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A New Face of Tourism Danube Competence Center (DCC) Annual Assembly & ATTA Regional Meeting 5 December 2012 Sofia, Bulgaria Adventure Travel Trade Association.

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Presentation on theme: "A New Face of Tourism Danube Competence Center (DCC) Annual Assembly & ATTA Regional Meeting 5 December 2012 Sofia, Bulgaria Adventure Travel Trade Association."— Presentation transcript:

1 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

2 “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

3 Agenda Trends, Economic Impact & Recommendations – Discussion - Q & A About the ATTA – Discussion – Q & A Adventure Tourism Development Index – Discussion – Q & A Work groups & Networking

4 Adventure Travel :: Context

5 “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

6 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

7 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

8 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…)

9 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

10 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

11 Trade :: Insights & Trends Beyond marketing…foundation building – Advocacy – Education – Training – Quality Emerging threats… – Capacity – Erosion of “true” adventure :: commoditization

12 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

13 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

14 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 nature- based activities emerge :: innovation period Intense scrutiny on Safety & Risk Management

15 Economic Impact… Adventure Tourism Development Index (ATDI) ATTA-UNWTO Economic Impact Study (EIS) – …An Awakening Values-driven shift (gov’t, business, traveler) Development shift Realignment :: adjustment era

16 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

17 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

18 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

19 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

20 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

21 Danube Region :: Recommendations Operate businesses professionally and ethically to maintain competitive position :: create peer- to-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.

22 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

23 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

24 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

25 “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

26 Chris Doyle Executive Director – Europe & Editor, AdventureTravelNews.com


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