adventure market overview

© Adventure Travel Trade Association

NOT FOR DISTRIBUTION

The following slides present the results of

an industry QuickPoll conducted with

ATTA members about their perceptions of

Macedonia, the type of trips they offer in

Macedonia and the region, and what they

view as the greatest strengths and

weaknesses of the destination.

MACEDONIA QUICKPOLL RESULTS



MACEDONIA QUICKPOLL RESULTS Overarching takeaway from Quickpoll

ATTA surveyed adventure travel tour operators and travel agents in March 2014. There were 32 – 44 respondents.




Please Select Your Type Of Organization:




In Which Region Is Your Organization Headquartered?




Do You Currently Offer Adventure Tours To Macedonia?




Do You Plan To Offer Tours To Macedonia In The Future?




Main reasons for interest in Macedonia: •  Uncharted territory •  Unexplored •  Unknown

Main reasons for not offering trips to Macedonia: •  Lack of awareness •  Lack of relationships




67% of respondents offer tours to the Region: •  Itineraries 1 or 2 countries

•  Croatia, Greece and Slovenia most common among operators who do not include Macedonia (Soft adventure)

•  Albania, Montenegro, Serbia most common among those who do include Macedonia (cultural adventures)

•  Trip length: 7- 10 days

•  Most companies are sending only a few people each year to the region: 10 - 49 guests




Final Thoughts from QuickPoll •  Top challenge for Macedonia is building awareness

•  Lodging, local transportation and tour operator safety all noted as opportunities for improvement

•  Many tour operators are interested in learning more and open to considering the destination © Adventure Travel Trade Association


INDUSTRY TRENDS

IN THIS SECTION •  Global market value and growth projections

•  Information on adventure travelers: demographic and psychographic profiles

•  Adventure traveler preferences for activities, community engagement



DEFINITION OF ADVENTURE TRAVEL



THE ADVENTURE TRAVELER PROFILE DATA PRESENTED IN THE FOLLOWING SLIDES WAS DERIVED FROM ORIGINAL SURVEY RESEARCH. In 2013 the George Washington University and the ATTA collaborated to conduct a global survey of adventure travelers. An internationally known behavioral panel provider was used to survey a representative sample of international travelers aged 18 years old or older, who have traveled outside the country in their home country in the recent past. The surveys were translated into the native language of the participant’s home country. Respondents came from North America, Europe and South America. 1,739 surveys were collected of which 845 valid surveys were extracted. Seven responses were discarded due their outlier status. The final sample size is 838, yielding a combined margin of error of 3.4%. Regional sample sizes are as follows:

RESEARCH METHOD

North America Respondents – 213 Europe Respondents - 423

South America Respondents – 202



ADVENTURE TRAVEL COMPARED TO MAINSTREAM TOURISM

1950s 2000s

Mass Tourism; 4% average

growth per year

Adventure Tourism: 17% growth in 2009 and 2010

2010

42% penetration

2050

?

Time

Gro

wth

Adventure Tourism: 65% growth in 2011 and 2012

2012

26% penetration

Adventure travel is the fastest growing segment of the tourism industry. [ ]

ADVENTURE TRAVELER DEMOGRAPHICS 40.6% of travelers worldwide can be classified as adventure travelers

Archeological expedition Backpacking Birdwatching Camping Canoeing Caving Climbing Cycling Ecotourism Environmentally sustainable activities Fishing/fly fishing Heli-skiing Hiking Horseback riding Hunting Kayaking/sea/whitewater

Kite surfing Motorized sports Orienteering Paragliding Rafting Research expeditions Safaris Sand boarding Sailing Scuba diving Snorkeling Skiing/snowboarding Standup paddle boarding Surfing Trekking Volunteer tourism

Survey respondents were classified as “adventure travelers” if they cited one of the following activities as the “main” activity

on their most recent trip. [ ]

The table below provides further detail on the age breakdown of people within the 46.6% of all travelers classified as adventure travelers.

20-30 Years Old 21%

31-50 Years Old 46%

>50 Years Old 33%

[ ]

ADVENTURE TRAVELER AGE SEGMENTATION The majority of adventurer travelers are 31 – 50 years old

ADVENTURE TRAVELER TRIP PLANNING BEHAVIOR

For all age groups, online search is the most popular method with all age groups. Surprisingly, “friends” were not cited as a top source of trip

planning information for people age 28 – 40. [ ]

Age Range Friends(*) Online Newspaper Travel TV DMO Book

Air+Hotel Online

Use Guide DID NOT

PREPARE

Less than 28

56% 67% 22% 22% 11% 33% 11% 22%

28 - 40 18% 77% 36% 32% 23% 41% 36% 23%

41 - 50 63% 63% 19% 23% 11% 19% 23% 12%

51 -60 70% 67% 20% 34% 12% 39% 27% 12%

More than 60

70% 70% 30% 27% 13% 37% 25% 12%

How else did you prepare for the last trip?

GENERATIONS AGE RANGES ACTIVITIES

Gen Yers Less than 28 Volunteer Tourism

Environment

Gen Xers

28 - 40 Camping• Hunting

Sandboarding Volunteer Tourism

41 - 50 Archeology • Backpacking

Canoeing• Cycling • Horseback riding Volunteer Tourism

Boomers

51 -60 Camping, • Cycling

Backpacking • Volunteer Tourism

More than 60 Archeology • Volunteer Tourism

Environment • Hiking

Note: Sample size for age GenY and GenX age segments was small, therefore results are indicators of trends but not conclusive.

Volunteering is popular with almost every age group; backpacking and camping are popular with people age 28 – 60. [ ]

ADVENTURE TRAVELER ACTIVITIES OF INTEREST

GENERATIONS AGE RANGES MOST LIKELY TRAVELING

PARTNER

Gen Yers Less than 28 Partner

Gen Xers

28 - 40 Spouse/partner

41 - 50 Family

Boomers

51 -60 Family

More than 60 Friends/Partner

GenX and Boomers 41 - 60 travel with family, while GenY and Boomers 60+ travel in pairs [ ]

ADVENTURE TRAVELER TRAVEL STYLE

The following slides provide basic

information on the need to adhere to best

practices when leading adventure trips

and the benefits that observing best

practices can bring to a destination.

THE IMPORTANCE OF BEST PRACTICES

Sustainable Development

Policies

Infrastructure

Humanitarian

Entrepreneurship

Adventure Activity Resources

Health Cultural Resources

Safety

Image & Marketing

Natural Resources

The ATDI describes 10 factors necessary for adventure market development; adherence to best practices is especially important in the areas of Safety,

Natural , Cultural, and Adventure Activity Resources [ ]

ADVENTURE TOURISM DEVELOPMENT INDEX FRAMEWORK

Adventure travelers and companies can influence the protection of land, culture and biodiversity - the base assets upon which

adventure tourism is built

TYPES OF BEST PRACTICES EVERY ADVENTURE BUSINESS MUST CONSIDER

BEST PRACTICE AREA EXAMPLE METHOD OF MONITORING

Environment •  Leave No Trace •  Best Practices for Marine,

Mountain, Jungle Environments

Community members track changes in specific indicators, for example monitoring volumes of trash, demand for wastewater treatment

Wildlife

Guides instructed not to bring guests too close to wildlife, or to lead groups through known nesting grounds

Health of species populations

Guest Safety Guides possess wilderness first aid and technical skills for the trips they lead

Annual training tests for guides

Community Communities are involved in the tourism supply chain

Regular interaction with community groups to gauge their satisfaction with tourism

BEST PRACTICES TO SUSTAIN NATURE, CULTURE AND ADVENTURE RESOURCES

[ ]

CONSIDER THE CASE OF CONSERVANCIES IN NAMIBIA WHERE ADHERENCE TO ENVIRONMENTAL AND COMMUNITY BEST PRACTICES ARE PARAMOUNT

CHALLENGES: balancing local subsistence uses

of land with tourism and wildlife conservation

KEYS TO SUCCESS: conservancies are

located on communal land and owned by local people

CASE STUDY BEST PRACTICES DELIVER BENEFITS

TOTAL REVENUE GENERATED BY CONSERVANCIES IN NAMIBIA

Ø  The current industry perspective about Macedonia Ø  Market value and growth trajectory of the adventure travel

industry Ø  Important characteristics about adventure travelers:

o  Conduct trip planning research online o  Are interested in volunteering as well as traditional outdoor

activities o  Travel with family groups (age 41 – 60) while other age

segments travel in pairs

Ø  Importance of best practices and benefits they can deliver to communities and the environment

WHAT WE LEARNED

adventure market overview

Travel

adventure

age groups

include macedonia

activities

tourism

quickpoll

trips

land