ATTA Adventure Champions are members who have been part of the Adventure Travel Trade Association for 15 years or more and who have helped shape the adventure travel industry along the way. This interview series honors their contributions and shares what they have learned with the wider community.
Founded in 1999, Hike'n Sail Türkiye is a boutique destination management company that designs tailor-made journeys combining hiking, sailing, trekking, kayaking, rowing, botanical exploration, birdwatching, culinary adventures, and cultural immersion. The company takes travelers beyond conventional tourist routes, connecting Türkiye's natural landscapes with its history, traditions and local communities. Hike'n Sail has been an ATTA member since 2005 and is Travelife Certified for its commitment to sustainability. In 2026, it led the development of the Good Travel Guide Istanbul, which features 23 responsible travel experiences designed to promote authentic encounters, support local communities and help address overtourism.
Founder and CEO Alper Ertübey, who is also an ATTA Ambassador, has attended the Adventure Travel World Summit, AdventureELEVATE, AdventureNEXT and AdventureCONNECT, and has drawn on ATTA's research, webinars, legal templates and Marketplace over the years. We spoke with him about two decades of membership, a changing destination and what he hopes the next generation will carry forward.
Why have you stayed an ATTA member for more than 15 years?
"I have remained an ATTA member since 2005 because I sincerely believe in the power of adventure travel to connect people. ATTA has brought together like-minded professionals who share my commitment to responsible tourism, sustainability and meaningful travel experiences. Over the years, it has provided invaluable opportunities to exchange ideas, build lasting friendships and partnerships, and learn from industry leaders. More than a professional association, ATTA is a community whose values closely align with my own and those of Hike'n Sail Türkiye."
How has your company and destination changed over the last 15 years?
"Over the past 15 years, both Hike'n Sail Türkiye and our destination have evolved significantly. Türkiye has become more accessible and internationally recognized, but rapid tourism growth has also brought overtourism, commercialization and increasing pressure on natural and cultural heritage. Meanwhile, geopolitical tensions and economic instability have made our industry more challenging and unpredictable.
"Hike'n Sail has responded by putting more emphasis on sustainability and authentic local experiences. We have strengthened our commitment to responsible tourism, achieved Travelife certification and developed initiatives such as the Good Travel Guide Istanbul to encourage the geographic and seasonal dispersal of tourism.
"While the industry has changed considerably, our philosophy remains the same: creating meaningful journeys that benefit travelers, local communities and the environment."
What is the greatest force that drives you to work every day?
"I think it is simply the pleasure of doing something I love. Even after more than 40 years in tourism, I still enjoy discovering new places, meeting people, learning about different cultures and sharing these experiences with others. I am fortunate to work in a country with such remarkable natural and cultural diversity. Knowing that our work can bring happiness to travelers while making a small positive contribution to local communities and the environment gives me a good reason to get up every morning."
What gives you hope about the next generation of adventure travel leaders?
"When I started in adventure travel, there was no ATTA or community of like-minded professionals that I could identify with, learn from or exchange ideas with. We had to find our own way, often through trial and error. Today's generation is much better equipped, with access to knowledge, technology, global networks and a supportive community. They are also more aware of environmental and social responsibilities. What gives me hope is that they don't have to start from scratch as we did. They can build on what previous generations have learned and, hopefully, do things much better than we did."
What is your advice for young adventure travel companies?
"Build relationships, not just businesses. Become part of a community, share your knowledge, learn from others, and collaborate rather than compete whenever possible. Remember that we have responsibilities beyond our clients. The places we visit, the people who welcome us, and the natural and cultural heritage we enjoy deserve our respect and care.
"Make sustainability part of your everyday decisions, not just a marketing tool. Embrace emerging technologies and use them wisely, not only to improve efficiency and profitability, but also to benefit local communities, protect the environment and make tourism more responsible. Success is important, but how you achieve it matters just as much. And never lose your curiosity and passion for what you do."
What gets you excited about the future of adventure travel?
"What excites me is the potential of the next generation: their environmental awareness, fresh perspectives and access to technologies that can help make travel more meaningful and responsible. However, there is another side to the story. The very places that make adventure travel so special are increasingly threatened by mining, deforestation, gentrification, overtourism and unsustainable development. We cannot ignore these realities.
"I hope the next generation of adventure travel leaders will become stronger advocates for protecting these places and supporting the communities that call them home. Our future depends not only on creating wonderful experiences but also on preserving what makes them possible."
Learn more about Hike'n Sail Türkiye and follow along at hikeandsail.com.