Canada, US to Experience Skyward Visitor Arrivals as Business Delegates to Attend Adventure Travel World Summit 2026 This September

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Canada and the US could see stronger visitor arrivals as business delegates attend Adventure Travel World Summit 2026 this September, putting travel, tourism and Québec City in the global spotlight.

Canada and the US are set to experience increased visitor arrivals as business delegates travel to attend the Adventure Travel World Summit 2026 this September. The four-day event in Québec City is expected to bring around 800 travel professionals, including more than 100 buyers, destination representatives, operators and media. As international delegates arrive, the Summit could generate wider demand for accommodation, transport, restaurants, attractions and local experiences. Moreover, Canada stands to gain from hosting the event, while the US remains an important market within the global adventure travel network. The gathering also strengthens business links shaping future tourism flows.

Adventure Travel World Summit 2026 will bring the international travel and tourism community together in Québec City from 14–17 September, creating a major business platform for adventure operators, destinations, buyers, media and technology companies. The Adventure Travel Trade Association (ATTA) expects about 800 delegates, while its official buyer programme confirms access to more than 100 high-quality buyers from key international markets.

Québec City becomes the centre of adventure tourism

The Summit is designed as a global meeting point for professionals shaping adventure travel and sustainable tourism, rather than as a conventional consumer exhibition where thousands of visitors walk through exhibition halls. ATTA describes the event as its flagship gathering, combining educational sessions, networking, a destination Marketplace, MediaConnect opportunities and a dedicated Day of Adventure in Québec City.

That distinction matters because there is no officially published fixed exhibitor count comparable with a large travel trade fair, and the organisation itself states that ATWS is not a traditional trade show. Instead, the business model is centred on carefully targeted meetings between suppliers, buyers, destinations and other professionals across the international travel and tourism ecosystem.

About 800 professionals expected

ATTA currently estimates that approximately 800 tour operators, destination representatives, adventure travel writers and thought leaders will attend ATWS 2026, making the event significant for the international tourism economy even without a conventional public visitor target. The organisation’s February 2026 announcement also said the Québec City edition is expected to draw close to 800 professionals from around the world.

The expected audience includes businesses that create, sell, market and distribute adventure travel products, giving the event a strong B2B character and making it particularly relevant to destinations seeking international partnerships. ATTA’s wider network includes tour operators, lodges, travel advisers, tourism boards, destination marketing organisations, gear companies, technology firms, insurance businesses and media.

More than 100 buyers will drive business meetings

One of the strongest commercial attractions is the buyer community, with more than 100 high-quality buyers expected to represent adventure travel companies from important markets worldwide. These buyers are seeking destinations, experiences, accommodation providers and trusted suppliers capable of adding new products to their portfolios.

The hosted buyer programme adds another layer, with ATTA and its Québec partners seeking 30 Hosted Buyer Delegates who are decision-makers involved in itinerary development. The selected buyers receive event registration, accommodation, airfare, ground transport, hosted meals and access to a five- to six-day Pre-Summit Adventure, subject to programme conditions.

Who qualifies as a buyer?

ATTA’s buyer structure covers several important channels in international travel distribution:

• Outbound tour operators, which package and sell multi-day international trips.
• Travel advisers, who curate holidays and work with operators and destinations.
• Online travel agencies and web marketplaces, which connect destination products with consumers.
• Specialists in hiking, trekking, cycling, wildlife, rafting, kayaking, gastronomy and culture.

This mix gives destinations an opportunity to reach businesses already involved in selling international tourism products, rather than relying solely on general networking. ATTA says these buyers source from local destination management companies and ground handlers or send clients from their home markets to destinations abroad.

Marketplace tables are now closed

The ATWS Marketplace will provide a focused business environment for inbound tour operators, accommodation providers and destinations to meet potential international partners through scheduled appointments. The official Marketplace page says supplier tables are now closed, with a waitlist available, indicating strong demand for this part of the event.

Each Marketplace participant can have up to 12 meetings, with individual appointments lasting 12 minutes, giving suppliers a concentrated opportunity to present their products and establish commercial relationships. This format puts business development at the centre of the Summit and gives adventure tourism suppliers a direct route towards international distribution.

Exhibitor numbers need careful interpretation

The most important fact for anyone researching the event is that ATWS 2026 does not publish a conventional exhibitor total. The event does have exhibitors and partner spaces, and ATTA provides dedicated exhibitor information covering logistics, partner networking areas, branding and event materials, but the organisation does not present the Summit as a standard exhibition with a fixed number of stands.

Therefore, it would be inaccurate to describe the expected 800 delegates as 800 exhibitors. The 800 figure represents the wider professional gathering, while the Marketplace and Industry Partners represent specific commercial participation within the broader travel and tourism event.

Confirmed Industry Partners

ATTA’s official Industry Partners page currently names 10 organisations associated with ATWS 2026. These participants cover adventure travel, conservation, outdoor equipment, destinations, technology, marketing and tour-operator systems.

The published list includes:

• Adventure.Travel
• Adventure Travel Conservation Fund
• Black Diamond
• Great Canadian Trails
• ITB Berlin
• Kapuli
• LS Direct
• Odyssey
• Tourplan
• WeTravel

The list demonstrates how the modern adventure tourism sector extends beyond traditional tour operators, with technology, marketing, equipment, conservation and business-management platforms now forming part of the industry’s commercial infrastructure.

Country-wise participation

ATTA has not published a complete country-by-country exhibitor list for ATWS 2026, so a definitive count of exhibiting countries cannot currently be verified from official event material. The Summit is nevertheless explicitly international, with buyers, media, destinations and suppliers drawn from markets around the world.

Canada

Canada will have the strongest host-market presence, with Québec serving as the destination partner and Great Canadian Trails among the confirmed Industry Partners. The company specialises in hiking and cycling experiences across Canada, giving international buyers a direct connection with Canadian active travel products.

United States

The United States is represented among confirmed Industry Partners through Black Diamond, headquartered in Salt Lake City, Utah, and LS Direct, headquartered in Suffern, New York. Their presence reflects the growing connection between adventure tourism, outdoor equipment, marketing technology and international customer acquisition.

Germany

Germany is represented through ITB Berlin, one of the major international B2B travel brands. Its participation adds a European trade perspective to a Summit focused heavily on international travel distribution, destination marketing and sustainable tourism.

International markets

The remaining participating organisations operate across international markets, although their presence should not automatically be converted into a country count. For example, Tourplan says its software is used by 450 businesses across 75 countries, while the ATTA community itself spans a broad global network.

ATTA’s hosted buyer selection process also confirms that country representation is an explicit consideration, with limited representation planned from specific countries. However, the current public page does not display the complete country list, so reporting unnamed markets as confirmed participants would go beyond the available evidence.

US visitors drive Canada’s July travel recovery

The United States remained Canada’s biggest international visitor market in July, with 2,663,946 US-resident trips recorded during the month. That represented a 6.5% increase compared with July 2025 and marked the sixth consecutive month in which US-resident travel to Canada increased year on year.

Automobile travel continued to dominate the US market, accounting for approximately 1.9 million trips, while around 749,000 US residents travelled to Canada by air. The figures show the continuing importance of the US market for Canadian tourism, particularly for destinations that depend heavily on cross-border road travel and short-haul holidays.

The Independence Day period also generated a significant travel peak, with Statistics Canada recording 140,400 US-resident arrivals on 3 July, the highest daily number of US visitors recorded during the month. This highlights the importance of summer holidays and major calendar events in driving cross-border tourism demand.

Overseas tourism also moves higher

Canada’s overseas visitor market delivered another positive signal in July, with 863,649 overseas-resident trips recorded. The figure was 5.7% higher than in July 2025, demonstrating that Canada’s tourism recovery is not dependent entirely on the neighbouring US market.

Air travel accounted for approximately 779,600 overseas-resident arrivals, representing a 6.8% annual increase. By contrast, overseas arrivals by automobile declined by 3.4% to around 84,000, showing how strongly long-haul visitors continue to depend on aviation when travelling to Canada.

For Canada’s tourism businesses, growth in overseas arrivals is particularly significant because international long-haul visitors can support demand across hotels, restaurants, attractions, transport companies, guided experiences and regional tourism operators.

Canada recorded 6.8 million international arrivals, but the number needs context

The headline figure of 6.8 million international arrivals should not be described entirely as foreign visitors. Statistics Canada includes Canadian residents returning from international trips in its total, meaning the number combines inbound non-residents with returning Canadian travellers.

July 2026 travel figures

The most relevant figure for inbound tourism is therefore the combined US and overseas total, which comes to approximately 3.53 million non-resident trips by air and automobile in July. Statistics Canada is scheduled to publish the complete July 2026 travel-between-countries data on 22 September 2026, meaning the preliminary numbers could subsequently be revised.

July growth creates a stronger tourism backdrop for Canada

The latest results represent a marked improvement from the previous summer. In July 2025, preliminary international arrivals by air and automobile were approximately 6.3 million, down 15.6% from July 2024, making the 2026 increase particularly significant for Canada’s travel industry.

The recovery is especially visible in US travel, with the 6.5% increase suggesting stronger cross-border movement during the peak summer season. At the same time, overseas growth of 5.7% indicates that Canada’s international tourism appeal continues to extend into longer-haul markets.

Québec City prepares for Adventure Travel World Summit 2026

The positive July travel environment comes just weeks before Adventure Travel World Summit 2026 takes place in Québec City from 14–17 September. The event is expected to attract approximately 800 travel professionals, including tour operators, destination representatives, adventure travel writers and industry leaders, while more than 100 buyers are expected to participate.

The Summit is not a conventional consumer travel exhibition, so its impact should not be measured simply through visitor numbers. Instead, the event could generate business travel spending while giving Québec and Canadian tourism companies opportunities to meet international buyers, develop partnerships and promote adventure experiences to travel professionals with access to future customers.

Stronger arrivals could support wider tourism demand

Higher visitor arrivals generally create opportunities across Canada’s wider tourism supply chain. Hotels, restaurants, attractions, airlines, car-rental companies, tour operators and outdoor experience providers can all benefit when international travel demand strengthens.

For Québec, the September adventure tourism gathering provides an additional opportunity to convert international industry attention into future bookings. International buyers and media attending the Summit can discover Canadian destinations and products, potentially helping generate visitor demand beyond the event itself.

Canada’s July figures therefore offer a constructive signal for the country’s travel and tourism sector, particularly as the market enters the autumn conference and business-event season. The combination of rising US travel, stronger overseas arrivals and international industry gatherings gives Canadian destinations a favourable platform to pursue further tourism growth.

Media will add another international layer

ATWS 2026 has also created 20 Official Media Delegate places for selected journalists, editors, bloggers and influencers covering ecotourism, adventure travel and sustainability. These media delegates receive accreditation, accommodation, airfare, transportation and access to the Summit programme, with participation in MediaConnect and Marketplace activities expected.

This gives Québec and participating destinations an additional tourism marketing opportunity, because the Summit is not limited to business-to-business sales. International media can discover destinations, products and experiences and potentially turn those encounters into editorial coverage, digital storytelling and wider travel awareness.

Why Québec matters to adventure tourism

Québec provides a strong setting for a Summit centred on adventure travel, combining outdoor activities, cultural tourism and nature-based experiences. ATTA’s hosted buyer programme specifically highlights hiking, trekking, cycling, wildlife, white-water rafting, kayaking, gastronomy and culture as areas of interest for participating buyers.

The programme also includes a Day of Adventure on 14 September, followed by conference days from 15–17 September, allowing delegates to experience the destination while also conducting professional meetings. For the local tourism economy, that combination can help convert business conversations into product development, international sales and longer-term partnerships.

Sustainability remains central

Sustainability is embedded in the Summit’s positioning, with ATTA describing its community as committed to responsible and profitable tourism. Registration also supports the Adventure Travel Conservation Fund and ATTA sustainability initiatives, linking participation with conservation and responsible destination management.

The Adventure Travel Conservation Fund itself brings together more than 200 adventure travel businesses and partners and says it has invested more than $800,000 in 53 projects across 29 countries. Its presence at ATWS reinforces the industry’s growing focus on protecting the natural and cultural resources that make adventure tourism possible.

Anup Kumar Keshan comments

“Adventure Travel World Summit 2026 arrives at an important moment for global travel and tourism, when travellers increasingly seek meaningful outdoor experiences, responsible destinations and authentic local connections. Bringing around 800 professionals to Québec City gives operators, tourism boards, buyers, technology companies and media a valuable platform to exchange ideas and create practical partnerships. The presence of more than 100 buyers is especially significant because these decision-makers can influence future itineraries and international visitor flows. For Québec, the Summit also provides a powerful stage to demonstrate its adventure tourism credentials. The event should strengthen international cooperation while encouraging sustainable growth across the wider travel industry.”

Canada and the US are preparing for potentially stronger visitor arrivals as business delegates attend the Adventure Travel World Summit 2026 this September. Québec City will host around 800 international travel professionals, creating a significant business gathering for the adventure tourism sector. More than 100 buyers are expected to participate, giving destinations and operators opportunities to build commercial relationships that may influence future travel demand. At the same time, visiting delegates can contribute directly to local accommodation, transport, dining and tourism businesses. The Adventure Travel World Summit 2026 therefore gives Canada and the US greater visibility within the international travel marketplace.

Frequently Asked Questions

How many people are expected at ATWS 2026?

Around 800 tourism and travel professionals are expected, including tour operators, destination representatives, writers and industry leaders.

How many buyers are attending?

ATTA says delegates will connect with more than 100 high-quality buyers representing adventure travel companies from key global markets.

How many hosted buyers are planned?

There are 30 Hosted Buyer Delegate places for selected decision-makers involved in itinerary development.

How many exhibitors are confirmed?

ATTA has not published a single official exhibitor total because ATWS is not structured as a conventional trade show. Its official Industry Partners page currently lists 10 Industry Partners, while the Marketplace operates as a separate supplier-buyer meeting platform.

Which countries are exhibiting?

Canada, the United States and Germany are clearly represented among the currently published Industry Partners, while the broader Summit is international. ATTA has not yet released a complete country-by-country exhibitor list, so a definitive country count should not be claimed.

When is Adventure Travel World Summit 2026?

The event runs from 14–17 September 2026 in Québec City, Québec, Canada.

Is ATWS a public travel exhibition?

No. ATTA explicitly describes the Summit as not a traditional trade show, with the emphasis placed on professional education, networking, Marketplace meetings and industry relationships.

What is the main business opportunity?

The principal opportunity is connecting destinations, inbound operators and accommodation providers with international buyers through the Marketplace, where suppliers can have up to 12 scheduled meetings.