Study encourages niche market development
MORE consumers are now drawn to adventure travel in the travel and tourism industry because of how it combines both active and cultural elements to deliver distinctive experiences, says Christina Beckmann, senior director, Strategy and Impact at Adventure Travel Trade Association (ATTA).
Her statement was made in relation to a new study carried out by the International Finance Corporation (IFC) and ATTA to help tourism developers in Fiji, Papua New Guinea, Solomon Islands and Vanuatu better understand how to develop their markets and create jobs, by catering to travelers from the United States and Australia.
A statement from IFC yesterday said the study — Adventure and Cultural Travelers Consumer Research, 2019 — showed that tourism-dependent countries in the Pacific could develop new revenue streams by attracting niche travellers looking for adventure and cultural experiences, helping strengthen local economies and provide jobs.
“This study is part of IFC’s larger efforts to leverage tourism as a tool for spurring economic growth in Pacific nations such as Papua New Guinea, Solomon Islands, Vanuatu, and Fiji,” said IFC’s country manager for the Pacific, Thomas Jacobs.
“Understanding the motivations and desires behind travellers from the United States and Australia will help tourism operators better develop products to attract those travelers to the Pacific,” said the lead author of the report, Jessie McComb.
Ms McComb said the reality was attracting travellers from these high-spending markets meant more tourists, greater tourism revenue for operators and countries, and more job opportunities for people.
The three key potential markets for tourism operators highlighted in the study included tourists looking for a variety of soft adventure and cultural experiences, those looking for in-depth cultural holidays, and people seeking intensive adventure activities.
According to the study the combined market value of tourists from the United States and Australia in the three areas highlighted amounts to more than $US108 billion ($F236.9b) while the US outbound portion of the market is estimated at $US96b ($F210.6b), while the Australian outbound portion is estimated at $US12.4b ($F27.2b).