For Immediate Release

BERKELEY, CA – ( October 4, 2009 ) – Jeff Greenwald, the co-founder and Executive Director of Berkeley-based Ethical Traveler (a project of the Earth Island Institute), will join a diverse field of industry experts, October 19-22 in Québec, Canada, to address adventure travel business leaders gathering at the 2009 Adventure Travel World Summit.

During the annual gathering, approximately 500 executives, tour operators, tourism boards, specialized travel agents, media and other service providers representing more than 50 countries will gain access to the tools, resources and experts needed to rapidly adapt to market shifts. Summit organizers selected Greenwald to speak during the trade-only conference to share his expertise on “Travel in the Age of Obama: Ten Tips for the Accidental Ambassador.”

Presented by the Adventure Travel Trade Association (ATTA), the 2009 Adventure Travel World Summit (ATWS) is designed for decision makers within the travel and tourism industry with a vested interest in sustainable adventure tourism. The purpose of the ATWS is to equip delegates with tools to better their business, enable the industry to better serve travelers, promote responsible tourism practices, and optimize the industry’s market potential through productive debate, dialogue and collaboration.

Greenwald will participate in the Summit’s “Transformative Thinking” program. Specifically, he will share his expertise during the “Change” session.

Greenwald will join dozens of authors, business leaders, innovative thinkers, new-media masters and other influential speakers representing the tourism industry and other business sectors contributing to Summit sessions requiring high degrees of delegate interactivity. Additional speakers and contributors to the 2009 Summit, along with complete event details, are featured at www.adventuretravelworldsummit.com.

Adventure Travel World Summit sponsors include Host Destination Tourisme Québec and Aventure Ecotourisme Québec, Major Sponsors ExOfficio and Men’s Journal, Key Sponsors Alpine Tourist Commission, Archaeology Magazine, Best of the Alps, Brazil, Tourism Promotion Corporation of Chile, Eddie Bauer, Innovation Norway, National Geographic Adventure.

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About Ethical Traveler:
Ethical Traveler’s mission is “Empowering Travelers to Change the World.” We harness the economic clout of tourism to protect human rights and the environment, worldwide. For current travel news, campaigns, and our biannual list of the world’s most ethical destinations, please visit www.ethicaltraveler.org.

About the Adventure Travel Trade Association:
Established in 1990, the ATTA (www.adventuretravel.biz) is a global membership organization dedicated to unifying, networking, professionalizing, promoting and responsibly growing the adventure travel market. ATTA members include tour operators, destination marketing organizations, tourism boards, specialty travel agents, guides, accommodations, media and service providers. Host of the annual Adventure Travel World Summit executive trade conferences, the ATTA also makes possible www.Adventure.Travel, the traveler’s hub of physical, cultural and nature-based adventure travel and guide to trusted tour operators from around the globe.