Experiential tourism in rural areas Sustainable tourism products that amaze
the traveller and benefit the community.
Hi! My name is Anula Galewska.
Responsible Business Manager,
Urban Adventures
Co-Founder, Travindy
What’s on the agenda? ✓
What is experiential tourism?
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How does it look like in the rural areas?
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Who is interested in this type of tourism?
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Why do people seek for rural experiences and what experiences they love? Case studies.
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No. 1 Key to success
What is expertential tourism?
What is experiential tourism? “Globalization and technology have led to the homogenization of cities, which has resulted in travelers craving locally made and authentic experiences.
People want to reclaim what’s real.”
Jamie Wong, founder/CEO of Vayable
What is experiential tourism? Authentic
Transformational
Local
Connecting
Experiential Adventurous/ Active Immersive
Interactive Cultural
What is experiential tourism? Experiential travel is all about engaging the visitor. The aim is to provide something exclusive and integrate as many of the five senses as possible as the visitor experiences the true stories of a destination.
What is experiential tourism? Commodity: needed to make the good
>> Grapes
Goods: needed to provide the service
>> Wine produced
Services: used to promote sales
>> Online purchasing, shipping,
tours to learn about the vineyard,
and wine tastings on the property. Experiences:
>> Meet the wine maker and engage in a personalized, hands-on experience that connects you to the land, the people, and something you love – wine.
Perhaps the experience includes a chef who creates an exquisite meal and pairs the food and wine perfectly with each other.
What is experiential tourism? Experiences incorporate commodities, goods,
and services and use these as elements
in developing tourism oers that are designed to create lasting memories.
Experiences dierentiate businesses, and provide a new level of visitor experience to their guests.
Experiencing Rural Areas
Experiencing rural areas Activity Food & drinks
Animal observation (wild, domestic), Boat trip, Cycling, Cooking workshop, Handicraft workshop, Horse-riding, Fishing, Picking fruits/ veggies, Sporting activities, Swimming, Tours, for example village, coee, tea or wine tours, Walking trails
Accommodation Campground, Community lodge, Family-run guesthouse, Farm, Local family/homestay, Rural Bed & Breakfast, Small rural hotel, Tent, Tree house, Village house
Shopping
Attraction Archaeological sites, Cultural centres, Cultural, gastronomic, heritage and other routes/trails, Folk groups, Heritage sites, Landscape sceneries, Local industrial, agricultural or craft companies, Local markets, Museums, Plantations, Wildlife sanctuaries
Experiences that People Love
“Time has another meaning
in rural areas.”
Klaus Ehrlich, General Secretary of EuroGites
Relax and unwind
“Remember to breathe�, Travel Alberta, Canada www.travelalberta.com
Relax and unwind
Lighthouse Picnics, Labrador, Canada www.lighthousepicnics.ca
Reconnect with nature
No Taste Like Home, Asheville, United States notastelikehome.org
Go back to the roots Braid’s Diary, Tasmania, Australia www.facebook.com/pg/braidsdairyaus
See the world from another angle “Where travellers once talked about what they saw or did, they now focus more intently on whom they met on the road. There’s a real interest in interacting in a genuine way with other people and cultures.
Fogo Island Inn, Canada www.fogoislandinn.ca
It’s now de rigueur to offer travellers some sort of moment where a local opens up his or her doors for a conversation, a meal and more.” (Skift Report)
Live another life
The Living Land Company, Luang Prabang, Laos www.livinglandlao.org
Do good
Urban Adventures In Focus tours, worldwide www.urbanadventures.com/in-focus
In Focus tours are
one-day experiences run in partnership with local social enterprises, nonprofits and NGOs, highlighting grassroots projects supporting local communities.
These experiences vary in each destination, but in every instance, they bring travellers face-to-face with a local issue and a program designed to address that issue.
In Focus: From Farm to Feast in collaboration with One Horizon, Kenya
“The women in our Kikuyu program, women who were previously working the fields for $1 a day, are now opening bank accounts and working with One Horizon to become selfsufficient. Women who graduate from the program will continue to stay on as mentors, helping other women in the community to become financially independent.” Colin Murray
Since partnering with One Horizon in June 2016, we have supported over 3,000 people in 36 local communities. In just eight months we are on the step to eradicating generational poverty within this group.
Who’s in?
Rural Traveller’s Profile Who are Rural Travellers?*
• highly educated
• well travelled
• from higher socioeconomic groups
We can roughly divide them into 4 groups:
• Older generations (biggest segment)
• Younger travellers: Little time, high income (31-44); More time, little income (18-30)
• Families
• People with special rural interests
*data from the European markets
#1 Key to Success
Cooperate
Consumers Are Asking For Packages
Beyond Packaged Travel
Cooperate
Hotels evolve into community portals
The Ranch at Emerald Valley, United States www.broadmoor.com
Cooperate “Product and cross-promotion are very important. Co-operation is key. All sites (in the province) are our partners, like Battle Harbour, Red Bay, and Point Amour.
We also have partner businesses that we work with, especially with our shore excursions, cruise ships, and also our tour packages.�
Carmen Hancock, Tour Labrador
Cooperate
The Farmer's Cow, Connecticut, United States www.thefarmerscow.com
Questions? Don’t hesitate to get in touch!
Anula Galewska Co-Founder, Travindy
anula@travindy.com
Responsible Business Manager, Urban Adventures
anula@urbanadventures.com
Thank you!
Resources • •
Peak + Skift Present: The Rise of Experiential Travel Report
Time has another meaning in rural areas, an Interview with Klaus Ehrlich, General Secretary of EuroGites
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CBI: What are the opportunities for rural tourism from Europe?
In Focus Tours, Urban Adventures
European Association of Folklore Festivals https://eaff.eu/en
HuffPost: Experiential Travel: Cultural Immersion Through Those You Meet
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TrekkSotf: 9 travel trends that will drive the tourism industry in 2018