2011 ATTA Presentation INDABA

Members of theAdventure Travel Trade Association

Grootbos PrivateNature Reserve

MembersTotal 723 Corporate members

Tour Operators 496 (193 are buyers)

Tourism Boards 60

Industry Partners 139

Association Partners 28

Destinations Buyers (Sellers)

South America 104 (31)

Africa 95 (41)

Asia 90 (27)

Europe 86 (38)

North America 84 (7)

Arctic/Antarctic 41

Middle East 31 (10)

South Pacific 37 (5)

Location of MembersNorth America 55%

Europe 19%

South America 11%

Asia 8%

Africa 5%

Oceania 2%

ATTA Research Initiatives

Jenman SafarisIthala Game Reserve

Adventure Tourism represents

an $89 billion market

Durmitor, MontinegroPhoto Courtesy: MNTO

Operator Revenue in 2010 vs 2009

Tour Operators

Revenue is Down Revenue is Up0%

10%

20%

30%

40%

18.79%

33.78%

Average Change in Gross Revenue in 2010 compared to

2009

Up Down Flat I Don't Know

0%10%20%30%40%50%60%70% 66%

15% 14%5%

Total Gross Revenue in 2010 compared to 2009

Tour Operators

Tour Operators

Tour Operators

Does your tourism organization recognize Adventure Tourism as a stand-alone segment of the overall leisure travel market?

YES - 84.5%

NO - 15.5%

Tourism Boards

Chiapas Photos Courtesy Dennis Coello / Austin-Lehman Adventures

Chiapas Photos Courtesy Dennis Coello / Austin-Lehman Adventures