Adventure Tourism Report: UK Market Analysis and Future Trends

This report provides a comprehensive analysis of the adventure tourism market. It begins with an introduction defining adventure tourism and its increasing scope, followed by key facts, statistics, and impacts, including customer profiles and market segmentation based on demographics and market size. The report explores the economic, social, and environmental impacts of adventure tourism, highlighting both positive and negative consequences. It examines key providers and organizations within the UK tourism sector, along with popular destinations and activities such as the Lake District, Devon, and Scotland. Furthermore, the report delves into future trends, including technological advancements and changing tourist behaviors. A SWOT analysis is conducted to identify the strengths, weaknesses, opportunities, and threats within the adventure tourism industry. The conclusion summarizes the importance of adventure tourism in the economic growth of the UK. References to relevant research papers are also provided. This report, contributed by a student, is available on Desklib, a platform offering AI-based study tools and resources for students.

INTRODUCTION
The poster is based on the understanding the world of tourism and it has been observed that
the scope of tourism is increasing rapidly. It is considered as the most important industries
which provides employment opportunities throughout in UK. The chosen tourism type for
the poster is Adventure that refers to the movement of people from one country to another
country outside their comfort zone in order to travel and explore different areas.
Destinations/ activities/ sub-types (250
words)
Conclusion (100 words)
From the above report it can be concluded that tourism industry is considered
as an important aspect which contributes maximum in the economic growth.
Due to covid-19, various restriction was imposed by the government due to
which the tourism sector suffered huge loss. IN order to balance the loss and to
increase the number of tourist, companies have offered various additional
services to increase their sales. The poster summarize the importance of
adventure tourism, market size and , statistics which included the social,
economic and environmental impact of tourism. It also include marketing
segmentation of the tourism industry.
Future trends (200 words)
Key providers/ organizations
Adventure tourism is considered as one most popular among the youth generation tourists. It is
also considered as the leisure activity that takes place mostly in exotic and remote destinations.
In this type of tourism type tourist do various adventurous activities such as skydiving , hill
climbing and scuba diving. The tourism industry on of the UK 's biggest success which
contributes to the economy. It has been observed that tourism was badly affected by the covid-19
due to various restrictions of the government and spread of the infection. Britain tourism industry
is the collection of the public and private sector organisation which includes both the small and
large scale and also various international private business(Hanna, and et.al., 2019). There are also
various destination management organisation both at the local as well as the regional level. Visit
Wales is the Welsh Assembly Government's tourism team that is located within the Department for
Heritage(Rantala, Rokenes, and Valkonen, 2018). They have taken over the functions of all the
former Wales tourist Board. The various key providers of tourism in UK are Capital region
Tourism that is partnership in Wales and the purpose of this is to promote the tourism in Cardiff
Capital Region and the other is London tourist board and aims ate promoting and marketing of
the capital and provide various information to the tourist.
•United Kingdom has plenty of destinations which can be explored when it comes to adventure.
The top five destination of adventure are:
•Lake district:Lake district is one of the most beautiful and loved national parks in UK having
impressive landscapes and glacial waters and is one of the best place to have some great and
memorable adventure(Matthew, and et.al., 2019). There are lots of activities that a person can do
to make the trip a memorable one.
•Devon: Devon is one of the most popular destination for the tourist and when it comes to
adventure. Here the Lundy Island is a home with quantity if wildlife. The place also have
snorkelers and it also has sandy beaches where plenty of activities can be done and is best place
for adventure
•Hertfordshire: This place is best known for white water rafting. Nothing can be more adventure
the facing the tidal rapids in an inflatable raft.
•Scotland:Scotland is the land with full of mountains wildernesses and glacial valleys with
mystical woodland. There is abundant of activities that can be done during the Scottish adventure.
•Wales: It is also on of the most beautiful part of UK and is the perfect place to relax and perform
various adventurous activities(Saikia,and Goswami, 2019). There Brecon Beacons is the best
place to start your memorable adventurous trip.
•In order to make the trip more enjoyable different types of adventurers are:
•Day hiking
•Backpacking
•Climbing
•Free fall
•Rafting
•Mountain biking
•Skiing
•Snowboarding
References
•Hanna, and et.al., 2019. Active engagement with nature: outdoor adventure
tourism, sustainability and wellbeing. Journal of Sustainable Tourism.
•Rantala, O., Rokenes, A. and Valkonen, J., 2018. Is adventure tourism a
coherent concept? A review of research approaches on adventure
tourism. Annals of Leisure Research, 21(5), pp.539-552.
Threats
 Various restriction of covid-19
 various environmental issues ,
limited financial resources, high
restriction of the government.
Strengths
preservation of the cultural and
historical heritage ,
safe environment, accommodation
facilities and enough resources for
delivering quality products.
Opportunities
: personalised services in order to improve
the experience of the guests, unusual and
attractive venues , new products and
services offered to tourist , eco- friendly
place.
Weakness
The weakness of the tourism industry
is less skills and effecient
management, lack of innovation,
insufficient services , high turnover
rate , traditional marketing strategies.
SWOT Analysis (150 words)
Key facts, statistics and
impacts (300 words)
Customer profile (250
words)
Demographic (age, gender etc)
: market segmentation has become one of the main practices of
marketing that helps in identifying the distinct groups of the
customer and tourist. Demographic segmentation includes the age
and gender. The segmentation is done by considering the age,
gender , occupation of an individual. The market segmentation
considers every aspect about the tourist in order to give
memorable experience by analysing the needs and preferences
which can be helpful in creating significant strategies that can
have positive impact on the company and also provide wide
experience to the tourist visiting the country and places .
Geographic (where do they come from?)
Every tourist is different and has different demand and
preferences and it is not possible to fulfil the demand of every
person. Marketing is considered as an effective way to that help in
categorising the tourist in various segments. This it helps in
understanding the specific demand of the customers , also help in
allocating the resources accordingly and also create effective
strategies for specific market segment. Geographic segmentation
is done by considering the component such as place of origin of
the customer as they belong to different places and have different
cultures
Other (motivations and behaviour)
It is important to understand the changing needs and behaviours of the
customer in order to run the business successfully. On the basis of marketing
segmentation if helps in analysing the preferences of the customer and
provide them with the variety of services I order to provide better customers
experience and also benefit the tourism industry which contributes in the
economic development.
Environmental impacts (for example impact on
local natural or animal habitats)
Positive :Increasing sense of environmental consciousness, funds raise is used in the
construction and beautification of the tourist places and measures are taken in order to
preserves and protect ecosystem.
Negative:Increase in land. Air and water pollution and also leads to destruction of the
areas in the form of waste that is thrown at the tourist places.
Economic impacts (for example revenue generated for local community)
: There can be both positive and negative economic impact on tourism. There can be
many economic benefit of tourism and can be in the form of:
Positive: It helps in generating income ion the host countries and also increase the
income in the related sectors as well(Albayrak, Caber, and Cater, 2021). The
government of the host countries generates the revenue as taxes on the income that is
incurred form the tourism employment.
Negative:There has been various hidden costs that have adverse impact on the
economy of the country. In developing countries , funds is used in developing the
infrastructure by the government in order to attract large number tourist which
negatively impact the local people.
Socio-cultural impacts (for example impact on local culture
or society)
There can be both positive and negative socio culture impact on tourism. There can be many social
benefit of tourism and can be in the form of :
Positive impact:preserving the local culture and heritage of the country, strengthening the communities ,
commercialisation of culture and arts , improvement of the customs and traditions and provisions of social
services.
Negative impacts:Negative impacts can be in the form of various social changes , changes in the values
and beliefs , increase in the crime rates , changes in the family structure and also causes destruction to
heritage.
Market size (revenue generated, number of tourists per year)
The adventure tourism comprises of climbing , cycling , hiking ,
hunting , rafting etc. The market size of the tourism market size is
valued at $112,227 million in 2020(Sand, and Gross, 2019). The
soft segment was the most outstanding segment in this that
accounted for $37, 595 million in 2020. Due to covid-19 , the tourism
industry suffered huge loss due to various restriction but manage to
balance the losses and continue to do in the coming years.
Title/Poster Group Name/Student names/ID/ Tutor name Environmental (new destinations, new sub-types)
UK is blessed with the beautiful landscapes and habitats and the
government with the help of 25 year that sets out the complex and long-
term approach which helps in protecting the environment . The
government has already taken various steps towards protecting the
nature. The tourist places will be clean and ensuring that the principle of
5p is followed by keeping the environment safe and secure
Economic (forecast growth)
It has been observed the growth of the tourism industry will rise in near
future but it is also necessary to understand that it has to comply with
the various rules and regulation which has been laid down after the
pandemic such as vaccinations etc.
Social (new types of tourist and customer
behaviour)
The tourism sector has to make efforts in understanding the needs and
changing behaviours of the tourist as it helps in planning more effective
strategies accordingly and provide facilities. Market segmentation play s
major role in this as it helps in classification of the people and its wants.
Technological
The future trends include the adoption of online and contactless
payments, tourist can book their tickets online and can also avail
discount coupons. Virtual technology is one of the emerging technologies
in the tourism industry as it helps the travellers toe experience the far
away locations according to their comfort form their home.