The Adventure Travel Trade Association (ATTA) and the UnTours Foundation have announced a significant partnership aimed at injecting vital capital into the tourism sector. This strategic alliance is designed to support businesses that are not only economically viable but also deeply committed to fostering positive social and environmental change within their communities. Through the UnTours Foundation’s Reset Tourism Fund, eligible enterprises will gain access to flexible and affordable financing, enabling them to enhance their local impact and contribute to a more resilient and responsible global travel industry.

Adventure Tourism Leaders Join Forces for Impactful Funding

On August 21, 2025, a landmark collaboration was unveiled as the Adventure Travel Trade Association (ATTA) and the UnTours Foundation formally announced their partnership. This alliance is set to revolutionize access to catalytic funding for tourism-based businesses dedicated to community upliftment. Specifically, this synergistic effort will invigorate the UnTours Foundation’s Reset Tourism Fund, a crucial initiative providing flexible, affordable capital. The fund targets enterprises whose very essence—their operational methods, geographic footprint, and ownership models—naturally cultivates profound positive impacts at the local level.

The Reset Tourism Fund's strategic focus is on companies vital for both recovery and future expansion. It prioritizes entities actively engaged in strengthening community bonds, championing sustainable environmental practices, and nurturing the next generation of conscientious travelers. Shannon Stowell, the esteemed CEO of ATTA, conveyed his profound enthusiasm for this collaboration, emphasizing its perfect alignment with ATTA’s overarching mission: to unite, empower, and inspire a global network of leaders committed to building a tourism sector that is both robust and responsible. He underscored the immense potential of merging their collective networks and specialized knowledge to ensure that businesses driving genuine change not only endure but truly flourish.

Under the terms of this dynamic agreement, ATTA will assume a pivotal role in disseminating information about the Fund across its extensive network of over 30,000 travel professionals. This outreach will encompass opportunities for businesses to apply for funding and for benevolent donors to contribute to the fund's growth. The collaboration will leverage targeted communication channels, including Adventure Travel News, various ATTA member platforms, and social media, to maximize reach among the change-makers within the adventure travel domain. The UnTours Foundation will meticulously manage the operational facets of the Fund, from the rigorous application process to the strategic allocation of investments, while granting ATTA members a special, prioritized consideration for funding. In return, ATTA will lend its expertise to due diligence efforts and prominently showcase the success narratives of investee companies, particularly those within its own membership roster. The comprehensive public marketing campaign for this initiative is slated to commence in late 2025, promising valuable opportunities for adventure travel businesses to secure the capital and essential resources needed to fortify their communities and the broader industry.

This partnership signifies a monumental stride towards a more ethical and sustainable tourism ecosystem. It underscores the critical role of accessible funding in enabling businesses to not only recover from global disruptions but also to pioneer innovative practices that benefit local populations and preserve natural environments. For anyone passionate about responsible travel and community development, this initiative offers a beacon of hope and a tangible pathway to contributing to a better world, demonstrating that economic success and social good can indeed go hand-in-hand. It challenges us to rethink the traditional paradigms of tourism, moving towards models that prioritize impact over mere profit, and encouraging a collective journey towards a more sustainable and equitable future.