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*Updated Agenda (Oct. 8, 2008)
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Port stops
are shown so that delegates may track their
progress down the Norwegian coast.
Be sure to check out the unique
Shore
Excursions offered along the way,
including
Ålesund,
Svolvaer
and
Trondheim! |
- DAY 1
-
DAY 2
- DAY 3
- DAY 4
- DAY 5
All
October 21st Opening Summit Activities
Beginning at 5PM are at Tromsø's Rica Hotel
(Rica
Ishavshotel).
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Arrive/Start |
Depart/End |
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5:00 PM |
6:00 PM |
Registration and Cocktails
Rica Hotel
(Rica Ishavshotel at Fr. Langesgate
2) |
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6:00 PM |
7:00 PM |
Arctic Buffet & Networking with
Norwegian Exhibitors
Specialized, high quality adventure
and eco-tourism incoming tour
operators/suppliers from Norway will
be available to meet with buyers (tour operators,
wholesalers, agents outside Norway)
interested in product development
discussions. |
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7:00 PM |
9:00 PM |
Opening Event
Welcome from
the ATTA, Innovation Norway and:
Keynote with
Polar Explorer,
Børge Ousland
"Against All Odds"
Børge’s keynote
address consists of three parts:
Global warming:
On his voyage through Frans Josef
Land in 2007, with Thomas Ulrich,
the two explorers documented huge
landscape and ice thickness changes
due to global warming. Børge has
carried out ice thickness
measurements for the Norwegian Polar
Institute on the Arctic Ocean since
1994 and with his twenty years of
Arctic experience, he has become an
important eyewitness to the climate
changes.
To stand alone:
Børge is the only person who has
crossed both Antarctica and the
North Pole solo. Through this he has
proven that it is possible to
achieve ‘the impossible’. Borge
shares his recipe for how to stand
alone with no one to help you or
guide you in the harshest conditions
on earth.
Teamwork:
In 2006 Børge and Mike Horn became
the first to reach the North Pole
unsupported during the darkness of
winter. This is one of the most
technically difficult expeditions
ever attempted – and completed – to
the North Pole. Learn how these two
strong but different characters
managed to focus all their energy on
teamwork to become successful on
this expedition. |
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9:00 PM |
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Board Hurtigruten's MS Midnatsol |
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Arrive/Start |
Depart/End |
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1:30 AM |
Depart Tromsø |
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4:45 AM |
5:30 AM |
Finnsnes |
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7:00 AM |
10:00 AM |
Buffet Breakfast |
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8:30 AM |
9:15 AM |
Harstad |
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9:30 AM |
11:30 AM |
General Session
-
ATTA Welcome with special guest,
National Geographic Adventure
Publisher and ATTA Advisory Board Member
Fran Farrell
-
Lifetime Achievement Awards Presentation –
ATTA Vice President Chris Doyle
-
State of the
Industry Update – ATTA President
Shannon Stowell
-
Special
Presentation – Hans Rood,
Vice President Global Sales, Hurtigruten
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11:00 AM |
11:45 AM |
Risoyhamn |
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11:30 AM |
12:00 PM |
FREE TIME |
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12:00 PM |
1:00 PM |
Lunch
Hosted by Chile
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1:00 PM |
1:45 PM |
Sortland |
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1:15 PM |
3:15 PM |
SESSION 1
Marketing
Trends and Best Practices in Today's
Online Marketing Environment
Practical online marketing lessons
for tour operators, tourism
organizations, gear manufacturers
and other interested parties who are
seeking to improve their skills on
this increasingly critical topic.
The session will provide tools,
guidance and advice relating to
search engine optimization, online
content, email marketing, social
media, blogging and more.
-Eric Brodnax,
Away.com/Orbitz Worldwide
Trends & Research
The Adventure Traveler: Searching
for a Lifetime of Peak Experiences.
Understanding consumer trends - what
people are doing when they’re not
working, sleeping or doing “must do”
activities - plus snapshots of demo -
and psychographic trends,
technology’s impact, behavioral
changes, and more.
-Moe
Carrick, Moementum
-Don
Mankin, Adventure
Transformations, Inc.
Partnership Building
Deciphering the Code: What North
American Tour Operators and
Wholesalers Want
Learn how to access the North
American tour operator and wholesale
market. Attract the interest of
North American buyers through best
practices in product
differentiation, marketing,
operations, safety management,
customer service, sustainability and
more.
-Russell Walters,
Northern Outdoors
-Richard Weiss,
Strategic Travel Consulting
Sustainable Tourism
Empowering Communities in Developing
Countries
How
can Sustainable Tourism play a part
in the global UN strategy to fight
deforestation and in the process
empower communities in developing
countries?
Norway recently committed 3 billion
USD$ over five years as part of the
UN-REDD process. So far Sustainable
Tourism is not seen to be part of
that process. Should it be?
-Neel Inamdar,
Conservation International
-Arild
Molstad,
Travel & Conservation
Photojournalist, Author & Consultant |
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3:15 PM |
4:00 PM |
FREE TIME |
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3:15 PM |
4:00 PM |
Stokmarknes |
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4:00 PM |
6:00 PM |
SESSION 2
Marketing
Beyond Web 2.0: Anticipating a New
(Internet) World Order
Learn how changing trends in the use
of the Internet will affect your
business. The Internet is now easier
and more mobile - including you and
your clients’ ability to post video,
photos and experiences from Timbuktu. Such
'mobility' allows the unshackling of
people to participate on the
Internet anytime and anywhere. Now,
to-market periods shift from years
and months, to now weeks, days and
minutes. Are you prepared?
-Natasha
Martin,
Xola Consulting
-Kevin
Johnson,
Deluxe Digital Media (DDM)
Operational Excellence
Best Practices: Enhancing Employee
Loyalty and Retention
Learn and access the best practices
for retaining employees and
enhancing loyalty. Presenters will
share an analysis of a new (Sept/Oct
2008) adventure travel tour operator
survey which includes perceptions
and first-hand experience concerning
retention and loyalty. Participants
will then break into small groups,
share perceptions about building
employee loyalty and improving
employee retention, and report their
group’s results to the whole group
for further exploration.
-Moe Carrick,
Moementum
-Eric Craven,
Collaboration Associates
International
-Susan Kelly,
American Safari Cruises
Trends & Research
Consumer Consciousness: Growing
Preferences for Spending on
Experiences
Traditional paradigms concerning
age, gender, race and life patterns
are flawed. Learn how the rise of
self expressive consumers who want
more personal and customized brand
experiences, plus those who desire
an altruistic lifestyle that is rich
in relationships and belonging, have
increased the complexity of the
consumer 'profile' and their
spending preferences, and what this
means for your business.
-Heather
Hardwick, Menlo Consulting
Group
-Brian Rosborough, Earthwatch
Sustainable Tourism
Adventure Tourism Development Index
- Integrating Destinations from the
First Stage of Market Development
The ATDI is an ATTA initiative to
mobilize the global adventure
tourism industry to develop
sustainable markets for the benefit
of human development and the
environment. Industry engagement
with the ATDI is important; we have
an opportunity to actively address
and support some of our era’s most
challenging social and environmental
issues. In this session we’ll
discuss:
-
ATDI Year One Benchmarking and Methodology
-
Applying the ATDI in Global Markets
-
Engaging Stakeholders - Grassroots
to International Institutions and Governing Bodies
-Christina Heyniger,
Xola Consulting
-Kristin Lamoureux,
The
George Washington University |
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6:30 PM |
8:30 PM |
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7:30 PM |
9:00 PM |
Dinner
(Optional - for those who elect to
stay aboard the Midnatsol) |
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10:00 PM |
10:30 PM |
Stamsund |
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Arrive/Start |
Depart/End |
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7:15 AM |
8:00 AM |
Ornes |
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7:00 AM |
10:00 AM |
Buffet Breakfast |
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9:00 AM |
9:30 AM |
General Session
ATTA Community Gathering
This Summit “Pulse Check”
features the ATTA’s August 2008
survey results concerning the global economy’s impact on
adventure tour operators – including
a multi-country “snapshot” assessing
the current economic climate and its
impact across borders. Feedback
gathered here will be explored
during tomorrow’s ATTA Community
Gathering immediately following
Earthwatch Founder Brian Rosborough’s Keynote address. |
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9:30 AM |
10:30 AM |
Meet the Press
Meet, learn from and pitch working
media (publishers, editors,
bloggers, social networking site
editors, freelance writers and
photographers) at this facilitated
networking period. |
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10:30 AM |
12:00 PM |
Networking Forums
-
Destination Marketing
Organization/Tourism Board
An ATTA-facilitated assembly for discussion and exchange
of adventure travel industry matters concerning
the development, growth, inspirations and challenges
facing Destination Marketing Organizations and Tourism
Boards worldwide.
-
Association Partnership
Networking Forum
Open to members
of the ATTA’s Association Partnership Program, travel
trade associations, and tour operators,
lodges/accommodations and attractions which are members
of travel trade associations, this facilitated forum
will explore current objectives and initiatives of trade
associations, as well as prospective
continental/regional collaborative opportunities. -
Crossing the Pond – North American – European - African
Networking
Join this facilitated
gathering to explore cross-continental partnership
building that can lead to potential business and
marketing alliances that deliver mutual gain and builds
for the long-haul.
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11:15 AM |
12:00 PM |
Nesna |
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12:00 PM |
1:00 PM |
Lunch
Hosted by Brazil
 |
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1:30 PM |
2:15 PM |
Sandnessjoen |
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1:30 PM |
3:30 PM |
Session 3
Marketing
Integrated Marketing: Using Offline
Marketing to Drive Online Results
Is print advertising less important
than online advertising? On the
contrary: integrating on and offline
worlds of advertising produces the
most compelling strategy to
stimulate consumer interest, all
while reinforcing your company's
brand. Learn how to make the most of
both opportunities.
-Bryan Kinkade,
National Geographic Adventure
-Tanya Neiderhoff,
Men's Journal
Operational Excellence
Risky Business: Research and Lessons
from the Field
Access world-class adventure sports
risk research through one of the
world’s top tourism and hospitality
universities. Additionally, see how
tour operators broker to adventure sports
travelers and participant.
Businesses, regardless of where they
operate, will learn how they first
encounter risk, mitigate risk, how
they’re affected by risk.
Participants will be taken through a
thought process that will allow
businesses to anticipate, plan for,
respond to inherent risks, the
contributory risks that their
patrons bring to the activity, and
the occasional actual negligence of
either themselves or their
participants. Delegates will then
walk away with insights into actual
cases, the knowledge set to address
risk, and the tools needed to apply
to business operations today.
-Dr. Truls Engstrøm,
CPT,
The Norwegian School of Hotel
Management, Institute of Economy and
Management, Stavanger University
-Tracey Knudson,
Knutson & Associates, Attorneys at
Law
Partnership Building
Marketing Consortiums: Exploring the
Pros and Cons of Marketing Co-ops &
Collectives
Interest in marketing cooperatives
has risen within the adventure
travel industry. Tour operators,
accommodations and others in the
supply chain continue to seek
marketing efficiencies and higher
returns for their advertising,
promotions and sales efforts.
Another marketing collective concept
is clusters. Clusters in the
marketing area, for example, include
lodging facilities in the same
market area; commingling sales
activities, sharing leads and sales
calls. This session explores the
benefits, drawbacks, and potential
pitfalls involved in such
cooperative marketing.
-Nathalie
Pilovetzky,
LATITUDE
-George
Wendt,
OARS
Sustainable Tourism
Unexpected Outcomes: Luxury
Adventure and Responsible Tourism
that Works
Experts will address the question of
responsibility within luxury travel,
separate fact from fiction, and
delve into the spirit of today’s
luxury traveler, all while unpacking
the important debate of what role
the travel business (and the media)
can play in global responsibility.
-Annie Aggens,
PolarExplorers
-Claire Howse,
CC
Africa |
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3:30 PM |
4:00 PM |
FREE TIME |
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4:00 PM |
6:00 PM |
Networking Forums
-
Tour Operator Agent
Open Networking
Initial facilitation by
the ATTA, leading to more in-depth networking with both
operators and agents.
-
Risk Management Forum
Join Tracey
Knutson as she explores the use of
different language with adventure travel participants;
Her perspective is that the participant needs to
acknowledge that part of the allure, excitement and
enjoyment of adventure travel is that it is different
from the known boundaries of life at home or in normal
day to day activities - the acknowledgment is that they
are actively/consciously seeking change and with
creativity or change there ARE ambiguities. But
regardless of whether the adventure goes perfectly or
you actually encounter some or one of the risks, you
will be changed. Tracey leads a discussion to see if the
industry can come together to both provide and take part
in adventure travel and activities with this more
holistic (and realistic) view of what we are doing and
why we are doing it - the risks of (at least) being sued
can be altered. -
Marketing Practices Roundtables
Complementing
conference sessions, this facilitated gathering will
address real-world marketing strategies, practices and
challenges in round-table sessions. Come ready to share
war stories, plans to gird for a possibly rocky 2009,
and creative ideas for attracting new partners, clients,
media attention and more.
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5:00 PM |
5:45 PM |
Bronnoysund |
|
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6:00 PM |
7:00 PM |
Cocktail Reception
Hosted by Brazil
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7:30 PM |
9:00 PM |
Dinner |
|
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8:30 PM |
10:30 PM |
Evening Activities Hosted by Chile
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9:30 PM |
10:15 PM |
Rorvik |
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Arrive/Start |
Depart/End |
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7:00 AM |
10:00 AM |
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7:00 AM |
10:00 AM |
Buffet Breakfast |
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10:15 AM |
12:15 PM |
SESSION 4
Operational Excellence
Songs from the Sages: Lessons in
Survival by Industry Veterans
Industry veterans will share their
first-hand experiences of wading
through economic volatility,
geopolitical stirrings, natural
calamities, media crises, and more,
to help you navigate rough waters,
build business foundations that
survive and ready your team to
exceed expectations.
-Nicky
Fitzgerald,
CC Africa
-Rick
Sweitzer,
The Northwest Passage
-George
Wendt,
OARS
Trends & Research
Global, Societal and Niche Trends
That Matter
Monitoring global,
societal and niche trends can help
your organization evaluate current
goals, frameworks and measures,
resolve strategic directional
questions and/or make pertinent
management decisions. Learn
which trends warrant
your attention and are likely to
influence your business decisions
within the next 24 months, and come
ready to engage in peer discussions
about what trends you anticipate
will affect your operating
environment in the foreseeable
future.
-Heather Hardwick,
Menlo Consulting, Inc.
-Hugh Hough,
Green Team USA
-John Noble,
Travellers Unusual Journeys
Partnership Building
Connecting the Dots: Destination
Marketing Organization (DMO),
Operator and Agent Collaboration
Learn how the diverse entities
throughout adventure tourism’s
supply side, from marketing to field
operations, can better collaborate
and coordinate to achieve our goals
of improved revenue and business
management, enhanced delivery of
customer experience, and protection
of natural and cultural heritage.
-Indraa Bold,
Mongolia National Tourism
Organization
-Daniel
Spinelli,
ABETA (Brazilian Adventure Travel
Trade Association)
Sustainable Tourism
Another Reason: Addressing
Sustainability's Return on
Investment
Sustainable tourism development
embraces the triple bottom line of
environmental protection, social
responsibility, and economic health.
Business practices that protect and
enhance the environment and support
community development are more
profitable and competitive in the
long-term. Gain first-hand insights
into the bottom-line impacts of
sustainable practices from your
industry peers.
-Brian Rosborough,
Earthwatch
-Annie Aggens,
PolarExplorers |
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12:30 PM |
1:30 PM |
Lunch hosted by
Ecuador
 |
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2:00 PM |
3:00 PM |
General Session
 Keynote:
Earthwatch Founder, Brian Rosborough
"A Changing World:
Opportunities and Challenges"
Since founding Earthwatch Institute
35 years ago, Brian Rosborough has
sponsored explorations in the fields
of science, conservation, and
adventures in education. His
organizations have deployed about
half the Peace Corps volunteers to
120 countries each with a mission to
support the discovery of knowledge
leading to sustainable development.
Today’s world is changing at an
alarming rate, reflected in the
recent
turmoil in financial markets, public
awareness of climate change, and
regional conflicts in too many
places. Does this represent danger –
or a calling for Adventure
Travelers? How might the global
adventure travel community embrace
these challenging times? |
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3:00 PM |
3:30 PM |
ATTA Community Gathering
We’ll pick up where we left off on
yesterday’s General Session “Pulse
Check” meeting, and build off of
Brian Rosborough’s “Opportunities
and Challenges,” to further explore
through group discussion our
industry’s – and our individual
businesses’ – ability to embrace and
handle change. |
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3:30 PM |
6:00 PM |
FREE TIME |
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5:00 PM |
5:45 PM |
Kristiansund |
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6:00 PM |
7:00 PM |
Cocktail Reception
hosted by Ecuador
|
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7:30 PM |
9:00 PM |
Dinner |
|
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8:30 PM |
10:30 PM |
MAJOR SPONSORS'
reception Hosted by
 |
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9:30 PM |
10:15 PM |
Molde |
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12:00 AM |
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Arrive/Start |
Depart/End |
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1:45 AM |
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2:15 AM |
3:00 AM |
Torvik |
| |
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5:45 AM |
6:30 AM |
Maloy |
| |
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7:00 AM |
10:00 AM |
Buffet Breakfast |
| |
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8:15 AM |
9:00 AM |
Floro |
| |
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9:30 AM |
11:30 AM |
SESSION 5
Marketing
Strategic Marketing in Difficult
Times
In today’s economic climate careful
marketing is key. Rather than focus
on the downturn and the threats it
poses, look beyond the gloomy
headlines and become a progressive
company that takes a positive
approach. Through careful and
considered investment in creative
marketing during tough times,
organizations can reap rewards in
the short- and long-term. Join these
marketing experts and veterans to
learn how.
-Nicky Fitzgerald,
CC
Africa
-Hugh Hough,
Green Team USA
-Steve Markle,
OARS
Operational Excellence
Trends & Best Practices in Leisure
Product Distribution
Learn more about online travel
activity for leisure travel in North
America and Europe. Access
industry-wide distribution trends
including air, car hire, hotel,
cruise and time share/holiday
rentals, as well as business trends
in distribution including content
management, ancillary revenue,
dynamic packaging, dynamic
cross-selling, and best practices
case studies. Come prepared to
discover how to assess distribution
channels approaches and share your
business’ perspectives, challenges,
concerns and potential opportunities
for group discussion.
-Aleece
Koss,
Adventure Central
Trends & Research
Outdoor & Adventure Lifestyle
Trends: Why Connectivity Between the
Outdoor and Adventure Lifestyle
Industries Matter
Bringing adventure travel
destinations, tour operators and
other businesses together with
outdoor gear retailers and brands focused
on adventurous activities contribute
to increased participation in
outdoor recreation activities.
Together, these industries are
better positioned to provide
productive cross selling
environments for retailers,
manufacturers and travel companies,
which, in the end, brings more value
to our businesses, outdoor
enthusiasts and travelers. It's
another opportunity that can help
you open new distribution channels.
Learn how.
-Chris Chesak,
Adventure Travel Trade Association
-Shannon Stowell,
Adventure Travel Trade Association
Partnership Building
Making Partners out of Your
Travelers: Leveraging Consumer
Influence
Learn
how to put real power and influence
in the hands of your customers, who
can serve as your brand's greatest
ambassadors. Your travelers are
influencing friends, families,
colleagues and scores of others
through social networking tools and
by telling...and re-telling, their
personal stories. Beyond an
exceptional adventure, learn what
'gifts' you can can give your
customers to enable them to spread
the word about their compelling life
experiences.
-Kevin Johnson,
Deluxe Digital Media
-Natasha Martin,
Xola Consulting
-Chris Noble,
World Nomads |
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11:45 AM |
12:30PM |
General Session
 Moving Forward: A special
presentation by ATTA and Quebec.
BUFFET Lunch HOSTED BY
Québec |
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12:30 PM |
1:30PM |
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2:30 PM |
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Bergen |
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2:30 PM |
5:30 PM |
Bergen Guided Cultural Adventures |
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6:00 PM |
10:30 PM |
CLOSING CEREMONY |
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6:00 PM |
6:30 PM |
Tram Ride,
Cocktails, Social Networking
Ride the tram up to Mount Floien to
a mountainside restaurant, Fløien
Folkerestaurant, for cocktails and
social networking. Gourmet chefs
will then tempt you with delicacies
from the sea. |
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6:30 PM |
7:30 PM |
Closing Keynote
ATTA, Fjord Norway, City of
Bergen and:
Special Keynote with
Carol Bellamy
"The Moral
Adventurer in a World of Need"
What
does it mean to be an adventurer in a world made
ever smaller through transportation and
technology, where some enjoy increasing
opportunities to get out and see the world while
far too many others struggle in place to simply
see tomorrow? Drawing on her years of experience
at the helm of the Peace Corps, UNICEF, and now
World Learning, a global nonprofit focused on
international education and development, Carol
Bellamy will discuss both the great
opportunities and the grave challenges that face
us in this global, connected age. |
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7:30 PM |
9:00 PM |
Buffet Dinner
Finger foods and exotic seafood
temptations. |
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9:00 PM |
10:30 PM |
Evening Entertainment
Music and dance - mixture between
modern and traditional folk tunes. |
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10:30 PM |
|
Tram Ride
Return to prepare for your next
day’s Fjord Norway adventures or
return home. OR... for those who
would like to continue the party,
we’ll see you at Rick’s, a nightclub
in the centre of Bergen! |
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 |
Accommodations on the MS Midnatsol
for October 25th ARE NOT included in
your registration fee,
however can be purchased for $60 per
person here (includes breakfast) for
a standard room.
For Single occupancy and suite
rooms, please call toll free
866-411-3131 or 360-805-3131 |
|
|
Carol
Bellamy
