The Power of  Membership- an over 20 year legacy

Congratulations to the Adventure Travel Trade Association (ATTA) and its remarkable members as well as the dedicated team powering this dynamic global community. What an achievement, and what an extraordinary journey it has been for all of us around the world.

My own journey with ATTA began at its inception in Seattle and has spanned more than twenty years. Over these decades, I have had the privilege of participating in Summits, Elevates, NEXTs, and numerous other ATTA gatherings across continents. I have also had the honor of hosting events in my country, Jordan, collaborating on unique cross-border partnerships, and—perhaps most meaningfully—building lifelong relationships and meaningful business through ATTA’s global network. Reflecting on these two decades, there are countless stories from every corner of the world, but a few stand out for their impact and inspiration.

The Power of Global Relationships

ATTA has shown me, and so many others, the strength and depth of genuine relationships that transcend borders.The most transformative partnerships in my career have been possible through ATTA’s far-reaching network.

I am especially grateful to the worldwide ATTA community for their unwavering support during times when Jordan, like many destinations, faced regional crises. Members from across the globe traveled, showed up, and advocated for us. Your presence, your advocacy, and your storytelling kept Jordan—and so many other destinations—top of mind for global travelers, reinforcing the power of solidarity in the face of adversity.

A particularly moving moment was in October 2023, during Adventure Elevate in Amman. As the crisis in Gaza unfolded, many ATTA members were out exploring Jordan. Despite uncertainty, this community trusted us, and the conference and pre-adventures continued as planned. That trust and resilience, shared by a truly international community, reaffirmed our collective belief in the transformative power of travel. In 2024, the ATTA Board further demonstrated this global commitment by hosting its first International Board Meeting in Jordan. These relationships, built across continents, are among the greatest rewards of working with ATTA.

A Global Movement for Sustainability and Impact

I am continually inspired by how ATTA adapts to the ever-changing landscape of global tourism. Alongside my fellow board members, Chun Wright, Kimberley Daley, Erik Blachford, Shannon Stowell and our advisors like Al Merschen who bring their experience and expertise from their diverse backgrounds, I have the privilege of supporting the ATTA team as we help steer this remarkable organization into the future.

With this level of global support, It is no surprise that the ATTA today is the largest network of adventure travel leaders, connecting over 1,300 organizations in more than 100 countries and uniting around 30,000 individuals—from tour operators and tourism boards to educators, gear suppliers, and travel media. Together, we are committed to a future where travel creates a positive impact on communities, cultures, wildlife, and nature. This shared vision is reflected in ATTA’s Membership Sustainability Commitment, which unites members worldwide in responsible tourism and climate action, and in our collective support for initiatives like 1% for the Planet, Tomorrow’s Air and the Adventure Travel Conservation Fund.

Looking Forward—Together

As a community of adventurers, I think of the destinations we have explored, the pre-adventures we have shared, and the communities we have touched—all across the globe. These communities are no longer just stops along the way; they have become integral to our journeys, our itineraries, and our mission. Our shared work has helped make them more economically sustainable and more deeply connected to the global adventure travel movement.

And as a Board, we are here to listen, serve, advocate, and support in every way possible to ensure ATTA continues its journey—benefiting not just our industry, our businesses, but also our communities and our planet.

Here’s to the next chapter of this powerful, global movement.

Malia Asfour, Jordan Tourism Board North America and ATTA Board Member