Adventure travel “set for stronger recovery”
Tuesday, 07 Jan, 2010
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Adventure travel is poised to make a stronger recovery from the global economic slowdown than other parts of the travel industry.
The sector’s dedicated and distinctive client base will help the upturn, according to a study by TUI Travel Adventure Companies.
The ‘Passport to Adventure’ report highlights a growing acceptance among consumers that specialist operators offer the best adventure travel experiences.
It estimates that the UK market for adventure travel represents more than 400,000 passengers a year.
More consumers have indicated they will choose operators for adventure travel in the next three years, owing to their unparalleled destination expertise and their local guides’ ability to offer authentic, ‘under the skin’ travel experiences that cannot be attained through guidebooks, according to the report.
Research into consumers’ travel intentions shows that they are 190% more likely to take an adventure holiday, 145% more likely to take a special interest holiday and 303% more likely to take an environmentally friendly holiday in the next three years.
Adventure travellers crave meaningful holidays offering in-depth cultural experiences, expert guiding, a physical or mental challenge and sharing new experiences with like-minded people, the study shows.
The upturn in demand for 2010 has seen bookings up 40% year on year for non-eurozone destinations such as Turkey while mid-haul destinations such as Morocco are up by 80% year on year.
Egypt and the Middle East offer potential growth of 81% over the next three years and ‘once in a lifetime’ destinations like Kilimanjaro, the Inca Trail and Angkor Wat.
Demand is also strong for tougher treks, assisted in part by the improvement in Nepal’s political stability and accessibility. A potential six fold increase has been identified in travel to Nepal from the UK over the next three years.
In addition the TUI Adventure Companies have seen ‘unprecedented’ demand for Kilimanjaro, with bookings up 400% for 2010.
The study is based on a commissioned YouGov market research poll, tourist office figures, information from the adventure travel brands, and a Google search trend report.
TUI Travel’s network of independently operated adventure travel companies include The Adventure Company, Exodus, Imaginative Traveller, Peregrine Adventures, Geckos, Quark Expeditions and Headwater in the UK.
Managing director Colin Stump said: “A Passport to Adventure’ is an important report into an area of the travel industry that is set to grow significantly in years to come.
“Not only does it identify hot trends for destinations and holiday types but the results of the report also provide valuable clues to the future requirements of consumers including young professionals, families and the more active and more demanding over 50’s group.
“All of TUI Travel’s adventure companies in the market place are well placed to take advantage of this resurgent and growing market. It’s a challenge we look forward to with relish.”
by Phil Davies
Phil Davies
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