2008 Adventure Industry Research Report Analyzes, Reveals Global Trends

21 November 2008

(SANTA FE, NM) – November 20, 2008 – Xola Consulting, Inc., in collaboration with the Adventure Travel Trade Association (ATTA), today released its 2008 Adventure Industry Research Roundup, the only comprehensive tourism industry research report dedicated specifically to adventure travel.

‘Adventure travel’ is generally defined by industry leaders today to include a mix of adrenaline sports such as whitewater rafting, softer nature experiences such as birdwatching, and cultural engagement and learning.

Featuring trend information and in-depth analyses about the countries, consumers and industry players engaged in adventure travel, the report covers a wide range of subjects from operations to marketing. It also provides statistical data to support business planning and decision-making for adventure companies, policy makers, destination marketers, and media.

For adventure tour operators, global and regional trends in activities, destinations, services and consumer behavior are discussed in detail. For example, significant growth is reflected in:

  • Tours that offer biking, diving, sailing, surfing, expedition cruising;
  • Service offerings including more specific focus on individual consumer interests;
  • Unexpected luxury in remote, exotic locations;
  • Emphasis on personal growth; and
  • "Front-country" recreation — areas relatively close to home where busy people can enjoy outdoor activities after work.
In addition to sections on Global, Regional and Traveler trends, the 2008 report also provides analyses on Supply Chain Trends, Destination Rankings, Travel Media, and Top U.S. Adventure Company News. It examines the industry in light of recent global financial market upheavals and discusses emerging trends in destination development and monitoring.

“The Adventure Industry Research Report presents a comprehensive overview and understanding of today's dynamic adventure travel industry,” said Bryan Kinkade, Director, Travel and Tourism, National Geographic Adventure magazine. “Drawing from a great mix of proprietary research and industry data and analysis, this valuable resource taps into the pulse of adventure travel and offers information we frequently use.”

In November 2008, the following six supplementary sections to the 2008 report will also be available, providing additional in-depth examination of emerging issues relevant to the adventure travel industry:

  • Tourism, Climate Change and Sustainability
  • An Integrated Approach to Sustainable Tourism, Mining and Agriculture
  • Chinese Tourism Market Trends
  • U.S. Tourism Market Trends
  • The Global Economy and the Tourism Industry
  • Recent Trends in Tourism Financial Flows
A free copy of the executive summary is available at www.xolaconsulting.com/industry-research.php. Adventure Travel Trade Association members may purchase the full report at a discount from the Adventure Travel Trade Association website at www.adventuretravel.biz or by calling 1-866-411-3131.

For more information about the 2008 Adventure Industry Research Roundup or other Xola research, contact Christina Heyniger at [email protected].

About Xola Consulting
Xola Consulting, Inc. (www.xolaconsulting.com) 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 supports Off the Radar (www.travelofftheradar.com) a newsletter and website providing travelers with information about the best entrepreneurial adventure operators around the world – those who provide guests with a genuine, personal experience; who believe in sustainable, environmentally sensitive travel; and who believe in incorporating the local people and traditions of the places where they operate.

About the Adventure Travel Trade Association
Established in 1990, the Seattle-based ATTA (www.adventuretravel.biz) is a global membership organization dedicated to unifying, professionalizing, promoting and responsibly growing the adventure travel market worldwide. ATTA Members include tour operators, destination marketing organizations, tourism boards, travel agents/agencies, guides, lodges/resorts/attractions, media, and service providers. 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 at [email protected]
ATTA: Mr. Shannon Stowell, 360.805.3131 [email protected]