on adventure travel ❖
jim forberg
Consumer Trends Bode Well for Adventure Travel Niche THE DAYS WHEN THE phrase “adventure travel” brought to mind images of rock climbers hanging from a ledge by their fingertips are long gone. Today, more travelers of all ages are adding active and experiential elements to their vacations and becoming adventurers. In fact, adventure travel has become the fastest-growing segment of travel and tourism globally. From scuba diving in the Caribbean to riding a zipline through the treetops in Costa Rica to rediscovering one’s roots on a heritage-based journey, adventure travelers want experiences that are memorable. With “time” seen as the new luxury, adventure travelers are looking for a “vacation of a lifetime” – every time. Adventurers seek travel options that challenge them physically, spiritually or intellectually and allow them a chance to reassess and reflect on their lives at a time when most are being asked to do more with less.
ing classes and time for relaxing by the pool, I believed it couldn’t get any better. Well, little did I expect to be in Italy at the very time the country claimed a World Cup victory. Standing side by side with the locals in their celebration is indescribable and a memory that will stay with me forever. ENRICHING EXPERIENCES The common thread among adventure travelers is their desire to immerse themselves in an experience that allows them to connect with their inner being, explore their interests and enrich their lives. What’s more – they look to share their travel experiences much like others might display their possessions. The term “ego-tourism” has recently surfaced, with the best travel “experiences” at the center of the discussion. It’s no surprise that even with the current economic downturn, adventure travel has been among one of the
Even in this economic downturn, the adventure travel outlook appears bright A walking tour through Ireland might be one person’s adventure while exploring the rainforest in Belize might be another’s. For me, it was a 10-day bike tour through Tuscany with a reputable tour operator. My adventure was a perfect blend of biking through the beautiful hills on the coast, visits to historic sites and unmatched local cuisine. With four-star accommodations, cook16 October 2009
few travel segments that has held up remarkably well. Adventure travelers value travel as part of their lives to such a degree that they are willing to sacrifice other things before cutting out a vacation. That being said, current economic conditions will affect how and where these travelers will take their vacations. In a recent survey conducted by Adventures in Travel Expo, 76 percent
T
op destinations identified by active and adventure travelers include:
Europe Australia/New Zealand/South Pacific Caribbean Africa U.S. – Alaska/Hawaii Asia/Southeast Asia South America U.S. – Mainland Central America Mexico Source: Unicomm, 2009
of respondents indicated that they were more likely to take less expensive vacations, with 64 percent looking for better travel deals to help finance their vacations. With long-haul international travel now value-priced like never before, there is a chance for many consumers to visit places that were not within their reach just a few years ago. Consumer trends continue to bode well for adventure travel according to a survey completed by the Adventure Travel Trade Association (ATTA). As an example, there is a trend towards an increase in family adventures, women-only trips and theme travel (e.g. culinary, wine, archaeological, sport). Adventure travelers have shortened the time beLeisureGroupTravel.com
tween booking and actual travel and are cutting the lengths of their trips slightly to realize cost savings. Clearly, the affluent and adventure travel segment appears well positioned for continued growth, especially in the 35-65-years-of-age demographic. Whether you are a bird-watcher or boogie-boarder, go find your next great vacation and make it memorable. In the words of author Henry David Thoreau: “We should come home from adventures, and perils, and discoveries every day with new experience and character.” Jim Forberg is the COO of Unicomm, organizers of Adventures in Travel Expo and Los Angeles Times Travel & Adventure Show – the nation’s largest series of travel events. He led the team that created the Green Travel Summit, which successfully launched this past March to focus on the business of responsible travel with co-sponsor NBTA. Contact Jim at 203-878-2577, adventureexpo.com.
LeisureGroupTravel.com
October 2009 17
on adventure travel ❖
UNPRECEDENTED SOCIETAL, economic, climatological and geopolitical shifts, paired with higher threats of pandemics and other crises, have contributed to equally impressive changes in traveler preferences, seemingly overnight. For leisure group travel experts – operators and travel agents in particular – altering perspectives to adapt to the new operating environment and morphing consumer interests takes on new meaning. It’s not just an option, but a necessity to survive and thrive. Adventure travel has emerged as one of the more vibrant sectors, one that mainstream leisure travel is monitoring to better serve the maturing preferences of more enlightened travelers. Adventure travel is one niche that for decades has served the unique traveler and weathered and rebounded well from scores of volatile periods. It’s an innovative sector that has spearheaded global conservation efforts, pioneered sustainable tourism, helped to alleviate poverty in rural areas worldwide, enhanced cultural immersion and understanding, and has created experiences for travelers that led to the popular distinction between “tourists” and “travelers.” The global Adventure Travel Trade Association (ATTA) will host its 2009 Adventure Travel World Summit from Oct. 19-22 at the Fairmont Le Manoir Richelieu in Charlevoix, Quebec. Leisure group travel experts interested in engag18 October 2009
Moab Area Travel Council
Adventure Travel Summit in Quebec to Offer Insights on Leisure Group Sector
Four-wheeling enthusiasts enjoy the Hell’s Revenge Trail during Moab, Utah’s annual Easter Jeep Safari.
ing more directly in the adventure travel sector will have the opportunity to connect with industry veterans who will convene by the hundreds to address the impact of issues that are influencing changes in tourism. ATTA’s Summit is considered by many to be the “event of the year” for the global adventure travel market. Its annual conference attracts the who’s who of the industry. The emphasis is on networking, business and professional development, and education – and its organizers strive for intensive delegate involvement. Topics range from sustainability and social media collaboration to standards and best practices and collaboration between travel agents and adventure travel operators. Sitting quietly in the audience is seldom an option as sessions encourage delegate interaction. LeisureGroupTravel.com
ATTA draws not only upon travel industry experts for the event but introduces insights from non-endemic sources, lending perspectives from an array of fields that allow a steady stream of new thought to permeate the market. Seattle-based ATTA (adventuretravel.biz) is a global membership organization dedicated to unifying, networking, professionalizing, promoting and responsibly growing the adventure travel market. Its members include tour operators, destination marketing organizations, tourism boards, specialty travel agents, guides, accommodations, media and service providers. And while leisure group travel has not been emphasized in the association, ATTA gradually has begun to receive overtures from those interested in exploring more direct engagement in the adventure travel sector. Its Summit is the perfect venue to initiate such discussions. Despite economic realities, there’s been a surge of momentum in support for the fall 2009 Summit. In fact, the association has fielded an increasing number of adjacency meetings and events requests from groups that want to tap into the energy generated by the Summit. New special guests, sponsorships and activities are helping to drive the surge. Meetings and events that will coincide with this year’s Summit include: • TIES – The International Ecotourism Society will co-lead this year’s sustainability topics alongside the ATTA, bringing with them conservation experts from the ecotourism sector. • ISO Adventure Tourism Working Group (ISO TC 228) – The first meeting of this newly formed (Aug. 22, 2009) standards organization will feature leadership and risk management experts from around the world. • VAST – Virtuoso Active & Specialty Travel, which is bringing some of the LeisureGroupTravel.com
industry’s top specialty travel agents to the Summit • Association Partners – ATTA partner associations such as Brazil’s ABETA, Mexico’s AMTAVE and other adventure and ecotourism associations will participate. • Trusted Adventures – This alliance of highly respected, smaller, owner-involved companies will be in full force at the Summit. The list of dignitaries, featured speakers, special guests and influencers is growing. Here’s just a glimpse of the new voices you’ll hear: • Daniel Gauthier – One of the world’s top minds in the world of entertainment, he is the co-founder of Cirque de Soleil. • Hubert Reeves – Famed astrophysicist who brings cosmology (and conservation) to the masses • David O’Connor – President, Aid to Artisans, 30+-year innovator of efforts to preserve handmade traditions worldwide • Hitesh Mehta – Eco-architect and sustainable tourism pioneer and one of the “25 Most Powerful People in Adventure” • Michael Brown – Acclaimed, Emmy Award-winning filmmaker and pioneer in adventure filmmaking • Jeff Dossett – Top 50 digital executive leading new media thought • Dr. Wallace J. Nichols – Leading ocean conservationist For the leisure group travel market, ATTA’s 2009 Adventure Travel World Summit offers those new to adventure travel an intensive, four-day immersion that will leave delegates transformed. Additional background on the Summit agenda, special activities, a list of preregistered delegates, attending press, and information about the growing list of Summit contributors is available at adventuretravelworldsummit.com. October 2009 19