‘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 storytelling for transformative adventure experiences. 
• Adventurous destinations and the shaping of place.
• Adventure as transformation in times of systemic and existential crises. 
• Slow adventure, degrowth, and post-consumer mobilities.
• Adventure, capitalism and the experience economy decommodification.
• Measuring what matters: reimagining impact beyond growth metrics. 

Conference Participation 

My conference abstract submission titled “Transformative Experiences Design Based on Consumer’s Motivations: Tourism Companies Perspective” was accepted for presentation during the 12th International Adventure Conference under the “Marketing, branding, and storytelling for transformative adventure experiences” theme. The presentation occurred on Friday 12 June during session 4 “Adventure experiences, motivations and emotions”.

The program also included fruitful keynote speeches such as: 

• Thijs de Groot, Netherlands Board of Tourism and Conventions (NBTC): “Creating new realities, and what it requires”.

 

 

• Irena Ateljevic, Teera Meera and Regenerate Europe, Croatia “Reclaiming the commons of experience: Everyday adventures in regenerative tourism”.

• CELTH Industry panel: “Transforming leisure, tourism and hospitality (LTH) ecosystems”.

 

• “The power of story on the trail” – Ilja Simons & Brigitte Ars 

A fascinating workshop about trail storytelling where participants were divided into groups to design their own trail with its unique stops followed by presentation to other groups.

• “The Anti Expedition”: Movie screening with Bob Henderson, Rolwaling Legacy Project 
An international, community-led initiative that promotes ethically grounded adventure travel and cultural preservation in the Rolwaling Valley of Nepal (inspired by y a 1971 "anti-expedition" to Nepal's Tseringma peak).

• Full final conference program : IAC2026 Final Program 

Conference Takeaways

The 12th International Adventure Conference (IAC2026) was directly aligned with my current research focus to re-position tourism experiences beyond the consumer mindset and re-position adventure (which constitutes the base of my dissertation case studies/experiences) beyond traditional approaches. It offered fruitful discussions during sessions and social gatherings. The organizing team delivered a highly successful and satisfactory conference platform that sets the stage for ATRA to further grow as an inspiring tourism education community. I am more than happy to share my experience at IAC2026 with UEF tourism scholars with relevant research interests. 

Thank you, Muhammad (Mo) Khogali - 18.06.2026