The travel industry is always shifting and changing based on current worldwide trends, the emergence of new markets, and different niche groups. As a business or someone that is involved in the tourism industry, it’s important to keep up with these new trends. Here is some insight with some of the growing trends and emerging niche markets for 2017.
Growing Market of Wellness-Minded Travellers
One of the newest trends to hit the travel industry is the growth of wellness travel. This includes more than marketing just resorts and retreats, it involves promoting your destination to target the growing market of wellness-minded travellers.
Destination expert Roger Brooks, president of Peoria, AZ-based Roger Brooks International, says “health and wellness is now one of the top four brands that destinations are pursuing.”
Costa Rica Tourism is gearing up to focus its 2017 PR campaign to promote the “Pura Vida” Lifestyle which is guided by the core values of community, health and wellness.
Responsible Travel is on the Rise
After reviewing an article posted by responsibletravel.org, one of the growing demands is in Responsible Travel – which is tourism that maximizes the benefits to local communities, minimizes negative social or environmental impacts, and helps people conserve fragile cultures and habitats or species.
Research studies continue to show that travellers prefer companies that instil eco-friendly practices in their operations. Travellers have a higher level of environmental and cultural awareness, meaning that they are more demanding and able to influence tourism providers to change their practices.
Nature-Based Tourism Growth
I’ve noticed this new trend first hand by exploring Vancouver Island. There is a lot more younger people, a.k.a. Millenials, out in nature, hiking, and exploring some off the beaten track nature-based activities. I was in Port Renfrew, the other day, a community on Vancouver Island’s west coast with a population of only 120 people, and their local tourism industry grew this year by 700%! That is an incredible growth in tourist numbers and shows that people are searching for opportunities to get them up close and personal with nature.
Nature-based tourism accounts for about 20% of the total for international travel and continues to grow according to the UNWTO.
The Real Local Experience
Living like a Local has also become a growing trend. People are searching for more authentic, “real” experiences that allow them to connect with people and places.
This trend fits perfectly with CES’s Authentic Indigenous Moments (AIM) Project – which is an indigenous platform that focuses on creating authentic community experiences between visitors and local guides.
A Growth in Niche Markets
The tourism industry is experiencing more segmented markets and new groups of consumers. The following are some of the top growing niche markets that relate to responsible travel:
· Adventure Tourism
· Culinary or Gastronomic Tourism
· Orange Tourism – Focuses on Cultural, Economic and Social Development
· Sharing Economy – peer-to-peer market
· Wellness Travel
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