Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

ADVENTURE TOURISM: THE SUSTAINABLE TOURISM OPPORTUNITY FOR EMERGING MARKETS

1,408 views

Published on

Shannon Stowell will provide an overview and definition of adventure tourism and discuss the market and environmental opportunity it represents today. Included in his presentation are statistics on the market value of the global adventure tourism market and results from original survey research into the preferences and behaviors of U.S. adventure travelers (one of the largest source markets for international adventure travel). Included are survey results indicating an interest in Asian destinations for adventure travel. Mr. Stowell will also share information on when adventure tourism product development makes sense for a destination, trending activities, the importance of environmental management and tour operator best practices in securing a competitive position in the global marketplace for adventure experiences, and the triple bottom line benefits of adventure tourism market development.

Published in: Travel
  • Be the first to comment

ADVENTURE TOURISM: THE SUSTAINABLE TOURISM OPPORTUNITY FOR EMERGING MARKETS

  1. 1. [Adventure Tourism] The Sustainable Tourism Opportunity for Emerging Markets Shannon Stowell // ITB Asia 2015 © ATTA
  2. 2. • President of the ATTA • Co-founder of Altrec.com • Restarted ATTA in 2004 • Co-authored Riding the Hulahula to the Arctic Ocean • Blogs for National Geographic Adventure [Shannon Stowell] Adventure Travel Trade Association © ATTA
  3. 3. [AGENDA] 1 DEFINITION of adventure travel 2 MARKET OPPORTUNITY for adventure travel 4 IMPORTANCE OF SUSTAINABILITY 3 THE ASIAN ADVANTAGE
  4. 4. The Definition of Adventure Travel We define adventure travel as having three attributes: interaction with the environment, physical activity and cultural exchange. When two of these are present it is adventure travel. A trip with each attribute is the core of what we call adventure travel. [WHAT IS ADVENTURE TRAVEL?] INTERACTION WITH THE ENVIRONMENT PHYSICAL ACTIVITY CULTURAL EXCHANGE © ATTA© ATTA © ATTA
  5. 5. Birdwatching© SHUTTERSTOCK
  6. 6. Mountaineering© ATTA
  7. 7. Rock Climbing© SHUTTERSTOCK
  8. 8. Whitewater Rafting© ATTA
  9. 9. Sea Kayaking© SHUTTERSTOCK
  10. 10. Lunch with Locals© ATTA
  11. 11. [MARKET OPPORTUNITY] © ATTA / CHRISTINA BECKMANN
  12. 12. GLOBAL ADVENTURE TRAVEL MARKET VALUE © ATTA
  13. 13. TRIP PRICE PER DAY INCLUDING LODGING, EXCLUDING AIRFARES *SOURCE: ATTA 2015 INDUSTRY SNAPSHOT $477 $353 $295 $247 $215 North America Africa South America Asia Europe © ATTA
  14. 14. [40%] OF TRAVELERS WORLD WIDE ARE POTENTIAL ADVENTURE TRAVEL CUSTOMERS © ATTA
  15. 15. U.S. ADVENTURE TRAVELER MARKET MASS TRAVELERS 34% UP AND COMING ADVENTURERS 14% ADVENTURE GRAZERS 24% ADVENTURERS 20% ADVENTURE ENTHUSIASTS 8% © ATTA
  16. 16. World Tourism Organization's (UNWTO) Secretary-General Mr. Taleb Rifai joined ATTA President Shannon Stowell on stage to discuss the effects and impact of adventure travel on the future of tourism worldwide. View more adventure travel videos on our YouTube Channel: @AdvTravTrade [VIDEO]
  17. 17. [THE ASIAN ADVANTAGE] © SHUTTERSTOCK
  18. 18. ASIAN DESTINATIONS ARE APPEALING TO ADVENTURE TRAVELERS Regions noted by tour operators as receiving increased interest from adventure travelers: China India Northeast Asia Southeast Asia South Asia © ATTA
  19. 19. [TRENDING ACTIVITIES ALIGN WITH ASIAN ASSETS] © ATTA
  20. 20. [BLENDING FOOD EXPERIENCES WITH ADVENTURE TRAVEL ] COURTESY OF DENNIE AND DK COOP From ATTA Survey: • 70%+ of adventure itineraries already have “moderate to high” food focus • • “High Food Focus itineraries average $472 per day
  21. 21. ASIAN MARKET ADVANTAGE 1 New Terrain For Adventure Travelers Rich in Cultural Assets Plethora of Soft Adventure Opportunities: Bird Watching, Paddling, Culture 2 3 © SHUTTERSTOCK
  22. 22. BUILD YOUR ADVENTURE MARKET BY FOCUSING ON: 1 Environmental management Tour operator education and best practices Rich itineraries that maximize cultural and natural assets 2 3 © ATTA
  23. 23. [SUSTAINABILITY & ADVENTURE TRAVEL] © SHUTTERSTOCK
  24. 24. ADVENTURE TRAVELER ATTITUDE TOWARD SUSTAINABILITY ADVENTURE TRAVELER ATTITUDE TOWARD SUSTAINABILITY © SHUTTERSTOCK
  25. 25. TRIPLE BOTTOM LINE BENEFITS TO PROMOTING ECO-ADVENTURE TOURISM IN EMERGING MARKETS ECONOMIC 65% of traveler spending stays in the country ENVIRONMENTAL Eco- adventure offers an opportunity to develop sustainable tourism. SOCIAL Celebration and preservation of local cultures. Local people can experience benefits of eco adventure revenues.
  26. 26. [THANK YOU!] Shannon Stowell // ITB Asia 2015 © ATTA

×