Adventure Travel Trends Chris Chesak, ATTA Christina Heyniger, Xola Consulting

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?

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, ‘The HUB’, 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

Who is Xola? Xola is a consulting and research services firm specializing in adventure tourism product development and entrepreneurship

What is Adventure Travel?

Pioneer Companies

Mainstream Companies Embrace Adventure

Adventure and Volunteer Market Statistics $89 Billion in global spending 16% of all departures from Latin America, North America and Europe are for “Adventure Travel” 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 £ 178m. Wildlife tourism brings in £ 127 million SOURCE: Adventure Tourism Market Report, Study by George Washington University, Adventure Travel Trade Association, Xola Consulting; 2010

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)

Adventure Traveler Segmentation by Activity Hard Adventure: Mountaineering Caving Roped Climbing Soft Adventure: Cultural Activities Birdwatching Canoeing Cycling Horseback riding Safaris Mainstream Travelers: Cities Sun, Sand & Each Other

Adventure Traveler Segmentation Evolves to Values + = Eco-Traveler Seeks connection with authenticity of people and nature Adventure Traveler Seeks connection with nature via thrilling activities Eco-Adventurer Seeks authentic, thrilling and/or awakening activities

2009 ATTA Survey Findings A survey of more than 275 tour operators (representing 2 million customers) found that: Each operator serves on average 7,482 customers each year Average trip price point (land cost) = $2,748

How Valuable is the Adventure Traveler? Hard adventurers spend an additional 87% of the amount they spent on the trip, on gear. Soft adventure travelers spend 42% of trip price on gear Since 2006, average spend per passenger with TUI’s adventure companies has grown by 21% from £987 to £1198 (TUI, 2010)

Top Activities Offered by Adventure Tour Operators % of Tour operators

Top Adventure Destinations (Current) North Americans Latin Americans Europeans Mexico Brazil Spain Bahamas Argentina USA Australia France Canada Italy Jamaica Egypt Possible shift from traditional holidays to adventure activities in familiar destinations…

ATTA’s Role Help make sustainability a norm in the adventure industry Some corporate trends are with us: CSR -- Industry education eventually trickles down to traveler Some are against us: Greenwashing, obfuscation and localwashing -- In a network, knowledge spreads Some consumer trends are with us: “Authentivores,” “Green,” “Sustainable” Some are against us: “Hairdryers in the jungle”

Systemic Issue & Business Opportunity There is a lack of Interconnection between Travelers and Product Middle Men know about consumer demands and community needs and opportunities Scattered communities off the mainstream tourist tracks have interesting travel opportunities and needs Adventure Travelers Baby Boomers Gen X & Y Families Student Volunteers NGOs Tour Operators

Why Adventure Travel Matters While not the largest sector (it will NEVER be), it is: High value customer – not always the biggest spender but because they seek local lodging, guides, crafts, food etc. more $$ stays in the destination Innovative (industry full of entrepreneurs) means that a lot of innovations come from this front edge Requires less infrastructure – adventure travelers don’t want something paved, overbuilt etc. Use what’s already there. Resilient travelers – last to leave, first to return after a natural or political crisis Leaders in sustainability – if habitat, wildlife, cultures are not protected, we have NO business, thus. A.T. people really protect it

“If you think you’re too small to make a difference, you’ve never been in bed with a mosquito.” Dame Anita Roddic THANK YOU! chrischesak@adventuretravel.biz christina@xolaconsulting.com