A New Face of Tourism Danube Competence Center (DCC) Annual Assembly & ATTA Regional Meeting 5 December 2012 Sofia, Bulgaria Adventure Travel Trade Association (ATTA) Chris Doyle, Executive Director – Europe Editor, AdventureTravelNews.com
Rila Mountains, Bulgaria ~ 2 Dec 2012 © Chris Doyle
“Adventure tourism is what tourism should be today, and definitely what tourism will be tomorrow.” Mr. Taleb Rifai, Secretary-General, World Tourism Organization (UNWTO) - 9 October 2012
Agenda •Trends, Economic Impact & Recommendations – Discussion - Q & A
•About the ATTA – Discussion – Q & A
•Adventure Tourism Development Index – Discussion – Q & A
•Work groups & Networking
Adventure Travel :: Context
Adventure Travel :: Context •“Soft” versus “Hard” Adventure •Mainstream tourism migration toward adventure •Sub-sets of “Adventure Travel” •Adventure travelers stay longer, spend more •80%+ of tour operators within the 850-member network :: average less than US$5 million/year revenue
Adventure Travel Matters Because It Is…
•Resilient and rebounds faster •Transformative and turns travelers into passionate evangelists and advocates •A driver of economic development •Bigger than most realize = real impact US$89B •Focused on people, planet and profit
Trade :: Insights & Trends •Volatile environment, yet market resiliency •Adventure tourism growth – 16-17% per year •Rise of “adventure” tourism in tourism boards •Destinations and private enterprise realigning brands, building networks and partnerships, revising policies, engaging consumers •Private enterprise pricing pressure :: holding firm on premium value equation
Trade :: Insights & Trends •Increasing destination competitiveness •Travel-direct-to-supplier transactions rise •Inbound operators adding outbound •Nearly 2X itineraries offered since 2009 •Increasing emphasis on Safety & Risk Management •Increased niche marketing (Asia, families…)
Trade :: Insights & Trends •Increase in Mergers & Acquisitions •Cruise, luxury & non-tourism industry sector opportunities emerge…and competition •Creative partnership, collaboration emerges •Product invention, innovation & done-in-a-day •Sector growth leading to sub-sector emergence, sub-group development •Draconian marketing shifts :: print to digital •Resource scarcity
Trade :: Insights & Trends • Europe (Source: ETC): – Generally speaking, traditional European destinations stagnant or declining – Modest growth in Europe, though emerging markets stand to gain more – Structural decline in the average # of nights spent by tourists from major markets – Emerging destinations in Central/Eastern Europe lead growth though moving from a low base – Domestic travel growing faster in emerging destinations – US $$ strength expected improvement
Trade :: Insights & Trends •Beyond marketing…foundation building – Advocacy – Education – Training – Quality
•Emerging threats… – Capacity – Erosion of “true” adventure :: commoditization
Traveler :: Insights & Trends •Source markets shifting •Internet, Mobility, Storytelling :: acceleration* • Traveler reviews and referrals :: influence •Shifting consumer demands :: fickle •Customization & Personalization •Immediacy :: Collapsing booking windows •Affinity groups :: micro-segmentation •“Boomer” market :: ageing population
Traveler :: Insights & Trends • “Enlightenment” :: More mature and informed views emerging on culture and sustainability, climate change and environmentalism… • Travelers :: Are increasingly.. • Complex, sophisticated • Seeking authentic, transformative and “clean” experiences – custom delivered
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2013 :: Outlook Tour Operators :: double-digital growth Tourism Boards :: national tourism boards will continue to shift to adventure/nature tourism development & marketing :: compet Social media :: reviews, video, commerce New blends of adventure, cultural and naturebased activities emerge :: innovation period Intense scrutiny on Safety & Risk Management
Economic Impact… •Adventure Tourism Development Index (ATDI) •ATTA-UNWTO Economic Impact Study (EIS) – 2013-2015 …An Awakening •Values-driven shift (gov’t, business, traveler) •Development shift •Realignment :: adjustment era
For Adventure Tourism to Lead, We Need to…
•Professionalize •Commit to best practices and ethical standards across operations, continents •Be creative, collaborative and diverse •Engage with and create value throughout the entire supply chain •Co-create long term vision for travel
Worldwide, Your Peers Tell the ATTA…
•Tough to find the right partners •Need to access research, validate approaches and consider next strategies •Need more and better connections •Tight marketing budgets :: media is upended
•Need more brand awareness at consumer level :: need more consumers
Danube Region :: Recommendations
• Advance tourism as a vehicle for job creation and economic growth and development • Champion value creation • Emphasize ECONOMIC IMPACT to secure adequate funding
• Take EVERY measure to engage the community :: offer & convey direct benefits
Danube Region :: Recommendations •Invest in international education and training programs and standards •Invest in international risk/safety management issues, prevention and practice •Invest in international Best Practices schemes – customer service, accommodations, sustainability, guiding, etc. •Engage in global adventure travel trade for exchange programs – avoiding need to re-create the wheel on specific programs
Danube Region :: Recommendations • Accurately assess the adventure travel assets of the region – (e.g., commission an Adventure Tourism Development Index assessment) • Invest in understanding the needs and interests of the international adventure traveler •Create definitive BRAND for the region •Swiftly introduce new generations of travelers to the “hidden” Europe
Danube Region :: Recommendations
•Operate businesses professionally and ethically to maintain competitive position :: create peerto-peer force to expose those working outside the system •Whether your company/organization is large or small…collaborate with tourism boards, private enterprise, associations, academia, trade shows, community, etc., to continue to build the network, evolve concepts, etc.
Danube Region :: Recommendations
• Rethink the range of audiences you are trying to reach…and where to find them • During these difficult economic times, continue to build the foundation and image for progressive travel along the Danube :: emphasize VALUE
• Communicate, communicate, communicate :: keep trade and travelers well informed • Sustain presence and visibility in influencer circles
Danube Region :: Recommendations
• Invest in visual storytelling • Limit manufactured experiences (e.g., zip-lines as adventure)
• Leverage what no other destination in the world besides Danube communities can offer… • Accentuate the people, culture, cuisine and history of the region – it is its greatest strength
Danube Region :: Recommendations
• Act proactively and creatively to the challenges of developing, maintaining and refreshing adventure travel products and services within the broader context of overall economic development strategy for the region • Invest in younger generations, education, training, etc., to create your future leaders of responsible tourism
“Adventure tourism is what tourism should be today, and definitely what tourism will be tomorrow.” Mr. Taleb Rifai, Secretary-General, World Tourism Organization (UNWTO) - 9 October 2012
Chris Doyle Executive Director – Europe & Editor, AdventureTravelNews.com
[email protected] 1.916.847.0261
