Extreme tourism Demographics
Global figures for tourism and the adventure industry
- Tourism accounts for 30% of all services and 1 in 11 jobs in the global economy.
- In 2010, the global value for the adventure market amounted to more than DKK 500 billion. By 2013, this figure had tripled to more than DKK 1, 500 billion.
- The growth in turnover comes from an increase in the number of adventure tourists and an overall increase in the amount of money spent per holiday.
- 42% of all tourists participate in one or a range of adventure activities in the course of their holiday.
- 69% of all adventure tourists come from Europe, North America and South America.
Source: UNWTOs “Global Report on Adventure Tourism” 2014.
42% of all tourists participate in one or a range of adventure activities.
In mass tourism, approximately 80% of the revenue from a trip goes to airlines, hotels and other international companies. In contrast, in adventure tourism, 70-80% of the revenue goes to local communities.
Demographics in adventure tourism
- In 2014, 53% of all adventure tourists were women and 47% were men.
- In 2014, 37% of adventure tourists spent four years or more in tertiary education.
- More than 11% had a professional qualification.
- The average income for adventure tourists is approximately DKK 275, 000.
- A small proportion travel alone. 21% travel with friends, 37% travel with a spouse and 30% travel with their families including children.
Consumption trends – tourism with a local impact
- When we split adventure tourism into “hard” and “soft” categories, a pattern emerges in which tourists in the soft category (e.g. non-extreme activities, cultural activities, community involvement and guided tours in nature) spend about DKK 5, 000 per holiday - excluding travel costs. This figure is a global average and does not reflect the amount spent on trips in Greenland where the economy is different and spending i higher per person.
- In comparison, on a global level, non-adventure tourists spend about DKK 3, 500 per person per holiday (excluding travel costs). This is about 40% less than the amount spent by adventure tourists who also spend more money in local communities where the economic impact is more tangible.
- More extreme adventure tourists only spend about DKK 2, 750 per trip (excluding travel costs), but spend significantly more money on gear and equipment needed for their holiday.
- In mass tourism, approximately 80% of the revenue from a trip goes to airlines, hotels and other international companies. In contrast, in adventure tourism, 70-80% of the revenue goes to local communities.
65.5% of total travel expenditure per adventure tourist remains in the destinations or destination the tourist has visited.
Sources: UNWTOs “Global Report on Adventure Tourism” 2014 and ATTA’s and GWU’s “Adventure Tourism Market Report” 2010
Case study: the American market
As a result of Visit Greenland’s networking in Adventure Travel Association and a number of visits we have made to North America, we can see a trend in terms of the North American market playing a key role in the growth of adventure tourism in Greenland in the coming years.
24% of all travellers into and out of the United States identify themselves as adventure travellers. American soft adventure travellers are clearly the group that accounts for the increase in the global consumption average, with a consumption of approximately EUR 5, 500 per tourist (excluding travel costs).
American interest in Greenland is constantly increasing. On greenland.com alone, American tourists account for 25% of all visitors. Furthermore, accessibility from North America to Iceland is growing every year. This means that there are more departures from Iceland to the USA and more connections between Iceland and Greenland.