ETOA’s Pulse Check asks one question each time. It’s a rapid and straightforward way to highlight our members’ voices to policymakers and the wider travel industry community.

September 2024
This time we asked our members the extent to which they agree with this statement:

Adventure Tourism brings my business new opportunities in the low season.

For the purposes of this question, we consider “adventure tourism” to incorporate physical adventures, activities, and authentic local experiences (artistic, cultural, culinary etc).

The vast majority of ETOA respondents agree that adventure tourism presents low season opportunities for their business (69%), with a quarter saying they strongly agree with this assertion. Only 4% do not think new low season opportunities are offered by adventure tourism, but around a quarter (27%) feel it has no effect on their business.

There is a growing tendency for travellers to seek out unique experiences, with some prioritising them over traditional sightseeing. For some, experiences are now the leading factor when choosing a destination. Not only does this emerging trend offer low and shoulder season opportunities for established destinations, it also presents possibilities to showcase less well known destinations, and help with visitor dispersal in cities experiencing high visitor volumes in peak season.

ETOA is pleased to support our members in building their adventure tourism business with the addition of the Adventure Europe workshop to our events calendar.