ATDI 2011 Adventure Tourism Development Index Report

Now in its fourth year,

the 2011 Adventure Tourism Development Index (ATDI)

assesses adventure tourism potential for countries around the world. The

purpose of the ATDI is to facilitate environmentally and culturally sustainable

adventure tourism policy and planning for the bene

fit of national and local

economies. The index uses 10 pillars to gauge a country’s readiness to compete

in the adventure tourism sector. Scores do not reflect a country’s current

popularity or market presence in adventure tourism, although in some cases

a country’s current appeal may c

orrespond with its ATDI score.

Tourism has a tremendous impact on the world economy. According to the World

Travel & Tourism Council (WTTC), tourism’s direct contribution to GDP in 2011

was US $2 trillion. When taking int

o account tourism’s direct, indirect and induced

impacts, the industry generated one in 12 of the world’s jobs. Tourism also

continues to grow despite economic difficulties in many of the world’s largest

tourism markets. Its contribution to GDP grew by 3

% in 2011 and is expected to

grow by 2.8% in 2012 (World Travel & Tourism Council, n.d.)

As a sector, the adventure travel category of the tourism industry is in a growth

phase, charting a 17% increase in receipts between 2009 and 2010. It reached an

estimated 26% penetration (1 in 4 trips includes an adventure travel component)

in 2010; if growth continues according to present modeling, adventure could be

50% of all reasons to travel by 2050. The sector is also a source of growth for

tourism businesse

s. An Adventure Travel Trade Association (ATTA) Industry

Report found 79% of tourism boards reported that the adventure tourism private

sector had begun to emerge and/or grow in their destination (Adventure Travel

Trade Association Industry, 2011). The A

TTA also found that 63% of adventure

tour operators reported an increase in total gross revenue in 2011 and the

average revenue increased by 17.3% (ATTA, 2012).

Recognizing the potential of nature and adventure tourism, many countries are

prioritizing the

segment in terms of developing important environmental policies

which ultimately provide the foundation for adventure travel, and emphasizing

adventure and nature in their national marketing.

Some notable examples

include:

Ecuador, which

is preserving biological diversity and indigenous culture in

Yasuni National Park rather than mining its 846 million barrels of heavy

crude resources, and is the first nation to include a Rights of Nature in its

constitution (Robbins, 2012).

In terms of adventure marketing,

Norway capitalizes

on its towering fjords and glaciers with the slogan “Norway, Powered by

Nature Greenland emphasizes its ruggedness with “Greenland, Be a Pioneer;”

New Zealand touts its mountains, wildlife and hik

ing with “100% Pure New Zealand;” and Slovenia beckons with hiking, mountains and caves in its “I Feel Slovenia” campaign.