Analysis of Adventure Tourism in the UK: Key Providers and Trends

This report provides a comprehensive overview of adventure tourism in the UK. It begins with an introduction to adventure tourism, defining its niche nature and highlighting activities like trekking and scuba diving. The report identifies key providers in the UK, such as Raw Adventures, Snowdonia Adve...Read More

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Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
REFERENCES................................................................................................................................1

INTRODUCTION
Adventure tourism is described as niche travel which is essentially targeted to plan a visit to
remote as well as exotic locations for doing fun activities like trekking, scuba diving and many
more. It is an outdoor leisure activity which generally takes place at wilderness setting.
Key Providers
There are varied key providers at UK who provide adventure tourism to travellers in a strategic
manner. One of such key providers is Raw Adventures which is based Snowdonia, North Wales.
They offer mountain activities as well as they also provide courses for Climb Snowdown to
people are seeking wilder adventure trips.
Another key provider for adventure tourism in UK is Snowdonia Adventure Activities. They
provide their services through online bookings. Their major activities are comprises of
canyoning, Gorge Scrambling, Kayaking, Rock Climbing and many more. Their adventure
activities are designed in such a way that it suits adults as well as children. For performing these
activities, there is no requirement of any equipment and experience. They have an expert team
which guides the people while doing these activities in an effective manner. They take care of
every precaution and suggested guidelines in order to offer exotic fun to their clients.
Another key provider for providing adventure trips in UK is Ultimate Trail Adventures. This
organisation offers guided trail experience as well as walks in the hills. Their ultimate aim is to
offer exotic experience to people who wants to explore the trails adventure. They offer these
activities at Black Mountains, Beacons National Park and Almeria.
Destinations and activities
Varied key providers which offers adventure trips at UK have chosen differential
destinations as well as activities as per the demands as well as preferences of people. Raw
Adventures offers mountain activities and also provide training to upgrade their skills regarding
adventure trips.
Snowdonia Adventure Activities offers varied activities such as cannoying which is their
most popular activity. In this activity they provides an experience of swimming, sliding as well
as cascading mountain river. This activity took place at Ancient Atlantic Oak Woodland. It is not
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necessary that a traveller should know swimming as they were provided with safety guards
which protect them throughout the activity. Another activity provided by Snowdonia Adventure
Activities is Gorge Scrambling which is particularly designed for kids of 4 to 9 years of age.
Guides of Snowdonia Adventure Activities provides thick wetsuits and safety guards for their
protection. Trainers are also provided to the kids for performing this activity in an effective
manner. They also offer varied adventurous activities like Rock Climbing, Canoeing, Mountain
Biking and many more.
Ultimate Trial Adventures offers activities like trial running as well as hill walking trips.
They provide this adventure trips in areas of UK, USA and Spain. They provide their trail camps
at Costa Blanca at Spain. They cover a range of 15 to 30 kilometres and provide an incredible
experience to travellers during their adventure trip. After trailing activities, travellers are given
some time for relaxing and enjoying sightseeing at beach. Their service packages encompasses
of accommodation, guiding experts, incredible views and many more.
Key facts, statistics and impact
Market size (revenue generated , number of tourist per year)
Socio-cultural impact
Economic impact
Environmental impact
SWOT analysis
SWOT analysis is a strategic framework which is performed for analysing and
ascertaining varied internal forces which can impact on business operations in a significant
manner. This analysis help the key providers of tourism in designing their strategies in an
effective manner. SWOT analysis of adventure tourism in UK are as follows:
Strengths
There are varied exotic locations which offers wilderness setting to travellers.
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Changed dynamics and modified behaviour of people towards adventure trips poses as a
strengths for tourism providers.
Opportunities
Opening up of varied exotic locations which can cater diverse needs of travellers.
Through digitalised practices, tourism can be flourished with the help of social media and digital
channels.
Weaknesses
Existing networks are not enough strong in respect with tourism providers.
Lack of marketing skills through virtual way made tourists unaware of varied adventure
destinations.
Threats
Unpredictable weather always poses problems in adventure tourism.
Increased pollution has depleted natural destinations and resources in a significant manner.
Future Trends
Environmental (new destinations
Economic (forecast growth)
Social
Technological
Customer profile
Customer profile can be understood as a document which essentially encompasses of key
information in relation to ideal customer segment which interacts with business in an effective
manner. Preparation of customer profile for adventure tourism industry of UK are as follows:
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Demographic- Key providers of adventure tourism are targetting teenagers as well as
youth of age 15 to 18 for providing them their services. However, some activities are also gets
designed for children of age between 10 to 15. For example, Snowdonia Adventure have
designed varied activities for children which they can perform under the guidance of trainer or
coach with effective safety guards. In respect to gender, adventure key providers does not
discriminate travellers on the basis of gender. Activities are planned on the basis that both male
and female can enjoy that. However, some adventure trips which needs lot of strengths are
particularly designed for males.
Geographic- This factor is majorly depends on areas or places which are used by tourism
providers for designing their adventure trips. For example, Snowdonia Adventures offer
activities at or nearby places of UK. On the basis of geographic aspects, tourism providers target
the people of UK, USA and Spain.
Other motivators for people to go on adventure trips is their attitude and willingness of
doing something exotic and different in an effective manner.
Conclusion
From the above mentioned information, it has been assessed that tourism key providers
put their varied efforts in designing the adventure trips. They need to strategise their marketing
techniques as well as use digitalised methods for promoting their business operations and
attracting more travellers to visit. Market size of tourism industry in UK is very vast and it
attracts large number of travellers every year.
REFERENCES
Books and Journals:
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