In September 2021, the Adventure Travel World Summit (ATWS) organised by the Adventure Travel Trade Association (ATTA) is scheduled to be held in Sapporo, Hokkaido. The World Summit is held every year as the main event of the adventure travel industry. Travel agents operating in the sector, and industry news media flock to the country where the summit is being held that year. Before the summit, tour operators in the host country offer delegates trips showcasing the best that the country offers. Shikoku Tours (CEO: Rod Walters, Japan Inbound) and other operators were invited by the summit organisers to plan a pre-summit trip in Shikoku.