Responsible cruising with new technology – Image: Expedition Cruise Network (ECN)
The Adventure Travel Trade Association (ATTA) and Expedition Cruise Network (ECN) are now cooperating on a global scale to support responsible tourism. This new strategic partnership, which was announced this week, brings together organizations representing two of tourism’s fastest‑growing segments, adventure travel and expedition cruising, both driven by rising demand for immersive, nature‑based experiences and responsible travel.
Recent global market analyses project that adventure tourism will grow at double-digit annual rates and reach well over US$2 trillion (£1.5 trillion) by the early 2030s, while expedition and small-ship cruising continue to expand capacity and itineraries worldwide. ECN’s 2025–2026 Insights Report finds that about 75 per cent of its travel agent members expect expedition cruise bookings to increase by at least 10 per cent, while most have already seen demand rise, particularly for polar regions.
Cruise ship “Scenic Eclipse” in West Papua – Image: Expedition Cruise Network (ECN)
Richer travel experiences
Against this backdrop, ATTA and ECN are aligning to help channel that growth more responsibly. The partnership includes a commitment by ATTA and ECN to share their individual expertise and research while creating new opportunities to learn from one another and strengthen the connection between expedition cruising and the broader adventure travel sector. ECN members will be provided with pathways to connect with ATTA’s global community of members whose products, services and expertise complement expedition cruising to support new partnerships, strengthen itineraries and contribute to richer travel experiences.
The new collaboration will also give ATTA members greater access to the experience and specialist knowledge of expedition cruise operators, advisors and suppliers. “We are incredibly excited to announce ECN’s partnership with the Adventure Travel Trade Association, the world’s leading adventure travel trade association,” said Akvile Marozaite, CEO and co founder of Expedition Cruise Network. “Expedition cruising has always been a natural part of the adventure travel landscape, and this partnership reflects our shared commitment to education, collaboration and the responsible growth of our industry.”
Akvile Marozaite, CEO and co founder of Expedition Cruise Network – Image: ECN
“We are thrilled to work with the Expedition Cruise Network in a strategic way to further both organizations’ opportunities and initiatives,” said Shannon Stowell, CEO of the Adventure Travel Trade Association. “What really caught our attention was their commitment to responsibility in expedition cruising. Having recently taken a small-ship expedition cruise, it is definitely a form of adventure travel when done well. We look forward to supporting each other in the coming year and beyond.”
Responsible tourism shared priority
Responsible tourism is a shared priority for ATTA and ECN and will be an important part of the relationship. ATTA has a long history of championing responsible and sustainable practices throughout the travel industry and introduced its Membership Sustainability Commitment in 2024. Knowledge sharing and mutual accountability measures will present standards and examples that can be adapted and implemented by members of each respective organization. As the partnership develops, ATTA and ECN expect to explore joint events, educational initiatives, shared research, industry insights and other benefits for their members.
“We see this as the beginning of an exciting long-term relationship,” Marozaite said. “Together, we hope to deliver educational initiatives, knowledge-sharing opportunities, joint events and industry insights that benefit both of our communities. Just as importantly, we want to help showcase expedition cruising as an integral part of the global adventure travel ecosystem, while introducing our members to the breadth of experiences, destinations and partnerships that exist across the wider adventure travel world.”
ATTA and ECN are identifying their first areas of collaboration and will announce further details as the partnership develops.
Australis Cruises in Patagonia – Image: ECN
About ATTA
Established in 1990, the Adventure Travel Trade Association is the world’s largest network of adventure travel professionals, representing a community of guides, tour operators, accommodation providers, travel advisors, destination organizations, educators, gear brands and media. United by a commitment to sustainable tourism, ATTA members collaborate online and in person to drive innovation, partnerships and solutions that support a responsible and profitable future for the industry. For more information, visit www.adventuretravel.biz
About ECN
Launched in April 2023, the Expedition Cruise Network (ECN) is a global membership platform connecting expedition cruise operators with the travel trade. The network brings together a diverse portfolio of 27 expedition cruise brand members alongside a growing community of travel advisors, tour operators, and industry professionals focused on selling and supporting expedition cruising. Designed to educate, connect and empower the trade, ECN provides access to expert-led training, industry insights, events and marketing opportunities that help travel professionals confidently sell expedition experiences across a wide range of destinations and styles. Today, the Expedition Cruise Network community includes close to 3,000 travel trade professionals worldwide, spanning retail, product, marketing and commercial roles, all engaged in driving growth within the expedition cruise sector. For more information, visit www.expeditioncruisenetwork.com
NAN/ATTA/ECN 01-08-26
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