Everyone loves thrill and excitement!
This is why adventure tourism is quickly becoming one of the most popular types of tourism in the world.
However, not everyone who loves a thrill is willing to go on vacation to get it!
So, if you’re looking to attract customers to your adventure tourism business, you will need to study the target market for adventure tourism carefully to understand the differences between those who simply love the idea of adventure and excitement and those who are actually willing to pay for such experiences while on their vacations.
Also, different thrill-seekers like different kinds of adventures. Some get their adrenaline rush by skiing down a steep mountain. Others prefer mountain biking or white water rafting down a raging river. Others like the exhilaration that comes from scaling a sheer cliff face or paragliding off the edge of a cliff.
In this article, we will review who makes up the target market for adventure tourism and what motivates them to seek out the excitement that pushes them to their limits.
What is Adventure Tourism?
Adventure tourism is a type of tourism that involves seeking out new and exciting experiences. This can include activities like hiking, camping, extreme mountaineering, bungee jumping, skydiving, and more.
Adventure tourists typically look for a challenge and are willing to push themselves outside of their comfort zones.
From a marketing standpoint, adventure tourism is an important segment of the tourism market, and customers in this segment are usually willing to pay more because of the extra perceived value that they get from such a vacation.
Examples of Adventure Tourism
Here are some specific examples of Adventure Tourism:
- Hiking to the base camp of Mount Everest
- Bungee jumping off of the Victoria Falls Bridge
- Visiting an active volcano in Iceland
- White water rafting down the Colorado River
- Skydiving in Dubai
- Mountain Biking in the Dolomites in Italy
- Climbing the Mont Blanc in France
- Caving and exploring the Waitomo Caves in New Zealand
- Dog Sledding in Greenland
- Ice Climbing in Rjukan, Norway
- Mountaineering in the Himalayas
- Scuba Diving in the Maldives
- Sailing off the Dalmatian Coast
And the list could go on and on.
If you have an adventure tourism business, it’ll be pretty hard for you to cover all types of adventure tourism. So select carefully from the many choices that are available so that you can offer the right adventure travel option to your ideal customer.
As you can see most adventure tourism activities are based in nature. So the target audience that is attracted to adventure tourism can also be attracted to Ecotourism. So you may want to consider combining travel packages that appeal to the adventurous streak as well as the environmental streak in your target customer.
Who likes Adventure Tourism? (and who does not)
The target market for adventure tourism tends to include thrill-seekers who are looking for an adrenaline rush. They are typically open to new experiences and enjoy taking risks. These travelers are also often relatively affluent or at least willing to bear the high costs associated with adventure tourism.
One of the reasons adventure tourism is growing in popularity is because it offers travelers a sense of authenticity. Experiencing new cultures and landscapes is one of the primary motivations for people who travel. And while some may argue that adventure tourism can be too risky, others see it as an opportunity to push themselves to their limits and discover new things about themselves.
Having said that, adventure tourism is not for everyone. The risks associated with adventure tourism can be real and can lead to physical injuries and psychological distress. This is why even though many people love the idea of adventure tourism in the abstract when it comes to booking their next holiday they will choose a quiet time on the beach with a book and a drink.
So before addressing this market, make sure you understand who likes and is willing to pay for adventure tourism and who isn’t.
Understanding the Market for Adventure Tourism: Why do people seek thrills?
- Enjoy physical activity
- Enjoy the thrill and adrenaline rush
- Best way to explore a new country
- Break out of their comfort zone
- Sense of Accomplishment and Pride
Enjoy Physical Activity
Many choose to go on an adventure vacation because of the physical activity it offers. Hiking, biking, and rafting are all popular activities that can be done on an adventure vacation.
It’s an opportunity for many to put their daily gym practice to use in new and exciting ways. For others, it’s a way to unshackle themselves from their desk jobs and sedentary lifestyles and explore the world in an active way.
Enjoy the thrill and adrenaline rush
For some, the appeal of an adventure vacation is the chance to feel fear and excitement in a safe environment. They crave the feeling of their heart racing as they try activities like bungee jumping or skydiving.
The feeling of excitement that comes with doing something new and dangerous is unbeatable for many. Skiing down a black diamond slope or jumping out of an airplane gives them a rush like no other. It is often also a way to shake off the stress of their day-to-day lives and enjoy some time outdoors.
Best way to explore a new country
Adventure vacations are also seen by many as the best way to explore a new country. By doing things like mountain biking, they could see parts of the country that they would never be able to see by just driving through it.
They can get an up-close and personal view of the culture and landscape that they would not get on a traditional tourist tour. It’s also a way to challenge themselves and see how much they can do in a new place.
Break out of their comfort zone
For some, adventure vacations are about pushing themselves outside of their comfort zones. Trying something new like paragliding or whitewater rafting can be a way to test their limits and see how far they can push themselves.
It can be seen as an opportunity to grow as a person and try things that they never thought they would be able to do.
The sense of accomplishment and pride
Finishing an adventure vacation can give many a sense of accomplishment and pride. They may have never thought they could hike to the top of a mountain or raft down a river, but when they do it they will have proven something to themselves and they can feel like they can take on anything.
Adventure tourism can also be a great way to bond with friends or family members as everyone supports each other through tough times and celebrate successes together.
These are some of the main reasons why people choose adventure tourism over “normal” tourism. Understanding these reasons will be important for your marketing campaigns as you draft messages that resonate with your target audience.
Summary
In this article, we tried to understand who makes up the target market for adventure tourism and what motivates them to try out this type of travel holiday.
Adventure seekers come from all walks of life and have many reasons for choosing adventure tourism.
Some people enjoy the physical challenge of an activity, while others enjoy the sense of excitement and the adrenaline rush that comes with adventure travel. Adventure tourism can also provide an escape from the routine and stress of everyday life.
For many people, the appeal of an adventure vacation is the opportunity to try new things and experience a sense of excitement and adventure. Skiing, bungee jumping, skydiving, and zip-lining are all popular activities for those seeking an adrenaline rush.
Another reason why people choose adventure tourism is to explore new places and cultures in a new way. Adventure travel provides travelers with the opportunity to see different parts of the world that they would never be able to see if they were just driving through it. By doing things like mountain biking, hiking, or white water rafting, they could get an up-close and personal view of the culture and landscape that they wouldn’t get on a traditional tourist trip.
Others use adventure travel as an opportunity to push themselves outside of their comfort zones, try new things and reach new heights.
Regardless of the reason, adventure tourism can be a great way to create lasting memories and experiences.
However, adventure tourism isn’t for everyone. Many people simply prefer a calm and uneventful vacation. This is why it’s important to know the target market for tourism that you wish to address, before developing products and adventure packages for it.
You need to be able to identify who your ideal customer is and what their motivations are for choosing adventure tourism. Only then will you be able to create an experience that they will love and remember for a lifetime.