The main aim was to present commercial information on Brazilian ecotourism and adventure tourism destinations and products to representatives from various international markets, and develop relations with the target audience of the event, consisting of executives from ecotourism and adventure tourism companies, and specialist media. Embratur's strategy at ATWS was to build on the promotion of ecotourism and adventure tourism destinations and products in international markets, thus reaching new travel agents and tour operators in the main centres of origin of tourists into Brazil.

ATWS is a technical and commercial event, at which talks and business conventions are held with executives from the world's largest ecotourism and adventure tourism companies, with approximately 600 participants from 26 countries. Opinion forming companies and executives discuss trends, threats and opportunities in the segments. It is an important time for interaction between companies and provides an opportunity to present new destinations, to position Brazil as an ecotourism and adventure tourism destination on the world stage.

To promote Brazil further into this market, Embratur signed a Technical Cooperation Agreement with the Brazilian Association of Ecotourism and Adventure Tourism Companies (ABETA). The Agreement was signed at the ABETA Summit 2010 – 7th Brazilian Ecotourism and Adventure Tourism Conference held in Sao Paulo in September. The partnership between Embratur and private enterprise is aimed at making Brazilian destinations offering adventure tourism and ecotourism products better known internationally.