Area Attractions Luncheon May 22 2014 Julie Thorner 3 Comprehend the importance and opportunities presented by following best practices when operating in sensitive wilderness and cultural environments ID: 379048
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Slide1
Adventure Market Overview
Area Attractions LuncheonMay 22, 2014Julie ThornerSlide2
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Comprehend the importance and opportunities presented by following best practices when operating in sensitive wilderness and cultural environmentsRecognize key adventure traveler demographic profiles and preferences2
Understand the value of the global adventure market
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What We’ll Cover
4
Understand the size & economic impact of the local rafting industry, Pigeon & Ocoee RiversSlide3
Section
Industry trends
1
IN THIS SECTION
Global market value and growth projections
Information on adventure travelers: demographic and psychographic profiles
Adventure traveler preferences for activities, community engagementSlide4
Definition of adventure
travelSlide5
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 – 202Slide6Slide7Slide8
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
Growth
Adventure
Tourism: 65% growth
in
2011
and
2012
2012
26% penetration
Adventure travel is the fastest growing segment
of the tourism industry.
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]Slide9
Adventure Traveler Demographics
40.6% of travelers worldwide can be classified as adventure travelersArcheological expeditionBackpackingBirdwatching
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.
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]Slide10
The table below provides further detail on the age breakdown of people within the 46.6% of all travelers classified as adventure travelers.
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Adventure Traveler Age Segmentation
The majority of adventurer
travelers are 31 – 50 years oldSlide11
Adventure Traveler Trip
Planning BehaviorFor 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.
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]
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? Slide12
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.
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Adventure Traveler
activities of interestSlide13
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
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]
Adventure Traveler
travel styleSlide14
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.
Section
the importance of best practices
2Slide15
Sustainable Development Policies
InfrastructureHumanitarianEntrepreneurship
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
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Adventure Tourism Development
Index FrameworkSlide16
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 ConsiderBest 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
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Total Guest Rafting Numbers for Top US Rivers
Pigeon River Historical GrowthOcoee River Economic Impact StudyStatistics provided by America Outdoors Association
Section
Look at local rafting industry impacts
3Slide18
Rafting Guest Numbers Since 2009
Source: America Outdoors AssociationSlide19
The Pigeon River: Consistent Growth Far Surpassing All Other Top Rivers
Source: America Outdoors AssociationSlide20
The Pigeon River: Explosive Rafting
Growth at 750% Since 1995Source: America Outdoors AssociationSlide21
Let’s Extrapolate: Using the Recent Ocoee River TN Impact Study
Source: America Outdoors AssociationSlide22
Total Measured Economic Impacts of Ocoee Rafting
Source: America Outdoors AssociationSlide23
Leveraging Local Adventure Tourism Natural Assets to Market this RegionGreat Smoky Mountains National Park: over 12-13MM visitors/year, the most visited park in the entire US NP system.
Within a day’s drive of most of the East CoastWhitewater Rafting: Pigeon, Ocoee, Nolichucky TN; French Broad, Nantahala, Tuckasegee NC; Chattooga, Hiawasee GAMountain Biking & Hiking trailsCamping: backcountry (USFS, NP), campgrounds as base for day tripsAdventure Courses, set in natural locations, Ziplining, Ropes Challenge Courses, Adventure Aerial ParksThe combination of outstanding adventure tourism natural assets, a world renowned National Park, developed entry level adventure product, and exceptional shopping and theme park attractions next door is hard to beat for the vacationing public! Only the Southeast has this…Slide24
Try out a local adventure trip/product soon!Questions/Ideas:
Julie ThornerPresident, Liquid Spark Inc.PO Box Bryson City, NC 29718www. LiquidSparkMarketing.cominfo@liquidsparkmarketing.comO:828-488-3420/ M:828-736-1695