on adventure travel ❖
jim forberg
Consumer Trends Bode Well for Adventure Travel Niche THE DAYS WHEN THE phrase “adventure travel” brought to mind images of rock climbers hanging from a ledge by their fingertips are long gone. Today, more travelers of all ages are adding active and experiential elements to their vacations and becoming adventurers. In fact, adventure travel has become the fastest-growing segment of travel and tourism globally. From scuba diving in the Caribbean to riding a zipline through the treetops in Costa Rica to rediscovering one’s roots on a heritage-based journey, adventure travelers want experiences that are memorable. With “time” seen as the new luxury, adventure travelers are looking for a “vacation of a lifetime” – every time. Adventurers seek travel options that challenge them physically, spiritually or intellectually and allow them a chance to reassess and reflect on their lives at a time when most are being asked to do more with less.
ing classes and time for relaxing by the pool, I believed it couldn’t get any better. Well, little did I expect to be in Italy at the very time the country claimed a World Cup victory. Standing side by side with the locals in their celebration is indescribable and a memory that will stay with me forever. ENRICHING EXPERIENCES The common thread among adventure travelers is their desire to immerse themselves in an experience that allows them to connect with their inner being, explore their interests and enrich their lives. What’s more – they look to share their travel experiences much like others might display their possessions. The term “ego-tourism” has recently surfaced, with the best travel “experiences” at the center of the discussion. It’s no surprise that even with the current economic downturn, adventure travel has been among one of the
Even in this economic downturn, the adventure travel outlook appears bright A walking tour through Ireland might be one person’s adventure while exploring the rainforest in Belize might be another’s. For me, it was a 10-day bike tour through Tuscany with a reputable tour operator. My adventure was a perfect blend of biking through the beautiful hills on the coast, visits to historic sites and unmatched local cuisine. With four-star accommodations, cook16 October 2009
few travel segments that has held up remarkably well. Adventure travelers value travel as part of their lives to such a degree that they are willing to sacrifice other things before cutting out a vacation. That being said, current economic conditions will affect how and where these travelers will take their vacations. In a recent survey conducted by Adventures in Travel Expo, 76 percent
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op destinations identified by active and adventure travelers include:
Europe Australia/New Zealand/South Pacific Caribbean Africa U.S. – Alaska/Hawaii Asia/Southeast Asia South America U.S. – Mainland Central America Mexico Source: Unicomm, 2009
of respondents indicated that they were more likely to take less expensive vacations, with 64 percent looking for better travel deals to help finance their vacations. With long-haul international travel now value-priced like never before, there is a chance for many consumers to visit places that were not within their reach just a few years ago. Consumer trends continue to bode well for adventure travel according to a survey completed by the Adventure Travel Trade Association (ATTA). As an example, there is a trend towards an increase in family adventures, women-only trips and theme travel (e.g. culinary, wine, archaeological, sport). Adventure travelers have shortened the time beLeisureGroupTravel.com