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2011 ATTA Presentation INDABA
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2011 ATTA Presentation INDABA


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  • What is adventure travel Mission and Purpose- to grow and professionalize the adventure travel industry worldwide. We’re here to help grow our member’s businesses, always with an eye toward sustainable growth and developmentMore than 720members representing more than 70 nations. 60+ % TO’s, 62 or so TB’s, then Industry Partners
  • Benchmark research: Adventure Tourism Market Report study by GWU, ATTA and Xola ConsultingAdventure travelers are affluent, educated, and spent more than $89 billion (excluding airfare and gear/clothing)Study surveyed people from Latin America, North America and Europe, regions that account for roughly 70% of all international travel
  • In February we surveyed 300 tour operators and 100 tourist boards for this data
  • Reason for this study is to see if the industry is growing – ‘how many people are employed in your company’. Just a way for us to gauge the breadth of the industry’s growth. Also, anecdotal growth can be seen from the large number of inquiries from new and start-up companies we’re getting
  • Asked this question because members are always wondering what people are doing with their marketing dollars.
  • 100+ tourism boards surveyed to determine where adventure fits in their priorities. It obviously matters tremendously because they are the largest marketers of tourism product, so the more the boards believe in and market adventure, the more the whole industry benefits.about half of tourism boards are increasing their budgets for adventure tourism.Guarantee 15 years ago this number was a LOT lower
  • Queue Summit Video. Summit slides AFTER this one will rotate automatically.
  • Transcript

    • 1.
    • 2. Grootbos PrivateNature Reserve
      Members of theAdventure Travel Trade Association
    • 3. Members
      Total 723 Corporate members
      Tour Operators 496(193 are buyers)
      Tourism Boards 60
      Industry Partners 139
      Association Partners 28
    • 4. Destinations Buyers (Sellers)
      South America 104 (31)
      Africa 95 (41)
      Asia 90 (27)
      Europe 86 (38)
      North America 84 (7)
      Middle East 31 (10)
      South Pacific 37 (5)
    • 5. Location of Members
      North America 55%
      Europe 19%
      South America 11%
      Asia 8%
      Africa 5%
      Oceania 2%
    • 6. Jenman Safaris
      Ithala Game Reserve
      ATTA Research Initiatives
    • 7. Adventure Tourism represents an $89 billion market
    • 8. Durmitor, MontinegroPhoto Courtesy: MNTO
    • 9. Operator Revenue in 2010 vs 2009
      Tour Operators
    • 10. Tour Operators
    • 11. Tour Operators
    • 12. Tour Operators
    • 13. Does your tourism organization recognize Adventure Tourism as a stand-alone segment of the overall leisure travel market?
      YES - 84.5%
      NO - 15.5%
      Tourism Boards
    • 14. Chiapas Photos Courtesy Dennis Coello / Austin-Lehman Adventures
    • 15.
    • 16.
    • 17.
    • 18. Chiapas Photos Courtesy Dennis Coello / Austin-Lehman Adventures