Adventure Travel World Summit Comes to Hokkaido in September 2023

In central Hokkaido, the towns of Furano and Biei are well-known and popular tourist destinations.

Japan National Tourism Organisation

Release Date

Tuesday, July 25, 2023


The Adventure Travel World Summit (ATWS) will descend upon Hokkaido, Japan, through September 11-14, 2023. This landmark event will mark the first time since its establishment in 1990 that the Adventure Travel Trade Association (ATTA) will hold the much-anticipated summit in Asia.

Regarded as the biggest event of the year for adventure travel professionals and enthusiasts, the ATWS brings together over 800 tour operators, travel writers, destination reps, and thought leaders to explore and showcase the latest travel trends. The event features multiple keynote addresses, panel presentations, and a destination marketplace for buyers and sellers.

The ATTA is the largest global network of adventure travel leaders. Its stated mission is, “To empower the global travel community to protect natural and cultural capital while creating economic value that benefits both trade members and destinations.” During the 2023 summit, efforts will be focused on social and environmental initiatives for Climate Action, Women in Leadership, Eliminating Plastics, and Youth Leadership, with set goals for education, awareness and impact.

The 2023 summit’s choice of location in Hokkaido speaks to the region’s growing global prominence as a nature lover’s paradise. Japan’s northernmost island is famous for its snowy landscape and gastronomy, all of which are a car ride away from Sapporo in every direction. 

In central Hokkaido, the towns of Furano and Biei are well-known and popular tourist destinations. The hills of Shikisai-no-oka are a kaleidoscope of flowers and Farm Tomita attracts visitors with the enchanting perfume of its lavender fields. Further south, in Shikotsu-Toya National Park, picturesque and nearly perfectly round Lake Toya lies inside a caldera. The Usuzan Ropeway will take you to the summit of Mount Usu, which last erupted in 2000. The most famous hot spring resort in Hokkaido is Noboribetsu Onsen. One of the attractions here is Jigokudani, Hell Valley, where white-hot sulphuric steam rises from thermal vents .

Eastern Hokkaido boasts the Akan Mashu National Park, whose caldera lake is said to be the most beautiful lake in Japan,is one of Japan’s deepest, and is also the clearest in the world. One of the lesser-travelled national parks in Japan is Shiretoko National Park. It is home to a wide range of wildlife, like brown bears, deer and foxes. The Shiretoko Five Lakes offers majestic views of land, sea and pristine lakes. Hiking ranges from easy to multi-day treks.

Hokkaido is the home of distinct styles of ramen, beer, sake, and a flourishing wine industry. Hakodate, located in southern Hokkaido, boasts world-renowned fresh seafood, traditionally served in bowls with sea urchins or puck-sized scallops. Attendees of ATWS 2023 can look forward to discovering the incredible breadth of Hokkaido’s adventure and culinary offerings.

You can learn more about the ATTA and the 2023 ATWS at

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