Adventure Tourism Report

Estelle Birch Unit 341 – Worldwide Adventure Tourism Travel and Tourism

Worldwide Adventure Tourism

Unit 341: Worldwide Adventure Tourism

Task A: Illustrated Report

Assessor: Jane Pendleton

By: Estelle Birch


Adventure Tourism…

Adventure Tourism consists of three different elements: physical, exploration and cultural. The physical activities range from hard to soft, depending on the level of risk and danger – the more dangerous the activity, the harder it is. The exploration side is where people travel to different destinations in order to explore the nature and to sight-see. For the cultural aspect of Adventure Tourism, travellers tend to visit new places to discover new foods, see famous landmarks and experience different cultures around the world.6 examples of physical activities:

Skydiving Base jumping Spelunking Sea caving Skiing Paragliding

Skydiving – Skydiving, also known as parachuting, is where one jumps out of an aircraft and freefalls, until one releases the parachute and begins the slow decent to Earth

Base jumping – Base jumping is where one jumps from one high place to another, using a parachute to break the fall

Spelunking – Spelunking, also known as ‘caving’, consists of going into dark and often very narrow caves

Sea caving – Sea caving is where one swims into the depths of water to a sea cave, without an air-tank (the underwater equivalent to free falling)


Skiing – Very common amongst families, skiing is a popular Adventure Tourism activity. Gliding down snowy mountains on skis, with various levels of skill

Paragliding – a recreational sport, where one ‘free-flies’ with “foot-launched glider aircraft”

Adventure Tourism consists of “physical activity, interaction with environment and cultural exchange”. The industry is resilient through the hard economic climate because it is a high end product: the industry’s turnover in 2010 was $89 billion. Travellers spend money on kit before their trip as well, so adventure clothing/kit stores also gain money. Specialised Adventure Tourism companies need to provide customers with training, licenses, health & safety and qualified staff.

Travel Industry…The Adventure Tourism industry takes up 26% of the Travel and Tourism industry. It brings in customers and money which goes back into the business to improve it.

There are an increased number of visitors as the Adventure Tourism popularity is becoming more and more popular. As it is a high-end product, the average spend per Adventure Tourism experience (excluding airfare) $500. The money is then ploughed back into the industry and creates more jobs and improves the variety of products.


Stakeholders… A stakeholder is somebody who puts money into the business. Examples of stakeholders in the Adventure Tourism industry would be: a customer; a key decision maker; employees of a business.

The A.T.T.A (Adventure Travel Trade Association) has members which include: tour operators, destination marketing organisations, tourism boards, speciality travel agents, guides, accommodations, and media and service providers. The A.T.T.A represents lots of Adventure Tourism businesses. It is a key stakeholder in Adventure Tourism.

The A.A.L.A (Adventure Activities Licensing Authority) ensures that activity providers follow good safety management practices, and those customers who partake in Adventure Tourism ‘experiences’ are safe.

Another stakeholder in the Adventure Tourism industry is the media. The media aids to advertise Adventure Tourism activities and experiences thus encouraging more people to partake and spend money. Also, social media and networking sites – such as Facebook and Twitter – allow travellers to share their own travel experiences with others.

Tourist boards are stakeholders in the Adventure Tourism industry because their aim is to promote tourism to a


particular area. They are specialised in providing expert advice on anything in that area.

Characteristics…A study by the Travel Industry Association of America (TIA) shows that roughly 20 percent of adult travellers are adventure tourists.

The average customer who embarks on Adventure Tourism holidays are adults aged between 35-37 years old. They are equally male and female. Almost all Adventure Tourism holidays and activities come at a high cost, so the characteristics of the travellers include having a very large budget.

While "hard" adventure tourists are typically college-educated, single males in their 20s, "soft" adventurers are made up of a wide range of

people.

“Adventure travellers place importance on exploring new places and meeting and engaging with local cultures while on vacation”.

Many students utilise their gap year to partake in Adventure Tourism vacations.

Of those who go on Adventure Tourism holidays, the majority have certain personality traits, including confidence; strong-minded; dedicated; and being a team player.

Reasons why people would do Adventure Tourism:


1. Life experience2. Adrenaline rush3. Raise money for charity4. Overcome fears

5. Well-travelled (cultural countries)6. Memories7. Personal development

Benefits…In order to do most Adventure Tourism activities, the customer must be energetic, and in most cases, experienced. These activities help customers to challenge themselves and push across their boundaries in order to overcome fears and, for some, “find themselves” - . Adventure Tourism tends to give the travellers a sense of achievement. It builds self-esteem and increases confidence in personal development.

Achieving physical goals and improving health and fitness is another benefit to Adventure Tourism because many of the activities involved include quite vigorous movement and some require athletic qualities.

Many Adventure Travellers include divorced women in their late 30’s/early 40’s, seeking thrilling experiences with those in similar situations. It is not uncommon for a group of divorcees, who have never met before, to get in touch via online forums and to arrange Adventure Tourism holidays. These particular holidays enable them to discover the excitement and passion they have been lacking while partaking in a team-work based activities.

Skills that can be gained from Adventure Tourism include communicational, interpersonal and leadership skills.


Communicational – when working as a team in an Adventure Tourism activity, communication is key so that the activity is successful, and most importantly, safe.Interpersonal – similar to communicational, these include listening, negotiating and verbal communication.Leadership – these skills include strategic thinking, organising and action planning.

Another benefit of Adventure Tourism is that is raises environmental awareness. The majority of adventure travellers are well-educated or professionals who are conscious of their carbon footprint and are well aware of their impact on the environment, thus being eco-friendly in their travels.

Risks…Adventure Tourism holds many risks, whether it be where you are travelling to, the activities you are doing, or the people you surround yourself with. The most obvious risks would be death/injury from the activity. Many activities are very dangerous, which is why it is vital to have the correct equipment and clothing when taking part in them, in order to ensure the safety of the customer.

When travelling to a hot climate, the risks faced are:

DehydrationSymptoms: headache, dizziness, dry mouth, nausea, kidney painPrevention: drink plenty of water, stay out of sun between 12-3

Sun burnSymptoms: water blister, peeling, reddening of the skinPrevention: sun cream, after sun lotion


HeatstrokeSymptoms: sickness, dizziness, hallucinationsPrevention: stay out of sun, stay covered up, drink lots of water

When travelling to a cold climate, the risks faced are:

FrostbiteSymptoms: blackening and cracking of the skin, holes in skinPrevention: correct equipment

PneumoniaSymptoms: swelling inside the lungs, loss of breathPrevention: hospitalisation, correct equipment, limit time in cold elements

HypothermiaSymptoms: delirious, feverish, violently shivering/shaking, urgent medical attention requiredPrevention: hospitalisation, correct equipment, limit time in cold elements


When travelling alone, the risks faced are:

Kidnapping/Rapists/TraffickingPrevention: stick to safe areas, research where to go and what to do

Getting lostPrevention: always has a map, research the area to be visited

Risks to the environment:

Pollution/LitterPrevention: be eco-friendly and aware of carbon footprint

When hiking up a mountain, the terrain can be damaged by the excessive walking. This can cause erosion.

Trends…Families: parents want their children to have different experiences, and an Adventure Tourism holiday is a good way for them to bond as a family. Popular types of Adventure Tourism holidays for families include: skiing, safari, Adventure Park and cycling.

Responsible travel: many Adventure Tourism travellers are eco-friendly and very aware of the environment, using low carbon-emission transport and looking after the local wildlife. Hotels are also catering for responsible travellers by setting up “Green Hotels” – hotels who are cautious about their carbon footprint.

Extreme activities: examples of extreme activities include biking, BASE jumping, snowboarding and other activities that almost risk lives. Travellers tend to do these activities because it allows them to push their boundaries, and possibly because they were bored of things they had been doing before.


Meaningful adventure: travellers go on ‘meaningful adventures’ to gain something from the experience, such as discover a new culture. Usually done to get closer to nature, or for ‘spiritual’ reasons and to escape the daily grind.

Space tourism: Richard Branson’s latest project, Virgin Galactic, costs £200,000 per ticket and has already been booked by A-list celebrities such as Brad and Angelina, Katy Perry and Robbie Williams. There

have been some setbacks, such as the most recent one consisting of the death of the pilot, but the project is still trending.

Unusual destinations: places such as Israel, Jordan, Ecuador and Latvia are becoming increasingly popular and beginning to trend thanks to Adventure Tourism.


Considerations… Restrictions on access to areas which are vulnerable (because

of war, political reasons, disease or natural disasters, e.g. volcanoes, tsunamis and hurricanes)

ParisThe French capital is currently undergoing a political situation after the Charlie Hebdo shooting attacks at the beginning of January 2015. The French government has been in touch with the foreign office, who has now advised customers/travellers/ tour operators/airlines not to travel to Paris after the terrorist attack.

EgyptRoughly 3 years ago, there was a huge bombing in Egypt which resulted in the death and severe injuries of many tourists. This affected tour operators, hotels, bars and restaurants because not only was there a lot of destruction which needed reconstructing, very few people were keen to travel to Egypt as a result of fear – this led to lack of business for hotels and tour operators and local businesses. There was heightened and intense security for approximately a year after the attacks, with security guards screening entire cars at the airport.


Effects on climate change

MaldivesOnly 1m above sea level, with the sea levels rising more and more, the Maldives is only expected to last another 15 years.

Great Barrier ReefDue to excessive water pollutions and the destruction of coral in the Great Barrier Reef, it is estimated to be almost completely gone by the year 2030.

VeniceAlthough the Flood Defence system was put in place in 2014, Venice is still visibly sinking 2mm per year due to global warming.

The Dead SeaAlmost half of the salt in the dead sea has already disappeared, so it is


suspected that the Dead Sea will be completely dried up within the next 50 years.

Sustainable development

Businesses and companies are working together to continue tourism by using the services of local businesses; sourcing food and drink from local products; and employing local people.

Destinations…Each continent caters for Adventure Travellers now, with amazing different activities and experience on offer for tourists. Here is a list of the Top 10 Adventure Tourism Destinations:

1. Israel2. Slovakia3. Chile4. Estonia5. Czech Republic6. Bulgaria7. Slovenia8. Jordan9. Romania10. Latvia

These countries are mostly eastern-European countries, which brings them tourism like south-western-European countries (Spain, France, and Italy), which were popular for beach holidays. Now more unusual countries are becoming increasingly popular because of the Adventure Tourism opportunities they provide.


Sources…Brochures: Tour Operators like Thomson and Thomas Cook make Winter Sun brochures which feature skiing/snow-boarding holidays, but there is also specialist Tour Operators who put together holidays entirely based upon Adventure Tourism (e.g. Exodus).

Websites: like most holiday-goers, Adventure Travellers like to research before they book or plan anything. Some of the most visited websites for information on Adventure Tourism are:

www.exodus.co.uk

www.adventuretravel.biz

www.gadventures.co.uk

Travellers find these websites helpful as they offer advice on Adventure Tourism, and often have reviews of people who have

partaken in Adventure activities or experiences here before.

Guide books: as well as looking on Adventure Tourism websites, travellers may wish to do more intensive research by purchasing a guide book on the country they plan to visit. Adventure Tourism guide books are available at Waterstones and WHSmith. These guide

books will give helpful ideas such as things to do and see, where to go to eat, and things which will enrich their experience in general.

http://www.gadventures.co.uk/

http://www.adventuretravel.biz/

http://www.exodus.co.uk/


Tourist boards: Visit Scotland/Discover Denmark examples of popular tourist boards. Tourist boards are a good source of information about a country and the things to do and see there.

Events (the Adventure Travel Show): “Get face-to-face with the biggest collection of specialist adventure travel companies in the business, all under one roof Choose from over 100 free inspirational

talks over 4 theatres Discover the hottest new destinations, gain

top tips and advice from the experts and uncover hidden travel gems

Enhance your skills with the Travel Photography Travel Writing and the NEW Adventure Filming Seminars

Plan your African adventure of a lifetime with the Discover Africa Feature

Make your own self supported adventure a reality with our specialist Adventure Planning Seminar and our NEW Adventure by Motorcycle Seminar sessions hosted by world renowned expedition planners.

http://www.adventureshow.com/visitor_information_about.php

Magazines (National Geographic Adventure): travellers look through magazines to get a feel for what the latest trends are in the Adventure Tourism industry.

Current Products…Exodus is a Tour Operator which specialises in


http://www.adventureshow.com/visitor_information_show_features_motorcycle_seminar.php

http://www.adventureshow.com/visitor_information_show_features_motorcycle_seminar.php

http://www.adventureshow.com/visitor_information_show_features_planning_seminar.php

http://www.adventureshow.com/visitor_information_show_features_discover_africa.php

http://www.adventureshow.com/visitor_information_show_features_discover_africa.php

http://www.adventureshow.com/visitor_information_show_features_film_seminar.php

http://www.adventureshow.com/visitor_information_show_features_writing_seminars.php

http://www.adventureshow.com/visitor_information_show_features_writing_seminars.php

http://www.adventureshow.com/visitor_information_show_features_photography_seminars.php

http://www.adventureshow.com/visitor_information_show_features_talks.php

http://www.adventureshow.com/visitor_information_show_features_talks.php

http://www.adventureshow.com/visitor_information_exhib_spons.php


Adventure Tourism holidays. One of their most recent (and most popular) products is:

Explore rich Sri Lankan history and culture by bikeThis gives travellers the chance to ride along the scenic and tranquil back roads and through tea estates up to Nuarawa Eilya and the opportunity to sea leopards in Yala National Park.14 nights accommodation is included, along with flights, for £2,099.

EXPLORE! is another specialist Adventure Tourism Tour Operator, offering many adventure-based holiday products, one being:

Legends of Lycia, TurkeyThe tour highlights include canoeing down the Xanthos River, sea kayaking over the ruins in Kekova Bay, and the chance to swim and snorkel every day. The holiday costs £823 for 7 days including flights.

Bibliography…



www.exodus.co.uk

www.explore.co.uk

http://jtr.sagepub.com/content/42/4/343.full.pdf

http://www.forbes.com/pictures/feki45mddl/top-ten-adventure-travel-destinations-you-didnt-know-about/

http://www.tourism.net.nz/attractions-and-activities/adventure

Class notes

Jane Pendleton

Adventure Tourism brochures

http://www.tourism.net.nz/attractions-and-activities/adventure



http://jtr.sagepub.com/content/42/4/343.full.pdf

http://www.explore.co.uk/

http://www.exodus.co.uk/


Adventure Tourism Report

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