Dear ATTA Community,
Is anyone else feeling the weight of the phrase, “In these uncertain times?” It’s a refrain that has become all too familiar since the onset of the pandemic, alongside words like “unprecedented.” The relentless pace of change, disruption, and even chaos, has almost become our new normal – a “Polycrisis Fatigue” as it were. This is a serious concern, as it risks desensitizing the traveling public and even policymakers, potentially hindering our collective ability to address these critical challenges effectively.
In 2019, who could have foreseen the global crisis that would severely disrupt our businesses for years? If someone had predicted such a storm, many might have doubted their ability to weather it. Yet, here we are, still standing. While the scars of the past few years remain, we’ve persevered. In fact, at ATTA, we even managed to advance some of our community initiatives and thinking amidst the turmoil.
However, we now find ourselves navigating another precarious moment in history. Regrettably, current policies are creating an environment of instability, marked by poorly conceived trade policies, escalating political tensions, immigration issues, and strained international relations.
The impact is tangible. Recent reports from The Washington Post and Forbes highlight a decline in international travelers, particularly from Canada and Europe. Moreover, Americans are increasingly hesitant to travel, concerned about how they may be received abroad, regardless of their political views.
According to projections, this trend could lead to significant economic repercussions. Foreign tourist spending in the US is expected to fall by 11%, representing an $18 billion loss in 2025. The decline in international tourism, coupled with a potential decrease in domestic travel, could result in a staggering $64 billion loss for the U.S. travel sector by the end of 2025.
During the pandemic, there was much talk of “building back better.” While well-intentioned, I believe what most truly desired was simply to rebuild. Now, we face another challenging period, and we have critical choices to make. As business becomes more uncertain and travelers grow increasingly apprehensive, what should we, as the ATTA community, prioritize?
- Strengthen Community Bonds: It is vital that the ATTA network demonstrates how business should be conducted and how we should treat one another. I am actively collaborating with Canadian and American colleagues to explore joint initiatives during this period of governmental discord. I’m thrilled to see the HUB (our newly relaunched online member community) thriving, with over 1300 members already engaged. I also encourage you to connect in person at AdventureELEVATE Latin America in Brazil, AdventureELEVATE North America in Denver, or the Adventure Travel World Summit in Chile. Nothing fosters progress like face-to-face interactions and relationships. The ATTA is the opposite of borders and territorialism!
- Maintain Steadfastness: I’ve heard of some organizations considering “doubling down” on sustainability, renewable and DEI initiatives in response to current political headwinds. If you can maintain that kind of additional effort, that’s great. However, as times are getting tougher, it will be tempting to slowly move away from these initiatives- I encourage you to stay the course. Continue the valuable work you’ve been doing, and hold onto hope until circumstances change.
- Take a Stand When Possible: While there are times when discretion is necessary, if you have the opportunity to speak out, do so. As an American citizen, I have contacted numerous politicians to voice my concerns about government actions. We have also publicly shared our position on issues such as the dismantling of USAID, and I have also shared my thoughts on LinkedIn.
- Preserve Hope: History shows that situations rebound. This period, too, shall pass. Let’s be there for the day when the pendulum swings back.
“Out of the mountain of despair, a stone of hope.” – Martin Luther King Jr.
We must uphold our values, stand with our friends, and speak truth to power. Adventure travel is a vital force for protecting and conserving the world’s treasures. Your contributions are essential.
Sincerely,
Shannon Stowell, CEO
