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TOURISM ADVENTURE AND ACTIVITY FORUM Get out there!. Marketing Update – where the best prospects are Galway 5 th November 2009. Activity Tourism. Worth €1.2 billion in 2008. Activity Tourism. €650 million from Overseas Markets €540 million from the Domestic Market

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tourism adventure and activity forum get out there


Marketing Update – where the best prospects are


5th November 2009

activity tourism

Activity Tourism

Worth €1.2 billion in 2008

activity tourism3
Activity Tourism
  • €650 million from Overseas Markets
  • €540 million from the Domestic Market
  • € ? million from the Northern Ireland Market
economic contribution of activity tourism

Economic Contribution of Activity Tourism

High yield segment

Average spend of overseas visitors engaging in activities 38% higher than the average overseas visitor

profile of domestic holidaymakers engaging in activities
Profile of Domestic Holidaymakers Engaging in Activities
  • Primarily April to September (60%)
  • Two-thirds on short breaks (1 – 3 nights)
  • Those on longer holidays (4+ nights) more likely to participate (61% - rising to two-thirds of those staying 6 or more nights)
  • Better regional spread – 73% on the western seaboard
  • Above average number of family holidays (35%)
  • 35 – 54 years the most significant cohort
value of the adventure holiday sector by market 2003 2008
Value of The Adventure Holiday Sector by Market 2003-2008

*Retail Value RSP of adventure/trekking holidays via tour operators and travel agents - Year-on-Year Exchange Rates

Source: Euromonitor 2009.

potential european sports holidays
PotentialEuropean “Sports” Holidays

Source: IPK European Travel Monitor


Recession & Recovery% Change in GDP by Country

Source: IMF, World Economic Outlook., April 2009.

healthy active lifestyles
Healthy & Active Lifestyles

Increased emphasis on

Keeping Healthy

Maintaining a youthful appearance

Increased participation in physical exercise.

Growth driven by the more affluent and educated ABC1 socio-economic group.

eu population projections 2008 2019
EU Population Projections 2008-2019


in Millions

Source: Eurostat 2009.

demand for family activity holidays
Demand for Family Activity Holidays
  • Water based activities, cycling and walking.
  • Centre based, multi-activity holidays.
  • Good quality accommodation (i.e. hotels or self-catering).
  • Babysitting.
  • Short breaks in convenient locations.
increasing female participation

In The UK

Global make-up of adventure travellers

Source: Adventure Travel Trade Association, 2006.

Source: Mintel 2008

Increasing Female Participation.
responsible tourism

Source: Tripadvisor 2008. (Sample 1,000).

Responsible Tourism

Incidence of considering environment in holiday plans.

other trends
Other Trends
  • Proliferation of new and more extreme activities,
      • BASE jumping (parachute off buildings/cliffs),
      • coasteering (jump off cliffs into the sea),
      • speedriding (skiing meets hang-gliding),
      • canyoning (using a variety of activities while travelling through a canyon).
    • Demand for more exotic locations.
    • Volunteering while on holiday.
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