Seminar delegates at the 21st edition of the Arabian Travel Market, ATM 2015, which is 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 percent within two years.
Clarifying the definition of the sector, Kelig 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 Abdul Rahim Kazim, Chief Executive Officer of Dubai Corporation for Tourism and Commerce Marketing (DCTCM) said, “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. We also have a packed calendar of annual events happening across the emirate offering the ultimate experience for adventure seekers.”
“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.
