PhoCusWright and the ATTA Pioneer New Research in Adventure Travel

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. April 22, 2010

SHERMAN, CT - April 22, 2010 - PhoCusWright, the travel industry research authority on the evolving dynamics that influence how travelers, suppliers and intermediaries connect, today announced a partnership with the Adventure Travel Trade Association (ATTA), an 550+ member trade organization dedicated to the sustainable development of adventure travel worldwide.

Through the partnership, the two organizations will explore trends in adventure travel, one of tourism's most vibrant and promising sectors representing an estimated $52 billion in outbound tourism from North and South America and Europe. PhoCusWright and the ATTA will produce groundbreaking new research that empowers tourism industry leaders to make informed strategic decisions and investments. The research will be released in an upcoming PhoCusWright Special Report: When They Get There (And Why They Go): In-Destination Events, Attractions & Activities.

“This pioneering research project will help us more completely define the value of the adventure travel industry and better understand consumer perceptions and spending behaviors in this burgeoning sector,” said Shannon Stowell, president of the Adventure Travel Trade Association. Adventure travel encompasses aspects of physical, cultural and environmentally-based travel and includes thousands of unique activities and destinations around the world.

When They Get There (and Why They Go), the new Special Report from PhoCusWright set for completion in the fourth quarter of 2010, evaluates the dynamics of all in-destination events, attractions and activities including the adventure travel niche. “The report delivers key data on activities and attractions and will really be the first to define this vital yet understudied sector of the travel economy,” says Douglas Quinby, PhoCusWright senior director, research.

PhoCusWright and the ATTA will be the first to deliver key research related to these aspects of adventure travel. The findings are expected to shape the way tourism enterprises connect with travelers for years to come.

ABOUT THE ADVENTURE TRAVEL TRADE ASSOCIATION
Established in 1990, the Seattle-based Adventure Travel Trade Association (www.adventuretravel.biz) is a global membership organization dedicated to unifying, networking, professionalizing, promoting and responsibly growing the adventure travel market. Association embers 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 (www.adventuretravelworldsummit.com), the Adventure Travel Trade Association also makes possible www.Adventure.Travel, the traveler's hub of physical, cultural and nature-based adventure travel and guide to trusted tour operators from around the globe.

ABOUT PHOCUSWRIGHT INC.
PhoCusWright is the travel industry research authority on how travelers, suppliers and intermediaries connect. Independent, rigorous and unbiased, PhoCusWright fosters smart strategic planning and tactical decision-making. PhoCusWright delivers qualitative and quantitative research on the evolving dynamics that influence travel, tourism and hospitality distribution. Its marketplace intelligence is the industry standard for segmentation, sizing, forecasting, trends, analysis and consumer travel planning behavior. PhoCusWright is headquartered in the United States with Asia Pacific operations based in India and local analysts on five continents. (www.phocuswright.com)