In continued support of Mexico’s efforts to position itself as a “go to” premiere adventure travel destination, the Adventure Travel Trade Association (ATTA) is partnering with Visit Mexico and the State of Veracruz on the second annual Adventure Travel Mexico (ATMEX) trade fair. This year, from August 14th – 17th, over 400 inbound Mexican operators, outbound tour operators, international buyers and media will gather to learn more about the benefits of offering adventure travel and will develop partnerships to grow the adventure travel industry in Mexico.
The success of ATMEX in 2012 as well as the Adventure Travel World Summit in Chiapas in 2011 has created growing awareness in Mexico of the sustainable benefits of adventure travel. After meeting with the CEO of Mexico’s Tourism Board, Rodolfo Lopez-Negrete, ATTA’s president Mr. Shannon Stowell said, “Visit Mexico understands the economic and social advantages of the adventure travel industry with their focus on building the infrastructure, education and brand awareness that supports adventure travel. Recent trends point toward more travelers wanting an experiential trip that delves deep into the nature and culture of a destination. Those looking ahead now – like Mexico – will be well served in the future. Mexico has a mature tourism industry- now it is time to mature the adventure sector, which tends to support the larger rural areas that have been overlooked by traditional tourism.”
Prior to and following ATMEX, Veracruz and other Mexican states will offer a series of expense-paid familiarization trips for qualified buyers and media that will showcase the destination. Veracruz is known for its relaxed atmosphere, culinary delights and its adventure activities that include among others, river rafting, hiking, mountain climbing, parasailing and fishing, and cultural highlights such as El Tajin, one of Mexico’s finest archaeology parks.
Currently, the ATTA is developing the educational component for ATMEX as well as inviting key outbound buyers from around the world with an interest in understanding and selling adventure travel trips to Mexico. To learn more about ATMEX and pre-register as a buyer or media, visit the 2013 Adventure Travel Mexico website.