Ambassador ANNAB Delivers Keynote Opening Talk at Adventure Travel World Summit 2023 in Hokkaido, Japan (ATWS 2023)

By September 12, 2023January 7th, 2024No Comments

Tuesday September 12, 2023

On Tuesday September 12, 2023 Ambassador Lina ANNAB shared the stage with Shannon Stowell, CEO of Adventure Travel Trade Association, in the opening of Adventure Travel World Summit 2023 (ATWS) held in Hokkaido, Japan.  ANNAB shared her insights and experiences, shedding light on Japan’s unique charm and its role as a prime destination for adventure travel.

The Adventure Travel World Summit 2023 marked a historic occasion as it took place in Hokkaido, Japan, for the very first time in Asia. This global event brought together adventure enthusiasts, travel industry professionals, and cultural ambassadors from all corners of the globe, boasting a remarkable turnout of 750 participants hailing from 64 countries and regions.

ANNAB spoke of Jordan and of the world-famous “The Jordan Trail” (, and her current host nation, Japan, highlighting the significance of adventure travel in fostering cross-cultural understanding and strengthening people-to-people ties. Her speech highlighted the rich tapestry of experiences that Japan offers to adventure seekers, from the serene beauty of its countryside to the adrenaline-pumping activities in its bustling cities.  During the opening session ANNAB also announced the formation of a Friendship Agreement between The Jordan Trail and Ibaraki’s “Hitachi-no-Kuni” Trail.  The Agreement is slated for signing in Amman, Jordan in October during the AdventureELEVATE Near East October 12-14, which will be held for the fourth time in Jordan.

ANNAB emphasized how Japan’s unique blend of tradition and modernity creates an exceptional environment for adventure travelers. Whether it be hiking through pristine forests, soaking in rejuvenating hot springs, or embracing the thrill of urban exploration, Japan offers a diverse array of opportunities for those seeking adventure and cultural immersion. She also highlighted how adventure travel transcends borders and promotes sustainable tourism.

Participants from around the world immersed themselves in the discussions, workshops, and networking opportunities, further solidifying the global adventure travel community’s commitment to responsible and impactful tourism. The summit served as a catalyst for the exchange of ideas, partnerships, and initiatives that would continue to shape the future of adventure travel and tourism on a global scale.

The Adventure Travel World Summit 2023 in Hokkaido, Japan, underscored the transformative power of adventure travel in connecting cultures, preserving natural landscapes, and creating a more sustainable and interconnected world for all.