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 guid...