On the Ground at ATMEX in Oaxaca City

The Adventure Travel Network Mexico (ATMEX) Conference is a travel trade event that promotes adventure, nature and sustainable travel in Mexico and Latin America. There are keynotes, presentations, and six hours of marketplace appointments over two days. Before the conference starts there are also hosted FAMs, usually in the host state (there were six at the recent event in Oaxaca City), and a local day of adventure. 

TPC spoke with Rebeca Yañez, director of ATMEX, to learn more about the twice-annual Adventure Travel Network Mexico Conferences.

TravelPulse Canada: What is ATMEX?

Rebeca Yañez: ATMEX is the best opportunity to experience destinations in Mexico that usually fall under the radar but that are not only amazing for their natural wonders and cultural manifestations, but ideal for travellers that want deeper immersion in the places they visit.  

ATMEX gives you the opportunity to connect with local tour operators, guides and DMCs who create and run trips all over Mexico, as well as hotels.  It’s a small, intimate event which aims to give our hosted guests firsthand experience of the destination through the Adventure FAM trips and One Day Adventures; to provide key information about the adventure travel industry in Mexico and worldwide through its academic program; to promote meaningful connections and networking through social events; and to enable business through the dynamic Marketplace with one-on-one prescheduled meetings.

TPC: How do you select travel advisors for ATMEX?

RY: We look for travel advisors that either already sell Mexico (including adventure), sell mostly beaches but want to expand their offerings and learn more about adventure and nature travel products, or already sell adventure and want to open a new destination and learn about Mexico. Advisors who have been to ATMEX are asked to provide details of any work/partnerships that resulted with Mexican travel operators.

TPC: How many TAs are selected?

RY: We have 40 spots for international and national hosted buyers — usually a 50/50 split. Those not selected as hosted buyers are invited to join with no registration fee, however, they pay for their travel and lodging.

TPC: Where is the next ATMEX?

RY: The 15th edition will be held in Zacatlán de las Manzanas, Puebla, Oct. 3-10, 2025 (dates include the FAMs.)

One of the ATMEX FAM groups, pictured in front of Santo Domingo de Guzman church, in Oaxaca City’s historic centre. (Photo Credit: Theresa Storm)

ATMEX Q&A with Travel Advisors

TPC talked to the two Canadian travel advisors who attended ATMEX’s 14th edition in Oaxaca City, Bernard Bacle from Voyages Club Aventure Travel and Judy Karwacki from Jubilee Travel.

TravelPulse Canada: Tell us about you and your business. 

Bernard Bacle: Club Aventure is a well established boutique travel company in Ottawa specialized in small group and tailor-made trips to all corners of the globe. We work in the soft adventure niche, but also cater to travellers looking for luxury arrangements.  

I have been with the company for 33 years. It was my first job in the travel business and I am still here. I’m a senior agent/agency director/co-owner — I do it all. I specialize in luxury and adventure travel all over. I am constantly exploring our planet, looking for new destinations, locating hidden gems and meeting great people.

Judy Karwacki: I am the co-owner of Jubilee Travel in Saskatoon, in business 39 years. Mexico has always been one of the most popular destinations for our clients. I am our adventure travel specialist. 

TPC: Have you attended an ATMEX prior to this one?

BB: Once, last year in Michoacan.  

JK: Yes, I’ve attended nearly every ATMEX since the first one in 2012. I’m deeply grateful for this inspiring community of passionate individuals who share a love for the real Mexico.

TPC: Why do you, and why should TAs, participate in ATMEX?

BB: To acquire knowledge and make contacts for the alternative areas of Mexico. 

JK: Mexico offers so much more than its well-known all-inclusive resort destinations. For over 15 years, ATMEX has been a leading platform for promoting sustainable adventure tourism and highlighting lesser-known destinations and experiences created by local communities and businesses. It’s the only event where tourism professionals can connect with the people and places that represent the true heart and soul of Mexico. Participating in ATMEX opens the door to meaningful partnerships, genuine experiences, and a deeper understanding of what Mexico has to offer.

TPC: What were your objectives at this event?

BB: This time, it was mostly to make contacts in Oaxaca state. 

JK: I attend ATMEX to be part of a community committed to promoting authentic Mexican experiences — so travellers can discover the real Mexico. My goals were to learn about new and inspiring destinations, and to help grow the Travel Advisors Selling Mexico Adventures community [Judy created this private Facebook group. She welcomes you to join.] This initiative supports sustainable adventure travel by raising awareness of off-the-beaten-path experiences and strengthening the impact of ATMEX’s work.

TPC: Which FAM did you attend?

BB: I did not have time to do a fam, so I will have to come back. Oaxaca is a state that I want to work on. 

JK: I participated in the Huatulco Natural FAM trip. Huatulco is a favourite among travellers from Western Canada who are looking for a more authentic side of Mexico, often staying for extended periods during the winter. The FAM highlighted the region’s hidden gems — perfect for adventurous travellers seeking nature, culture, and community-based tourism. It reinforced how Huatulco blends accessibility with off-the-beaten-path appeal, making it a standout destination for sustainable adventure travel.

Related: TravelPulse Canada on Location: What to See and Do in Oaxaca City

TPC: What were your key takeaways from the ATMEX meetings with sellers?

BB:  It is an experience-rich destination!  

JK: I was impressed by the number of high-quality DMOs and local businesses promoting Oaxaca and other regions of Mexico. They’re passionate about what they offer and eager to connect with international markets. What stood out is their openness to collaborate and their desire to learn how to better position themselves globally. With the right support and guidance, these businesses have great potential to showcase the richness of Mexico to the world.

TPC: How will you incorporate what you learned from your ATMEX experience into your business? How do you sell Oaxaca? Will anything you learned change how you sell the destination? 

BB: This is a new destination for me, except for the coast. I do on demand FIT trips. Oaxaca will now be a destination I can offer. The demand for the coast is high, so I will now deal directly with DMCs and properties to build more elaborate journeys. 

JK: We already sell Huatulco and Puerto Escondido, but our experiences at this ATMEX — as well as the 2023 edition in Huatulco — significantly expanded our understanding of what the region offers. Now, we can confidently introduce clients to a wider range of authentic day trips and experiences that go beyond the beach. These include making quesillo cheese with locals, visiting coffee and chocolate farms, kayaking at sunset, turtle and wildlife watching, exploring bioluminescent lagoons, and ATV adventures in the mountains. These insights allow us to offer a more immersive and meaningful version of Oaxaca to our clients, deepening their connection to the destination.

TPC: What client demand do you see for Oaxaca (state and city)? Is it changing?

BB: I see Oaxaca as a possible long-stay destination, where people settle down at a base and explore the area during their stay. Travelers want to add activities and experiences.  

JK: There is growing demand for destinations rich in nature, history, and culture —and Oaxaca fits that trend perfectly. The Huatulco brand is gaining greater recognition, thanks largely to the efforts of Visit Huatulco and the Huatulco Hotel Association. However, one challenge remains: limited airlift from Western Canada makes it harder to sell the broader Oaxaca region. Improving direct flight options would significantly boost demand and accessibility. I’m hopeful this will improve over time, opening more opportunities for travellers to explore the diverse experiences Oaxaca has to offer.

How to Apply to Attend ATMEX

Travel advisors interested in adventure and nature travel products from Mexico and Latin America can apply to participate as a hosted buyer.

Applications are open until late August at atmex.org

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