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This August, Visit Mexico and the State of Veracruz will host the third annual Adventure Travel Mexico (ATMEX) event in Veracruz, Mexico. From Aug. 27 to 30, Mexican tour operators, international buyers and media will come together to educate attendees on adventure offerings available throughout the country.
The event is one part of a multifaceted effort to grow the adventure travel market in the country. With the help of a strategic partnership with the Adventure Travel Trade Association (ATTA), Mexico plans to work with multiple states across the country to train local guides and operators, build infrastructure and promote Mexico’s adventure travel offerings.
“Visit Mexico truly understands the time, resources and dedication needed to make a long term change,” said Shannon Stowell, president of ATTA. “With six years of Adventure Travel World Summit sponsorship, Mexico has continued to put its adventure travel offerings in front of key industry players, while giving Mexican tour operators an opportunity to showcase the products that make Mexico a unique and diverse adventure destination.”
As part of the ATMEX collaboration, Mexico is also looking to work with the ATTA on AdventureWeek, an intensive familiarization concept and year-long education program. In addition to crafting a customized adventure fam, the ATTA delivers an adventure-qualified storytelling team, operator training, hand-picked specialized buyers and media and a focused adventure marketplace.
Prior to and following ATMEX, Mexican states such as Veracruz, Yucatan, Oaxaca, San Luis Potosi, Nuevo Leon, Chihuahua, Sonora and Chiapas will offer a series of expense-paid familiarization trips for qualified buyers and media that will showcase the destination. Additional educational programs on offer include an Adventure Travel Advisor training and AdventureEDU. Both initiatives will ensure that buyers selling Mexico are informed about the country’s travel highlights, unique cultural opportunities, climate and weather considerations and special needs of the adventure traveler.