Adventure Travel Trade Association and Expedition Cruise Network Partner to Support Responsible Tourism
by Bruce Parkinson
UnCruise Adventures is a member of the Expedition Cruise Network.
Organizations representing two of tourism’s fastest‑growing segments — adventure travel and expedition cruising – have come together in support of a better tourism industry.
The Adventure Travel Trade Association (ATTA) and Expedition Cruise Network (ECN) have announced a strategic partnership intended to strengthen connections between the expedition cruise and adventure travel sectors, create opportunities for their respective members and support responsible industry growth.
Recent global market analyses project that adventure tourism will grow at double-digit annual rates and reach well over $2.8 trillion by the early 2030s, while expedition and small-ship cruising continue to expand capacity and itineraries worldwide.
ECN’s 2025–2026 Insights Report finds that about 75% of its travel agent members expect expedition cruise bookings to increase by at least 10%, while most have already seen demand rise, particularly for polar regions.
Against this backdrop, ATTA and ECN say they are aligning to help channel that growth more responsibly.
The partnership includes a commitment by ATTA and ECN to share their individual expertise and research while creating new opportunities to learn from one another and strengthen the connection between expedition cruising and the broader adventure travel sector.
ECN members will be provided with pathways to connect with ATTA’s global community of members whose products, services and expertise complement expedition cruising to support new partnerships, strengthen itineraries and contribute to richer travel experiences.
The collaboration will also give ATTA members greater access to the experience and specialist knowledge of expedition cruise operators, advisors and suppliers.
“We are incredibly excited to announce ECN’s partnership with the Adventure Travel Trade Association, the world’s leading adventure travel trade association,” said Akvile Marozaite, CEO and co-founder of Expedition Cruise Network.
“Expedition cruising has always been a natural part of the adventure travel landscape, and this partnership reflects our shared commitment to education, collaboration and the responsible growth of our industry.”
Shannon Stowell, CEO of ATTA, had this to say: “We are thrilled to work with the Expedition Cruise Network in a strategic way to further both organizations’ opportunities and initiatives. What really caught our attention was thei commitment to responsibility in expedition cruising. Having recently taken a small-ship expedition cruise, it is definitely a form of adventure travel when done well. We look forward to supporting each other in the coming year and beyond.”
Responsible tourism is a shared priority for ATTA and ECN and will be an important part of the relationship. ATTA has a long history of championing responsible and sustainable practices throughout the travel industry and introduced its Membership Sustainability Commitment in 2024.
As the partnership develops, ATTA and ECN expect to explore joint events, educational initiatives, shared research, industry insights and other benefits for their members.
ATTA and ECN are identifying their first areas of collaboration and will announce further details as the partnership develops.
