Region boasts
strong credentials to boost arrivals looking for physical, cultural and eco
experiences according to the Adventure Travel Trade Association
Seminar delegates at the Arabian Travel
Market 2015, which is currently taking place at the Dubai World Trade Centre, were
told that the adventure travel sector is currently valued at US$263bn annually,
according to Manal Kelig, Executive Director of the Adventure Travel Trade
Association (ATTA) – having grown 195 per cent within two years.
Clarifying the definition of the sector,
she said it spread beyond the traditional view of rock climbers and trekkers,
and embraced those seeking physical activity, cultural exchanges and
interaction with the environment, from cruising and birdwatching to language
learning and attending festivals.
Issam AbdulRahim Kazim, Chief Executive Officer of Dubai
Corporation for Tourism and Commerce Marketing (DCTCM) "ATM is the perfect
global platform for us at Dubai Tourism to highlight Dubai's rich offering of
exhilarating adventure activities which are suitable for all types of
travellers, in particular - families. From skydiving and desert driving to
theme parks and water attractions - there is something for everyone, so
visitors can have a different adventure each day during their trip to Dubai
“Working with the UNWTO, we have categorised
three types of travellers: the Grazers who are ticking off experiences on their
bucket list; the Adventurers who look for a mix of soft and hard adventure, and
the Enthusiasts, who travel off the beaten track,” she said. “This classification has helped to define
marketing to target these different sectors.”
In the Middle East, where annual visitor
arrivals are estimated at 101million by 2020 and 149million by 2030, targeting
adventure travel offers a platform to extend the benefits of tourism beyond
gateway cities, according to Sandra Carvao, Communications and Publications
Chief at UNWTO.
“This offers big opportunities for preservation of nature and culture
and has considerable commercial development impact,” she said, pointing to the
results of the ATTA Snapshot of 2014 which reported that 65.6
per cent of adventure travel trip revenue remained in a destination, compared
to just five per cent of the average vacation tour.
Confirming this potential, Dr Aed Al Razzaq
Issam Arabiyat, Managing Director of the Jordan Tourism Board, said that
adventure tourism was a major growth sector in his country, and the engagement
of local residents was one of the major contributors to this success.
“Tourism has changed from sight-seeing to doing
- an experience - and we are collaborating with the UNWTO to launch the
Jordanian National Trail, connecting local communities and installing the
necessary services and products, with the private sector developing
accommodation and restaurants,” he said.
“We have to work together to develop this
product, foster B2B networking and bring in overseas tour operators to
experience the product, as well as developing a platform for FITs to search and
book Jordan online.”
Turning to the potential for cooperation in
the Middle East to promote adventure travel attractions to a wider audience,
ATTA’s Kelig said a programme similar to the UNWTO’s Silk
Road could be started small and expanded over time.
“Collaboration on visas, marketing, product
development, health and safety standards, training and guides can help to build
capacities, and such an initiative can change perceptions,” she said.
“This could be particularly relevant to the
Middle East as it can help shape the vision of
the region as it is positioned as an adventure travel destination.”
Reinforcing this potential, North America director for the Dubai Department of
Tourism and Commerce, Jessica Herring, said that while city breaks were among
the biggest growth areas for international travel, this was often a part of
adventure travel, driven by millennials or Generation Z, who wanted more than
just a resort vacation.
“Millennials like things to do and are
generally more open minded than their predecessors about their chosen
destination,” she said.
“In some source markets, Dubai had been
perceived as a purpose built attraction, but continuous product development
means there is much more to do, from lunch with local Bedu to pearl diving or
sky diving over the Palm Jumeirah … and Millennials then tweet their
experiences to friends and family.”
·
According to study by travel
and hospitality consultancy firm MMGY Global, Millennials (those born between
the early 1980s and early 2000s) travel more than ever before, are likely to
spend more on travel services than any other demographic over the next year and
60 per cent say they prefer spending their money on experiences rather than on
material possessions,.
For more
information on Arabian Travel Market 2015, please log on to: www.arabiantravelmarket.com
