Adventure Travel Trade Association (ATTA) Adventure Champions are the vanguards of the adventure travel industry, having been members of ATTA and leaders in the community for a minimum of 15 years. They are true believers in the power of adventure travel and have made an impact on the direction of ATTA and on the industry as a whole. To honor their commitment to their ethos and lasting contribution to the adventure travel industry, we are spotlighting Adventure Champions through a series of interviews.
Mountain Travel Sobek
Adventure Tour Operator
Headquarters: USA
ATTA Member since 2007
Introducing Massimo Prioreschi, President and CEO of Mt. Sobek:
This is where adventure travel began! Since Mountain Travel’s first Everest Base Camp trek in 1969 and Sobek’s first rafting descents in 1973, we’ve been connecting adventurers to the world through genuine, active, and immersive experiences. We can’t think of anything more fulfilling than being outside and going deep into nature, exploring hidden places, and getting to know local people—it’s what we love to do. With expert guides, top-of-the-line equipment, and a focus on safety, the company is dedicated to helping our guests explore the great outdoors in comfort and style.
Why have you stayed an ATTA member for 15+ years?
ATTA connects us to other professionals in the adventure travel business and helps us keep an eye on trends and developments. It’s important to be part of something larger than the bubble you are operating in, especially considering the headwinds that impact travel. Being in it together and learning from the wider community is essential for any company in the adventure travel space.
How has your company changed over the last 15 years?
In the last 15 years, our company has gone from slow and steady growth to the boom of partnerships, to the pandemic reckoning. The interesting thing, through it all, is that our active travel offering (high-quality guided adventures) and our key activities (hiking, rafting, wildlife, cultural discovery) have essentially stayed the same, with a few emerging destinations added over the years to keep our wanderlust in check. We know that we have a winning formula, we just need to keep finding ways to get the word out—whether that’s through guest referrals or modern marketing tactics.
What is the greatest force that drives you to work everyday?
We have an incredibly committed, experienced and fun team, including the strong few who kept the company going during the pandemic. From that solid foundation, we’ve been able to start growing back our team with passionate adventure travelers. We also work with an amazing bunch of local guides all over the world. They are at the heart of Mountain Travel Sobek and it’s great to see them getting back into the field and doing what they love.
What gives you hope about the next generation of adventure travel leaders?
We are already seeing the next generation of adventure travel leaders coming through and I find many of them to be mission-driven, either in terms of giving back to local communities, working to help save wildlife, or volunteering to pick up trash in national parks. They aren’t just doing it to tick a box for the business, they truly want to make a difference.
What is your advice for young adventure travel companies?
Marketing will get your guests in the door, but consistently delivering a quality experience including seamless logistics and special touches will make them into loyal repeat guests and advocates.
What gets you excited about the future of adventure travel?
Adventure travel has the opportunity to do so much good in the world, from connecting people to driving awareness of global issues. I’m a big believer in collecting experience and connections. It’s also exciting to see so many multigenerational families opting for adventure travel, giving younger travelers an opportunity to explore in a deep and immersive way. I can see these kids growing and becoming the future of adventure travel.
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