The ATTA serves as a strategic membership organization for companies in the Adventure Travel arena. The ATTA is dedicated to raising the profile of Adventure Travel in the world travel market and provides valuable services, knowledge and connections that will help Members succeed in their businesses, thereby contributing to industry-wide growth. The ATTA is actually about you, the member. Without your support and involvement, the ATTA will not succeed or even exist. The ATTA will work tirelessly to serve the industry both in the short and the long term. In the short term, weÍll work to bring you opportunities that drive new customers, lower your costs and increase your return on the existing business activities you pursue. In the long term, weÍll help implement industry standards, attack the thorny insurance issues, tackle initiatives that get adventure travel in front of the mainstream culture and work to get big corporations who should be investing in this industry educated about who the adventure traveler is. WeÍll work to help build up a library of valuable research, work to define the industry or at least sections of it, and help bring unity to this exciting sector. As a support organization, the ATTA exists to: Promote and grow the adventure travel market Provide exclusive professional support, development, marketing, business building and cost-saving resources to ATTA members Provide a unifying voice for the industry that promotes and facilitates knowledge sharing, networking and a common vision Research, anticipate, interpret and share travel, consumer and industry trends Identify, understand and rally industry leaders to tackle pressing issues, while propelling growth initiatives Define ñadventure travelî and establish ñbest practicesî and operating standards Encourage sustainable and environmentally and culturally sensitive adventure travel practices