A N T O N I O D E L R O S A L
A T TA
A P R I L 1 8 2 0 1 2
Adventures in Sustainability
Who is the ATTA?
More than 750 members representing 70+ countries- tourism boards, tour
providers, etc.
Education & Professional Development
Adventure Tourism Development- Norway, Brazil, Mexico, Quebec…..
AdventureTravelNews.comTM goes to 30,000+ pros
Research Initiatives
Leadership activity worldwide: GSTC, WTM, ITB, Tourism for Tomorrow,
National Geographic Geotourism Summit, PURE, ABETA, etc.
ATTA’s online community, The HUB: more than 1300 professionals online-
networking, best practices sharing, business getting done
ATTA Regional Meetings and Adventure Travel World Summit
Industry spokesvoice
ATTA Toronto regional meeting
May 4, 2010
Today’s adventure traveler seeks experiences
beyond high-adrenaline sports
Adventure provides a mix of activities that enable
authentic, un-manufactured experiences
What is Adventure Travel?
Top Activities Offered by ADVENTURE Tour Operators
Hiking/Walking- 81%
Cultural Activities – 68%
Trekking- 55%
Crocodile Kissing and Snake Wrangling- 55%
Wildlife/Nature- 54%
National Parks- 53%
Bird Watching- 53%
Sea Kayaking- 50%
Historic Sites- 46%
Mountain Biking- 46%
Rafting- 45%
JOKE!
Adventure Travelers
5
Factors Contributing to Adventure Tourism’s Growing
Popularity
1. Traveler demand for authentic experiences
2. Consumer demand for ethical products and green, sustainable products
3. Travelers becoming more experienced and seeking new and unusual destinations
4. Changing values and a prioritization of fulfillment, a meaningful life.
Spend Shifters - A Sea Change
Brand Asset Valuator (BAV) 1 million consumers, 20 years, 50 countries, 70 brand metrics, 40,000 brands
• Exclusive DOWN 60%
• Sensuous DOWN 30%
• Daring DOWN 20%
• Friendly UP 148%
• Socially Responsible UP 63%
• Kindness/Empathy UP 391%
55% of US adult consumers fall into this category.
Governments Are Shifting
Survey of over 100 tourism boards:
In 2007
Less than half recognized
adventure tourism…
Today
85% do
Tour Operator Revenue in 2010 vs 2009
18.79%
33.78%
0%
10%
20%
30%
40%
Revenue is
Down
Revenue is
Up
66%
15% 14% 5%
0%
20%
40%
60%
80%
Up Down Flat I
Don't
Know
Total Gross Revenue in
2010 Compared to 2009
Average Change in Gross Revenue
in 2010 Compared to 2009
Tour Operators
79%
4%12%
5%
0%
20%
40%
60%
80%
100%
Up Down Flat I Don't Know
Projected Total Gross Revenue in 2011 Compared to 2010
Traveler Demands
They say they don’t want luxury, but there better be
hot water and a good meal.
They say they welcome risk and excitement… and
they emphasize safety
They don’t want to be labeled as exclusive… but they
do want small groups and special one-of-a-kind
experiences
They say they want authenticity… and they want it
guaranteed
Emerging Markets Tourism Forecasts 5% growth per year compared to world average of 4%
Mill
ion
unwto.org/facts/eng/vision.htm
1950 1960 1970 1980 1990 2000 2010 2020 0
200
400
600
100
0 80
0
120
0
140
0
16
00
Actual Forecast
s
1.6 bn
1 bn
694 mn
South Asia
Middle East
Africa
East Asia/Pacific
Americas
Europe
Destination Opportunities for Adventure Travel
Destinations with high potential for Adventure
Travel
Emerging Countries
Israel
Latvia
Romania
Jordan
Slovenia
Bulgaria
Czech Republic
Estonia
Chile
Slovakia
Developed
Countries
Switzerland
Iceland
New Zealand
Canada
Germany
Sweden
Ireland
Norway
Finland
Austria
Volcanoes Safaris
Rivers Fiji
Austin Lehman Wheels of Change
What’s at Risk? And how will adventure help?
President Felipe Calderon
“Adventure tourism allows us to protect our natural resources through mechanisms that also have economic incentives.”
October 2011 - Chiapas, Mexico