‘Transformation through adventure: Beyond the consumer mindset’
(Text: Muhammad Khogali | Photos: Muhammad Khogali) The 12th International Adventure Conference (IAC2026) was organized by the Adventure Tourism Research Association (ATRA) in collaboration with leading academic institutes including Breda University of Applied Sciences (BUAS) and Wageningen University. It took place at the inspiring and modern BUAS campus in Breda, Netherlands 10-13 June 2026. The conference gathered tourism professionals from academia, government, and industry to re-view “adventure” from a new perspective compared to traditional approaches . Adventure is more than just rugged landscapes, wild rivers, or towering mountains; it is about how these natural assets become a backdrop for experience, and how we connect with other people through them. This approach re-positions tourism experiences based on consumers’ needs rather than being traditional services. The conference themes include the following relevant topics to my dissertation: • Marketing, branding, and st...