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Where Adventure Travel Is Going In 2022

Shannon Sowell, CEO, ATTA. Photo ATTA.

By Everett Potter

Adventure travel has taken a big hit during the pandemic but there are indications that it could be a bright light in 2022. I caught up with Shannon Stowell, the CEO of the Adventure Travel Trade Association (ATTA), to get his take on what we can expect next year.

Everett Potter: What is the state of adventure travel as we begin 2022?

Shannon Stowell: Well, it depends on who is reporting. Domestic adventure travel in strong markets like the US have had a generally good year. Anyone dependent on international travel has had a very hard 18 months. And different destinations had different challenges based on a lot of factors including governmental regulations, vaccination rates and so on. That being said, I think there’s been a clear increase in interest in outdoor activities and travel, so there is a silver lining. The World Bank even is predicting Adventure Travel as being the most important sector in travel for industry recovery … continue reading

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