With its magnificent nature and diverse wildlife, Hokkaido has long captivated people from all over the world. Recently, "Adventure Travel (AT)" has been gaining attention as a way to further expand the potential that Hokkaido holds. In this article, we'll introduce you to adventure travel and the incredible potential of Hokkaido.

Adventure Travel is generally defined as a trip that combines two or more of the following three elements: 'Activity,' 'Nature,' and 'Cultural Immersion.' In Hokkaido, 'Activity' could mean canoeing, rafting, trekking, or skiing. 'Nature' refers to Hokkaido's beautiful and majestic landscapes. 'Cultural Immersion' includes experiences with Ainu and Jomon cultures, as well as its food and history.

The Adventure Travel Trade Association (ATTA), the world's largest organization promoting adventure travel, also proposes five core experiential values: 'A unique, first-time experience,' 'Personal transformation,' 'Well-being,' 'Challenge,' and 'Low impact.' For example, it's a journey where you engage in activities to experience nature and other cultures, interact with local people, and gain a deep understanding of the unique nature and culture of the land, leading to inner change.

In recent years, adventure travel has gained support from those who value sustainability and contributing to local communities, and it is becoming increasingly popular, especially among affluent travelers from Europe, North America, and Australia.

The global market for adventure travel is said to exceed 70 trillion yen. Compared to traditional mass tourism, it is drawing attention for its higher per-traveler spending and greater economic impact on local communities. Hokkaido's potential for adventure travel is something it can proudly present to the world. This includes its 'beautiful and magnificent nature,' such as the World Natural Heritage site of Shiretoko; its 'rich culinary culture'; its 'unique local culture,' including Ainu culture and the Jomon Prehistoric Sites, a World Cultural Heritage site; and a 'diverse range of activities' like cycling, canoeing, and skiing in its natural environment.

Hokkaido will host the Adventure Travel World Summit (ATWS) from September 11 to 14, 2023, gathering industry professionals from about 60 countries. This event is organized by the Adventure Travel Trade Association. It was originally scheduled to be held in Hokkaido in September 2021 but was moved to a virtual format due to the COVID-19 pandemic. However, the virtual showcase of Hokkaido and other parts of Japan deeply impressed many participants, leading to the decision to hold an in-person event in Hokkaido in September 2023.

The Adventure Travel World Summit in Hokkaido will be the first time the event is held in the Asia-Pacific region. Approximately 800 professionals, including travel agencies, media, tour operators, outdoor equipment manufacturers, government tourism boards, tourism associations, and DMOs from around the world, will visit Hokkaido. During the summit, numerous adventure travel tour experiences, lectures, seminars, and business meetings will take place.

This summit is an opportunity to showcase the charm and potential of Hokkaido to the world. It is expected to garner significant attention as it paves the way for even greater possibilities for adventure travel in Hokkaido.