• ATTA is the Guide for the adventure travel industry. You are the Hero that makes the industry exist and thrive.

  We're a privately held, for-profit trade association built for one reason: to help tour operators, accommodations, and destinations grow — responsibly, profitably, and together. We don't compete with our members. We connect them, equip them, and back them up.

  Practically, that means: year-round networking and business opportunities with the right people, best in class events,  industry best practices you can actually use, business insights and tools, discounts on travel and business solutions, and access to premier media. All pointed at one outcome — your business, growing.

• We believe adventure travel, done right, is one of the most powerful tools for positive change on the planet.

  When it's responsible, safe, and respectful, travel strengthens local economies, protects wildlife and culture, and builds something communities can be proud of. That's not a slogan for us — it's the reason ATTA exists.

  We hold our community to those values. Every member signs our Values Statement (Business Members, Destinations and Industry Partners), but we're clear about our role: we're not a regulator or a certifier. We're a community that holds each other accountable — and helps each other win.

Our job is simple: help your business or destination grow, and put a global adventure travel community behind you.

Join ATTA and you get access to the best and brightest minds in the industry — plus the collective weight of a community working toward the same purpose. Every membership also fuels our commitment to sustainability driving industry-wide growth and responsible travel practices, so your investment compounds beyond your own business.

A few facts worth knowing:

• Established in 1990, the Adventure Travel Trade Association is the largest global community of adventure travel leaders. Our  network is made up of ~100,000 tour operators, lodges, travel advisors, tourism boards, destination marketing and management organizations, travel professionals, gear, tech and insurance 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.
• We're 100% remote — our team and members span the globe, so you're never far from the conversation.
• Everything we build is designed to move members toward their business goals, and the industry toward a more responsible and profitable future.

Joining ATTA gives you:

• Growth — through networking, events, partnerships, knowledge, and resources built specifically for adventure travel.
• Knowledge — online courses, webinars, in-person training, and events that keep you ahead of a fast-changing market.
• Intelligence — research reports and business data to make confident decisions, not guesses.
• Credibility — a recognized standard that professionalizes you and your business in the eyes of partners and travelers.

Access a global community of 1,000+ operators, destinations, buyers, media, and suppliers who share your standards and your ambitions. Tap into the research, events, and business intelligence to make confident calls in a market that never sits still. Build a business or destination that's known, trusted, and thriving — without sacrificing sustainability or the things that matter most.

Ready to grow with people who share your purpose? Become a member or come to an event — the first step is always the easiest one.

Business Membership

Built for tour operators, travel advisors -for whose business aligns with the Tour Operator model- and accommodations ready to grow with a trusted global community behind them.

Business Membership gets you into The HUB — our member community platform — plus free research, webinars, and steep discounts on online courses. You'll also get brand exposure, a listing in the Member Directory, member badges, discounts on ATTA events, and other opportunities reserved for brands in our community.

See the full list of benefits →

Price for the year depends on your annual revenue. Check the tiers here.

Destination Membership

For the people building adventure travel from the ground up — as hosts, destinations developers, and strategic partners.

Destination Membership is for Tourism Boards, DMOs, Ministries, and Donors. Unlike Business Members, Destinations engage with ATTA primarily to develop adventure tourism at the source — and get the same full set of benefits as Business Members.

See the full list of benefits →

Industry Partner Membership

For the companies powering the industry from behind the scenes.

Industry Partner Membership is for private companies that serve tour operators, accommodations and destinations without operating trips themselves — think booking software, payment processing, insurance, gear, PR, and representation. Industry Partners get the same benefits as Business Members.

See the full list of benefits →

One more thing: all three membership types include unlimited seats for your organization — everyone on your team gets in, at no extra cost.

• Terminology varies from country to country, so what may be a tour operator in one place, may be a destination management company in another. This article, Understanding the Supply Chain of Travel, may help you find the ATTA definition for your company type.

• As a DMC, you should join as a Tour Operator.

• Industry Partners provide products and services to adventure providers, such as consulting and advisory work, marketing, PR, advertising, technology, legal services, financial services, transportation booking services, ect. Universities, associations, rep companies and publishers also fall into this category.

If you still are unsure about the correct company type for your membership, contact us.

• See the full list of benefits here — just make sure you're logged in first.

Business Membership

Business Membership (Tour Operators, Travel Advisors & Accommodations) — varies by annual revenue.

Priced on a simple principle: you pay based on where your business is today, not where the industry average sits.

Other membership types

Destination Membership

Industry Partner Membership

• Membership fees are paid annually. You can join at any time and your renewal payment will be due one year from the day you join. You will receive an email when you join that contains a membership expiration date. You will also receive renewal notification emails prior to that date.
• You may pay by credit card or bank transfer. If paying by credit card, there are options for one time payments or automatic, annual renewals, in which case the credit card used will be charged once per year at renewal time. Automatic renewals can be canceled anytime via the link here.

• Automatic renewal means your membership will be automatically renewed each year on your renewal date, so your access to benefits never lapses. You'll be notified 45 days in advance before any charge is made, so that you're in full control at all times; we will email you before each renewal with the amount and charge date. 

• In case you have an active auto-renewal plan on your account, you can click to cancel your auto-renewal payment here. You may also do this by logging directly into your account via https://www.adventuretravel.biz and going to ‘My ATTA Account’ > ‘Billing’ > scroll down to 'Your Active Recurring Payments' > click 'Update or Cancel Recurring Payments'. Please note this will only change the preference of your payment method, it will not cancel your ATTA membership. Your membership benefits will remain active until the end of your membership renewal date. 

• We accept major credit and debit cards, Apple Pay, Google Pay, Link as well as bank transfers. Payments are processed securely through Stripe.

• Membership cancellations received within 30 days of joining may be eligible to receive a full refund less a $25 service fee. If your membership renewed automatically and you did not intend for it to renew, please reach out to us within 30 days of the renewal charge to request a refund. Refunds will be granted only within the noted time period, with the criterion that no ATTA membership benefits were used during the first 30 days after renewal.
• Cancellations will be accepted via e-mail, and must be received by the stated cancellation deadline (within 30 days of joining or renewal).
• Cancellations received after the stated deadline will not be eligible for a refund.
• All benefits of physical or digital format received by member organizations must be cancelled/returned to the ATTA.
• All refund requests must be made by the organization’s primary contact or credit card holder.
• Refund requests must include the name of the organization, card holder, and/or transaction number.
• Refunds will be credited back to the original credit card used for payment.
• The above policies apply to all ATTA memberships unless otherwise noted in membership materials. Please read all individual materials thoroughly for any specific policies.

• You can check your Account Page here, where you will find your renewal date. If your membership has expired, you can renew via the same link. 

• ATTA is a voluntary membership organization and reserves the right to refuse or revoke membership for any reason in its sole discretion. Violation of the Membership Values Statement or Events Code of Conduct will result in review and possible revocation of membership, with membership dues refunded on a pro-rata basis. ATTA also reserves the right to refuse attendance of an individual or company to an event for any reason in its sole discretion.

• ATTA policy is that one brand can be promoted per membership. For marketing and PR companies that promote multiple brands, the brand being promoted must also be an ATTA member. If you represent multiple member brands, contact us at [email protected] to learn about how to manage multiple HUB accounts.

• To join as an ATTA member, find your company type on this page and click the ‘Join now’ button. Fill out the form, enter payment information, and wait for the confirmation.

• You received an invoice from us via email after your membership purchase completion, if you still need an invoice, contact us to request one.

• Media membership works differently. Click here to learn how to join as a media member.

The Adventure HUB, also called "The HUB", is the ATTA members-only social networking website where members post photos and videos, engage in industry-affecting discussions, and network with peers, media, and more from around the globe – all year long. The HUB is also how members access their membership benefits and a comprehensive, interactive membership directory.

HUB access is reserved for members only. HUB access is not included as a non-paying member. To learn more about membership opportunities and benefits, please visit our Membership page.

If you are a Business member, you can click here to create your HUB account.  Please note that a HUB account is not automatically created when your  membership is activated. Because The HUB works like a social networking website, you and members of your team will need to each create your own individual accounts to access The HUB.

If you just joined as a Business Member, it can take up to 24 hours to process and activate your membership. You will receive a welcome email from us with confirmation of your membership when it has been processed.

Tip: You may want to add [email protected] to your contacts, so that the email does not get filtered as spam.

Once you receive your welcome email, you can sign up to access The HUB here. Please note that a HUB account is not automatically created when your  membership is activated. Because The HUB works like a social networking website, you and members of your team will need to each create your own individual accounts to access The HUB.  Click here to create your HUB account.

Tip: Be sure to use your company email address when you sign up.

Membership grants HUB access to all employees of the member company. Membership benefits are granted to the organization as a whole and then accessed via individual HUB accounts.  If you would like to sign your employees or colleagues up for the HUB, send them this link and ask them to create their own HUB account with their personal company email address.

Yes, your marketing or PR contractor can create a HUB account to promote your brand. Contact us to add them to your account. 

Member benefits are granted to the organization as a whole and then accessed through individual HUB accounts. Therefore, a company-level login is not required. See above to learn how to access the AdventureHUB. 

• I already have a personal HUB account but I can’t remember my login information
  • If you think you already have a HUB account. Try logging in here.  You can also reset your password here.
• My company is a member but I don’t HUB access yet
  • If your company is an active, paying member, you can access the HUB by creating a personal HUB account here. Be sure to use your company email address.
• I am not sure if I have a HUB account
  • You have a HUB account when you sign-up for HUB access and create your own unique login information. HUB accounts are not created for members when they sign up.  Members must create their own HUB accounts to access the HUB.   If you are an active member, but haven’t created your HUB account yet, you can do that by signing up here.
  • If you are unsure if you have created one in the past, you can try your log-in information and email. You will get an error message if we have no record of your email address. If you get that error message, you can just sign up here as a new member.  If we do have your email address on record, you can then just reset your password here.
• I think my membership expired–how can I renew my membership?
  • Please review your details and preferred payment by going through the steps via the link here and complete your payment 
• I am an active and paying ATTA member, but I am still having issues accessing the HUB.
  • We apologize for this inconvenience. Please contact us at [email protected] and we will work quickly to resolve this issue. 

As the category has grown more diverse, it has become difficult to clearly define benefits and deliver strong value through a single structure. This change allows ATTA to better align members with the categories that best reflect their role and needs.

Effective immediately, no new Professional Members or renewals will be accepted. The transition period runs from 1 January to 31 December 2026.

No. Current Professional Members will continue to have access during the transition period while next steps are clarified.

No. While many members may choose to transition into Business, Destination, or Industry Partner membership, others may choose to remain connected through the ATTA Network (previously Community Membership) without a paid membership.

Our membership team will provide guidance throughout 2026 to help you understand your options and choose the best fit.

If you have any questions or need assistance, please reach out to our membership team at [email protected] We’re happy to help.

ATTA is evolving its membership structure to better focus on delivering clear, meaningful value to our members—while continuing to welcome Travel Advisors as active participants in the adventure travel ecosystem.

Travel Advisors will continue to be welcome as buyers at all ATTA events, and there is no change to your ability to apply, attend, or engage in ATTA marketplaces and programs.

As part of this evolution, ATTA will be transitioning away from a dedicated Travel Advisor membership category, while maintaining open access to events and clear pathways for deeper engagement where aligned, as business members category within tour operators benefits.

• The Travel Advisor membership category will transition through 2026 and will no longer exist after December 31, 2026
• Travel Advisors will continue to be welcome as buyers at all ATTA events and as members when aligned with tour operators benefits
• Effective immediately, ATTA is no longer accepting:
  - New Travel Advisor memberships
  - Renewals in the Travel Advisor category
• A transition period will run from April 1 through December 31, 2026

As Buyers at ATTA Events
Travel Advisors are encouraged to apply as buyers at all ATTA events and marketplaces. This remains a core and ongoing way for Travel Advisors to engage with ATTA.

Business Membership (Where Aligned)
Travel Advisors who operate as tour operators, product-owning companies, or businesses aligned with ATTA’s Business Member model—and who see value in the benefits offered to that business type—are welcome to apply for Business Membership.

ATTA Network
All Travel Advisors are welcome to remain connected through the ATTA Network, receiving industry updates, content, and communications without a paid membership.

ATTA’s membership model is designed to support organizations actively involved in product development, operations, and B2B collaboration. At this time, we are not able to deliver Travel Advisor–specific membership benefits at the level we expect for members.

This evolution allows ATTA to:

• Focus membership resources where they deliver the strongest value
• Maintain clear distinctions between event participation and membership
• Continue welcoming Travel Advisors as buyers and industry participants

We value the role Travel Advisors play in selling adventure travel and look forward to continued engagement through ATTA events and the Network.

Yes. Travel Advisors will continue to be welcome as buyers at all ATTA events and marketplaces.

ATTA’s membership benefits are designed for organizations involved in product development and B2B collaboration. At this time, we are not able to deliver Travel Advisor–specific benefits at the level we expect for members. Travel Advisors remain welcome as event buyers and Network participants.

Yes. Travel Advisors who operate as tour operators or product-owning businesses and who see value in the Business Member benefits are welcome to apply.

You can remain connected through the ATTA Network and continue participating in ATTA events as a buyer.