For the first time, representatives from seven Nordic countries in the Adventure Travel Trade Association (ATTA) gathered in Åre, Sweden in April to discuss their common future in the tourism industry – how to create further consciousness, being including to all visitors and work together for a sustainable future in global tourism. Taking the next steps in moving towards more responsible travel.
The AdventureConnect Nordic Gathering was arranged in Åre, Sweden in April by Jämtland Härjedalen Tourism. The workshop attracted around 80 companies and other players in tourism business to discuss trends, challenges and cooperations in the future of global tourism. To initiate and arrange the Nordic Gathering was one of the next steps in increasing international attraction for the Nordic countries and experiences valuing the heritage and wilderness of the north.
- Holding the Nordic Gathering in Åre and Jämtland Härjedalen made good sense for several reasons. For the ATTA this is one way to contribute, making worthwhile movement in responsible tourism development, we seek 'champions' who understand the benefits of contributing worldwide efforts to ensure a responsible future for adventure tourism. Jämtland Härjedalen and Sweden is a fantastic partner in that sense,says Chris Doyle, Executive Director-Europe, ATTA.
There is a need among the Nordic countries to emphasis the unique natural and cultural values in adventure tourism products offered – and doing so in a sustainable way not risking the most valuable assets. To focus on sustainable development in a society where these aspects are highly valued when guests choose their next travel destination is today no longer a question. Progressive actors, not leaning backwards but rather embracing what the future holds, together with the possibility that customer demand enables, are strong means of pushing sustainable development forward.
- The siting of this particular ATTA event was key and this particular area is situated at a very compelling point. It is an ideal environment to explore possibilities for collaboration, discuss product challenges and innovation and to spark a cohesive movement to protect the long-range tourism and local economic interests of the Nordic region, says Doyle.
Watch videos from the Nordic Gathering 2016
Jämtland Härjedalen Turism (JHT) ekonomisk förening bildades 1995 och är en samverkansplattform för utveckling av besöksnäringen i Jämtland Härjedalen. JHT företräder besöksnäringen i regionen i nationella och internationella sammanhang och samverkar med regionens destinationer och turismföretag, med företrädare för offentlig sektor, intresseorganisationer m fl. I föreningens styrelse finns företrädare för regionens besöksnäring samt representanter från Region Jämtland Härjedalen.