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Press Releases

Outdoor Retailer & ATTA Bring Adventure Travel Hub to Summer Market

The Adventure Travel Hub will showcase how retailers partnering with travel destinations can maximize their appeal to the adventure traveler and outdoor enthusiast

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SAN JUAN CAPISTRANO, Calif. – June 25, 2010 – Outdoor Retailer (OR) today announced its partnership with the Adventure Travel Trade Association (ATTA) to host the Adventure Travel Hub at Outdoor Retailer Summer Market 2010 to be held at the Salt Palace Convention Center in Salt Lake City, Utah, August 3-6, 2010.

“This new feature of the show will enable dealers to discover new ways to serve customers interested in experiential travel, and become true specialty partners to the brands and destinations that provide gear and adventure,” said Kenji Haroutunian, Outdoor Retailer show director. “This has been bubbling under the surface at the show for some years, and we’re glad to help shed light on this exciting opportunity in the Grand Ballroom at OR.”

The 1,000 square foot Adventure Travel Hub will be at the center of the Grand Ballroom showcasing cross-promotional opportunities available to retailers, brands and destination marketing organizations (DMOs). Attendees will be able to view case studies on Belize, Montana and Fjord Norway, speak with DMO representatives from each of these destinations and meet with the ATTA’s leadership, which has a combined 40+ years of experience in the outdoor industry.

The ATTA will hold one-on-one meetings with outdoor dealers who want to learn more about ways to reach the core adventure travel enthusiast market by partnering with DMOs.

Retailers can also register to win trips to Belize, Montana and Fjord Norway, sponsored by the DMOs from the respective destinations, when they stop by the Adventure Travel Hub.

Many outdoor product manufacturers and outdoor retailers have already worked with the ATTA in collaboration with DMOs. Together they’ve launched joint consumer outreach initiatives (i.e. sweepstakes) and commercial sales programs, and produced co-branded marketing collateral promoting in-country tours hosted by travel destinations.

“We strive to partner with the best outdoor recreation products and services to enrich every moment of a traveler’s vacation,” said Seleni Matus, Belize Tourism Board’s director of tourism. “Participating as one of the first destinations in the ATTA’s new adventure travel pavilion at Outdoor Retailer is a great opportunity for our destination to connect with international and national retailers, and synchronize our efforts to reach our core consumers.”

The ATTA’s research shows that the majority of adventure travelers in the Americas and Europe don’t recognize some of the most salient brands in the outdoor industry. The ATTA/The George Washington University/Xola Adventure Travel Study 2009 surveyed approximately 800 outbound travelers from the Americas and Europe about their recognition of key brands in the outdoor industry. None of the key brands were recognized by more than 16 percent of those surveyed.

“There are significant untapped opportunities for retailers, brands and DMOs to cross promote each other,” said Shannon Stowell, ATTA president. “Investing now in this resilient category, as adventure and experiential travel continue to gain bigger pieces of the broader travel and leisure market, is absolutely worthwhile.”

Retailers interested in meeting with ATTA are strongly encouraged to schedule them in advance with Chris Chesak, ATTA vice president of business development, at or 208.291.5626.

For more information about the Outdoor Retailer Summer Market 2010 features, please visit For more information about joining the ATTA, please visit

About the Adventure Travel Trade Association
Established in 1990, the Seattle-based ATTA ( a global membership organization representing nearly 600 member entities dedicated to unifying, networking, professionalizing, promoting and responsibly growing the adventure travel market. ATTA members include tour operators, destination marketing organizations, tourism boards, specialty travel agents, guides, accommodations, media and service providers. Host of the annual Adventure Travel World Summit executive trade conferences, the ATTA also makes possible, the traveler’s hub of physical, cultural and nature-based adventure travel and guide to trusted tour operators from around the globe.

About Outdoor Retailer
Outdoor Retailer (OR), produced by Nielsen Expositions of San Juan Capistrano, Calif., is a full-service trade show company that creates, markets and produces high-quality expos and educational conferences. OR is the leading outdoor industry business-to-business event management company, bringing together manufacturers, retailers, industry advocates and media to conduct the business of outdoor recreation. Now celebrating more than 25 years of successful events, Outdoor Retailer ( gathers approximately 40,000 attendees on a semi-annual basis for its Winter and Summer Market shows.

The next opportunity to preview the future of the outdoor industry will start at the Open Air Demo at Jordanelle State Park on August 2, 2010 followed by Outdoor Retailer Summer Market at the Salt Palace Convention Center from August 3-6, 2010 in Salt Lake City, Utah.

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Maura Lansford, SOAR Communications, 801.656.0472 x2 (wk), 817-929-8123 (cell), mlansford@soarcomm.comor
Chip Smith, SOAR Communications, 801.656.0472 x1 (wk), 801-597-7515 (cell)
Chris Doyle, ATTA, 916.847.0261,