Eugene, OR - COVID put the brakes on conventions and meetings in Lane County, but Travel Lane County is excited to announce that the Adventure Travel Trade Association's AdventureELEVATE conference will be held in Eugene May 3-5. 

"The Eugene, Cascades & Coast region has Oregon's greatest variety of adventures in easy to reach, uncrowded places," noted Travel Lane County President/CEO Kari Westlund. "It seems fitting that AdventureElevate is one of the first conferences we are hosting as we emerge from the shadow of COVID. We are honored and thrilled to showcase the Oregon experience to attendees over their three days with us." 

ATTA’s AdventureELEVATE provides opportunities for attendees to, "participate in collaborative learning, ideate on innovative solutions and return home with meaningful ways to change the world for better through travel."  With the theme "Shine," educational sessions, networking opportunities and shared experiences throughout the region will energize attendees. 

Attendees will fan out across Lane County on May 3 to take part in "Day of Adventure" experiences such as:

  • Urban Hiking - an excursion to view the valley from atop Spencer Butte and descending along the Ridgeline Trail to tour the Cascades Raptor Center
  • Regenerative Toursim Experience - participants will perform trail building activities in the Willamette National Forest followed by an exciting afternoon of mountain biking.
  • Eugene Foodie Tour - a walking tour within downtown Eugene where our region's exquisite food and beverage scene will be experienced.

Other activies include wine tours, riding dune buggies in Florence, whitewater rafting and more.  

Invitation to Lane County Media

You are invited to the opening day reception at the Shedd Institute for the Arts from 5-6:30 p.m. on May 3. Learn about the exciting Day of Adventure experiences attendee's took part in, talk with ATTA representatives about their mission and this year's AdventureELEVATE conference and connect with Travel Lane County staff.  A second opportunity includes attending the opening session on May 4 at 9 a.m. in the Playright's Hall at the Graduate Eugene. Hear a welcome from Kay Rodriguez, event emcee and Founder & CEO of Urban Outdoors; Casey Hanisko, ATTA president; Russell Walters, ATTA regional director, North America and enjoy the opening keynote "Shine" with Luis Vargas, founder and CEO of Modern Adventure Purveyors. Following the keynote, connect with Travel Lane County leadership and ATTA executives for pre-arranged interviews from 10:30-11 a.m. 

About the Adventure Travel Trade Association 

Established in 1990, the Adventure Travel Trade Association is the largest global network of adventure travel leaders. Our community is made up of ~30,000 individual guides, tour operators, lodges, travel advisors, tourism boards, destination marketing and management organizations, outdoor educators, gear companies and travel media who share a belief and commitment to sustainable tourism. The connections and creativity of this vibrant community come together both virtually and in person to create and deliver the solutions that propel our businesses and our communities toward a responsible and profitable future.