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.