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Case Study: Adventure Tourism Market Development in NE India

The Tourism Department, Government of Assam in NE India, recognizing the value of tourism as an economic development tool, wanted support in developing adventure tourism responsibly and sustainably.With tourism to India growing at 13.5% per year, state policymakers saw the opportunity to draw more visitors to Assam, but were concerned about preserving important cultural and natural resources.

They chose an adventure tourism development route, defined according to a consumer-based understanding of “adventure,” which called for the development of products and itineraries that would include:

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