Hokkaido Governor emphasizes adventure travel must be established in Hokkaido, expecting Adventure Travel World Summit 2023 in September 2023

Japanese partners for Adventure Travel World Summit Hokkaido Japan 2023 (ATWS 2023) in September this year were announced. The Adventure Travel Trade Association (ATTA) event will be held in Sapporo from September 11 to 14. 

“It is important for Hokkaido to establish adventure travel as one of high-value tourism contents,” Naomichi Suzuki, Hokkaido Governor and ATWS Hokkaido Executive Committee President, said at a news conference on June 5 2023. “We are working together for success of the ATWS.”


Adventure Travel (AT) is defined combination of more than two elements among physical activity, connection to nature and different culture experience, which are deeply related to sustainable tourism, including growth local communities and reduction of burdens on environment. The market scale seems to be 70 trillion JPY globally, and spending by AT travelers twice more than general travelers. 

ATWS Hokkaido Japan will be the first ATTA event in Asia, joined by about 800 ATTA members and media from about 70 countries or regions. 

The following selected partners will appeal the event in a variety of ways: AIRDO, ANA, Hokkaido Airport, JAL, JR Hokkaido, Taste Made in Japan, Hokkaido Broadcasting, the Hokkaido Bank, Specialized Japan, NIKIHIlls Winery, Rakuten Group, Sapporo Breweries, Kaneka, North Pacific Bank and Travel Voice. 



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