Adventure Council™ and The Travel Institute™ Announce Alliance to Facilitate Agent Training in Expanding Adventure Travel Marketplace
Agents Offered Adventure Travel Specialist Designation

August 15, 2006 -- Milford, CT - With adventure travel being one of the fastest growing specialty markets in the global tourism industry, The Adventure Council and The Travel Institute have announced an alliance to facilitate the professional & business development of travel agents seeking to better understand and market to the rapidly expanding world of active and adventure travel.

Building on The Travel Institute's LifeStyle Specialist Adventure Travel Program, The Adventure Council will provide agents with a comprehensive overview of the adventure travel industry, including current trends, emerging destinations, marketing strategies and the increasingly important role of sustainable tourism practices among adventure travel outfitters and tour operators.

"The Adventure Council is expanding on The Travel Institute's leadership in agent education programs by bringing our own expertise as the world's premier adventure travel organization to create a comprehensive agent Adventure Travel Specialist Program," said Costas Christ, President of the Adventure Council.

“Travel agents who complete the program will gain a better understanding of sustainable tourism practices and how it is transforming the global travel industry today while positioning themselves to capture a greater share of the fast growing Adventure travel marketplace ", added Christ, an internationally recognized expert on sustainable tourism and Judging Chairman of the World Travel and Tourism Council Tourism for Tomorrow Awards.

After earning the Adventure Travel Specialist designation currently being offered by The Travel Institute, agents will receive an up-to-date comprehensive overview of Adventure Travel and Sustainable Tourism by the Adventure Council which will earn them the Adventure Council’s Adventure Travel designation upon completion.

“We support the continued development of agents in all segments of the industry including Adventure Tourism, and we are pleased to be in alliance with the Adventure Council” said Maureen Kennedy, Executive Vice President & General Manager of The Travel Institute. “Travel agents are important resources in the industry, especially in the area of Responsible Tourism”.

Each agent completing the program will gain access to additional marketing benefits. They will receive a complimentary listing on hard copy and internet-based Adventure Council directories and will be listed in a future issue of National Geographic ADVENTURE magazine as an adventure travel agent specialist, in addition to receiving a one year complimentary subscription to the award-winning travel publication. The Adventure Council has also arranged special “show floor consulting areas” at all Adventures In Travel Expo (ATE) events for agents to meet with travel consumers and providers.

Under the new alliance, The Adventure Council will actively promote the new Adventure Travel designation program to its members, and through its various marketing outlets and The Travel Institute will promote the Lifestyle Specialist – Adventure Travel Program process to all prospective agents and institute resources, in addition to promoting Adventure Council and the Adventures In Travel Expo.

For more information on the Adventure Travel Specialist Designation, please contact Diane McLevy, Adventure Council Membership Coordinator at 203-878-2577 x125 or visit www.adventurecouncil.com.

About The Adventure Council
The Adventure Council™ believes the earth’s cultural and natural heritage must be maintained if future generations are to enjoy the challenges, rewards, and educational value of adventure travel. Our mission is to actively promote and grow adventure travel that is responsible and sustainable and in so doing, help to protect the character, authenticity, and diversity of adventure destinations worldwide. Charter members include Adventures in Travel Expo, National Geographic ADVENTURE magazine, Sustainable Travel International, Caribbean Tourism Organization, CC Africa and Trusted Adventures. In addition to the Adventure Travel Specialist Designation Program, the Adventure Council is hosting the First Adventure Travel Professional SymposiumTM, to be held September 8-9, 2006 in Orlando, FL. For more information, please visit: www.adventurecouncil.com or www.adventuretravelpro.com

The Adventure Council Advisory Board includes some of the world’s most distinguished travel experts and professionals including:

Costas Christ, President, The Adventure Council
Fran Farrell, Publisher, National Geographic ADVENTURE Magazine
Roger Dow, President, Travel Industry Association of America (TIA)
Ufi Ibrahim, Chief Operations Officer, World Travel and Tourism Council (WTTC)
Richard Bangs, Yahoo!’s Richard Bangs Adventures
Brian Mullis, President, Sustainable Travel International (STI)
John Golicz, Chief Executive Officer, Adventures In Travel Expos (ATE)
Richard Edwards, Executive Director, Trusted Adventures
Yiannis Skevis, President, Aegean Adventures
Hon. John Briceno, Deputy Prime Minister, Belize
Hitesh Mehta, Director of Ecotourism E.D.S.A.
Kathy Sudiekis, President and CEO, American Society of Travel Agents

About The Travel Institute
Established in 1964, The Travel Institute serves as a community of knowledge and insight for all travel professionals. Through innovative education programs, professional certifications and customized learning solutions, The Institute fulfills its non-profit mission to promote a standard of industry knowledge and excellence. The Travel Institute's programs encompass all career stages, from entry level to executive. For more information, visit www.thetravelinstitute.com.