Join researchers from The George Washington University as they unpack and reveal some of the most interesting findings from the 2016 Adventure Travel Scorecard which ranks countries around the world for adventure tourism competitiveness. This scorecard is the only country-level ranking for adventure tourism that incorporates data from non-subjective sources, offering a perspective to complement what surveys and expert opinion about individual destinations can reveal. We’ll address key questions such as:  Why has adventure tourism safety remained stable despite occasional shocks? Why does a country like Israel lead its region in adventure potential? What can we learn from countries like Iceland and Switzerland when it comes to adventure destination development planning? This one hour webinar is designed for destination stakeholders, decision makers and tourism developers. It will illustrate how the Adventure Tourism Development Index (ATDI) can be used:

• by those wishing to improve and enhance their destinations
• as a tool to highlight opportunities for strategic focus
• to support efforts that can guide destination results finding funding and gaining competitiveness

Presenters Hannah Messerli is dedicated to utilizing tourism as an economic development tool for emerging economies. Currently the Eisenhower Professor of Tourism Policy at George Washington University, Dr. Messerli teaches and conducts research on pressing issues in global tourism development. With more than 15 years of experience in the public and private sectors focusing on tourism planning and development, she has worked in Asia, Africa, Europe and the Americas. In her work with the World Bank as a Senior Private Sector Specialist she focused on policy and development issues of cultural heritage and nature-based tourism in emerging economies. Her professional background includes serving as a faculty member at New York University and operations consulting with hotel and tourism companies globally. Hannah completed her graduate studies at The George Washington University and Cornell University. She works globally in furthering innovation and excellence in hospitality and tourism education. Kristian Jørgensen is Managing Director at Fjord Norway, Tourist Board. Before working with Fjord Norway, Mr. Jørgensen was responsible for marketing Norway to international customers (since 1992). For three years, he worked with the Norwegian Tourist Board putting together large international marketing campaigns; from 1997 to 2000 he was Director of Marketing for the organization that planned and carried out the European Capital of Culture Year 2000 in Bergen; and, for three years, he was CEO for the Historic Hotels and Restaurants of Norway. In addition, he served as Vice President for the Historic Hotels of Europe. The Fjord Norway Tourist Board has been nominated the best destination marketing company in Europe and has seen a significant growth in tourism in recent years. Positioned as one of the most spectacular adventure destinations in the world, Mr. Jorgenson will share how Fjord Norway leverages ATDI information in its work. Christina Beckmann created and leads the AdventureEDU program for the Adventure Travel Trade Association. In this role she is responsible for designing and managing professional training programs for adventure entrepreneurs to enhance regional economic development. Christina works closely with small businesses, social enterprises, international development agencies, governments and foundations. She also develops and leads the ATTA’s research program, prioritizing research needs and developing projects to address them. In 2008 Christina initiated the Adventure Tourism Development Index, drawing together key partners to raise awareness for the adventure industry and promote its sustainable development.