AusLeisure

The Adventure Travel Trade Association's Annual Industry Snapshot Report has revealed that COVID-19 is still a concern for travellers and is having an impact on adventure travel businesses, but finds that the industry is generally recovering.

For over 15 years, the ATTA has surveyed its growing database of tour operators and produced an annual State of the Industry Snapshot report. In these reports, adventure travel tour operators are invited to share information about their business operations as well as trends they are experiencing with respect to traveller demographics, destinations, and activities.

For the 2022 report, a survey was conducted between February and March this year, asking operators about their business operations 2021 sales, 2022 booking expectations, travel trends and consumer motivations.

In addition to finding on the continued impact of COVID-19, this year’s survey results show that top trending destinations are places with higher vaccination rates, while socially distanced itineraries and activities remain popular.

All regions served more guests on average in 2021 than 2020, but none returned to pre-COVID-19 levels, and overall respondents saw 66% fewer guests than in 2019. 9% of respondents had zero guests in 2021, down from 16% in 2020.

The report also found that sustainability is being treated as a priority for the adventure tourism industry, following on from last year’s Industry Snapshot report which found that 40% of respondents were working toward a sustainability certification.

That figure has increased to 45% this year while maintaining community livelihoods has also increased in importance in the past year, showing a dedication to social and economic sustainability.

Some key findings include:

The Impact of COVID-19

• On average, trips were 52% full (up from 36% in 2020)
• The average number of travellers served by respondents was 1,355, a 142% increase from 560 in 2020
• Staffing in various departments has remained relatively stable over the past year
• 81% of respondents had some reduction in revenue compared to 2020, but it was much less extreme than the 2019-2020 decrease. 30% had a 2021 gross annual revenue of less than $50,000, down from 45% in 2020.

Popular Trip Itineraries, Destinations and Activities

• Respondents’ most popular itinerary is priced at US$2,900 (for 8 nights), 70% of which ($2,030 on average) is spent with local suppliers
• The most popular consumer motivations for traveling were new experiences, to go off the beaten track, and to travel like a local
• The hottest trending destinations were the Mediterranean, Western Europe, the United States, Scandinavia and the Caribbean.

Marketing Trends

• Globally, approximately two-thirds (62%) of bookings are made directly with the service provider
• 62% of respondents have an online reservation system that takes credit cards, up from 50% in previous years

Future Outlook

• Globally, 82% of respondents expect their 2022 net profit to be equal to or better than 2021
• 73% of respondents are seeing an improvement in domestic travel demand for 2022
• 62% of respondents are seeing an improvement in international travel demand for 2022

Commenting on the report, ATTA Chief Executive, Shannon Stowell stated “the need for, and power of responsible adventure travel is higher than ever. All of you in the industry have been asked to stretch and hang in there longer than would have even been imaginable in 2019."
Click here to download the report.

Image: Surf N Dirt Adventure Tours on Western Australia's Margaret River.

Related Articles

28th June 2022 - National Outdoor Education Conference returns in 2022 with opportunities to connect and reset

31st May 2022 - New Liability Insurance package launched for outdoor adventure, recreation and tourism activities

10th May 2022 - Australian Outdoor Industry releases four-point plan in advance of Federal election

22nd April 2022 - ATTA looks at challenges and Opportunities in Community-Based and Indigenous Tourism in Australia and New Zealand

5th March 2022 - ATTA explains the influence and impact of women in adventure travel

19th February 2022 - Adventure Travel Trade Association moves to facilitate tourism development among forward thinking nations

31st January 2022 - Adventure Travel Trade Association names new regional director for Asia as it focuses on the region’s potential

8th November 2021 - Tourism Industry Aotearoa advises caution required around adventure tourism proposals 

1st November 2021 - Japan promoted as an adventure travel destination

17th August 2021 - Adventure Tourism Victoria says tourism is dead

8th March 2021 - Second edition of Adventure Travel Guide Standards published

10th December 2020 - Insurance crisis set to force closures of Australian attractions and adventure tourism businesses

6th October 2020 - Tourism Industry Aotearoa offers ‘unprecedented’ loan facility for adventure tourism operators

4th September 2020 - WTTC launches Safe Travel protocols for adventure tourism

19th August 2020 - ISO advises of update to adventure tourism standards

12th June 2020 - Insurance refusals impacting adventure tourism operators

17th March 2020 - New national outdoor standards will support Queensland’s adventure tourism sector

27th January 2020 - International adventure tourism community rallies to support Australia during bushfire crisis

27th September 2019 - Adventure Travel Trade Association offers ‘Neutral Together’ bulk carbon offset purchase to members

4th March 2019 - International adventure tourism experts to converge on Queenstown

13th May 2018 - Adventure Travel Trade Association shares report on trends in adventure tourism

30th January 2018 - UAE to host Asia Pacific’s leading adventure tourism trade event

8th November 2017 - New research shows adventure travellers’ relationship with risk

3rd March 2017 - Conference to explore US$7.88 trillion adventure tourism market

23rd December 2016 - South Island adventure tourism leaders join forces

17th November 2016 - Australia and New Zealand ranked among top adventure tourism destinations

---

Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?

As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.