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