India's tourism industry has grown substantially in recent years and is expected to continue growing rapidly. Adventure tourism in particular is one of the fastest growing segments, increasing over 35% annually. The emerging destination of Ladakh in India has also seen a significant rise in tourists, receiving over 74,000 visitors in 2008. New tourists tend to be more environmentally and culturally sensitive, independent, and interested in unique experiences rather than just attractions. They seek adventures, immersive local experiences, and value for money. Emerging digital technologies are also changing how tourists research and experience destinations online before and during their travels.

2. Market scenario India attracted about 4 million foreign tourists in 2006 who spent US$8.9 billion. The tourism industry in India generated about US$100 billion in 2008 and that is expected to increase to US$275.5 billion by 2018 at a 9.4% annual growth rate. According to rough estimates, adventure tourism is growing at a rate of over 35% across the country. India’s share in global adventure tourism is expected to reach 1.5% by 2010.

3. Introduction- new age tourism Going out of tradition Times are changing and so are the demands and expectations of the 'new' traveler, the search for different experiences, different adventures, different lifestyles has paved the way for this concept called the 'new tourism' Attention is being turned to exploring new frontiers or daring to go where traditional thought did not allow.

5. Old tourists New Tourists Search for the sun => Experience something different Follow the masses => Want to be in charge Here today, gone tomorrow => See and enjoy but not destroy Just to show that you had been => Just for the fun of it Having => Being Superiority => Understanding Like attractions => Like sports Precautions => Adventurous Eat in hotel => Try local fare Homogeneous => Hybrid

6. An Acronym that is relevant to describe the 'new' tourist is REAL, which stands for: - R ewarding - E nriching - A dventuresome - L earning Experience They can be called experiential traveler s , they extend across all age groups and traditional market segments.

7. Emerging destination LADAKH

8. Lets talk some numbers According to statistics available, the tourist flow crossed the figure of 70000 in 2008 in Ladakh, that in the year 2008 a total of 74334 tourists visited Ladakh out of which 18969 foreign and 21815 domestic tourists preferred to travel by air.

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