ATTA launches its Membership Sustainability Commitment at the 2024 Adventure Travel World Summit

Sunday, October 27, 2024

At the 2024 Adventure Travel World Summit in Panama, the Adventure Travel Trade Association (ATTA) introduced its new Membership Sustainability Commitment, a groundbreaking initiative aimed at uniting the adventure travel community under a shared goal of sustainable practices.

The initiative calls on members to demonstrate their commitment to responsible tourism by meeting one of three criteria: obtaining third-party certification, making measurable progress toward certification, or participating in third-party sustainability assessments such as Nature Positive Tourism.

This initiative aims to establish a unified framework for sustainability, encouraging members to share their progress, challenges, and lessons learned.

By working closely with strategic partners, the ATTA hopes to make it easier for businesses to achieve their sustainability goals more efficiently and affordably.

Access to Sustainability Resources and Community Support

Members joining the ATTA will gain immediate access to an array of resources, including exclusive discussions on sustainability within the member HUB, webinars, workshops, and community support.

This commitment is designed to provide adventure travel businesses with practical tools and knowledge to help them achieve their sustainability objectives, ultimately creating a stronger, more responsible tourism sector.

A Major Step in ATTA’s 20-Year Sustainability Journey

The launch of the Membership Sustainability Commitment marks a significant moment in ATTA’s ongoing journey toward sustainability.

For two decades, the association has been at the forefront of promoting responsible travel, from climate action initiatives like Tomorrow’s Air to the founding of the Adventure Travel Conservation Fund (ATCF).

These initiatives, along with the new commitment, are part of a broader strategy to make sustainability more accessible and to support businesses in their transition toward sustainable tourism.

ATTA CEO Shannon Stowell and Vice President of Sustainability and Impact Gustavo Timo have long championed the importance of addressing the social, economic, and environmental challenges facing the travel industry.

As Stowell noted, “Sustainable travel is no longer an option—it’s a necessity.”

Tackling Greenwashing with Third-Party Certification

With the rise of greenwashing in the tourism industry, the ATTA emphasizes the importance of third-party certifications to ensure businesses can substantiate their sustainability claims.

Certifications such as Travelife and B Corp offer verifiable proof of a company’s environmental and social performance, helping to bridge the gap between traveler intentions and actions.

As demand for responsible travel grows, companies that can demonstrate their commitment to sustainability through rigorous third-party assessments will thrive in an increasingly conscious marketplace.

Strategic Partners to Support Sustainability Efforts

The ATTA has partnered with several key organizations to help businesses achieve their sustainability goals.

These partners include:

Animondial: Focuses on animal welfare in tourism.
BehaviorSMART: Activates the tourism supply chain for long-term sustainability.
Ecollective: Specializes in emissions accounting and reduction for travel businesses.
Equator AI: Provides carbon emission calculation tools.
Travelife: Offers sustainability education and certification for tour operators.

Together, these partners provide the expertise and resources needed to help businesses meet the standards of the Membership Sustainability Commitment.

Looking Ahead: The Future of Sustainable Adventure Travel

The ATTA’s commitment to sustainability is designed to help businesses of all sizes and geographies take meaningful action.

With a comprehensive set of resources—including the Sustainability Resource Center and practical guides on certification programs—members can easily find the tools they need to make progress toward sustainability.

As the travel industry evolves, the ATTA’s Membership Sustainability Commitment offers a roadmap for businesses to not only meet rising sustainability expectations but to thrive in a market where responsible tourism is increasingly in demand.

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