SEBRING, Fla. (Nov. 9, 2021) – On Nov. 4-5, VISIT FLORIDA and the Adventure Travel Trade Association (ATTA) hosted a two-day marketing seminar, Adventure EDU, in Sebring. The goal of this program was to strengthen the capacity of tourism-related business owners in Florida’s unique rural destinations to compete successfully in the adventure travel market.


Nearly 60 business owners, resorts, hoteliers, tour operators and destinations from around Florida attended.  They each received a worksheet packet complete with interactive community builder activities and a six-step itinerary design lab.  The program concluded by attendees working together in groups to develop travel itineraries to market to tour operators and visitors.


“It was great to witness the energy and the collaborative nature the group displayed as they progressed through the two days together,” said Russell Walters, ATTA’s regional director, North America.  “I look forward to seeing what the group can achieve over the next few months as we prepare to come together again next year in Okeechobee.”


Adventure tourism, according to the Adventure Travel Trade Association, is a tourist activity that includes physical activity, a cultural exchange, or activities in nature. You don’t necessarily have to go base jumping or go scuba diving with sharks to be an adventure tourist (although those activities qualify).  Adventure tourism is about connecting with a new culture or a new landscape and being physically active at the same time.


“As travelers seek new and different experiences, adventure tourism continues to grow in popularity, especially in rural areas and as travelers are seeking pandemic-friendly activities,” said Visit Sebring’s Casey Hartt.  “That is why it was important for Visit Sebring to bring this training to the South-Central part of Florida and make it more the workshop more accessible for our local partners.”




Visit Sebring is the destination marketing organization managed by the Highlands County Tourist Development Council (TDC).  The mission of the TDC is to contribute to a positive quality of life for the residents of Highlands County through destination promotion, tourism development, advocacy, and resource management – which are foundation pieces for future economic growth.  For more information, visit or find us on social media @VisitSebring.  




Contact: Casey Hartt

Cell: (863) 640-1743



PHOTO: Tourism partners from Highlands County attended the AdventureEDU marketing seminar.  Pictured (L to R): Russell Walters, ATTA; Colleen Paul-Hus, Inn the Woods; Martile Blackman, Square 1 Shooting Range; Richard Edwards (very back), ATTA; Don Davies, Sugar Sand Distillery, Lilly & Jeff Stanley, Sebring Adventure Center; and Todd Kersey, iOutdoor Adventures.