activity tourism: making it pay! chris scott activity tourism manager
TRANSCRIPT
Activity Tourism: Making It Pay!
Chris ScottActivity Tourism Manager
Activity Tourism: Making It Pay!
• Outdoor Recreation
• Activity Tourism – The Facts
• Activity Tourism – The Customer
• Adventure – Making It Pay – Action Points
• Walking – Making It Pay – Action Points
• Inspiring Outdoor Recreation
Key Markets
Value of global adventure travel market is $89 billion*
*Adventure Tourism Market Report Aug 2010. Adventure Travel Trade Association
European Travellers*
75%
25%
Adventure Travel
Other Travel
Activity Tourism: The Global Market
Activity tourists spend 33% more than the average tourist (ROI)*
*Failte Ireland Tourism Adventure and Activity Update 2009
£90m
£439m
Activity TourismShare of market 2009
Activity Tourism Market Rest - Tourism Market
Activity Tourism: Northern Ireland
Activity Tourism: Making It Pay
Action 1
Adventure - Get Informed
Family
• Kids Aged 8-15 • Mum makes the decisions• Shared Experience• Time Apart
Family Adventure
Young & Lively
• Aged 18-30• Young & Free• Singles / Couples• Group Celebrations• Seeking a thrill • Nightlife Important
Young & Lively Adventure
Activity Tourism: Making It Pay
Action 2
Adventure – Build Partnerships
•Network•Have a Go•Referral Rate
Activity Tourism: Making It Pay
Action 3
Adventure – Inform Your Customer
• Links on your website• Adventure Pack / Family Pack• Word of Mouth
Activity Tourism: Making It Pay
Action 4
Walking – Be Walker Friendly
• NITB Walkers Welcome Scheme
www.nitb.com/businesssupport
Activity Tourism: Making It Pay
Action 5
Walking – Go The Extra Mile
• Get familiar with the product• Tweak your website• Supply Route Cards & Maps
Activity Tourism: Making It Pay
Actions
1) Adventure – Get Informed2) Adventure – Build Partnerships3) Adventure – Inform Your Customer4) Walking – Be Walker Friendly5) Walking – Go The Extra Mile