Understanding the World of Tourism - Group Poster

This report explores adventure tourism in the UK, including key providers, destinations, activities, and future trends. It also discusses the impact of COVID-19 and provides a SWOT analysis. The report concludes that adventure tourism is growing rapidly in the UK and that it is important for companies to develop ethical business strategies to attract tourists.

Understanding the
world of tourism

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................4
Details of the selected tourism.....................................................................................................4
Key providers/ organisations.......................................................................................................4
Destinations, activities sub types.................................................................................................4
Key facts, statistics and impacts (Including impacts and reference multiplier and leakage
effects)..........................................................................................................................................5
The impact of COVID-19 pandemic on local people as well as tourist visiting the site.............5
Future trends................................................................................................................................6
SWOT analysis............................................................................................................................6
CONCLUSION ...............................................................................................................................8
REFERENCES ...............................................................................................................................9

INTRODUCTION
The tourism sector is growing day by day in this parallel world and the number of tourists in
the United Kingdom is growing at a faster pace. It is compulsory for the government to promote
tourism in order to gain large number of tourists for the economy (Ali, 2018). In the tourism
sector it is very much important for a company to develop tourism related activities for overall
development of the country. In this report example of Adventure tourism is taken into
consideration for better understanding Eco tourism and its dimensions. This project includes
detailed information about key providers organisations which offers services related to adventure
tourism. This project includes brief information about key facts, statistics and the impacts related
to adventure tourism. In this project future trends related to adventure tourism are also explained
and the SWOT analysis is also explained. The major tourist companies of the world like SOTC
and Thomas Cook has also largely impacted by COVID-19.

MAIN BODY
Details of the selected tourism
Adventure tourism is considered as major tourism which includes mountain, hill, plateau
and plain climbing. This tourism sector started growing from the year 2002 in United Kingdom
and is now the best tourism interest (Domínguez Vila, 2019). Youth is main target audience in
adventure tourism for the tourism related organisations. In the recent times, adventure tourism is
growing at rapid pace as in the year 2015, the share of adventure tourism was 24% and now it is
31%/. The tourism related sectors are majorly including adventure tourism in themselves in order
to gain attention of tourism. In United Kingdom, many private companies offer adventure related
tourism services on affordable results. As a result, many different companies in UK are now
planning to enter the market of adventure tourism in a short period of times. The adventure
tourism providing company, Wash and waterproof is also facing decline in number of tourists in
recent times due to rise in cases related to pandemic (Cheung, and Li, 2019)
Key providers/ organisations
In the United Kingdom, many companies are providing adventure tourism services in order
to earn good amount of revenue at the marketplace. In the Great Britain many famous tours and
travel companies like KE adventures and See Beach provides effective tourism services (Huber,
2019). Most of the companies in UK are now focusing on developing destination based tourism
services in order to survive at the marketplace (Ferreira, 2020). According to the recent situation
which is created by the Covid-19, the adventure and other types of tourism services got slowed
down. The Covid-19 impacted on major operations of tourism companies and also led to decline
the revenue of business firm related to tourism firms. Most of the successful tourism based
companies in the market apply precise strategy to enter market with a boom after the impact of
Covid-19. In most of the cases related to development of tourism organisations it is major duty
of strategic management. In the tourism sector of UK, there are many companies which are about
to enter tourism market with major focus on adventure tourism.
Destinations, activities sub types
When it comes to adventure tourism, there are various destinations that are present inside
the territory of United Kingdom. The main destinations of adventure tourism are mountains,
river valleys and hills which are situated in the UK. There are also Paragliding destinations in

United Kingdom which invites thousands of tourists every year. In the year 2018, before the
outbreak of Covid-19 the paragliding was considered as major component of adventure tourism.
In the era of stiff competition between many tourism related companies, it is essential for a
company to focus on cost effective services in order to gain attention of large number of tourists
(Ghosh, 2019). The adventure based tourism is also risky which makes it dangerous for major
types of tourists who are interested in doing something new. According to a recent report and
survey, in the year 2017 around 534 people died in performing risky activities in adventure
tourism. It is the major responsibility of tourism sector which is handled by the government to
develop perfect strategy for the survival of business of tourism. The major points in adventure
tourism are related to CANOEING RIVER and SCRAMBLE STRIDING EDGE which are
major type of adventure tourism related activities (Liasidou, 2019). Many different companies
including RAW ADVENTURES has also suffered in this pandemic with decrease in
profitability.
Key facts, statistics and impacts (Including impacts and reference multiplier and leakage effects)
Adventure tourism is growing in the market of United Kingdom at a faster pace as youth is
mainly showing their interest in the adventure tourism. The adventure tourism in United
Kingdom was mainly grown in the year 2005. In the year 2011, adventure tourism received a
peak time which developed precise approach for tourism activities and also enhanced the
revenue of government. Rock climbing first became a sport in the late 1880s in England.Now,
there are over 400 indoor climbing walls in the UK alone. The most technically difficult rock
climb in the world is Silence in Hanshelleren Cave of Flatanger, Norway. It has a proposed
rating of 9c.One of the most famous natural rock climbs in the world is considered to be
the 914m El Capitan in Yosemite National Park (Kalbaska, 2018). Several different climbing
documentaries and films have focused on the wall. The first artificial climbing wall, Shurman
Rock, is believed to have been built in Seattle in 1939.The tallest artificial climbing wall is at
BaseCamp Climbing in Reno, Nevada. The Wall tops out at 51.56m tall; boasting a climbable
surface of 49.85m.Rock climbing can burn up to 900 calories per hour which majorly attracts
youth and old aged people.
The impact of COVID-19 pandemic on local people as well as tourist visiting the site
The COVID-19 pandemic has created a devastating impact on the whole tourism industry
which has also led to its decline also. Society as well as local people are also facing tough and

complicated issues because of the pandemic. The main issue for local people is spread of disease
which can create destruction and hazard for all. Another major issue related to COVID-19
pandemic for local people is, it can lead to harm on culture and traditions. It can also cause alert
in general public to remain aware about spread of disease.
On the local tourists, COVID-19 has created a major impact by creating a dangerous
environment. The COVID-19 pandemic has stopped all the major tourists who wants to visit any
tourist place. Tourists are also following rules and regulations developed by local government in
order to lead the marketplace (Mathijsen, 2019). It is also one of the crucial role of a business
entity to focus on development of tourism activities after the pandemic to start earning revenue.
The tourists are also resisting due to fear created by COVID-19 and they don't want to visit any
destinations. All tours and packages are canceled by tourists has created decline in revenue of
tourism industry.
Future trends
In the tourism industry there are rising opportunities and trends which will be beneficial
for all the youth and economy. Paragliding and tough rock climbing are two major trends which
are growing day by day in the field of adventure tourism (Kisswani, 2020). The paragliding is
also considered as major type of sport which seeks attention of many people. In the future,
according to a survey majority of people from United Kingdom will give preference to hard rock
climbing (Ramakrishnan, and Macaveiu, 2019). The government of UK has also announced
several policies to enhance the tourism sector after the outbreak caused by Covid-19. According
to a famous published report related to tourism sector, adventure tourism sector will gain 39%
growth by the year 2029. In the coming years government of UK is also planning to provide
subsidies to different companies which are providing tourism services. The companies like Snow
donia Adventure activities are taking assistance of strategic and planning framework to
overcome different issues at the marketplace.
SWOT analysis
The SWOT analysis is a major tool which is used to analyse capabilities and challenges
of a business or a particular sector at the marketplace (Perles-Ribes, 2019). The SWOT stands
for Strength, weaknesses, opportunities and threats which helps a company or a sector to develop
effective internal environment and growth strategy. The SWOT analysis of Adventure tourism of
United Kingdom is mentioned below:

 Strengths- The attraction of youth is the major strength of adventure tourism which is
effective in seeking attention of youth. Another major strength of adventure tourism is
presence of large and reputed tourism services companies which provides adventure
tourism services (Rogerson, 2021). Development is happening in this sector at a faster
pace which is a major strength of the adventure sector tourism.
 Weaknesses- Risk is the major weakness of this sector as it includes major tourism
activities which are very risky and can be also death oriented. Another major weakness of
the adventure tourism that it is very much expensive and is not affordable for the youth
and other generations (Ramakrishnan, and Macaveiu, 2019). Presence of risk in the
paragliding and rock climbing makes it difficult for people to perform tourism activities.
 Opportunities- Expansion is the major opportunity available to this sector which means
that this sector can expand majorly in near future. The chances of development in this
sector are also high which makes it easy for the business to grow at marketplace.
 Threats- Various competitors which are about to enter the market in tourism sector are
major threat to this sector (Wan, 2019). Another major threat to this sector is presence of
existing competitors in tourism sector.

CONCLUSION
From the above stated report it can be concluded that adventure tourism is growing rapidly
in the economy of United Kingdom. This project report concludes that in the coming time,
tourism sector will grow as most profitable sector in the economy of United Kingdom. This
project concludes that it is essential for a tourism related company to develop precise business
strategy which is beneficial in attracting large number of tourists. The above discussion
concludes that it is important for a company to develop in the market as ethical tourism company
in order to attract tourists. This project also concludes that youth is the major target audience
which is helpful in increasing tourism sector of the company.

REFERENCES
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