Adventure Travel Research Spotlights Trends and Opportunities for Travelers and Businesses

New Research Highlights Methods to Maintain, Develop, and Grow Travel Products within the Adventure Tourism Industry as the Economy Changes
March 6, 2010 - PRLog -- Xola Consulting, Inc., sponsored by StepUpTravel and, today released the 2009 Adventure Industry Research Roundup in collaboration with the Adventure Travel Trade Association (ATTA).  On March 9, the Xola team will join representatives from The George Washington University for an online seminar hosted by the ATTA to discuss the report’s findings.

This comprehensive report features information specific to the adventure travel industry and also provides an updated in-depth analysis concerning the effects of the global economic recession on tourism, spending, lifestyle, and values. The 2009 report includes a detailed profile of today’s adventure traveler, destination rankings, and overall tourism trends.  Trends are examined regionally and by country allowing tour operators to modify their marketing towards tourist-generating countries and emerging markets by comparing current and historical data.  Statistical data is presented to assist participants throughout the tourism supply chain, including adventure tour operators, policy makers, and destination marketers.

For example, statistical data demonstrates the change in consumer demand emphasizing:
•   The importance of green products and services
•   Self-reliance, personal responsibility, and consumption trade-offs
•   Health, wellness, and recreation
•   A shift in personal and household spending patterns
•   The importance of travel and tourism globally
•   Attitudes about environmentalism, sustainability, and climate change

As noticed with changes in consumer demand, talks over the effects of climate change and water scarcity continue to play a significant role globally and is discussed intensively in context with the adventure travel industry. Solutions, industry best practices and adaptation strategies are recommended within the report.

Entrepreneurship also continues to play a significant role within economic affairs and especially within adventure travel. However, access to capital is a challenge to small-scale businesses, which make up most of this sector. Value chain financing is analyzed, and suggestions for investments and financial support that apply to all players in the industry are offered.

Implications of the rapid rise of the use of online technology by consumers are also discussed in relation to marketing.  Complementing an analysis of online technology use is a breakdown of print and online media and the effects they will have on marketing and advertising trends. Marketing strategies are outlined for online branding and include a discussion of the travel supply chain.

A free guide to the full 2009 report is available at  Adventure Travel Trade Association members can purchase the report at

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About Xola Consulting
Xola Consulting, Inc. ( is a consulting and research services firm assisting tour operators, tourism boards and non-profit organizations with sustainable adventure tourism destination and product development, marketing and research. Xola also publishes Off the Radar ( a newsletter and website providing travelers with information about the best entrepreneurial adventure operators around the world.

About the ATTA
The Seattle-based ATTA ( is a global membership organization dedicated to unifying, professionalizing, promoting and responsibly growing the adventure travel market worldwide. Host of the ATWS, the ATTA provides professional support, development, education, research, marketing, career building, networking and cost saving resources to its members.

Media Contacts:
Xola: Christina Heyniger,
ATTA: Mr. Shannon Stowell,

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