by Adventure Travel
Introduction The Impact of Experiences Travel Industry Efforts Sustainability & Experiences Report Framework & Methodology
Many visitors are resuming travel after it was suspended during pandemic lockdowns and subsequent COVID-19 fears. Although the pandemic lowered tourism demand in the short term, it also inspired tourism product innovation and upgrades.1 Nearly two-thirds of global travelers say the pandemic inspired them to travel more sustainably. Travelers now want to see multifaceted aspects of sustainability at the forefront of business operations. Concurrently, tourists, tour operators, accommodations, and venues, have been rethinking and reformulating the travel experience in terms of sustainability.2 Organizations are aiming to maintain success from a financial perspective and increasingly also from social and ecological points of view. Members of the adventure travel community are responding to travelers’ desires by marketing experiences that are sustainable and regenerative in addition to being exciting, fun, educational, and immersive.
To define a trip as adventure travel, at least two of these three factors are required: physical activity, natural environment, and cultural engagement.3 In order to deliver a full and satisfactory experience throughout the whole trip, it is essential to be aware of tangible and intangible aspects of the product. Examples of tangible components include infrastructure, necessary gear and equipment, means of transport, accommodation, or food. Intangible aspects are the experience itself, including the expertise and guidance provided by the guide, the atmosphere of the destination, the quality of service, and the memories created. While tangible items can be measured in various ways, intangible ones are difficult to quantify due to their subjective nature.4 When developing or adjusting a sustainable adventure travel product, recognizing the close relationship between tangible and intangible components is important. Each of these aspects are interconnected, meaning that any changes in one category simultaneously affect the other.5
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