2. Agenda
⢠What is adventure?
⢠Who are adventure travelers?
⢠What are current top destinations for adventure travelers?
⢠What are the trends in spending?
⢠Why is adventure travel important?
3. Who is the Adventure Travel Trade
Association?
Global trade network of tour operators, suppliers, tourism boards and other
companies dedicated to sustainable industry growth.
⢠More than 650 members representing 70+ countries
⢠Consumer initiatives to promote adventure travel: media relations,
www.Adventure.Travel
⢠Research on trends, destinations, marketing, industry impact
⢠Online networking community, âThe HUBâ, of nearly 1200 professionals
engaged in sharing information, partnerships, professional development,
best practices, and more
⢠Knowledge resources - white papers and webinar series on sustainability
issues, back office management, marketing & PR, etc.
⢠2011 Adventure Travel World Summit - Oct. 17-20, Chiapas
Mexico - 600 professionals attend for networking, personal & professional
development, best practices, Marketplace, media outreach, and more
4. Who is Xola?
⢠Xola is a consulting and research services firm specializing in adventure
tourism product development and entrepreneurship
8. Adventure and Volunteer Market Statistics
SOURCE: Adventure Tourism Market Report, Study by George Washington
University, Adventure Travel Trade Association, Xola Consulting; 2010
⢠$89 Billion in global spending
⢠16% of all departures from Latin America,
North America and Europe are for âAdventure
Travelâ
⢠26% of all travelers from these regions
engage in adventure activities
In Scotland:
⢠Nature tourism = £ 1.4 billion ; 39,000 full-
time jobs. Mountain biking and kayaking are
worth ÂŁ 178m. Wildlife tourism brings in
ÂŁ 127 million
9. Demographics
⢠50/50 male/female ratio
⢠40% are aged 30-41 (37% of
this age group use tour
operators)
⢠19% are aged 50-74 (63% of this
group use tour operators)
10. Demographics
⢠50/50 male/female ratio
⢠40% are aged 30-41 (37% of
this age group use tour
operators)
⢠19% are aged 50-74 (63% of this
group use tour operators)