Cultural Heritage Tourism
- 76% of leisure travelers would classify themselves as "cultural/heritage travelers."
- "Cultural/heritage traveler" is a rapidly growing phrase within the tourism industry, and is used to describe tourists who have participated in cultural/heritage activities on one of their trips in the past three years.
- The segment of "cultural/heritage travelers" can be further broken down into 5 different subgroups: Passionate, well rounded, aspirational, self guided/accidental, and keeping it light. All of these subgroups have experienced growth in the last couple of years.
- Between 2009 and 2013, the amount of money spent per trip has increased for each of these groups. This is particularly true for the "well-rounded" and "passionate" traveler groups.
- Projected data for 2013 expected to see an increase of almost 8 million cultural/heritage travelers during the year.
- For 2013, among all leisure travelers, cultural/heritage travelers were expected to account for 170 billion dollars in spending while non-cultural/heritage travelers were expected to account for 33.5 billion dollars.
*These were estimated figures based off of data from 2012
- The adventure tourism market is an important, rapidly growing part of the tourism industry. For the sake of research, adventure travelers are defined as those who reported a an adventure activity as the main activity for their last trip.
- Travel activities are divided into three different categories: Hard adventure (caving, climbing, trekking), Soft adventure (camping, canoeing, hiking), and non-adventure (walking tours, getting to know locals, cultural activities). Most adventure travelers participate in either soft or non-adventure activities, with very few taking part in hard activities.
- In 2013, the adventure travel market made up approximately 41.9% of the traveling population, a large increase from 26.3% in 2009.
- The adventure tourism market continued to trend upwards even during a time of economic downturn.
- Adventure travelers tend to be younger and achieve a higher level of education than other travelers.
- Per trip spending for adventure travelers increased from $593 in 2009 to $947 in 2012.
- Based on the below average percentage of travelers who hold valid passports, there is evidence to suggest that a lot of adventure travel takes place regionally.
- The value of the adventure market for European, North American and South American countries is estimated at 263 billion dollars.
- “Sport Tourism” is defined as specific travel outside of the usual environment for either passive or active involvement in competitive sport is the main reason for travel.
- Two categories of “Sport Tourism” exist.
- 1) Sports participation travel
- 2) Sports spectatorial travel
- In the past twenty years sports tourism the interest in sport and especially elite sporting events has grown rapidly (World Tourism Organization)
- In some countries sport accounts for as much as 25% of all tourism receipts
- In the United States, the Travel Industry Association of America found that in the past five years, 38% of US adults attended an organized event, competition or tournament as a spectator or participant, while on a trip of 50 miles or more.
- Ironman Chattanooga will be a big part of sport tourism in Chattanooga for the next
- This event is estimated to bring in over 75,000 people and a combined economic impact of $40,000,000 in the community.
National Association of Sports Commissions, Report on The Sports Travel Industry