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ANTONIO DEL ROSAL ATTA APRIL 18 2012 Adventures in Sustainability

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Page 1: Adventures in Sustainability · Top Activities Offered by ADVENTURE Tour Operators Hiking/Walking- 81% Cultural Activities – 68% Trekking- 55% Crocodile Kissing and Snake Wrangling-

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

Page 2: Adventures in Sustainability · Top Activities Offered by ADVENTURE Tour Operators Hiking/Walking- 81% Cultural Activities – 68% Trekking- 55% Crocodile Kissing and Snake Wrangling-

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

Page 3: Adventures in Sustainability · Top Activities Offered by ADVENTURE Tour Operators Hiking/Walking- 81% Cultural Activities – 68% Trekking- 55% Crocodile Kissing and Snake Wrangling-

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?

Page 4: Adventures in Sustainability · Top Activities Offered by ADVENTURE Tour Operators Hiking/Walking- 81% Cultural Activities – 68% Trekking- 55% Crocodile Kissing and Snake Wrangling-

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!

Page 5: Adventures in Sustainability · Top Activities Offered by ADVENTURE Tour Operators Hiking/Walking- 81% Cultural Activities – 68% Trekking- 55% Crocodile Kissing and Snake Wrangling-

Adventure Travelers

5

Page 6: Adventures in Sustainability · Top Activities Offered by ADVENTURE Tour Operators Hiking/Walking- 81% Cultural Activities – 68% Trekking- 55% Crocodile Kissing and Snake Wrangling-

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.

Page 7: Adventures in Sustainability · Top Activities Offered by ADVENTURE Tour Operators Hiking/Walking- 81% Cultural Activities – 68% Trekking- 55% Crocodile Kissing and Snake Wrangling-

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.

Page 8: Adventures in Sustainability · Top Activities Offered by ADVENTURE Tour Operators Hiking/Walking- 81% Cultural Activities – 68% Trekking- 55% Crocodile Kissing and Snake Wrangling-

Governments Are Shifting

Survey of over 100 tourism boards:

In 2007

Less than half recognized

adventure tourism…

Today

85% do

Page 9: Adventures in Sustainability · Top Activities Offered by ADVENTURE Tour Operators Hiking/Walking- 81% Cultural Activities – 68% Trekking- 55% Crocodile Kissing and Snake Wrangling-

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

Page 10: Adventures in Sustainability · Top Activities Offered by ADVENTURE Tour Operators Hiking/Walking- 81% Cultural Activities – 68% Trekking- 55% Crocodile Kissing and Snake Wrangling-

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

Page 11: Adventures in Sustainability · Top Activities Offered by ADVENTURE Tour Operators Hiking/Walking- 81% Cultural Activities – 68% Trekking- 55% Crocodile Kissing and Snake Wrangling-

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

Page 12: Adventures in Sustainability · Top Activities Offered by ADVENTURE Tour Operators Hiking/Walking- 81% Cultural Activities – 68% Trekking- 55% Crocodile Kissing and Snake Wrangling-

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

Page 13: Adventures in Sustainability · Top Activities Offered by ADVENTURE Tour Operators Hiking/Walking- 81% Cultural Activities – 68% Trekking- 55% Crocodile Kissing and Snake Wrangling-

Destination Opportunities for Adventure Travel

Page 14: Adventures in Sustainability · Top Activities Offered by ADVENTURE Tour Operators Hiking/Walking- 81% Cultural Activities – 68% Trekking- 55% Crocodile Kissing and Snake Wrangling-

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

Page 15: Adventures in Sustainability · Top Activities Offered by ADVENTURE Tour Operators Hiking/Walking- 81% Cultural Activities – 68% Trekking- 55% Crocodile Kissing and Snake Wrangling-

Volcanoes Safaris

Page 16: Adventures in Sustainability · Top Activities Offered by ADVENTURE Tour Operators Hiking/Walking- 81% Cultural Activities – 68% Trekking- 55% Crocodile Kissing and Snake Wrangling-

Rivers Fiji

Page 17: Adventures in Sustainability · Top Activities Offered by ADVENTURE Tour Operators Hiking/Walking- 81% Cultural Activities – 68% Trekking- 55% Crocodile Kissing and Snake Wrangling-

Austin Lehman Wheels of Change

Page 18: Adventures in Sustainability · Top Activities Offered by ADVENTURE Tour Operators Hiking/Walking- 81% Cultural Activities – 68% Trekking- 55% Crocodile Kissing and Snake Wrangling-

What’s at Risk? And how will adventure help?

Page 19: Adventures in Sustainability · Top Activities Offered by ADVENTURE Tour Operators Hiking/Walking- 81% Cultural Activities – 68% Trekking- 55% Crocodile Kissing and Snake Wrangling-

President Felipe Calderon

“Adventure tourism allows us to protect our natural resources through mechanisms that also have economic incentives.”

October 2011 - Chiapas, Mexico