In case you missed it, the adventure travel industry includes activities such as bird watching and learning, along with kayaking, surfing and diving. Travel industry experts agree that the adventure segment continues to grow. US and international adventure travel enthusiasts are looking for:

• Services tailored to their specific interests
• Luxury in non-luxurious locations
• Personal challenges and growth

Xola Consulting reports that international tourists make up a healthy segment of adventure travelers and continue to spend money on everything from US hotels stays to dining out. Using the data from this study, you can develop effective campaigns to help your travel and tourism clients increase business. Keep the following details in mind:

• Percentage of total foreign visitors from Canada and Mexico: 57.3%
• Percentage of visitors from Europe: 20%
• Top areas visited by international travelers: Middle Atlantic, South Atlantic, Pacific

An additional finding of the report indicates that some international travelers fear they will face visa difficulties at the border and will be treated rudely while visiting the US. Work with your clients to develop ad campaigns that specifically target visitors from Canada, Mexico and Europe and that emphasize the highly personal and civilized nature of their prospective adventure travel experience.

[Source: US Tourism Market Trends for Adventure Travel, Xola Consulting, 2008]