Hokkaido, with its magnificent nature and diverse wildlife, has attracted many people from all over the world. Recently, "Adventure Travel (AT)" has been attracting attention as a way to expand Hokkaido's potential even further. In this article, we will introduce adventure travel and Hokkaido's potential.

Adventure Travel generally refers to travel that combines two or more of the three elements of "activity," "nature," and "cross-cultural experience. In Hokkaido, "activities" include canoeing, rafting, trekking, skiing, etc., "nature" includes the beautiful and magnificent scenery Hokkaido is famous for, and "cross-cultural experiences" include Ainu culture, Jomon culture, food and history.

The Adventure Travel Trade Association (ATTA), the world's largest organization promoting adventure travel, further advocates five experience values: "unique experience," "personal transformation," "wellness," "challenge," and "low impact. For example, through activities, travelers can experience nature and different cultures, while interacting with local people and learning more about the nature and culture unique to the area, which will change their inner selves.

Recently, adventure travel has been gaining popularity among those who value sustainability and contribution to the local community, mainly among affluent travelers in Europe, North America, and Australia.

The global market for adventure travel is said to be worth more than 70 trillion yen, and is attracting attention because of its higher per capita consumption and economic ripple effect on the region compared to mass tourism, a traditional form of travel. Meanwhile, the potential of adventure travel in Hokkaido includes "beautiful and magnificent nature" such as the World Natural Heritage Site Shiretoko, "rich food", "Hokkaido's unique culture" such as Ainu culture and the Jomon Monuments registered as a World Heritage Site, and "various activities" such as cycling, canoeing, and skiing to enjoy in an environment that makes the most of nature. and skiing in the natural environment, all of which we can proudly boast to the world.

The Adventure Travel World Summit (ATWS) will be held in Hokkaido from September 11 to 14, 2023, bringing together stakeholders from about 60 countries around the world. The event is organized by the Adventure Travel Trade Association. Originally scheduled to be held in Hokkaido, Japan in September 2021, the event was held virtually due to a new coronavirus infection. However, the situation in Hokkaido and other parts of Japan that was communicated at that time impressed many participants, and the decision was made to hold the real event in Hokkaido again in September 2023.

The Adventure Travel World Summit will be held in Hokkaido for the first time in the Asia-Oceania region. Approximately 800 people from travel agencies, media, tour operators, outdoor manufacturers, government tourism bureaus, tourism associations, and DMOs from around the world will visit Hokkaido, where numerous adventure travel tour experiences, lectures, seminars, and business meetings will be held during the event.

This summit will be an opportunity to show the world the charm and potential of Hokkaido. The summit is expected to attract a great deal of attention as it will open up new possibilities for adventure travel in Hokkaido.