[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
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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
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[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]
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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
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[TRENDING ACTIVITIES ALIGN WITH ASIAN ASSETS]
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[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
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[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