In support of Mexico’s efforts to position itself as a premier adventure travel destination, the Adventure Travel Trade Association (ATTA) is partnering with Visit Mexico and the state of Veracruz to host the second annual Adventure Travel Mexico (Atmex) event Aug. 14 to 17.
More than 400 inbound Mexican operators, outbound tour operators, international buyers and media are expected to attend. Also present will be industry leaders and government and private-sector representatives.
The show evolved from the 2011 Adventure Travel World Summit in Chiapas at which then-President Felipe Calderon outlined plans for adventure tourism development in Mexico. That summit led to the inaugural edition of Atmex, held in Veracruz in 2012.
Both the summit and last year’s show helped create a growing awareness of sustainable benefits of adventure travel, according to ATTA President Shannon Stowell.
“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,” Stowell said.
Recent trends point to the growth of experiential trips that delve deeper into the nature and culture of a destination, according to Stowell.
“Mexico has a mature tourism industry,” he said. “Now it is time to mature the adventure sector, which tends to support the larger rural areas that have been overlooked by traditional tourism.”
Before and after Atmex, Veracruz and other Mexican states will offer expense-paid fam trips to showcase the destination with activities that range from river rafting and parasailing to tours of El Tajin, an archaeology site in Veracruz.
For details and a schedule of events, visit www.adventuretravel.biz.