Demographics in adventure tourism
- In 2014, 53% of all adventure tourists were women and 47% were men.
- In 2014, 37% of adventure tourists spent four years or more in tertiary education.
- More than 11% had a professional qualification.
- The average income for adventure tourists is approximately DKK 275,000.
- A small proportion travel alone. 21% travel with friends, 37% travel with a spouse and 30% travel with their families including children.
Source: UNWTOs “Global Report on Adventure Tourism” 2014.
Consumption trends – tourism with a local impact
- When we split adventure tourism into “hard” and “soft” categories, a pattern emerges in which tourists in the soft category (e.g. non-extreme activities, cultural activities, community involvement and guided tours in nature) spend about DKK 5,000 per holiday - excluding travel costs. This figure is a global average and does not reflect the amount spent on trips in Greenland where the economy is different and spending i higher per person.
- In comparison, on a global level, non-adventure tourists spend about DKK 3,500 per person per holiday (excluding travel costs). This is about 40% less than the amount spent by adventure tourists who also spend more money in local communities where the economic impact is more tangible.
- More extreme adventure tourists only spend about DKK 2,750 per trip (excluding travel costs), but spend significantly more money on gear and equipment needed for their holiday.
- In mass tourism, approximately 80% of the revenue from a trip goes to airlines, hotels and other international companies. In contrast, in adventure tourism, 70-80% of the revenue goes to local communities.
65.5% of total travel expenditure per adventure tourist remains in the destinations or destination the tourist has visited.
Sources: UNWTOs “Global Report on Adventure Tourism” 2014 and ATTA’s and GWU’s “Adventure Tourism Market Report” 2010