Recognizing that their readerships have become more closely aligned with new definitions of “adventure travel,” special interest magazines Discover and Archaeology, independently have struck alliances with the Adventure Travel Trade Association (ATTA) to create new marketing opportunities for the adventure travel community and to better serve the needs of adventure travelers.

The new agreements, which complement an existing partnership between the ATTA and National Geographic Adventure first formed in 2004, reflect both a broadening of more traditional definitions of “adventure travel,” and surges in consumer interest in intertwining learning with travel.

Whereas traditional definitions of “adventure travel” primarily concentrated on the physical nature of adventure, consumer-evolved definitions include more accessible adventure pursuits including cultural, historical, anthropological, environmental and scientific elements. Additionally, recent findings (ATTA/Michigan State University Adventure Travel Consumer Survey, October 2005) indicate that learning and education are essential considerations of consumers’ adventure travel purchase decisions. Anecdotal evidence from the adventure travel community throughout 2006 also affirms that traveler interest in learning/education continues to rise.

“With the editorial focus of both Discover and Archaeology centered on learning, exploration and the imagination, it’s a natural fit with adventure travel,” said Chris Doyle, director of the ATTA. “More visibly connecting adventure travel with scientific, environmental and cultural disciplines improves our ability to access, attract and educate people with a strong affinity toward these complementary interests.”

Each partnership includes an exchange of services, advertising and promotional opportunities. Additionally, multiple consumer-facing initiatives resulting from the partnerships are expected to provide direct value to the global adventure travel industry and to travelers. Details of these initiatives will be released at a later date. (Agreement specifics were not made available.)

“Archaeology serves travelers by delving into the science and the art of archaeology in a way that fosters improved understanding of cultures, past and present,” said Associate Publisher Scott Verchin. “Collaborating with the adventure travel community enables us to broaden our reach to both travel providers and the travelers themselves in pursuit of heightened awareness of our world’s ancient treasures, and the importance of protecting and preserving these same treasures for future generations to enjoy.”

For years, adventure travel providers have been recognized for playing a critical role in sensitive issues such as economic and cultural conservation, social responsibility, heritage management, and environmentally sustainable practices. ATTA, its members and its strategic partners consistently strive to intertwine disciplines in an effort to better serve travelers, promote responsible tourism and optimize the industry’s market potential.

“Our partnership with the ATTA grants us direct exposure to the burgeoning adventure travel community – this taps into a major passion-point of the DISCOVER reader,” said Discover Magazine Associate Publisher Tom Huber. “For the ATTA, it will help extend awareness of the ATTA, its members and services to an audience consistent with its mission in a relevant publication outside of the typical travel book.”