ADVENTURE TOURISM: THE SUSTAINABLE TOURISM OPPORTUNITY FOR EMERGING MARKETS

[Adventure Tourism]The Sustainable Tourism Opportunity for Emerging MarketsShannon Stowell // ITB Asia 2015

© ATTA

• 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

[AGENDA]

1 DEFINITIONof adventure travel

2 MARKET OPPORTUNITY for adventure travel

4 IMPORTANCE OF SUSTAINABILITY

3 THE ASIAN ADVANTAGE

The Definition of Adventure TravelWe 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 WITHTHE ENVIRONMENT PHYSICAL ACTIVITY CULTURAL EXCHANGE

© ATTA© ATTA © ATTA

Birdwatching© SHUTTERSTOCK

Mountaineering© ATTA

Rock Climbing© SHUTTERSTOCK

Whitewater Rafting© ATTA

Sea Kayaking© SHUTTERSTOCK

Lunch with Locals© ATTA

[MARKET OPPORTUNITY]

© ATTA / CHRISTINA BECKMANN

GLOBAL ADVENTURE TRAVEL MARKET VALUE

© ATTA

TRIP PRICE PER DAYINCLUDING LODGING, EXCLUDING AIRFARES

*SOURCE: ATTA 2015 INDUSTRY SNAPSHOT

North Amer-ica

Africa South Amer-ica

Asia Europe

$477

$353$295

$247 $215

© ATTA

[40%]OF TRAVELERS WORLD WIDE

ARE POTENTIAL ADVENTURE TRAVEL CUSTOMERS

© ATTA

U.S. ADVENTURE TRAVELER MARKET

MASS TRAVELERS

34%

UP AND COMING ADVENTURERS

14%

ADVENTURE GRAZERS

24%

ADVENTURERS

20%

ADVENTURE ENTHUSIASTS

8%

© ATTA

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]

[THE ASIAN ADVANTAGE]

© SHUTTERSTOCK

ASIAN DESTINATIONS ARE APPEALING TO ADVENTURE TRAVELERS

Regions noted by tour operators as receiving increased interest from adventure travelers:

ChinaIndia

Northeast AsiaSoutheast Asia

South Asia

© ATTA

[TRENDING ACTIVITIES ALIGN WITH ASIAN ASSETS]

© ATTA

[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

ASIAN MARKET ADVANTAGE

1New Terrain

For Adventure TravelersRich in Cultural

AssetsPlethora of Soft Adventure

Opportunities:Bird Watching, Paddling, Culture

2 3

© SHUTTERSTOCK

BUILD YOUR ADVENTURE MARKET BY FOCUSING ON:

1Environmentalmanagement

Tour operator education and best practices

Rich itineraries that maximize cultural and

natural assets

2 3

© ATTA

[SUSTAINABILITY & ADVENTURE TRAVEL]

© SHUTTERSTOCK

ADVENTURE TRAVELERATTITUDE TOWARD SUSTAINABILITYADVENTURE TRAVELERATTITUDE TOWARD SUSTAINABILITY

© SHUTTERSTOCK

TRIPLE BOTTOM LINEBENEFITS 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.

[THANK YOU!]Shannon Stowell // ITB Asia 2015

© ATTA