Adventure Travel Trade Association and Vital Wave Consulting present adventure tourism industry statistics and forecasts for emerging markets, November 2012 at World Travel Market in London.

1. Vital Wave Consulting
Field Teams
Latin America
Argentina
Brazil
Chile
Costa Rica
Dominican Republic
Mexico
Peru
Asia Mainstreaming the Fringe :
India
China
Cambodia
Adventure Tourism Trends & Perspectives
Eastern Europe
for Established and Emerging Markets
Estonia
November 2010
Uzbekistan
Ukraine
Shannon Stowell
Africa Adventure Travel Trade Association
Egypt
South Africa Christina Heyniger
Nigeria Vital Wave Consulting
Kenya
Middle East
United Arab Emirates
United States
California (Headquarters)

2. ATTA
• More than 750 members representing 70+ countries- tourism
boards, tour providers, etc.
• Education & Professional Development
• Adventure Tourism Development- Norway, Brazil, Mexico, Quebec…..
• AdventureTravelNews.com
• Research Initiatives
• Leadership activity worldwide: GSTC, WTM, ITB, Tourism for
Tomorrow, National Geographic Geotourism Summit, Sustainable
Communities Guild, PURE, ABETA, NCE, etc.
• ATTA s online community, The HUB: more than 1300 professionals
online- networking, best practices sharing, business getting done
• ATTA Regional Meetings and Adventure Travel World Summit
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3. Vital Wave Consulting
Solving the problems of business in emerging markets
Social & Mobile Strategies & Implementation
Market Research & Strategic Planning
• Mobile services strategy and implementation
• Travel product development
• Emerging market sizing and ROI
Platform Implementation • Niche tourism strategies – adventure, eco,
heritage tourism
• Best practices & sustainability
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4. …Adventure Travel
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5. Factors contributing to adventure tourism’s
growing popularity
4. Changing values and a 1. Traveler demand for authentic
prioritization of fulfillment, a experiences
meaningful life.
3. Travelers becoming more
experienced and seeking new 2. Consumer demand for
and unusual destinations ethical products and
green, sustainable
products
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6. Spend Shifters - a sea change
Brand Asset Valuator (BAV)
1million consumers, 20 years, 50 countries, 70 brand metrics
• Exclusive DOWN 60%
• Sensuous DOWN 30%
• Daring DOWN 20%
• Friendly UP 148%
• Socially Responsible UP 63%
• Kindness/Empathy UP 391%
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7. Governments are shifting
Survey of over 100 tourism boards:
In 2007, less than half recognized
adventure tourism…
Today- 85% do.
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8. Tourism Industry Growth: Mass Tourism and
Adventure
?
Growth (receipts)
ear
er y
th p
ge grow
vera
4% a 50% penetration
sm;
ouri
Mass T
Adventure Tourism; 17% growth in 2009 and 2010
26% penetration
Time
1950s 2000s 2010 2050
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9. Tour Operator Revenue in 2010 vs 2009
Total Gross Revenue in 2010 Average Change in Gross
compared to 2009 Revenue in 2010 compared to
66%
2009
70%
60% 40%
33.78%
50% 35%
30%
40%
25%
30% 18.79%
20%
20% 15% 14% 15%
10% 10%
5%
5%
0%
0%
Up Down Flat I Don't
Revenue is Down Revenue is Up
Know
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10. Tour Operators
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11. Adventure Travelers
WOMEN,
MEN,
YOUNG,
OLDER…
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12. Adventure Traveler Demographics and
Purchasing Behavior
Adventure
Traveler
by
Age
Group Adventure
Traveler
by
Age
Group
Source:
Consumer
Survey
by
ATTA,
V ital
Wave
Source:
ATTA
Tour
Operator
Survey
2010
Consulting
&
George
Washington
University
60%
70%
50%
60%
50% 40%
40% 30%
30%
20%
20%
10% 10%
0% 0%
<18 18-­‐41 42-­‐74 >74 <20 21-­‐40 41-­‐70 >70
Younger adventure travelers book less often with tour
operators than their older counterparts
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13. Traveler Demands
• They say they don’t want luxury, but there
better be hot water and a good meal.
• They say they welcome risk and excitement…
and they emphasize safety
• They don’t want to be labeled as exclusive…
but they do want small groups and special
one-of-a-kind experiences
• They say they want authenticity… and they
want it guaranteed
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14. Emerging Markets Tourism Forecasts
5% growth per year compared to world average of 4%
Actual Forecasts
1600
1.6 bn
1400
South Asia
1200
Middle East
1 bn
1000
Africa
Million
East Asia/Pacific
800 694 mn
Americas
Europe
600
400
200
0
1950 1960 1970 1980 1990 2000 2010 2020
unwto.org/facts/eng/vision.htm
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15. Top markets as % of growth for major credit card company
• Seychelles
• Sri Lanka
• Lebanon
• Ghana
• Bangladesh
• Tanzania
• UAE
• Ethiopia
• Kuwait
• Syria
• Egypt
• Uganda
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16. Emerging Markets: Products and Travelers of the
Future
INDIA
CHINA
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17. Politics & Media: Emerging Destination
Perspective
• New Zealand
• Mexico vs. Texas vs. Politicians
• Egypt
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18. Egypt – Tahrir Square
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19. Egypt According to
U.S. Embassy resumes normal operations in Egypt- April 29, 2011
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20. Destination Opportunities for Adventure Travel
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21. Destination Opportunities for Adventure Travel
Emerging Markets
Israel
Latvia
Romania
Jordan
Slovenia
Bulgaria
Czech Republic
Estonia
Chile
Slovakia
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22. Destination Opportunities for Adventure Travel
Developed Countries
Switzerland
Iceland
New Zealand
Canada
Germany
Sweden
Ireland
Norway
Finland
Austria
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23. Technology & Travel, Where We’re Headed
Connected Support for Facilitate sharing during trip
Guided and Self-Guided Trips with secure mobile uploads
Feature phone or smartphone depending
on network capabilities in destination
Enable mobile purchases
while travelling
Carrier partners allow
connection in global markets
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24. Key Take-Aways
• Adventure will be a component of an
increasing number of tourism experiences
• Emerging markets represent a source of new
destination products and a source of travelers
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25. Thank You!
For more information contact….
Shannon Stowell: info@adventuretravel.biz
Christina Heyniger:
christina.heyniger@vitalwaveconsulting.com
© 2011 Vital Wave ConsultingTM
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Do not copy or distribute.