“Adventure tourism is what tourism should be today and definitely what tourism will be tomorrow,” said Mr. Taleb Rifai, Secretary-General of the World Tourism Organization (UNWTO).
Mr. Rifai’s statement foretells a new horizon of travel that could open up unlimited possibilities to small businesses. “Adventure tourism” refers to a shift in the tourism market showing a growing trend toward more experienced based travel.
Environmentally and culturally, travelers have begun to prefer more responsible and lower impact exploration, with an emphasis on vacations where they get to have experiences.
What this gives to smaller activity-based businesses is the perfect chance to expand a clientele base and reach far more tourists with the chance for an experience unlike any other. As travelers express a desire to do more with their time away, companies providing adventure and exploration have no better chance to provide an answer to that need.
Place of Interest
Highlight all that is special–and (culturally) relevant about a business’ location and what can be gained by incorporating a stop into vacationers’ trips.
- What’s New: Include recently added attractions that may draw both new and returning customers
- Season for Fun: winter, spring, summer, fall – advertise the best times to visit for different experiences
- Fun for All or Romantic Getaways: Specify who will get the most from exploring where by sorting out what is best for the family or better for a couples retreat
Move Your Prospects from Being Interested to Being Booked
Once the desire to experience a particular place has been sown, it must be evident that such an activity is also quite possible. Delving into further statistics regarding traveling habits helps assess this.
Studies by Adventure Travel News show that
- 72% of Americans prefer to take shorter trips, generally around 5 days long, rather than leave for weeks at a time.
- Many consumers believed they could only afford to go on 2 short trips a year.
How should you put these stats to use?
- Point out the ease of travel to your destination – they want to be able to spend the maximum amount of time adventuring, not traveling to get there.
Include mentions of nearby attractions that could similarly interest specific clientele. Closest to a major city but not far from others? Suggest the possibility for a day trip and broaden horizons within the supposed limits of a short vacation.