Download the full length pdf booklet here
Globally, adventure tourism used to be a niche market, but the last few years it has been experiencing very high growth rates. According to research company Technavio’s ‘Global Adventure Tourism Market 2016-2020’ report adventure tourism had a market share of 7% vs other types of tourism at 93% in 2015, but will grow to a market share of 37% by 2020. Greenland is an obvious choice of destination for adventure tourism, so it is very interesting that the adventure segment is enjoying rapid growth.
The industry is also helping to raise awareness of sustainability, the need to support local communities and promote social responsibility. These values help to secure the future of the sector.
In this article, we have compiled a number of key facts on tourism.
Global figures for adventure tourism
- WTTC found that in 2016, travel and tourism was responsible for just over 10% of global GDP and 10% of the world’s jobs
- By Adventure Travel Trade Association’s projections the international adventure travel market in 2017 can be valued conservatively at $683 billion, showing 21% CAGR since 2012
- Adventure tourism providers in North America, Europe and South America are expecting a growth in net profits of between 6% and 13% in 2019 (ATTA survey)
- The global adventure tourism market is expected to reach $1,335 billion by 2023 (alliedmarketresearch.com)
- 37.4% of all international departures in 2018 were for adventure (Bannikin.com)
- Adventure tourism leaves ca. 65% of the spending at the destination, while 'All inclusive' mass-tourism leaves ca. 5% at the destination (Bannikin.com)
37.4% of all international departures in 2018 were for adventure
Top 5 activities in high demand:
2) Cycling (Electric-Bikes)
3) Culinary Experiences
4) Nature Photography
5) Cultural Experiences
Trends in Adventure Travel (ATTA Adventure Tour Operator Snapshot Survey 2019)
- Solos 18%, Couples 40%, Families 19%, Groups 23%
- Females 53%, Males 47%
- Age distribution:
28 and under: 10%, 29-40 years old: 28%, 41-50 years old: 23%, 51-60 years old: 26%, 61-70 years old: 17%, 70+: 6%
- Trip types in high demand:
1) Custom Itineraries 2) Remote Destinations/Trails 3) Green/Sustainable Itineraries 4) Family/Multi-Generation 5) Expert or Specialist-Guided 6) Long Haul/Overseas 7) Slow Travel Itineraries
- Factors that are the strongest motivators:
1) New Experiences 2) Travel Like a Local 3) Cultural Encounters 4) Wellness 5) Adventure Travel as a Status Symbol
WHAT IS ADVENTURE TRAVEL IN GREENLAND?
The core values of adventure tourism are what underpin tourism in Greenland. Growth in employment and income in the coming years will come from companies that think sustainably, take responsibility for culture and the environment and understand how to involve visitors in active experiences.
ADVENTURE TRAVEL TRADE ASSOCIATION
Together with a few domestic operators Visit Greenland uses the global Adventure Travel Trade Association network to help promote the development of the adventure tourism industry in Greenland.
ADVENTURE IN PRACTICE - GREENLAND OUTDOORS
Jens-Pavia Brandt’s company Greenland Outdoors specialises in combining kayaking, wildlife tours, storytelling, and hiking in the backcountry around Kangerlussuaq.
ADVENTURE SEGMENTS IN GREENLAND
Visit Greenland's work with mapping and segmentation of tourists in Greenland is closely related to the definitions of adventure by the Adventure Travel Trade Association, and in this article we will explore how the two models are connected.
ADVENTURE IN PRACTICE - INUK HOSTELS
Liisi Egede Hegelund offers a combination of accommodation and cultural encounters in a backcountry oasis right in the heart of Nuuk’s urban environment, and her concept shows how adventure in Greenland can be based just as much in urban settings as in the mountains.
FRAMEWORK CONDITIONS AS A TOOL FOR ENHANCING VALUE
Natural and cultural resources are the building blocks for adventure tourism, and public-private collaboration on preservation and protection can create a platform for sustainable resource management and future business development.
ADVENTURE IN PRACTICE - TRAVELLODGE GREENLAND
Travellodge Greenland in East Greenland has created strong adventure tourism products. It is now a growing business based on local knowledge, passion and a desire to make a difference in the local community.
SHARED RESPONSIBILITY THROUGHOUT THE SUPPLY CHAIN
Partnership between companies in a supply chain can be critical for local and global implementation of business development based on sustainable and responsible business practice.
ADVENTURE IN PRACTICE - PGI GREENLAND
PGI Greenland is a newly set-up company in the Disko Bay. In a busy market, PGI Greenland has found a niche in adventure-based tourism, developed in close collaboration with local logistics providers and an international partner.
HUMAN RESOURCES AND ADVENTURE
Professional guides are one of a tour operator’s main assets. The guides must have specialised knowledge that can inspire and help the company’s clients in a way that is safe and responsible.