Wednesday, September 30, 2020

Adventure Travel

Competition and climate change key factors of industry
March 2010 1391

Each year the Adventure Travel Trade Association produces its industry research round-up report which includes a detailed profile of today’s adventure traveller, destination rankings and overall tourism trends.

According to the association, a running theme throughout the 2009 roundup was global change and intense competition. The report explores the intensifying competition between industries as well as global competition for critical natural resources such as water.

It notes product cycles now factored in a matter of months rather than years; population, demographic, urbanisation, wealth and lifestyle changes shifting within and between countries and these trends are having fundamental impacts on the way most industries - including adventure travel - operate on the world stage.

Overlaying these issues is an evolving geopolitical landscape fraught with a variety of concerns such as drugs and drug-related violence, terrorism, potential pandemics, the negative effects of economic development such as pollution and, most importantly from the association’s current view, the escalating effects of climate change and water scarcity on the well-being of many people, countries and regions of the world.

This year’s research round-up takes a broader view than past studies. It addresses the information needs not only of the adventure industry’s current constituencies of adventure tour operators, national policy makers, destination marketers, tourism boards and NGOs but also of what the association hopes will be a wider group of companies in adventure tourism’s value ‘web’ such as:

• International economic development practitioners, those developing climate change and mitigation strategies most particularly in areas of the world of key interest to adventure-tourism advocates

• Various outdoor equipment retailers with interests in promoting adventure travel in all of its forms,

• Other global multinationals with interests in developing sustainable businesses in rural communities.

The association believes the industry is on the cusp of some major changes and that this year’s round-up can serve as the beginning of a roadmap for tracking those changes.

Each company in the supply chain needs to think clearly about its strategy and operating plan and to update them frequently, testing all of the assumptions made on at least a yearly basis to see what was accurate and what was not. As compared to last year’s round-up, which focused on providing a detailed analysis of current performance data, this year’s report attempts to evaluate longer-term consumer trends globally and their effects on destinations and tour operators.

Trends are couched in the context of the effects of climate change and water scarcity on adventure tourism and the financial implications for the mitigation and adaptation strategies needed to counteract these effects and the report finishes with a discussion on global financing trends, with particular emphasis on the difficulties for entrepreneurial-driven companies and adventure travel companies, exacerbated by the looming financial requirements associated with climate change.

The report can be downloaded at

Digital Edition

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