The Adventure Travel Trade Association (ATTA) has appointed Taleb Rifai, former secretary general of the UNWTO, as a special advisor to the organisation.
In his new role, Rifai will provide guidance and vision to ATTA’s work in empowering a global travel community to deliver experiences that protect natural and cultural capital while creating shared economic value, starting with the MENA region around the momentum created by three years of AdventureNEXT in Jordan.
Together with ATTA’s executive team and advisory board, Rifai will assist the organisation and its members to navigate the evolving tourism landscape as they continue to address relevant industry issues and position adventure travel as a force for good.
Rifai served two terms as secretary general for the UNWTO from January 2010 through December 2017. His focus in the position was on the travel and tourism industry’s contributions and responsibilities in a rapidly growing and changing global environment.
Prior to his work with UNWTO, Rifai held a number of other positions, including assistant director with the International Labour Organization, several ministerial portfolios in the Government of Jordan, CEO of Jordan’s Cement Company, director of Jordan’s Economic Mission to Washington, DC, and director general of the Investment Promotion Corporation in Jordan.