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[THIS SLIDESHOW IS FOR THE BENEFIT OF THE ADVENTURE TRAVEL COMMUNITY OF MACEDONIA ONLY. PLEASE DO NOT SHARE OR DISTRIBUTE IT PUBLICLY ON SOCIAL NETWORKING SITES OR OTHER PUBLIC PLACES.] The second session of the AdventureEDU workshop held in Skopje on March 25-26 by the Adventure Travel Trade Association (ATTA). This slideshow gives brief overview of the adventure travel market and presents the results of ATTA's Quick Poll about Macedonia as a travel destination.
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© Adventure Travel Trade Association
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The following slides present the results of
an industry QuickPoll conducted with
ATTA members about their perceptions of
Macedonia, the type of trips they offer in
Macedonia and the region, and what they
view as the greatest strengths and
weaknesses of the destination.
MACEDONIA QUICKPOLL RESULTS
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MACEDONIA QUICKPOLL RESULTS Overarching takeaway from Quickpoll
ATTA surveyed adventure travel tour operators and travel agents in March 2014. There were 32 – 44 respondents.
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MACEDONIA QUICKPOLL RESULTS Overarching takeaway from Quickpoll
Please Select Your Type Of Organization:
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MACEDONIA QUICKPOLL RESULTS Overarching takeaway from Quickpoll
In Which Region Is Your Organization Headquartered?
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MACEDONIA QUICKPOLL RESULTS Overarching takeaway from Quickpoll
Do You Currently Offer Adventure Tours To Macedonia?
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MACEDONIA QUICKPOLL RESULTS Overarching takeaway from Quickpoll
Do You Plan To Offer Tours To Macedonia In The Future?
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MACEDONIA QUICKPOLL RESULTS Overarching takeaway from Quickpoll
Main reasons for interest in Macedonia: • Uncharted territory • Unexplored • Unknown
Main reasons for not offering trips to Macedonia: • Lack of awareness • Lack of relationships
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MACEDONIA QUICKPOLL RESULTS Overarching takeaway from Quickpoll
67% of respondents offer tours to the Region: • Itineraries 1 or 2 countries
• Croatia, Greece and Slovenia most common among operators who do not include Macedonia (Soft adventure)
• Albania, Montenegro, Serbia most common among those who do include Macedonia (cultural adventures)
• Trip length: 7- 10 days
• Most companies are sending only a few people each year to the region: 10 - 49 guests
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MACEDONIA QUICKPOLL RESULTS Overarching takeaway from Quickpoll
© Adventure Travel Trade Association
NOT FOR DISTRIBUTION
MACEDONIA QUICKPOLL RESULTS Overarching takeaway from Quickpoll
© Adventure Travel Trade Association
NOT FOR DISTRIBUTION
MACEDONIA QUICKPOLL RESULTS Overarching takeaway from Quickpoll
Final Thoughts from QuickPoll • Top challenge for Macedonia is building awareness
• Lodging, local transportation and tour operator safety all noted as opportunities for improvement
• Many tour operators are interested in learning more and open to considering the destination © Adventure Travel Trade Association
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INDUSTRY TRENDS
IN THIS SECTION • Global market value and growth projections
• Information on adventure travelers: demographic and psychographic profiles
• Adventure traveler preferences for activities, community engagement
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DEFINITION OF ADVENTURE TRAVEL
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THE ADVENTURE TRAVELER PROFILE DATA PRESENTED IN THE FOLLOWING SLIDES WAS DERIVED FROM ORIGINAL SURVEY RESEARCH. In 2013 the George Washington University and the ATTA collaborated to conduct a global survey of adventure travelers. An internationally known behavioral panel provider was used to survey a representative sample of international travelers aged 18 years old or older, who have traveled outside the country in their home country in the recent past. The surveys were translated into the native language of the participant’s home country. Respondents came from North America, Europe and South America. 1,739 surveys were collected of which 845 valid surveys were extracted. Seven responses were discarded due their outlier status. The final sample size is 838, yielding a combined margin of error of 3.4%. Regional sample sizes are as follows:
RESEARCH METHOD
North America Respondents – 213 Europe Respondents - 423
South America Respondents – 202
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© Adventure Travel Trade Association
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© Adventure Travel Trade Association
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ADVENTURE TRAVEL COMPARED TO MAINSTREAM TOURISM
1950s 2000s
Mass Tourism; 4% average
growth per year
Adventure Tourism: 17% growth in 2009 and 2010
2010
42% penetration
2050
?
Time
Gro
wth
Adventure Tourism: 65% growth in 2011 and 2012
2012
26% penetration
Adventure travel is the fastest growing segment of the tourism industry. [ ]
ADVENTURE TRAVELER DEMOGRAPHICS 40.6% of travelers worldwide can be classified as adventure travelers
Archeological expedition Backpacking Birdwatching Camping Canoeing Caving Climbing Cycling Ecotourism Environmentally sustainable activities Fishing/fly fishing Heli-skiing Hiking Horseback riding Hunting Kayaking/sea/whitewater
Kite surfing Motorized sports Orienteering Paragliding Rafting Research expeditions Safaris Sand boarding Sailing Scuba diving Snorkeling Skiing/snowboarding Standup paddle boarding Surfing Trekking Volunteer tourism
Survey respondents were classified as “adventure travelers” if they cited one of the following activities as the “main” activity
on their most recent trip. [ ]
The table below provides further detail on the age breakdown of people within the 46.6% of all travelers classified as adventure travelers.
20-30 Years Old 21%
31-50 Years Old 46%
>50 Years Old 33%
[ ]
ADVENTURE TRAVELER AGE SEGMENTATION The majority of adventurer travelers are 31 – 50 years old
ADVENTURE TRAVELER TRIP PLANNING BEHAVIOR
For all age groups, online search is the most popular method with all age groups. Surprisingly, “friends” were not cited as a top source of trip
planning information for people age 28 – 40. [ ]
Age Range Friends(*) Online Newspaper Travel TV DMO Book
Air+Hotel Online
Use Guide DID NOT
PREPARE
Less than 28
56% 67% 22% 22% 11% 33% 11% 22%
28 - 40 18% 77% 36% 32% 23% 41% 36% 23%
41 - 50 63% 63% 19% 23% 11% 19% 23% 12%
51 -60 70% 67% 20% 34% 12% 39% 27% 12%
More than 60
70% 70% 30% 27% 13% 37% 25% 12%
How else did you prepare for the last trip?
GENERATIONS AGE RANGES ACTIVITIES
Gen Yers Less than 28 Volunteer Tourism
Environment
Gen Xers
28 - 40 Camping• Hunting
Sandboarding Volunteer Tourism
41 - 50 Archeology • Backpacking
Canoeing• Cycling • Horseback riding Volunteer Tourism
Boomers
51 -60 Camping, • Cycling
Backpacking • Volunteer Tourism
More than 60 Archeology • Volunteer Tourism
Environment • Hiking
Note: Sample size for age GenY and GenX age segments was small, therefore results are indicators of trends but not conclusive.
Volunteering is popular with almost every age group; backpacking and camping are popular with people age 28 – 60. [ ]
ADVENTURE TRAVELER ACTIVITIES OF INTEREST
GENERATIONS AGE RANGES MOST LIKELY TRAVELING
PARTNER
Gen Yers Less than 28 Partner
Gen Xers
28 - 40 Spouse/partner
41 - 50 Family
Boomers
51 -60 Family
More than 60 Friends/Partner
GenX and Boomers 41 - 60 travel with family, while GenY and Boomers 60+ travel in pairs [ ]
ADVENTURE TRAVELER TRAVEL STYLE
The following slides provide basic
information on the need to adhere to best
practices when leading adventure trips
and the benefits that observing best
practices can bring to a destination.
THE IMPORTANCE OF BEST PRACTICES
Sustainable Development
Policies
Infrastructure
Humanitarian
Entrepreneurship
Adventure Activity Resources
Health Cultural Resources
Safety
Image & Marketing
Natural Resources
The ATDI describes 10 factors necessary for adventure market development; adherence to best practices is especially important in the areas of Safety,
Natural , Cultural, and Adventure Activity Resources [ ]
ADVENTURE TOURISM DEVELOPMENT INDEX FRAMEWORK
Adventure travelers and companies can influence the protection of land, culture and biodiversity - the base assets upon which
adventure tourism is built
TYPES OF BEST PRACTICES EVERY ADVENTURE BUSINESS MUST CONSIDER
BEST PRACTICE AREA EXAMPLE METHOD OF MONITORING
Environment • Leave No Trace • Best Practices for Marine,
Mountain, Jungle Environments
Community members track changes in specific indicators, for example monitoring volumes of trash, demand for wastewater treatment
Wildlife
Guides instructed not to bring guests too close to wildlife, or to lead groups through known nesting grounds
Health of species populations
Guest Safety Guides possess wilderness first aid and technical skills for the trips they lead
Annual training tests for guides
Community Communities are involved in the tourism supply chain
Regular interaction with community groups to gauge their satisfaction with tourism
BEST PRACTICES TO SUSTAIN NATURE, CULTURE AND ADVENTURE RESOURCES
[ ]
CONSIDER THE CASE OF CONSERVANCIES IN NAMIBIA WHERE ADHERENCE TO ENVIRONMENTAL AND COMMUNITY BEST PRACTICES ARE PARAMOUNT
CHALLENGES: balancing local subsistence uses
of land with tourism and wildlife conservation
KEYS TO SUCCESS: conservancies are
located on communal land and owned by local people
CASE STUDY BEST PRACTICES DELIVER BENEFITS
TOTAL REVENUE GENERATED BY CONSERVANCIES IN NAMIBIA
Ø The current industry perspective about Macedonia Ø Market value and growth trajectory of the adventure travel
industry Ø Important characteristics about adventure travelers:
o Conduct trip planning research online o Are interested in volunteering as well as traditional outdoor
activities o Travel with family groups (age 41 – 60) while other age
segments travel in pairs
Ø Importance of best practices and benefits they can deliver to communities and the environment
WHAT WE LEARNED
AdventureEDU is a service of the Adventure Travel Trade Association Learn more at www.adventuretravel.biz
© 2013 Adventure Travel Trade Association. All rights Reserved.