Greece showcases its adventure tourism offerings to the UK market at the ATAS Travel Conference

Saturday, November 2, 2024

Greece highlighted its unique adventure tourism offerings at the Association of Touring and Adventure Suppliers (ATAS) Travel Conference in Leeds, England, held on October 15-16.

The annual event gathered over 400 UK travel agents focused on adventure tourism, alongside representatives from national tourism boards of Malta, Italy, Portugal, and Barbados.

The Greek National Tourism Organization (GNTO), represented by Eleni Skarveli, Head of GNTO’s UK & Ireland branch, and Olga Athanasiadou, participated actively, promoting Greece as a top destination for adventure seekers.

They engaged with British tour operators specializing in adventure travel, distributing GNTO’s promotional materials and showcasing Greece’s emerging adventure destinations.

With demand for adventure tourism on the rise, ATAS reported an increase in bookings and revenue of 9 to 20 percent in 2024 compared to 2023.

Greece aims to capture a share of this growing interest, positioning itself as an ideal destination for thrilling experiences and natural beauty.

As part of the event, the Region of Western Macedonia, in collaboration with the GNTO, held a prize draw offering three UK travel professionals a chance to visit Greece on a familiarization trip to explore the region’s adventure tourism potential.

The conference program explored global adventure tourism trends, with studies from ATAS and Radar highlighting that elder female travelers, known as “queenagers,” are driving this market segment, opting for small group travel due to their time and resources. Solo travelers are also increasingly attracted to authentic, community-focused adventures that foster connections with local cultures.

Discussions emphasized the benefits of adventure tourism in creating meaningful interactions between visitors and local communities, enhancing the travel experience and strengthening cultural bonds across destinations.

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Tags: adventure tourism, Association of Touring and Adventure Suppliers (ATAS) Travel Conference, ATAS, barbados, Destination, England, global adventure tourism, greece, Greek National Tourism Organization (GNTO), Italy, leeds, Malta, Portugal, travel experience, UK Travel, Western Macedonia