2010 Summit Program
Here is the cover of the program for the Adventure Travel Trade Association Summit taking place in Aviemore Scotland this week. Where to start to unpick this image!!! Red Deer, Scots Pine, soaring peaks with a hint of sun on the tops, a loch. It’s got everything we have come to expect from this type of imagery of the Scottish Highlands. Note no sign of renewables (unless that is a reservoir in the background?) or indeed any presence of people other than it looks like a managed shooting estate.
Shall we thank McCulloch or Landseer? Or should curse them for defining our country as a playground for the world’s middle classes and elites, without recourse to the impact of unsustainable land use and travel.
Well done ATTA for selling Scotland in the great victorian tradition. (supported by Visit Scotland, McDonald Hotels and CNPA of course)