Shannon Stowell leads the Adventure Travel Trade Association after acquiring and relaunching the organization in 2004, pursuing a vision for it to be a powerful force for good in the tourism industry. More than 25 years of business experience in adventure travel, e-commerce, outdoor retail, and environmental sciences have prepared him well to serve and head the organization as CEO.
For the past 13 years Shannon has served as an advisor, speaker and global advocate promoting responsible adventure tourism as a powerful way for destinations to benefit from businesses that are at the intersection of commerce, conservation and community. He has served as a judge for numerous sustainability awards and programs, and has emceed the Corporate Social Responsibility Day at travel trade show ITB Berlin for two years.
In addition to his role as CEO of the ATTA organization, Shannon serves on two boards, the Corporate Advisory Council of the U.S. Wildlife Trafficking Alliance, and the Adventure Travel Conservation Fund. The conservation fund was co-founded by the ATTA and several other leading adventure travel industry organizations. Multiple heads of state and other influencers have met with Shannon and been involved with ATTA events including the presidents of Chile, Mexico, and Namibia, and he had audiences with both the King of Norway and the Prime Minister of Jordan — all interested in the power of travel done right.
Shannon has served on the boards of both the Global Sustainable Tourism Council Board and the American Hiking Society. In 2008, he co-authored a National Geographic book, Riding the Hulahula to the Arctic Ocean — A guide to 50 Extraordinary Adventures.
He has also written several adventure travel articles published by National Geographic Adventure, and he continues to contribute to ATTA’s AdventureTravelNews and other industry publications. He cut his teeth in tourism at his family’s restaurant in a Colorado mountain town.