15 December 2020

Diversity in Adventure Travel: US Travelers of Color - Research Review

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Explore the new report released by the Adventure Travel Trade Association (ATTA) in this webinar with research project manager Heather Kelly and gain actionable insights from industry expert James Edward Mills. Dive into the statistics that show that 36 percent of U.S. outbound adventure travelers identify as a non-white race or ethnicity. Collectively, that’s 22 million travelers of color over the age of 18. The Diversity in Adventure Travel Report: U.S. Travelers of Color shows market size opportunities, activity interests and preferences of travelers segmented by the race or ethnicity they most associate with, including Black, Hispanic, Asian, and other non-white Americans.

What will be covered:

  1. Research summary

  2. Key insights into the findings from one of the experts represented in the report

  3. Recommendations for marketing, product development, and organizational structures to enhance inclusion efforts for US Travelers of Color

About The Experts

Heather Kelly brings many years of tourism and data experience to her role as Senior Manager of Research at the ATTA. A true lover of learning, Heather has earned a BS in Communications from Ithaca College, an MBA in Marketing from Suffolk University, and an MS from The Hotel School at Cornell University. She has taught undergraduate and graduate-level marketing at four universities. Her role with the ATTA gives her plenty of opportunities to continue incorporating her love of knowledge with her passion for the tourism industry.

James Edward Mills is a freelance journalist and an independent media producer with a career that spans more than 20 years. He specializes in telling stories about outdoor recreation, environmental conservation, acts of charitable giving and practices of sustainable living. He most recently keynoted on The Adventure Gap for the ATTA's Virtual AdventureELEVATE event in September 2020.

This webinar will be recorded and shared with with those who register. Free registration is required.


Heather Kelly

Senior Manager of Research, ATTA

James Edward Mills

Joy Trip Project