Taste the Adventure: ATTA Releases Global Food and Adventure Tourism Report

5 October 2015

AWEC-060-crop(SEATTLE) October 7, 2015 – The Adventure Travel Trade Association (ATTA; www.adventuretravel.biz) released a white paper this week in response to the growing trend of global food tourism. The report, titled “Taste the Adventure: Exploring the Intersection of Food Experiences and Adventure Travel,” combines new data from an ATTA survey, a roundup of trends provided by an expert panel of nine food tourism pioneers and secondary research on mainstream food tourism.

ATTA’s recent research shows that one in four adventure itineraries revolve around food experiences and many adventure operators are innovating in this industry with their product. More than half of the operators surveyed by the ATTA report having integrated experiences of this kind (e.g., foraging for local delicacies, harvesting shellfish via kayak, walking with a shepherd tending their flock) into existing adventure itineraries.

inside3Highlights from the white paper:

  • 71% percent of adventure itineraries include an experiential food focus
  • 25% of adventure itineraries have a “high” food focus, that helps “connect with the people, landscape, and culture” of a destination
  • 25% of survey respondents said that they are making the food experience(s) of their itineraries "central" to the marketing of their tours
“The survey responses and data points collected reflect the real significance of food tourism’s popularity in today’s adventure travel industry,” said ATTA Director of Research Christina Beckmann, “A deeper understanding of this niche can provide a competitive advantage to companies tracking the trend.”

inside1The full report includes specific descriptions of food-based itineraries already on offer in the adventure travel industry, as well as a discussion of the challenges and opportunities in combining food tourism experience with existing adventure travel product. “Taste the Adventure” is available for download in the ATTA research center.

About Adventure Travel Trade Association
Established in 1990, the Adventure Travel Trade Association (ATTA) serves over 1,000 members in 90 countries worldwide. Members predominantly include tour operators, tourism boards, specialty agents and accommodations with a vested interest in the sustainable development of adventure tourism. The ATTA delivers solutions and connections that propel members towards their business goals and the industry toward a responsible and profitable future. Through its regional AdventureConnect events and annual Adventure Travel World Summit trade conference, the ATTA excels in professional learning, networking and partnering services. With expertise in research, education, adventure travel industry news and promotion, members of the ATTA receive competitive opportunities that help establish them as leaders in adventure tourism.

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