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August 8, 2010 | Adventure tourism key to boosting economies | Washington: A study has found that a country could get an economic boost if it offered adventure tourism. Researchers at George Washington University's International Institute
of Tourism Studies believe that jungle tours, whitewater rafting or birdwatching can help attract tourists. GW School of Business researchers found that adventure tourism is a rapidly growing tourism market and a viable economic opportunity for countries seeking to develop tourism. "Instead of being seen as a small, niche
market, the study shows that adventure tourism is a sizable market with the potential
for significant economic growth opportunities," Dr. Kristin Lamoureux, director
of George Washington's International Institute of Tourism Studies, said. "Additionally,
adventure tourism often relies heavily on the natural and cultural resources a
destination already has to offer. "For many developing destinations without the
resources to build infrastructure, adventure tourism is a realistic alternative
and provides a strong argument for preserving a destination's resources," Lamoureux
stated. The George Washington University study, which was conducted in partnership
with the Adventure Travel Trade Association and Xola Consulting, estimates that
consumers spent more than 89 billion dollars (excluding airfare and gear/clothing
purchases) worldwide on adventure travel in 2009. The study also estimates that
approximately a quarter of those travelling from the three regions studied took
holidays involving adventure activities and spent 53 billion dollars on just on
gear purchases. Researchers say the growth in adventure tourism is good news for
both the public and private sectors, which include governments, state or national
tourism offices, tour operators and gear and apparel manufacturers. "This initial
market-sizing study on adventure tourism is crucial for future research and for
entrepreneurs working in this sector," Dr. Phillipe Duverger, assistant professor
at Towson University and GW School of Business Ph.D. graduate who worked on the
study, said. "It shows where and how big the opportunity is and provides future
researchers a baseline for comparison with other quantitative studies," he stated.
The study surveyed people from countries in North America, Latin America and Europe
and discovered that adventure travellers tend to be affluent and educated. These
travellers typically are environmentally and culturally aware consumers and lean
towards adventure travel due to its focus on responsible and sustainable development.
Results of the study are expected to aid the adventure travel industry, destinations
seeking to grow or enhance its adventure offerings and adventure tour operators
who serve this growing segment of tourists. |
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