CONFERENCE Association of Touring & Adventure Suppliers Conference 2025: Atas hosts


Suppliers adapt programmes in face of global challenges


A


tas suppliers are adapting their portfolios to accommodate shifting


destination trends, with the US seeing a decline while others are surging in popularity. Tour operator and cruise bosses


outlined how they are adapting to changing tastes, prompted by factors such as geopolitical challenges and the climate crisis. Their sales reflect the wider


picture reported by Atas, which said all regions except North/South America and Australasia are growing. Stu Milan, Riviera Travel’s North


America president, said countries such as China and Canada were seeing growth, but the operator had contracted its US programme. “Our US programme has shrunk;


people are seeking alternatives,” he told delegates. The operator has also introduced more regional flights and is seeing


We’re really pleased with the sector and see touring as a rising tide


strong growth in its luxury Signature Tours and solo programmes. Joanna Reeve, UK and Ireland


general manager at Intrepid Travel, pointed to geopolitical factors and the climate for shifting tastes, noting how ‘coolcations’ to northern Europe are growing in popularity. Intrepid’s core destinations


include Morocco, Vietnam, Peru and Sri Lanka, while Borneo and Costa Rica are also growing. Adrian James, commercial


director at dnata Travel Group in the UK – parent of Incredible Journeys – said Sri Lanka had overtaken Vietnam as the operator’s best-seller, with Australasia, India, Peru and


Kenya also selling well. “We’re really pleased with the sector and see touring as a rising tide,” he said. Connie Georgiou, UK, Ireland,


Middle East and Africa sales director at Silversea, said the expedition cruise sector is expanding, with younger customers in the 45-60 age bracket becoming more prevalent. Antarctica is still the line’s most


in-demand destination, followed by Iceland and warm-water regions such as the Kimberley in Western Australia and French Polynesia. Suppliers are also keen to woo


agents, reflecting Atas research showing how growth in agency sales is outpacing direct bookings. Milan said the new Riviera


Explorer training platform now has 3,000 agents; Incredible Journeys will take on its third cohort of agents for its Master the Market Programme; and Silversea’s Mission Expedition training programme helps agents to identify the right clients.


‘Tune into travel trends such as set-jetting and noctourism’


Touring and adventure specialists urged agents to take advantage of set-jetting, noctourism and off-the-beaten- track trends to boost sales. Shane Lewis-Riley, Titan Travel trade distribution


director, said set-jetting – holidays inspired by films and TV – is a “really big opportunity”. “Look at Netflix and trending programmes – join the


conversation on social media,” he advised, citing shows such as The White Lotus and Race Across the World. Dave Chidley, Hurtigruten UK account manager,


said noctourism and astrotourism – to see dark sky reserves, eclipses, northern lights, and seas glowing with bioluminescence – is an ‘Instagrammable’ travel trend. Andrea Godfrey, head of Regent Holidays, highlighted


the benefits of destination “dupes”, such as swapping the Mediterranean for Nordic shores; Italian lakes for


10 25 SEPTEMBER 2025


Slovenian ones; and Hawaiian volcanoes for the Azores. Globetrotting


Student Eve Spencer


teenagers also shared their experiences of long-haul tours to showcase how the sector caters to younger travellers. Eve Spencer, aged 19, talked about Contiki trips to


New Zealand and southeast Asia during her gap year, while 16-year-old Archie Nixon and his parents – Donna and Matt of 52 Degrees North Travel – recalled their Intrepid family tour to Borneo, which they won in an Atas/Travel Weekly competition.


‘B Corp is not the only way


Responsible accreditation schemes such as B Corp can benefit some firms but don’t suit all companies, according to a conference panel. Bosses from AE Expeditions and Not


In The Guidebooks outlined why B Corp is important for them, while G Adventures uses other ways to showcase its credentials. Katie Harber, AE Expeditions’ UK


and Ireland senior business development manager, said: “B Corp-certified companies put purpose over profit. “It was important to verify from a


third party what we’re saying and doing. It is not just lip service, and B Corp is


The Nixon family: Archie, Donna and Matt


From left: moderator Lucy Huxley, Travel Weekly, with panellists Stu Milan,Adrian James, Connie Georgiou and Joanna Reeve


travelweekly.co.uk


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