Shannon Stowell, CEO of the Adventure Travel Trade Association, helps us define “adventure,” shares how he found his way to the travel industry, and reflects on why getting support early in his CEO journey 21 years ago helped him grow into the role.

Episode takeaways

Adventure is personal and possible at any risk level.

Leading with your values attracts the right people, partners, and opportunities.

About the Adventure Travel Trade Association

Established in 1990, the Adventure Travel Trade Association is the largest global network of adventure travel leaders. The community is made up of ~30,000 individual guides, tour operators, lodges, travel advisors, tourism boards, destination marketing and management organizations, outdoor educators, gear companies and travel media who share a belief and commitment to sustainable tourism. The connections and creativity of this vibrant community come together both virtually and in person to create and deliver the solutions that propel our businesses and our communities toward a responsible and profitable future.

If you are in the travel industry, there is still time to join the ATTA community in Puerto Natales, Chile for Adventure Travel World Summit 2025. Here's the link to learn more.

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