The Adventure Travel Trade Association (ATTA) recognizes the importance of accessible resources for its global community. In 2024, their AdventureELEVATE events, held across North America, Latin America, and Europe, emphasized the crucial role of Destination Marketing & Management Organizations (DMOs) in shaping the future of adventure travel.
A recurring theme across these events was the importance of understanding and attracting the “ideal traveler.” DMOs, alongside governments, tourism infrastructure organizations, businesses, and local communities, are actively working to define this traveler profile. Bringing in external perspectives and facilitating dialogue are crucial steps in this process.
The AdventureELEVATE Latin America session highlighted the need for better coordination among local organizations. Uniting these groups can lead to more effective tourism strategies and a greater understanding of local needs. Engaging local communities is paramount for successful destination stewardship, especially Indigenous communities who hold invaluable knowledge about conserving local landscapes.
In Europe, destinations like Sweden and Greenland emphasized the integration of infrastructure with local needs. Sweden’s hiking trails, for example, are designed to promote both physical and mental well-being among locals while also attracting tourists.
Sustainability is a central focus for DMOs. Attendees at AdventureELEVATE discussed the shift away from volume-based metrics (like “heads-on-beds”) towards value-driven metrics that prioritize quality experiences over quantity. This shift requires educating local suppliers about the importance of sustainability certifications and encouraging the adoption of eco-friendly practices.
Visitor dispersion and seasonality are also major concerns. DMOs are focusing on offering seasonal events and promoting lesser-known destinations to ensure year-round tourism, which supports local economies and employment.
The future of destination marketing lies in hyper-segmentation and niche targeting. Instead of catering to everyone, DMOs are concentrating on understanding traveler personas and tailoring products to meet specific interests. The AdventureELEVATE North America session also stressed the importance of Diversity, Equity, and Inclusion (DEI), ensuring that tourism is accessible and inclusive for all travelers, regardless of background.
Marketing efforts must accurately reflect the true essence of a destination. Clear storytelling and diverse media channels are essential for engaging travelers. Combining B2B and B2C marketing ensures alignment between travel advisors and travelers.
To keep pace with the evolving market, DMOs need to evaluate their internal structures and foster collaboration. Regular team check-ins and partnerships with other DMOs provide valuable data and insights. New technologies can offer deep insights into traveler behavior, while familiarization (FAM) trips provide a practical way to boost awareness.
Destinations must continuously learn from others, adapt their communication strategies for diverse audiences, and embrace new ideas to avoid the pitfalls of mass tourism. By working closely with organizations like ATTA, DMOs can tap into opportunities that attract environmentally-conscious adventure travelers.
From these discussions, a roadmap emerged, highlighting the importance of strategic planning, collaboration, and a holistic approach to destination management. DMOs must balance economic, environmental, and social factors to ensure long-term success. Adventure travel is evolving, and destinations that prioritize sustainability, community engagement, and targeted marketing are well-positioned for the future.
