The Adventure Travel Trade Association sign three year partnership with Norwegian Centres of Expertise Tourism and Fjord Norway

Seattle, WA, 2014-6-20 — /Travel PR News/ — The Adventure Travel Trade Association (ATTA; has entered a three year partnership with Norwegian Centres of Expertise (NCE) Tourism and Fjord Norway, which adds 60 new European members to the ATTA’s 1,000-member global community.

In early June 2014, 60 businesses from across the tourism supply chain in Norway joined the ATTA as members, including adventure tour operators, destination marketing organizations (DMOs), transportation companies, accommodations/hotels, technology providers and educational institutions. These 60 new ATTA members, along with 11 already active members from Norway, joined as a result of the ATTA’s long-standing work and partnership with NCE Tourism, Fjord Norway and Innovation Norway. These 71 members now make up approximately 29 percent of the ATTA’s total European membership of 247.

Upcoming projects between the ATTA and NCE Tourism during the next few years are expected to include AdventureConnect events, AdventureWeek events and/or AdventureEDU programs. ATTA members from Norway have already been trained through a special introductory webinar and will be able to leverage their memberships by networking and contributing their knowledge and increasing expertise to the growing adventure tourism community.

Marcel Niederhauser, NCE Tourism Senior Consultant added, “The partners in the NCE Tourism – Fjord Norway cluster recognize the importance of international collaboration in order to make the adventure travel vision become a reality – a vision that the cluster shares with the Adventure Travel Trade Association.”

NCE Tourism – Fjord Norway is involved in organizing the third annual 2014 International Adventure Conference which is set for late November in Sogndal in Western Norway. The ATTA’s Executive Director of Europe, Chris Doyle will speak at the event and spearhead Fjord Norway’s first ATTA AdventureConnect networking event during the conference.


About Adventure Travel Trade Association:
Established in 1990, the Adventure Travel Trade Association (ATTA) serves nearly 900 members in 80 countries worldwide. Members predominantly include tour operators, tourism boards, travel advisors and accommodations with a vested interest in the sustainable development of adventure tourism. The ATTA delivers solutions and connections that propel members towards their business goals and the industry toward a responsible and profitable future. Through its regional AdventureConnect events and annual Adventure Travel World Summit trade conference, the ATTA excels in professional learning, networking and partnering services. With expertise in research, education, adventure travel industry news and promotion, members of the ATTA receive competitive opportunities that help establish them as leaders in adventure tourism.

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About NCE Tourism – Fjord Norway:
NCE Tourism – Fjord Norway is a tourism cluster in Western Norway with a focus on adventure travel.  The cluster unites adventure companies (including tour operators, destinations and transportation and accommodation providers) with research and education institutes as well as public policymakers.  The vision of the cluster is to develop the Fjord Norway region into one of the world leaders for active, nature-based experiences.

Started in late 2009, the project has a ten-years perspective and is financed jointly by the partners involved. Partners that have joined NCE Tourism – Fjord Norway recognize that adventure travel products and experiences are the primary triggering factor for travelling to the Fjord Norway region. The partners in the cluster have a focus on product development – combining the stunning fjord landscape with inspiring physical activities and exciting cultural experiences -, commercialization, quality management and leadership and, last but not least, sustainable development.

The region of Fjord Norway ( is a fascinating journey of the most spectacular natural sights in Europe, and was awarded Most Iconic Destination, by the National Geographic. It stretches from Egersund in the south to just north of Kristiansund in the North. It’s a land of majestic mountains, glaciers, roaring waterfalls, and uncrowded countryside, a coastline sprinkled with small islands and sandy beaches, small charming villages and towns, and of course; the fjords. It is easy to run out of superlatives when describing the fjords of Norway. Words are inadequate to describe encounters with nature, the landscape and the people along the fjord. A feeling of speechlessness overcomes you, which says it all. Actually, the whole experience is indescribable.


© Sverre Hjørnevik/Fjord Norway

© Sverre Hjørnevik/Fjord Norway