UK Holiday Travel

Apr 14, 2025 21:42 PM
Ryanair airplane in mid-flight against a blue sky

Expedia Adds Direct Ryanair Bookings Amid Shift in Airline Strategy

Apr 14, 2025 19:38 PM

Traveler Left Without Wheelchair After Hawaii Flight

Apr 13, 2025 21:41 PM

Winter Closure of Burgas Airport Will Impact Air Travel

Apr 13, 2025 19:34 PM
View of an empty airplane aisle from a low angle, showing rows of seats and overhead bins

Avelo Faces Backlash Over Deportation Flight Deal

Apr 12, 2025 22:49 PM
Airplane at airport gate during sunrise with ground crew preparing for departure

Quick Getaways Changing the Way Europe Travels

Apr 12, 2025 19:51 PM