Travel Better, Not More: Insights You’ve Never Heard | HikeStrong | Ep. 37

Most hikers focus on the trail—almost no one understands what shapes the experience before they arrive.What does it really take to create a great hiking experience—and who’s working behind the scenes to make it possible?In this episode, Marcus Shapiro sits down with Shannon Stowell, CEO of the Adventure Travel Trade Association (ATTA), to explore the hidden systems that shape adventure travel around the world. From developing destinations like the Jordan Trail and Patagonia to training guides and supporting local communities, Shannon shares how ATTA quietly influences the experiences hikers have every time they step onto a trail.The conversation opens with a wild story—being unexpectedly pulled from his own event to meet a governor in Mexico—and quickly expands into deeper insights on what makes adventure travel meaningful, responsible, and sustainable.Marcus also brings a powerful thought experiment to the table: two hikers summiting Kilimanjaro—one prepared, one not. Both reach the top, but the experience couldn’t be more different. What does that mean for guides, group dynamics, and the future of adventure travel?You’ll also hear: How destinations like Chile and Jordan are developed into global hiking hubs  Why 30–50% of travelers still show up underprepared—and how that impacts guides  What “traveling better” really means (and how it can positively impact local communities)  Why adventure travel is more resilient than mass tourism  The growing trend of “dim sum travel”—doing more, not just one thing This episode connects the dots between prepared hikers, supported guides, and protected places—and why all three matter more than ever.If you’ve ever wondered how your experience on the trail is shaped long before you arrive, this conversation will change how you see adventure travel.Explore trips and get inspired @ https://www.adventure.travel/Learn more about the work behind the Adventure Travel Trade Association @ https://www.adventuretravel.biz/HikeStrong mobile App: https://hikestrongapp.com/Check out the audio podcast version on all platforms:https://hikestrongpodcast.buzzsprout.comLIKE & SUBSCRIBE for new videos:https://www.youtube.com/@HikeStrongPodcast