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
·
Agritourism
·
Culinary or Gastronomic Tourism
·
Orange Tourism – Focuses on Cultural, Economic
and Social Development
·
Sharing Economy – peer-to-peer market
·
Wellness Travel
If you are interested in enhancing your current tourism
project or turning your tourism idea into reality, contact info@cesclients.com for details on how to
get started!
Sources:
The Case for Responsible Travel: Trends and Statistics - http://www.responsibletravel.org/whatWeDo/The_Case_for_Responsible_Travel_2016_Final.pdf
Travel Market Report - http://www.travelmarketreport.com/articles/Emerging-Wellness-Travel-Trends-For-2017-And-Beyond
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