The Adventure Junky App is 'earth's sustainable travel game'. Adventure Junky uses the proven tool of gamification to engage the world's biggest demographic - Millennials - to travel more sustainably. With literally billions of travellers circling the planet every year, the travel industry has a significant impact on the well-being of people and planet. Adventure Junky is working in partnership with the Adventure Travel Trade Association (ATTA), and its membership to create a more fairer, inclusive and sustainable future for global tourism, through the support of the adjacent values. The app will be a showcase for leaders in sustainability, be they destinations, operators, gear suppliers or apparel companies. Equally the app will promote the importance of the values below to its adventurers in order to raise the awareness and adoption of our guiding principles and responsible adventure travel.