Vital Wave Consulting      Field TeamsLatin America Argentina Brazil Chile Costa Rica Dominican Republic Mexico PeruAsia  ...
ATTA•  More than 750 members representing 70+ countries- tourism   boards, tour providers, etc.•  Education & Professional...
Vital Wave ConsultingSolving the problems of business in emerging markets Social & Mobile Strategies & Implementation     ...
…Adventure Travel                    © 2011 Vital Wave ConsultingTM                    Proprietary and Confidential:      ...
Factors contributing to adventure tourism’sgrowing popularity 4. Changing values and a              1. Traveler demand for...
Spend Shifters - a sea change    Brand Asset Valuator (BAV)    1million consumers, 20 years, 50 countries, 70 brand metric...
Governments are shifting  Survey of over 100 tourism boards:  In 2007, less than half recognized  adventure tourism…  Toda...
Tourism Industry Growth: Mass Tourism andAdventure                                                                        ...
Tour Operator Revenue in 2010 vs 2009      Total Gross Revenue in 2010              Average Change in Gross           comp...
Tour Operators                 © 2011 Vital Wave ConsultingTM                 Proprietary and Confidential:               ...
Adventure TravelersWOMEN,MEN,YOUNG,OLDER…                           © 2011 Vital Wave ConsultingTM                      10...
Adventure Traveler Demographics andPurchasing Behavior      Adventure	  Traveler	  by	  Age	  Group                       ...
Traveler Demands   •  They say they don’t want luxury, but there      better be hot water and a good meal.   •  They say t...
Emerging Markets Tourism Forecasts          5% growth per year compared to world average of 4%                            ...
Top markets as % of growth for major credit card company•  Seychelles•  Sri Lanka•  Lebanon•  Ghana•  Bangladesh•  Tanzani...
Emerging Markets: Products and Travelers of theFuture    INDIA                            CHINA                           ...
Politics & Media: Emerging DestinationPerspective   •  New Zealand   •  Mexico vs. Texas vs. Politicians   •  Egypt       ...
Egypt – Tahrir Square                             © 2011 Vital Wave ConsultingTM                        17   Proprietary a...
Egypt According toU.S. Embassy resumes normal operations in Egypt- April 29, 2011                                         ...
Destination Opportunities for Adventure Travel                                     © 2011 Vital Wave ConsultingTM         ...
Destination Opportunities for Adventure Travel                             Emerging Markets                             Is...
Destination Opportunities for Adventure Travel                            Developed Countries                            S...
Technology & Travel, Where We’re Headed Connected Support for                          Facilitate sharing during trip Guid...
Key Take-Aways  •  Adventure will be a component of an     increasing number of tourism experiences  •  Emerging markets r...
Thank You! For more information contact…. Shannon Stowell: info@adventuretravel.biz Christina Heyniger: christina.heyniger...
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Adventure&emerging markets wtm 2012

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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.

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Adventure&emerging markets wtm 2012

  1. 1. Vital Wave Consulting Field TeamsLatin America Argentina Brazil Chile Costa Rica Dominican Republic Mexico PeruAsia Mainstreaming the Fringe : India China Cambodia Adventure Tourism Trends & PerspectivesEastern Europe for Established and Emerging Markets Estonia November 2010 Uzbekistan Ukraine Shannon StowellAfrica Adventure Travel Trade Association Egypt South Africa Christina Heyniger Nigeria Vital Wave Consulting KenyaMiddle East United Arab EmiratesUnited States California (Headquarters)
  2. 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 © 2011 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
  3. 3. Vital Wave ConsultingSolving 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 © 2011 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
  4. 4. …Adventure Travel © 2011 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
  5. 5. Factors contributing to adventure tourism’sgrowing 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 © 2011 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
  6. 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% © 2011 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
  7. 7. Governments are shifting Survey of over 100 tourism boards: In 2007, less than half recognized adventure tourism… Today- 85% do. © 2011 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
  8. 8. Tourism Industry Growth: Mass Tourism andAdventure ? 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 © 2011 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
  9. 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% 200970%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 Dont Revenue is Down Revenue is Up Know © 2011 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
  10. 10. Tour Operators © 2011 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
  11. 11. Adventure TravelersWOMEN,MEN,YOUNG,OLDER… © 2011 Vital Wave ConsultingTM 10 Proprietary and Confidential: Do not copy or distribute.
  12. 12. Adventure Traveler Demographics andPurchasing 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 © 2011 Vital Wave ConsultingTM 11 Proprietary and Confidential: Do not copy or distribute.
  13. 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 © 2011 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
  14. 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 AfricaMillion 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 © 2011 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
  15. 15. Top markets as % of growth for major credit card company•  Seychelles•  Sri Lanka•  Lebanon•  Ghana•  Bangladesh•  Tanzania•  UAE•  Ethiopia•  Kuwait•  Syria•  Egypt•  Uganda © 2011 Vital Wave ConsultingTM 14 Proprietary and Confidential: Do not copy or distribute.
  16. 16. Emerging Markets: Products and Travelers of theFuture INDIA CHINA © 2011 Vital Wave ConsultingTM 15 Proprietary and Confidential: Do not copy or distribute.
  17. 17. Politics & Media: Emerging DestinationPerspective •  New Zealand •  Mexico vs. Texas vs. Politicians •  Egypt © 2011 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
  18. 18. Egypt – Tahrir Square © 2011 Vital Wave ConsultingTM 17 Proprietary and Confidential: Do not copy or distribute.
  19. 19. Egypt According toU.S. Embassy resumes normal operations in Egypt- April 29, 2011 © 2011 Vital Wave ConsultingTM 18 Proprietary and Confidential: Do not copy or distribute.
  20. 20. Destination Opportunities for Adventure Travel © 2011 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
  21. 21. Destination Opportunities for Adventure Travel Emerging Markets Israel Latvia Romania Jordan Slovenia Bulgaria Czech Republic Estonia Chile Slovakia © 2011 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
  22. 22. Destination Opportunities for Adventure Travel Developed Countries Switzerland Iceland New Zealand Canada Germany Sweden Ireland Norway Finland Austria © 2011 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
  23. 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 © 2011 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
  24. 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 © 2011 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
  25. 25. Thank You! For more information contact…. Shannon Stowell: info@adventuretravel.biz Christina Heyniger: christina.heyniger@vitalwaveconsulting.com © 2011 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.

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