Adventure Tourism

Latest Information
Global Trends
Impact on Local Communities
Market Challenges
BASIS FOR CO-CREATING SUSTAINABLE COMMUNITY-BASED
ADVENTURE TOURISM INITIATIVES

*based on UN WTO Global Report on Adventure Tourism 2014

Tourism Sector
at a glance
there were
over

1 BILLIONinternational tourists in
2013

contributed

30
of services
percent
export

CREATED
1 in eleven
jobs
worldwide

accounted
9for

OF TOTAL
GDP

percent

Tourism is one of the most rapidly

growing sectors in the world.

Adventure Tourism
Adventure tourism is one of the fastest
growing tourism sub-sector recognized for its
ecological, cultural, and economic value.
Adventure tourism shares
several characteristics with:

Sustainable Tourism
Conservation Tourism
Responsible Tourism
Volunteer Tourism
Pro-poor Tourism

Community-based Tourism

Ecotourism
GeoTourism

The Adventure
Tourist
57 percent

MALE

of adventure
travelers are

43
of adventure travelers
are percent

37 percent
have at least a
4-year degree

11 percent

FEMAL
the average E
individual income of an adventure
traveler is

have professional
degree

USD 46,800 per year.

12
%
21%

30
%
37
%

The Adventure
Tourist
Factors in choosing the
next adventure
destination:

1. NATURAL
BEAUTY

2. AVAILABLE ACTIVITIES
3.
CLIMATE
Reasons for engaging in adventure
travel:

1.
RELAXATION
2. EXPLORING NEW
PLACES
3. TIME WITH
FAMILY

4. LEARNING ABOUT DIFFERENT

CULTURES

Global Trends
Demand for adventure tourism is growing.

GLOBAL VALUE:

42 percent
of travelers departed

195%

$ 263B

increase

on adventure trips
$
89B
Source: ATTA, George Washington University, and Xola Consulting

2010

2013

THIS REMARKABLE GROWTH WAS ATTRIBUTED

TO:

An increase in international
departures

An increase of travelers going on

adventure trips

An increase in average spending.

Global Trends
Demand for adventure tourism is growing.

EMERGING MARKETS

69%
departures

of overall international

originate in Europe, North America,

or South America

markets in Asia, Central

and Eastern Europe, the
Middle East and Africa
have shown fast growth

CHINESE

travelers are the

TOP SPENDERS

Increases of projected
arrivals from Russian,
Chinese, and Latin
American travelers
will be changing the
shape of leisure traveler
demographics
in the years to come.

Global Trends
Demand for adventure tourism is growing.

DISINTERMEDIATION
The trend has
signaled
DISINTERMEDIATION.
Travelers' access to
information and travel
reviews allows them to
deal directly with the
provider in the
destination market.
This means
the removal of the
middlemana tour operator
or travel agent from
the transaction.

Global Trends
To accommodate growth in demand for
adventure,
the supply is expected to increase.

the sector is
predominantly

SMALL
OWNEROPERATED
BUSINESSES

Destinations around the

world are focusing on
adventure because of its
economic and
sustainability benefits.

They are working to

provide professional
education for adventure
travel companies to
support local people in
participating in the
tourism economy.

44
employees
the average size of
ATTAs member
companies

Global Trends
ADVENTURE AS BRANDING IDENTITY

DESTINATIONS and
are gearingCOMPANIES
their taglines to appeal

to
ADVENTURE
TRAVELERS
Membership in
79
adventure associations
of tourism boards
provides opportunity to
diversify adventure
products to meet
market demand.

report of growth in
percent
adventure tourism
businesses in their
area

INCREASING CONNECTIVITY

Travelers are increasingly more connected

breaking down geographic boundaries and
allowing travelers to venture further afield than
ever before. The Internet helps bring market
access to adventure tourism businesses located
in the most remote corners of the world.

Adventure Tourism and Local

Economies, Communities, and
Environment

The challenge is for the

tourism sector to use its
best efforts to reduce the
negative impacts of tourism,
while safeguarding and/or
enhancing local
environments, biodiversity,
and culture.

Adventure Tourism and Local

Economies, Communities, and
Environment
benefit to tourist destinations:
employmen
incentive for
t
conservatio
n
and income
public awareness of the
many goods and services
provided by biological
diversity

respect for traditional

knowledge and
practices

Short and long-term customer advocacy and

financial support for marginal communities often springs
from the transformative experiences that Adventure
Travel can bring, with customers gaining an
understanding of how their immediate, and sometimes
ongoing, support can help preserve a destinations key
cultural and natural capital.

Adventure Tourism and Local

Economies, Communities, and
Environment
benefit to tourist destinations:
employmen
incentive for
t
conservatio
n
and income
public awareness of the
many goods and services
provided by biological
diversity

respect for traditional

knowledge and
practices

Short and long-term customer advocacy and

financial support for marginal communities often springs
from the transformative experiences that Adventure
Travel can bring, with customers gaining an
understanding of how their immediate, and sometimes
ongoing, support can help preserve a destinations key
cultural and natural capital.

Market Challenges
CARRYING CAPACITY
ENVIRONMENTAL FRAGILITY
CLIMATE CHANGE
AIR TRANSPORT

TOURISM

5
%

accounts for

of all CO2
emissions

Adventure tourism is
on the front lines of
climate change issues
Adventure travel
transforms consumers
into active advocates
Adventure travel
protects the important
lungs of the earth
(i.e. forests and
jungles)

40%

CAR

32%

ACCOMMODATION

21%

Adventure travel
requires less
development than
traditional industry
Adventure travel keeps
revenue in the
destination
Adventure travel gives
people a reason to stay
rural and be proud of
their cultures

I believe that if we know how to find,

through adventure travel, the ability
to employ those who own the land,
woods, rainforests or deserts, the
lakes or lagoons, that we will find a
path to correcting the terrible
inequalities of our country and the
world.

-Former Mexican President Felipe Calderon

October 2011