1. Adventure Tourism 101 June 3 rd, 2008 Hotel Stotsenberg Clark Special Economic Zone Adventure Philippines

2. “ A trip or travel with the specific purpose of activity participation to explore a new experience, often involving perceived risk or controlled danger associated with personal challenges, in a natural environment or exotic outdoor setting. ” Dr. Heidi Sung, 1997 Adventure Travel Is:

3. “ Consumers ’ ideas about adventure travel are expanding, and we as an industry need to respond with a broader notion of adventure travel in order to speak to these needs. ” Shannon Stowell, 2006

4. Cultural immersion Physical activity Environmental interaction What is Adventure Travel ?

5. Who are these Adventurous Travelers? Top Five Outdoor Activities in the U.S.A Bicycling38% Fishing34% Hiking34% Camping30% Trail Running 18% Source: (OIA) Active Outdoor Recreation Study, 2005

6. Retailer Integration

7. Availability of Vacation Days Italy42 days France37 days Germany35 days Brazil34 days UK28 days Canada26 days Korea 25 days Japan25 days USA 13 days

8. Where are they Going? Regions of interest to Adventure Travelers tend to be popular precisely for the qualities that may have held the destination back from attracting mainstream travelers. Some emerging popular Adventure destinations include: Argentina, Bulgaria, Cambodia, Chile, China, India, Greenland, Iceland.

9. Industry Pulse Check ATTA ’ s 2007 snapshot represents more than $300,000,000 of adventure travel business and 875,000+ travelers. 57% from North America. Survey Highlights 86% indicated positive growth rates, with almost half recording more than 16% growth in 2007 40% reported more than 11% net margin 98% project growth in 2008, with 66% expecting more than 16% growth Trends evident to tour operators: 34% reported increased competition among adventure operators 59% reported increases in demand for custom itineraries/trips 38% reported increases in demand for shorter trips (7 days or less) 43% reported increases in demand for eco/environmental trips 35% reported increase in demand for cultural/educational trips Most significant threats: 45% reported increased cost of operating (equipment / infrastructure) 39% reported reduced client travel due to poor economy

10. The Secret is Out All age groups are increasingly looking to travel to provide an enriching experience, whether this involves activities, adventure or more community-based educational experiences. ITB/IPK International Increasingly we find tour operators from the general travel & leisure industry migrating into the adventure travel sector. Ie. Adventures by Disney, the cruise lines.

11. The Future of Adventure Travel?

13. Five emerging themes in Adventure Travel. 1.Time Starved Guests 2. The Experience Economy 3. Authenticity is everything 4. Collaboration is key 5. Embrace technology

14. Done in a Day New Terms - Park & Play, Glamping and Flashpacking

15. Experience(s) Matter Baby Boomers are a key market today, representing 70-80% of available travel expenditures. They have money, but they have little time. They want enriching experiences. “Stories for the cocktail circuit” They keep score, they are goal oriented, they keep “lifelists” they jogged, they worked out, they want to feel vital and now they want travel immersion.

16. Authenticity is Everything Today’s Adventure Travelers seek out unique experiences Don’t be generic. Feature local foods, local artists, local events. They are all powerful reasons to visit (and they infuse income into local communities) Don’t get drawn into compromise – you will loose all that is unique (and appealing) about you and your destination.

17. Play Nice with Others Consider the Rule of Four

18. Don’t fight Technology It ’ s here to stay. If we are to attract and retail new and existing adventurers we have to understand and embrace its power. Trip Advisor, Google Earth, Flickr, Facebook there ’ s more to come. ITB/IPK International: the Internet ’ s consumer-to-consumer influence has already resulted in – and will continue to stimulate – increased individual travel, both among young people and the growing numbers of seniors & baby boomers, who have more disposable time.

19. Adventure Philippines Consider Your Future A non-extractive way to generate revenues in the furthest reaches of a destination. Adventure is one of the most exciting and resilient sectors of the tourism industry.

20. Thank You Thank You The Adventure Travel Trade Association www.AdventureTravel.biz www.AdventureTravelnews.com Adventure Travel World Summits South America – Sept. 3-6, 2008 Europe – Oct. 21-25, 2008 www.AdventureTravelWorldSummit.com Russell Walters – russell@northernoutdoors.com