Adventures in Sustainability · Top Activities Offered by ADVENTURE Tour Operators Hiking/Walking-...

A N T O N I O D E L R O S A L

A T TA

A P R I L 1 8 2 0 1 2

Adventures in Sustainability

Who is the ATTA?

More than 750 members representing 70+ countries- tourism boards, tour

providers, etc.

Education & Professional Development

Adventure Tourism Development- Norway, Brazil, Mexico, Quebec…..

AdventureTravelNews.comTM goes to 30,000+ pros

Research Initiatives

Leadership activity worldwide: GSTC, WTM, ITB, Tourism for Tomorrow,

National Geographic Geotourism Summit, PURE, ABETA, etc.

ATTA’s online community, The HUB: more than 1300 professionals online-

networking, best practices sharing, business getting done

ATTA Regional Meetings and Adventure Travel World Summit

Industry spokesvoice

ATTA Toronto regional meeting

May 4, 2010

Today’s adventure traveler seeks experiences

beyond high-adrenaline sports

Adventure provides a mix of activities that enable

authentic, un-manufactured experiences

What is Adventure Travel?

Top Activities Offered by ADVENTURE Tour Operators

Hiking/Walking- 81%

Cultural Activities – 68%

Trekking- 55%

Crocodile Kissing and Snake Wrangling- 55%

Wildlife/Nature- 54%

National Parks- 53%

Bird Watching- 53%

Sea Kayaking- 50%

Historic Sites- 46%

Mountain Biking- 46%

Rafting- 45%

JOKE!

Adventure Travelers

5

Factors Contributing to Adventure Tourism’s Growing

Popularity

1. Traveler demand for authentic experiences

2. Consumer demand for ethical products and green, sustainable products

3. Travelers becoming more experienced and seeking new and unusual destinations

4. Changing values and a prioritization of fulfillment, a meaningful life.

Spend Shifters - A Sea Change

Brand Asset Valuator (BAV) 1 million consumers, 20 years, 50 countries, 70 brand metrics, 40,000 brands

• Exclusive DOWN 60%

• Sensuous DOWN 30%

• Daring DOWN 20%

• Friendly UP 148%

• Socially Responsible UP 63%

• Kindness/Empathy UP 391%

55% of US adult consumers fall into this category.

Governments Are Shifting

Survey of over 100 tourism boards:

In 2007

Less than half recognized

adventure tourism…

Today

85% do

Tour Operator Revenue in 2010 vs 2009

18.79%

33.78%

0%

10%

20%

30%

40%

Revenue is

Down

Revenue is

Up

66%

15% 14% 5%

0%

20%

40%

60%

80%

Up Down Flat I

Don't

Know

Total Gross Revenue in

2010 Compared to 2009

Average Change in Gross Revenue

in 2010 Compared to 2009

Tour Operators

79%

4%12%

5%

0%

20%

40%

60%

80%

100%

Up Down Flat I Don't Know

Projected Total Gross Revenue in 2011 Compared to 2010

Traveler Demands

They say they don’t want luxury, but there better be

hot water and a good meal.

They say they welcome risk and excitement… and

they emphasize safety

They don’t want to be labeled as exclusive… but they

do want small groups and special one-of-a-kind

experiences

They say they want authenticity… and they want it

guaranteed

Emerging Markets Tourism Forecasts 5% growth per year compared to world average of 4%

Mill

ion

unwto.org/facts/eng/vision.htm

1950 1960 1970 1980 1990 2000 2010 2020 0

200

400

600

100

0 80

0

120

0

140

0

16

00

Actual Forecast

s

1.6 bn

1 bn

694 mn

South Asia

Middle East

Africa

East Asia/Pacific

Americas

Europe

Destination Opportunities for Adventure Travel

Destinations with high potential for Adventure

Travel

Emerging Countries

Israel

Latvia

Romania

Jordan

Slovenia

Bulgaria

Czech Republic

Estonia

Chile

Slovakia

Developed

Countries

Switzerland

Iceland

New Zealand

Canada

Germany

Sweden

Ireland

Norway

Finland

Austria

Volcanoes Safaris

Rivers Fiji

Austin Lehman Wheels of Change

What’s at Risk? And how will adventure help?

President Felipe Calderon

“Adventure tourism allows us to protect our natural resources through mechanisms that also have economic incentives.”

October 2011 - Chiapas, Mexico