Pacific Tourism Organisation and Adventure Travel Trade Association Forge Strategic Partnership to Boost Adventure Tourism in the Pacific

The Pacific Tourism Organisation (SPTO) and the Adventure Travel Trade Association (ATTA) have formalised a dynamic new partnership through a Memorandum of Understanding (MOU) that marks a major milestone in promoting the Pacific as a premier adventure tourism destination.

This partnership with ATTA provides SPTO with global exposure and valuable capacity-building opportunities through exclusive event access, speaking engagements, editorial features, discounted participation rates, market intelligence, and co-hosted networking events — all aimed at elevating adventure tourism in the Pacific.

Christopher Cocker, SPTO Chief Executive Officer, mentioned that under the terms of the partnership, SPTO will become an official Association Partner of ATTA, unlocking an array of significant benefits.

“This partnership is a game-changer for the Pacific region. Adventure tourism is one of the fastest-growing segments globally, and by aligning with ATTA, we are positioning the Pacific front and center on the world stage. We look forward to working closely with ATTA to unlock new opportunities for our member countries and inspire travelers seeking authentic and sustainable adventure experiences,” Mr Cocker said.

Both organizations have also agreed to explore a joint research initiative that will delve deeper into emerging adventure travel trends across the Pacific, setting the groundwork for data-driven strategies and stronger market positioning.

Shannon Stowell, CEO of ATTA, welcomed the new partnership, stating: “We are thrilled to welcome SPTO to the ATTA family. The Pacific offers some of the world’s most extraordinary adventure experiences, from pristine marine environments to deep cultural connections. Our shared commitment to sustainable and responsible tourism will not only boost economic opportunities but also protect the natural and cultural heritage that makes the Pacific so unique.”

As tourism continues its global recovery, this strategic alliance is a powerful signal of the Pacific’s readiness to welcome adventure travelers with open arms and authentic, life-changing experiences.