As part of the Competitiveness Initiative, representatives of the Mongolian tourism industry attended the International Adventure Travel and Outdoor Sports Show (IATOS) in Chicago from February 15-18, 2001. This was the first time that Mongolian ground operators had targeted the American market for adventure tourism. The Mongolia exhibit emphasized the country?s natural beauty, diverse landscapes, and rich cultural heritage and the adventure that these qualities give rise to?safaris, horse and camel treks, climbing and mountaineering, kayaking and rafting, event tours, and festivals. Organized with the help of Michelle Morgan, the experience helped Mongolian tourism companies understand market segmentation and how to develop promotional materials for specific marketing channels.