adventure tourism and recreation sector

Adventure Tourism – Definitions, History, Types, Characteristics & Features, or Importance

Adventure tourism is defined as the movement of the people from one to another place outside their comfort zone for exploration or travel to remote areas, exotic and possibly hostile areas. Adventure tourism is a type of tourism in which tourist do some adventures activities like as skydiving, hill climbing, scuba diving.

Adventure tourism is very popular among young age tourists. Adventure tourism gains much of its excitement by allowing the tourists to step outside their comfort zone. This may be from experiencing cultural shock or through the performance of acts, that required some degree of risk (real or perceived) and physical danger.

Adventure travel is a leisure activity that takes place in an unusual, exotic, remote or wilderness destination . It tends to be associated with high levels of activity by the participant, most of it outdoors. Adventure travelers expect to experience various level of risk, excitement, and tranquility and be personally tested. In particular, they are explorers of unspoiled, exotic parts of the planet and also seek personal challenges.

The main factor distinguishing adventure tourism from all other forms of tourism is the planning and preparation involved.

Definitions of Adventure Tourism

Adventure tourism is a new concept in the tourism industry. Tourism industry adopted adventure tourism, but there is not any specific definition of adventure tourism . Most commentators concur that adventure tourism is a niche sector of the tourism industry, but there are many other niche sectors in tourism which have same characteristics that overlap with adventure tourism such as ecotourism, activity tourism or adventure travel.

One of them can confuse. Adventure tourism is a complicated and ambiguous topic. Some important definitions of adventure tourism are following as:

According to the Adventure Travel Trade Association , “adventure tourism is a tourist activity that includes physical activity, cultural exchange, or activities in nature.

According to Muller and Cleaver , “Adventure tourism is characterized by its ability to provide the tourist with relatively high levels of sensory stimulation, usually achieved by including physically challenging experiential components with the tourist experience.”

Canadian Tourism Commission in 1995 defines adventure tourism as , “an outdoor leisure activity that takes place in an unusual, exotic, remote or wilderness destination, involves some form of unconventional means of transportation, and tends to be associated with low or high levels of activity.”

According to Sung et al , “adventure tourism is the sum of the phenomena and relationships arising from the interactions of adventure touristic activities with the natural environment away from the participant’s usual place of residence area and containing elements of risk in which the outcome is influenced by the participation, setting, and the organizer of the tourist’s experience.”

According to UNWTO , ” adventure tourism can be domestic or international, and like all travel, it must include an overnight stay, but not last longer than one year.”

History of Adventure Tourism

Humans are traveling from ancient time for the searching for foods, and for many survival reasons. Humans have been engaging in adventurous travel for hundreds of year via exploration . People traveled in ancient time for exploration of sea roots, new destination, or even a new country.

However, commercial adventure travel is a new phenomenon, in which travelers hire a professional guide to provide a range of technical support and equipment, as well as cultural and nature interpretation.

In the mid-1800s, adventurers began to push the limits of mountain climbing and river rafting, with the first ascent of the Matterhorn in 1865 and decent of the Colorado River in 1869 . Shortly thereafter, two key institutions were formed. The National Geographic Society and Explorers Club . These institutions are supporting adventures tourism continuously.

In the mid- 1950s, many first ascents and descents attracted global attention and inspired many people to attempt their own expeditions. Maurice Herzog’s ascent of Annapurna in 1950 , Sir Edmund Hillary and Tenzig Norgay’s ascent of Mount Everest , and other successes were hailed in the media around the world. This was the takeoff of modern adventure tourism.

Today, adventure tourism is a vibrant, dynamic, and fast-changing sector with new variants routinely added into the possible experience.

Types of Adventure Tourism

Adventure tourism has grown exponentially all over the world in recent years with tourist visiting destinations previously undiscovered. This allows for a new destination to market themselves as truly unique, appealing to those traveler looking for rare, incomparable experience.

Adventure tourism includes various activities like caving, hiking, sailing, trekking etc. Adventure tourism categorized into two categories . These are following as:

Hard Adventure

Soft adventure.

Hard adventure refers to activities with high levels of risk, requiring intense commitment and advanced skills. Hard tourism includes the activities like climbing mountains/rock/ice, trekking, caving etc.

Hard adventure activities are highly risked in nature. Professional guide, advance level skills are required to perform these activities. Many tourists died during climbing mountains, caving every day. There is an interesting fact that is for K2, world 2nd highest mountain, for every two people who submit one dies .

Soft adventure refers to activities with a perceived risk but low levels of risk, requiring minimal commitment and beginning skills ; most of these activities are led by experienced guides. Soft tourism includes the activities like backpacking, camping, hiking, kayaking etc.

Soft adventure activities are low risk in nature. These activities are led by professional guides. Soft adventure is a popular category in adventure tourism. On average, 25% trips taken from North America and Europe are soft adventure trips.

Adventure Tourism Activities

Adventure travelers are early adopters by nature, meaning they are generally more willing to try new destinations, activities, and travel products. Popular activities change rapidly, and it seems there is a new twist on an existing sport evert years.

Some activities have low risk and some have high. Adventure tourism activities are classified into two types :

Hard Adventure Activities

Soft adventure activities.

Hard adventure activities are highly risky and dangerous in nature. These activities are following as:

Mountain Climbing
Rock Climbing
Ice Climbing

These activities are less dangerous and risk as compared to hard adventure activities. These activities are always lead by professional guides. These activities are following as:

Backpacking
Birdwatching
Eco-tourism
Horseback riding
Kayaking/sea/whitewater
Orienteering
Scuba Diving
Snowboarding

Adventure tourism activities sit well with the environment because the natural world provides us with the resources for many of the activities that provide risk, challenge, sensory stimulus, novelty, discovery and so on.

Characteristics and Features of Adventure Tourism

The threefold combination of activity, nature, and culture marks adventure travel as an all-round challenge. Some unique characteristics and features of adventure tourism are following as:

Physical activity, i.e. activities involving physical exertion or psychomotor skills.
Contact with nature, i.e. activities bringing contact with the natural world in general, or with specific wildlife.
Contact with different cultures, i.e. people, faith, lifestyles
Journeys, i.e. vehicle-, animal-, or human-power.
Uncertain outcomes
Danger and risk
Anticipated rewards
Stimulation and excitement
Exploration and discovery
Contrasting emotions

Adventure Tourism Supplier

A tourism supply chain is the system of people, products, activities, and materials that get a product or service from its raw state through production and distribution to the consumer .

As with any sector, volume discounts drive the mass price point, so major retailers primarily market select trips that sell in high volume. The supply chain for these mass tourism products is often very simple, comprising only transportation and accommodation elements.

Supply chains vary from destination to destination. The makeup of the most involved adventure supply chain is typical as follows:

Without a proper supply chain, the tourism sector can not survive. Tourism suppliers are the backbone of the tourism industry . Adventure tourism suppliers work at a different, different level like as domestic as well international level.

Adventure Tourism Importance and Benefits

Adventure tourism is one of the fastest-growing sectors of the tourism sector, attracting high-value customers, supporting local economies, and encouraging sustainable practices.

The continued growth of this sector creates net positive impacts not only for tourism, but also for destination economies, their people, and their environment.

Some importance and benefits of adventure tourism are following as:

Employment Generation

Adventure tourism generates the jobs. Adventure tourism generates directs jobs to accommodation , transportation sector and for travel agencies or tour operators . Adventure tourism also provides the indirect job to tourism suppliers.

Adventure tourism plays an important role in the generation of employment in the economy.

Foreign Exchange

Adventure tourism attracts the foreign tourists at a large scale, as a result, it helps in foreign exchange generation.

When tourist travel to another country, they spend a large amount of money on accommodation, transportation, and shopping. Adventure tourism generates foreign exchange and supports the economy of the host country.

Economy Development

Adventure tourism helps in the development of the host country’s economy. Adventure tourism activities directly support the economy in various forms. The more tourists, more economic growth.

Support Local Communities

Adventure tourism helps in the development of infrastructure and support local communities. Adventure tourism activities directly contributed to the local economy of the communities and increase the living standards of local people.

Conservation of Natural Resources

Adventure tourism activities are nature-based activities. Leaders in the adventure tourism industry are dedicated to making this tourism segment as sustainable as possible. They help in conservation of natural resources as well as cultural.

Creating Business Opportunities

Adventure tourism activities create new business opportunities. There are companies that specialize in helping emerging adventure tourism operators market their product. Each new adventure tourism activity creates a new business opportunity.

Local and Foreign Investment

Adventure tourism creates business opportunities, as a result, it attracts the local as well as international investors. Investors invest their money in the accommodation, transportation, and into travel trade organization.

Adventure tourism plays an important role in the economy of the host country .

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Chapter 5. Recreation

5.2 Recreation and Adventure Tourism

Studies have shown that nearly all residents of BC partake in some kind of outdoor recreation activity during any given year. Approximately 85% of those participants indicate that these recreational activities were very important to them (Tourism BC, 2013). In Nova Scotia, over 74% of leisure travelers to the province participate in some form of outdoor recreation activity (Tourism NS, 2020).

Spotlight On: Outdoor Recreation Council of BC

The Outdoor Recreation Council of BC (ORC) describes itself as “promoting access to and responsible use of BC’s public lands and waters for public outdoor recreation” (Outdoor Recreation Council of BC, 2014). The Council promotes the benefits of outdoor recreation, represents the community to government and the general public, advocates and educates about responsible land use, provides a forum for exchanging information, and connects different outdoor recreation groups. For more information, visit the Outdoor Recreation Council of BC website .

It is estimated that there are approximately 2,200 outdoor/adventure tourism operators in BC. In 2001, this accounted for 21,000 jobs and $556 million in direct wages. The last sector-wide study in 2005 estimated that business revenues in outdoor adventure tourism accounted for approximately $854 million in annual business revenues (Tourism BC, 2013). Given the growth of adventure tourism over the last decade, it is likely these numbers have risen.

Take a Closer Look: Outdoor Adventure Sector Profile

Outdoor Adventure: Tourism Sector Profile , a report produced by Destination BC, includes information on the size, type, and characteristics of tourism companies in this sector.

In Canada, the Recreation & Entertainment sector is the fastest growing sector of the Tourism Industry. In 2018, according to the Tourism Industry Association of Canada, over 71,400 people were employed in the sector. There is a projected sector growth of over 1.5% (over 25,500 people) by 2028.

This section covers two key types of recreation and tourism:

Land-based recreation and tourism
Water-based recreation and tourism

It’s not possible to detail all the recreational activities available in Canada, but by the end of this section, you will have an understanding of some of the key unique activities available in the country.

Land-Based Recreation and Tourism

Golf courses and resorts.

A 2009 economic impact study found that more than six million Canadians participate in the game of golf each year, making this sport the number one outdoor recreational activity in Canada based on participation. Golf also directly employs more than 155,000 people and contributes more than $11 billion directly to Canada’s gross domestic product. BC has over 300 golf course facilities, and with over $2 billion annually in direct economic activity, the golfing industry in the province is the fourth largest in Canada (Strategic Networks Inc., 2009).

Golf is a significant tourism attraction in Canada. In 2007 British Columbia was chosen as the “Best Golf Course Destination in North America” by the International Association of Golf Tour Operators (Destination BC, 2014c). In 2020 Cabot Links and Cabot Cliffs (both in Nova Scotia) and St. George’s Golf & Country Club (in BC) were ranked in the World Top 100 courses. Part of the draw of Canada for golf is the diverse environment; golfers can choose from lush coastal forests to desert environments, and many courses have a view scape of mountains or the ocean.

A 2006 study by Destination Canada formally the Canadian Tourism Commission (CTC) detailed both demographic and economic factors related to the Canadian golf industry. Significant findings included that there were more than 3.4 million golf travelers in Canada annually. In addition, the Canadian golf participation rate (for the total Canadian population) was 21.5%, which is among the highest golf participation rates of any country in the world. Golfing provides an opportunity to attract significant tourism revenue as the average golf traveler has a much higher than average income level, with up to 50% of all golf travelers earning $100,000 or more per annum (Tourism BC, 2009b).

Spotlight On: British Columbia Golf Marketing Alliance

The British Columbia Golf Marketing Alliance is a strategic alliance that represents 58 regional and destination golf resorts in BC. The purpose of the alliance is to grow the game of golf in BC and achieve recognition nationally and internationally as a leading golf destination. The alliance supports and distributes information about research, lobbying efforts, and golf industry events. For more information, visit the Allied Golf Association of BC website .

Mountain Resorts and Nordic Centres

Resorts in Canada range from smaller eco-lodges to large ski areas. Mountain resorts and nordic centres are part of the larger resort tourism sector.

Mountain Resorts

Canada’s many world-class facilities and high-quality snow conditions provide mass appeal for downhill skiing and snowboarding. Many of mountain resorts have diversified to offer summer operations, including mountain bike parks, hiking, and sight seeing. Mountain resorts can be separated into two principal categories: destination resorts and regional resorts. Destination mountain resorts are often significantly larger and offer a greater range of amenities such as on mountain accommodation and food services; they are also generally marketed to out-of-area and international visitors. Examples of a destination resort would include Whistler Blackcomb Ski Resort . On the other hand, regional mountain resorts are usually smaller in size and capacity, have fewer amenities, and often cater more directly to the local community (Tourism BC, 2011c) such as Whitewater Ski Resort in the Kootenay Rockies.

Spotlight On: Canada West Ski Areas Association

Ski areas in Western Canada (Alberta and BC) are represented by the Canada West Ski Areas Association (CWSAA) , which has a diverse mandate that includes marketing, advocacy, environmental stewardship, and risk management. For more information, visit the Canada West Ski Areas Association website .

The aggregate economic value of destination mountain resorts is significant; one study by Tourism BC found that 13 of these resorts were responsible for generating approximately 1.1 billion in revenue, or 8% of the total provincial tourism revenues in 2008. Additionally, they provided the equivalent of 14,267 full-time equivalent jobs (Tourism BC, 2011c). Furthermore, BC’s top mountain resorts have received many prestigious awards (Tourism BC, 2011c, p. 11):

Whistler Blackcomb has consistently been named the #1 ski resort in North America.
In 2009, Sun Peaks was named one of the “Top 20 Ski Resorts in North America” by  Condé Nast Traveler.
Big White Ski Resort was recognized in 2009 as a “Top 5 Family Resort” by the UK-based Sunday Times.

The publicity that these resorts receive has undoubtedly reflected positively on the rest of the BC tourism industry.

Spotlight On: Hello BC Skiing and Snowboarding in BC

Destination BC offers a specific mountain resort marketing website for destination resorts in BC. For more information, visit the Skiing and Snowboarding page on Hello BC , the Destination BC traveller site.

Nordic Centres

Nordic skiing, also commonly known as cross-country skiing, is a low-risk, low-impact winter sport popular across Canada. It differs from backcountry skiing in that participants ski on groomed trails typically maintained as part of an established facility (Cross Country BC, n.d.).

Spotlight On: Whistler Sport Legacies

Leading up to the 2010 Winter Olympics held in Vancouver and Whistler, there was much debate about the need for a continuing legacy from the event. Whistler Sport Legacies is an example of a recreational, tourism, and sport legacy that can emerge out of a mega event such as the Olympics. For more information, visit the Whistler Sport Legacies website .

The sport attracts large numbers of local and inbound recreation enthusiasts. Trail networks have been developed in both stand-alone environments, as well as in partnership with large mountain resorts such as Silver Star in Vernon, Sun Peaks in Kamloops, Cypress Mountain above Vancouver, and Rossland in the Kootenays. Many of these trail networks offer both groomed and track-set trails, and many are lit for night skiing.

Spotlight On: Silver Star’s Sovereign Lake Nordic Centre

Located just outside Vernon, Sovereign Lake is Canada’s largest daily groomed trail network that includes 105 kilometres of trails varying from green (easy) to black diamond (most difficult); a further trail expansion is planned for 2015. For more information, visit Sovereign Lake’s website .

Backcountry Skiing and Snowboarding

Backcountry skiing and snowboarding (sometimes called split boarding) offers a recreational activity in a wilderness setting, away from any established mountain resorts, lifts, or trails. BC is regarded as a world-class destination for backcountry access, and has seen considerable and sustained growth in this sector (Porteus, 2013). The motivator for pursuing this activity for most people is primarily the lure of fresh, untracked snow in a beautiful mountain setting. Some backcountry skiers and snowboarders combine this activity with helicopter or snowcat skiing.

Spotlight On: Backcountry Lodges of British Columbia Association

The Backcountry Lodges of British Columbia Association (BLBCA) represents backcountry lodges in the province. Its consumer site features a find-a-lodge function, profiles for summer and winter lodges, the ability to check conditions in various backcountry areas, and consumer content including a blog and videos. For more information, visit the Backcountry Lodges of BC Association website .

Helicopter skiing transports skiers and snowboarders by helicopter to the backcountry. It is typically a professionally guided activity, with packages ranging in duration from a single day to weeks. The skiing/snowboarding is often packaged with a luxury lodge accommodation, gourmet meals, and access to spa treatments.

Heliskiing was pioneered in Canada by Swiss mountain guide Hans Gmoser, who founded the company Canadian Mountain Holidays, which has grown to be the largest heliskiing company in the world (Canadian Mountain Holidays, n.d.). Today, there are close to 20 helicopter skiing companies in BC, which represents the largest concentration of commercial operations in the world (HeliCat Canada, n.d.).

Snowcat skiing is alpine skiing accessed by travelling to the top of the ski area in a snowcat (an enclosed cab vehicle on tracks). As with heliskiing, this activity also has its commercial roots in BC. Snowcat skiing was pioneered in 1975 by Selkirk Wilderness Skiing as an alternative to both lift-serviced and helicopter-accessed riding and skiing (Selkirk Wilderness Skiing, n.d.). It is typically a guided activity due to the avalanche risk associated with the terrain. As with heliskiing, snowcat skiers have the option of choosing single-day or multi-day vacation packages. During the winter of 2015, there were 11 established snowcat skiing operations in BC (HeliCat Canada, n.d.).

Spotlight On: Avalanche Canada

This organization provides public avalanche forecasts and education for any backcountry travellers venturing into avalanche terrain. This vital service is provided to the public free of charge, as Avalanche Canada is a not-for-profit society dedicated to a vision of eliminating avalanche injuries and fatalities in Canada. In addition to the website, it provides training programs and shares safety best practice. For more information, visit Avalanche Canada .

Guides for these operations are typically certified by either the Association of Canadian Mountain Guides (ACMG) or the Canadian Ski Guide Association (CSGA) . Both organizations assess the guides for their expertise in technical skills, avalanche forecasting, risk management and emergency response before issuing certification. The process is extensive and rigorous, taking much time and commitment for guides to become fully certified.

Spotlight On: HeliCat Canada

Based in Revelstoke, BC, HeliCat Canada is an industry organization that represents heliskiing and snowcat skiing operators in Canada. It provides regulation, advocacy, and marketing for the operators. Since 1978, the organization has worked closely with government and industry to develop operations guidelines. For more information, visit the HeliCat Canada website .

Off-Road Recreational Vehicles

An off-road recreational vehicle (ORV) is any vehicle designed to be driven off road that is not included within any other vehicle classification framework. This includes snowmobiles, all-terrain vehicles (ATVs), and dirt bikes (British Columbia Ministry of Forest, Lands and Natural Resource Operations, 2014). ORV use is recognized as a considerable contributor to the Canadian economy, owing primarily to recreational users, but also from tourist visits.

ORV use has long been the subject of conflict between non-motorized and motorized recreational users of the wilderness. Non-motorized users claim that motorized users negatively impact the wilderness through noise pollution and environmental damage by degrading trails and scaring wildlife (Webster, 2013). Recently, wilderness tourism operators who hold Crown land tenure to operate in remote areas have complained that ORVs negatively affect their visitors’ experiences. Some of these conflicts may now be mitigated through the implementation of the Off-Road Vehicle Act, which was passed in 2014. This Act requires mandatory registration of ORVs, and includes elements that promote safety, enforcement of regulations, education, and outreach (British Columbia Ministry Forest, Lands and Natural Resource Operations, 2014).

Guest and Dude Ranches

Guest ranches and dude ranches offer personal and home-like vacation experiences centered on horseback riding and an authentic ranch experience. These operators typically offer accommodation in a ranch-type environment, and include as part of the experience the opportunity to participate in ranch activities such as horse riding and cattle wrangling. Other services and activities may also be available, such as spa treatments, hiking, canoeing, and fishing (BC Guest Ranchers Association, n.d.).

Hunting Outfitters

Hunting is a traditional recreational activity in Canada, and it is also one of the original tourism products in the country (GOABC, n.d.). Canada is fortunate to have a vast amount of wilderness available for hunting activities. The exact size of the hunting market is difficult to quantify, but in 2003, a study found that 5,000 non-resident hunting licences were sold in BC, contributing $46 million to the provincial economy (CTC, 2012).

Some people choose self-guided hunting activities, but to hunt certain species, a guide outfitter must be hired. In BC, this commercial hunt service directly employs more than 2,000 residents and generates approximately $116 million in economic activity annually (GOABC, n.d.). Many of these outfitters are small family operations based in rural areas; they are a source valuable economic activity in areas with limited resources (GOABC, n.d.).

Spotlight On: Guide Outfitters Association of BC

Guide Outfitters Association of BC (GOABC) was established in 1966 to promote and preserve the interests of guide outfitters who take hunters out into wildlife habitat. GOABC is also the publisher of Mountain Hunter magazine. Its website outlines a code of conduct and standards for guide outfitters as well as a wildlife DNA collection program to help provide insight into animal populations. For more information, visit the Guide Outfitters Association of BC website .

Cycling is a popular recreational activity in Canada thanks to a variety of terrain, spectacular scenery, and favourable weather conditions. One study from 2008 reported that out of 5.6 million Canadians who travelled to BC over a two-year period, almost one million (17%) had participated in a cycling activity (Tourism BC, 2009).

Spotlight On: Cycling Destinations

Several BC destinations have developed cycling as a key tourism product. For example, the Salt Spring Island group Island Pathways helped make the island more bike-friendly in recent years by installing bike racks, developing a map with bike routes, encouraging local transportation to accommodate bikes, and establishing local bike rentals and service. For more information, visit Salt Spring Island Cycling .

Another great example of cycling tourism is the Kettle Valley Railway in the Okanagan, built on an abandoned rail bed. This 600-kilometre trail network includes a multitude of tunnels and trestles, and is most often travelled by cycling. Sections of the trail system are also now included in the Trans Canada Trail. For more information, visit the Kettle Valley Railway website .

Cycling can be generalized into two styles: road cycling and mountain biking.

Road cycling appeals to those who want to travel on paved roads on bikes designed for travelling long distances efficiently and effectively. Road cycling may refer to racing, both recreational and professional, or cycle touring, where cyclists travel by bike on single- or multi-day trips. Given the multitude of rolling hills, mountain passes, and stunning vistas, BC is regarded as a premier cycle touring destination (Destination BC, 2014b).

Mountain biking generally involves riding on unpaved routes and trails either specially designed for biking or for multipurpose use. BC’s reputation as a prime mountain biking destination has grown because of the unique array of trails available, ranging from the steep, challenging routes of Vancouver’s North Shore, to the high alpine cross-country routes found in the South Chilcotin Mountains (Tourism BC, 2011b).

Spotlight On: GranFondo Whistler

The GranFondo Whistler is a road biking race from Vancouver to Whistler that now attracts upward of 7,000 participants each year. For more information, visit RBC GranFondo .

Camping and Hiking

Over 20% of Canadians go camping each year (according the the Canadian Camping Association, 2006). In 2019, over 5% of Nova Scotia’s visitors (over 100,000 people) stayed in a national, provincial, municipal, or commercial campground (Tourism NS, 2020). In 2012, over 19.3 million people visited BC provincial parks, including 16.8 million day visitors, many of whom used the parks for hiking and exploration in addition to picnics, swimming, and other outdoor activities. Of these visitors, 2.3 million were overnight campers, generating $15.5 million in user fees, with an average guest satisfaction rating of 82% (BC Parks, 2012).

Wildlife Viewing

Given the diversity and richness of our natural environment, it is not surprising that there is a thriving wildlife viewing industry in Canada. This includes whale, bird, moose and bear watching as well as travelling to view the northern lights or alpine flowers (CTC, 2007). One study conducted by the Destination BC established that within BC, approximately 37% of tourists took part in wildlife viewing while visiting. According to Tourism Nova Scotia’s 2019 Visitor Exit Survey, one in five visitors to the province participated in wildlife viewing while visiting the province (with 6% of visitors, going whale watching, specifically).

Spotlight On: Wilderness Tourism Association of British Columbia

The Wilderness Tourism Association of British Columbia (WTA) provides industry support and advocacy for those operators offering nature-based tourism products. For more information, visit the Wilderness Tourism Association of BC website .

Whale watching occurs along the coasts of British Columbia, Nova Scotia, New Brunswick, Newfoundland and Labrador, Quebec, and Manitoba with tours sometimes leaving from major urban centres, but more commonly from smaller communities. Tours are typically by boat, on vessels ranging from open, 10-passenger Zodiacs, to comfortable cabin cruisers with inside seating. The most commonly observed whale in BC is the orca, one of the province’s most distinctive animals; in NS, NB and NFLD is is the humpback, while in Quebec and Manitoba it is the beluga whale. The country’s vast diversity of marine life is a key attraction of the tours; in addition to whale watching, a typical tour may encounter bald eagles, sea lions, porpoises, and a variety of sea birds (Destination BC, 2014,d).

Take a Closer Look: Mammal Viewing Guidelines

Marine mammal viewing in Canada has grown in popularity to the point where the federal government has established marine wildlife viewing guidelines. These establish parameters such as safe viewing distances and time limits and are enforceable by law when breached. In addition, the ‘see a blow, go slow” campaign, developed by the Marine Education and Research Society (MERS) has been promoted to recreational boaters and commercial whale watchers alike. For more information, visit:

The Department of Fisheries and Oceans marine wildlife viewing guidelines can be viewed on their website.

The Marine Education and Research Society (MERS) runs a “See a blow? Go slow!” campaign on their website.

Bear viewing — whether for black bears, grizzly bears, or the rare kermode bear — is also popular. Black bears are common across all regions of BC. Grizzly bears are more likely to be found in remote and mountainous regions; they have an estimated population in the province of approximately 16,000. Kermode bears, also called spirit bears, are a subspecies of black bears with a genetic trait that produces white fur instead of black. They are found primarily in the Great Bear Rainforest of the Central Coast, and figure prominently in the spiritual traditions of BC’s Coastal First Nations. The spirit bear is also BC’s official animal (Destination BC, 2014a).

Tourism operators that offer bear viewing typically operate in remote regions of BC. They may utilize raised viewing areas or operate from a boat-based platform, and offer accommodation at night. The season is typically limited to May through October, with the highest chances of viewing success during the salmon spawning season in the fall.

Spotlight On: Commercial Bear Viewing Association of BC

Bear viewing is a complex activity with potential for physical risk to visitors and impacts to the bears. The Commercial Bear Viewing Association of BC (CBVA) sets standards for operators offering bear viewing. For more information, visit the Commercial Bear Viewing Association website .

Polar bear viewing in Canada is most commonly found in Manitoba (namely Churchill). While Churchill is known as the Polar Bear Capital of the World, a visitor can also experience polar bear viewing in Nunavut’s Arctic region (around Baffin Island).

Now that we’ve explored some of the key land-based tourism and recreational experiences in Canada, let’s turn to the water.

Water-Based Recreation and Tourism

Water-based recreation and tourism in Canada are extensive and varied. The coastline of more than 9 million kilometres in length (the largest in the world) provides ideal opportunities for coastal recreation and tourism, as well as inland, fresh water-based activities on lakes and rivers. Activities include scuba diving, boat tours, sport fishing, paddle sports (sea kayaking, river kayaking, canoeing, sailing, stand up paddleboarding (SUP), and more. Following is an overview of a few core water-based activities offered by Canadian tourism operators, as well as a brief description of their economic contributions and related industry organizations.

Scuba Diving

Canadian waters offer scuba divers a rich diversity of marine life such as giant Pacific octopuses, wolf eels, sixgill sharks, soft corals, and cloud sponges. As well, a variety of dive sites are available, including marine parks, protected natural areas, sunken naval vessels, artificial reefs, historic wrecks, and even a submerged fuselage of a Boeing 737 airliner (Dive Industry Association of BC, n.d.). Nova Scotia is a scuba divers’s paradise with many natural and artificial wrecks around the coast for viewing (canadiantravelguide.net).

Spotlight On: Dive Industry Association of British Columbia

Established in 2002, the Dive Industry Association of British Columbia (DIABC) is a not-for-profit that represents and supports the recreational diving industry in BC. Funded in part by matching donations from Destination BC, their diverse membership includes dive shops, tour operators, and individual dive guides. For more information, visit the Dive Industry Association of BC website .

Sport Fishing and Lodges

There is a long and rich history of sport fishing in Canada. Anglers are drawn to the country’s tidal waters (for salmon and halibut) and to freshwater rivers and lakes (for trout, steelhead, and sturgeon). The annual rate of recreational participation is significant; a 2009 study estimated that there are nearly 600,000 anglers (either fresh or saltwater) in any given year in BC (Tourism BC, 2009). Furthermore, non-resident anglers contributed almost $6 million by way of licensing fees, and an additional $46 million in non-fishing expenditures to the economy of BC. The British Columbia Fishing Resorts and Outfitters Association (BCFROA) represents commercial freshwater resorts and outfitters and delivers advocacy, conservation, and marketing efforts on behalf of its members (BCFROA, n.d.).

Paddle Sports

River rafting, canoeing, sea kayaking, and standup paddle boarding (SUP) are common activities for both recreationists and tourists alike in Canada. Collectively, these sports fall under the paddle sports category, which encompasses any activity that takes place in small boats propelled by paddles (Education Scotland, n.d.). Although all paddle sports are popular recreational activities, two of the more sizable and commercially productive paddle sports subsectors are river rafting and sea kayaking.

River rafting operators can be found on many rivers across BC. Product offerings may range from a three-hour adrenaline-fueled tour on the famous Fraser River to a 14-day wilderness exploration down the UNESCO World Heritage Tatshenshini-Alsek Rivers in northern BC. These trips consist primarily of three types of rafting: paddle rafting, motorized rafting, and float trips (Destination BC, n.d.).

A 2005 study conducted by Tourism BC identified 59 operators offering river rafting trips in the province. With an average of 5.5 employees, these operations are typically small in comparison to other industry subsectors. Collectively, however, they provided services to 216,000 customers and contributed almost $15 million in gross revenues to the BC economy in 2005. The same study also indicated that up to 75% of participants had travelled to join in the activity, indicating that they can predominantly be classified as adventure tourists (Tourism BC, 2007a).

Sea kayaking in Canada has grown into a sizable recreational and commercial industry in recent years. The province is highly regarded internationally for its long coastline punctuated by many inlets and fjords. Kayaking trips may be as short as an afternoon harbour tour, or as long as a seven-day wilderness exploration to the remote regions.

A 2005 report entitled British Columbia’s Sea Kayaking Sector identified more than 114 operators offering rentals, instruction, day tours, or multi-day tours. These operators reported gross revenues of approximately $14 million in 2005 (Tourism BC, 2005a). A 2013 ecotourism survey conducted by Raincoast Conservation reflected growth of the sea kayaking sector with half (49%) of operators having grown between 2008-2013 (Raincoast Conservation, 2015).

Spotlight On: The Sea Kayak Guides Alliance of B.C.

Commercial operators offering tours are represented by the Sea Kayak Guides Alliance of B.C. (SKGABC) , which represents more than 600 individual and company members working in the commercial sea kayaking industry. It provides operating standards, guide certification, advocacy, and government liaison services for its members.

For more information, visit the Sea Kayak Guides Alliance of BC website .

Small Ship Tours

Canada’s diverse and largely inaccessible coastline provides opportunities for boat-based tourism aboard small vessel, safari-like expeditions that are world-renowned for the wildlife, nature, and indigenous cultural experiences (Wilderness Tourism Association, n.d.).

Tidal Bore Rafting

A unique experience in NS, where one can feel the rush of riding waves that can be up to 4 metres (13 feet) high in a Zodiac boat as the power of the world’s highest tides in the Bay of Fundy turn the Shubenacadie River into a water roller coaster only found in Nova Scotia. Expert guides take you cascading down rapids as the incoming ocean reverses the flow of the river. This fun-filled voyage, also named a Canadian Signature Experience, isn’t complete without mudsliding, too (novascotia.com).

Image Credits

Whale Watching by Zodiac off Brier Island by Reigh LeBlanc on Flickr is licensed under a CC BY-NC 2.0 licence.

Grizzly bear, Bute Inlet, BC by John Critchley on Wikimedia Commons is licensed under a CC BY 2.0 licence.

White water rafting by Robj2 on Pixabay is a free image licensed under a Pixabay licence .

A not-for-profit organization that promotes the benefits of outdoor recreation, represents the community to government and the general public, advocates and educates about responsible land use, provides a forum for exchanging information, and connects different outdoor recreation groups.

A strategic alliance representing 58 regional and destination golf resorts in BC with the goal of having BC achieve recognition nationally and internationally as a leading golf destination.

Large-scale mountain resorts where the draw is the resort itself; usually the resort offers all services needed in a tourism destination.

Small resorts where the focus is on outdoor recreation for the local communities; may also draw tourists.

Founded in 1966 and headquartered in Kelowna, BC, CWSAA represents ski areas and industry suppliers and provides government and media relations as well as safety and risk management expertise to its membership.

Canada's only internationally recognized guiding association, offering a range of certifications.

Founded in British Columbia, an organization that runs a training institute for professional guides, and a separate non-profit organization representing CSGA guide and operating members.

Any vehicle designed to travel off of paved roads and on to trails and gravel roads, such as an ATV (all-terrain vehicle) or Jeep.

Established in 1966 to promote and preserve the interests of guide outfitters, who take hunters out into wildlife habitat; publishers of Mountain Hunter magazine.

An organization that advocates for over 850 nature-based tourism operators in BC, placing a priority on protecting natural resources for continued enjoyment by visitors and residents alike.

Promoters of best practices in sustainable viewing, training, and certification for guides, and advocating for land use practices.

A marketing and advocacy organization protecting the interests of divers, dive shops, guides, dive instructors, and diving destinations in BC.

Representing more than 600 members in the commercial sea kayaking industry, providing operating standards, guide certification, advocacy, and government liaison services.

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Global Report on Adventure Tourism

The Global Report on Adventure Travel offers a thorough, insightful analysis of the current and future adventure travel sector. It providing global trends, the current sector structure on a significant growing market, potential benefits, risks and sector challenges. Additionally, it provides a closer look at the links between the proper management of adventure travel for a sustainable, ethical tourism which contributes effectively to local communities and the environment.

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What is Adventure Tourism?

Adventure tourism, a term that incites excitement and thrill among travel enthusiasts worldwide. But what is adventure tourism?

It is an offshoot of the tourism industry that involves exploration and travel to remote or exotic areas, often involving physically challenging activities.

Over recent years, adventure tourism has seen a considerable surge in popularity.

This growth can be attributed to the increasing desire for unique experiences, heightened environmental awareness, and the pursuit of physical and mental challenges.

This form of tourism pushes the boundaries of personal courage and physical endurance, making travel much more than just a leisurely activity.

History of Adventure Tourism

Accessible tourism for the disabled, extreme tourism, jungle tourism, overland travel, scuba diving, mountaineering and trekking, bungee jumping, mountain biking and cycling, canoeing and rafting, zip-lining and paragliding, hiking and exploring, canyoneering and rock climbing, sandboarding and caving, popular adventure tourism activities, impact and importance of adventure tourism, the future of adventure tourism, final words.

So, what is Adventure Tourism?

Adventure tourism is a niche category of travel that focuses on exploration with perceived risk, typically involving physical exertion and outdoor environments.

It’s a way to experience a destination more actively and interactively, emphasizing personal encounters with the natural and cultural aspects of a region.

From rafting in untamed rivers and trekking through dense jungles to scaling mountain peaks and diving into the ocean’s depths, adventure tourism pushes the boundaries of conventional tourism, inviting travelers to step out of their comfort zones.

Whether a local day trip or an international expedition, adventure tourism offers a unique, memorable, and enriching travel experience.

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Adventurous travel dates back to ancient times when our ancestors traversed vast continents in search of food, shelter, and greener pastures.

However, the concept of adventure tourism as we know it today began to take shape around the 19th century.

During this era, outdoor activities such as mountaineering and rafting became increasingly popular, marking the inception of organized adventure travel.

Several key events and developments have shaped the evolution of adventure tourism.

These include the formation of key institutions, such as mountaineering clubs and the Boy Scouts, which fostered a culture of outdoor activities.

In the years following World War II, the modern adventure travel industry began to take shape, driven by increased leisure time and disposable income.

Technology has played a significant role in propelling the growth of adventure travel.

The invention of transportation technologies such as railways and airplanes has made remote locations more accessible, opening up new adventure travel opportunities.

Types of Adventure Tourism

Adventure tourism is a vast sector featuring numerous activities and diverse environments.

Here are some types, each providing unique experiences to thrill-seekers.

View this post on Instagram A post shared by Jess Bandit's Adventures (@jessbandit_adventures)

Making adventure accessible for everyone is a growing trend.

Many adventure operators now offer experiences designed specifically for people with disabilities, including wheelchair-accessible hiking trails and adaptive water sports equipment.

This way, everyone can find an answer to “what is adventure tourism?” and experience it firsthand.

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For those who seek the most thrilling and sometimes dangerous experiences, extreme tourism is a go-to.

This could involve traveling to harsh environments like deserts or the Arctic or participating in high-risk activities such as base jumping or volcano boarding.

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As the name suggests, jungle tourism involves traveling in dense forest regions.

Activities can include jungle trekking, wildlife spotting, or staying in a jungle lodge.

Adventure tourism brings travelers closer to nature and offers unique biodiversity encounters.

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This form of adventure tourism involves long-distance journeys, either individually or in groups.

Travelers use different modes of transport like buses, trains, or personal vehicles, experiencing different cultures and landscapes along the way.

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If one asks, what is adventure tourism in the water? Scuba diving is a common answer.

This activity allows people to explore underwater landscapes and marine life, providing an entirely different adventure perspective.

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Mountaineering and trekking take travelers into rugged, often high-altitude environments.

They’re for those who enjoy the challenge of overcoming steep, difficult terrain and revel in the solitude that mountain environments can provide.

The satisfaction of reaching a peak or navigating through a challenging trail can’t be overstated, making this type of adventure tourism a fantastic choice for those willing to push their physical and mental boundaries.

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Bungee jumping offers the epitome of an adrenaline rush.

Participants leap from a high platform, such as a bridge or crane, with an elastic cord attached to their ankles or harness.

As they plummet toward the ground, the cord reaches its maximum stretch, then pulls them back upwards, creating a pendulum-like motion.

Bungee jumping is a popular choice for those seeking a quick, intense thrill.

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These activities cater to a wide variety of adventure-seekers.

Mountain biking typically involves off-road trails, steep descents, and challenging terrains, requiring technical bike-handling skills.

On the other hand, cycling tours can range from leisurely rides through picturesque landscapes to long-distance road trips, making it a versatile option for adventure tourism.

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Canoeing and rafting are water-based activities that can offer both adrenaline-fueled adventures and serene nature appreciation.

White-water rafting through rapids offers a thrilling, team-based experience, whereas canoeing on a calm lake or river can be a peaceful, solitary adventure.

View this post on Instagram A post shared by Kuldeep Thakur (@kuldeep_thakur356)

These air-based activities provide a bird’s-eye view of the landscapes.

Zip-lining involves speeding along a cable from a height, often across beautiful vistas.

Paragliding is a more extended experience, where participants glide through the air using a lightweight, free-flying parachute, often led by a professional guide.

Both offer unique ways to experience the thrill of flight.

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At the heart of adventure tourism is the simple act of hiking and exploring.

This range from short day hikes in local natural parks to multi-day expeditions in remote wilderness areas.

The pace of hiking allows travelers to deeply connect with the environment, observe wildlife, and appreciate the small details often missed in faster-paced activities.

View this post on Instagram A post shared by Steven Shattuck (@shattuck311)

Both these activities require physical strength and technical skill, making them challenging and rewarding.

Canyoneering involves traveling through canyons using various techniques such as walking, climbing, jumping, and swimming.

Rock climbing, whether traditional, sport, or bouldering, tests participants’ strength and endurance as they navigate a natural or artificial rock formation.

View this post on Instagram A post shared by Explore the ski world (@exploretheskiworld)

These activities take adventurers into unique environments.

Sandboarding, akin to snowboarding but on sand dunes, offers a unique thrill and a chance to enjoy desert landscapes.

Caving, also known as spelunking, involves exploring caves and can range from leisurely tours of easily accessible caves to technical pursuits involving climbing and crawling through tight passages.

View this post on Instagram A post shared by Carola „Bandit“ Kessler (@earnyourbacon)

Adventure tourism comprises a plethora of activities that offer unique experiences to travelers.

One such activity is day hiking, where individuals traverse scenic trails and paths for a day. This activity is popular for its low cost and adaptability to different fitness levels.

Backpacking, another popular adventure tourism activity, involves carrying shelter and provisions and traveling for an extended period. It provides an immersive experience of the local culture and nature.

Zip-lining offers a different perspective of the surrounding environment. It involves gliding through treetops on a cable, experiencing the thrill of speed and height.

For those with a penchant for heights, climbing activities such as rock and mountain climbing offer an exhilarating challenge. This activity requires both physical stamina and mental resolve.

Free fall activities, such as skydiving and bungee jumping, offer an adrenaline rush like no other. This thrill-seeking activity is growing in popularity in various adventure tourism destinations.

Water sports like rafting provide a different kind of thrill, where one battles the swift currents of a river.

Mountain biking allows adventurers to navigate rough terrains and steep slopes, presenting a challenging yet thrilling activity. Skiing and snowboarding are popular activities that attract tourists to snowy regions worldwide.

View this post on Instagram A post shared by the adventure time (@camping_usa)

Adventure tourism has a significant impact on local economies.

As this form of tourism often takes place in remote areas, it brings income and jobs to regions that may otherwise rely on traditional industries.

It also encourages sustainable and responsible travel practices as it largely depends on the natural environment.

Besides economic benefits, adventure tourism fosters cultural exchanges and learning opportunities.

As tourists interact with locals, they learn about different cultures, traditions, and ways of life.

This not only enriches their travel experience but also promotes understanding and tolerance among different cultures.

View this post on Instagram A post shared by Eco Trip Guru (@ecotripguru)

The future of adventure tourism looks promising, with emerging trends such as disaster, ghetto, social, and eco-tourism.

Disaster tourism involves visiting areas affected by natural or man-made disasters, while ghetto tourism involves visiting impoverished urban areas.

Social tourism focuses on engaging with local communities, and eco-tourism emphasizes sustainable travel practices.

Digital technology, like GPS and social networking, is influencing adventure tourism.

These technologies help tourists navigate unfamiliar terrains, share experiences, and even find new adventure spots.

However, there are challenges, such as ensuring the sustainability of adventure tourism practices and preserving natural and cultural resources.

Adventure tourism has evolved from ancient travel practices to a booming industry that offers a multitude of experiences.

As we explore what is adventure tourism further, it becomes apparent that this industry is about much more than seeking thrills.

It’s about connecting with nature, experiencing different cultures, pushing boundaries, and promoting sustainable practices.

As the sector continues to evolve, travelers are encouraged to embrace adventure tourism safely and responsibly, ensuring a sustainable future for this exhilarating form of travel.

Adventure Tourism

Adventure Tourism: Adventurous travels have been an age old practice for the humans, as old as the human history. People have been travelling for food, shelter, health, business, leisure and out of curiosity for time immemorial. We have good examples of adventurous travelers like Marco Polo, Captain James Cook, and Sir Ernest Shackle ton, who had primarily scientific, geographic, or colonial motives for travel but at the core were some of the first Adventure travelers.

Travelling in those times was quite tough not like today were adventure travelers can hire a professional guide who will provide a range of technical support and equipment, as well as culture and nature interpretation.

The growth and development of modern day adventure tourism industry can trace back to the mid-1800 in America. It was here that adventure lovers started to push the limits of sports like the white water rafting and mountaineering with the first ascent of the Matterhorn in 1865 and descent of the Colorado River in 1869.

Shortly after these two events two of the great instates were set up that later on proved to be of monumental importance for the Adventure lovers and the Industry at large these to great instates were, The National Geographic Society formed in 1888 to “increase and diffuse geographic knowledge” and the Explorers Club formed in 1904 to “promote the scientific exploration of land, sea, air, and space”.

Maurice Herzog’s successful ascent of Annapurna in 1950 and Sir Edmund Hillary and Tenzig Norgay’s successful ascent of Mount Everest on 29 th May 1953, was hailed by the media and adventure lovers around the world and these two events proved to be the golden moments in the history of mankind post the 1950’s that inspired millions across the globe to take up adventure sports and journeys.

The roots of first dedicated adventure travel agency can be traced back to 1920’s to a person called Dan Hatch in America. He and his brothers decided to build wooden rafts to explore the River Green situated in today’s Dinosaur National Monument. Don Hatch later on formed a company, Hatch River Explorations, which was the first business to receive a national park concessioner permit for rafting in 1953.

https://www.amazon.in/tryab?tag=mysolovoyages-21

There are many examples of some early adventure travel agencies like the Ker & Downey in 1946, Abercrombie & Kent in 1962, Micato Safaris in 1966 (luxury safaris), and the OARS in 1969 (river rafting).

Adventure Tourism today has grown into one of the most promising and dynamic sectors of the Tourism industry. The government’s world over are actively promoting this sector due to its direct benefit to the local communities, local economies and environment at large. Business holdings in this sector are primarily small proprietorships thus promoting entrepreneurship.

Adventure tourism is a type of niche tourism activity, generally an outdoor activity, involving exploration to remote areas, challenging oneself against the nature and its various elements such as air, water, mountains, and climate and weather conditions. Physical and mental fitness is a pre-requisite before participating in such activities.

“Adventure tourism is a form of travel in which the perception (and often the reality) of heightened risk creates a special appeal to certain segments of the travel market.” (Tourism – Principles, Practices, Philosophies – Charles R. Goeldner, J.R. Brent Ritchie and Robert W. McIntosh).

Adventure Travel Trade Association (ATTA) defines adventure tourism “As a trip that includes at least two of the following three elements: physical activity, natural environment, and cultural immersion.” While the definition of adventure tourism as per ATTA requires two of these components, trips incorporating all three tend to afford tourists the fullest adventure travel experience and value – for example, a 23 days Manali (Himachal) – Lamayuru (Ladakh) trek involves trekking (physical activity) through the Trans Himalayan region (natural environment) and genuine interaction with local tribes or indigenous people – “The Lahouli’s” and “The Zankharpa’s” (cultural immersion).

Adventure Tourism can be classified into various types and typologies –

Soft adventure activities.

Soft adventure activities, as the name suggests are the type of adventure tourism activities that require little or no experience and involves little risk. Soft adventure activities are toned down versions of their hard adventure equivalents. Examples include Zorbing, Boat Rides, Canoeing, Hiking, Zip lining etc.

Hard Adventure Activities

Hard adventure tourism is a term used to describe the type of adventure tourism activities that require high level of skill and training, high level of physical and mental fitness. Participants should participate in such activities under strict supervision of trained guides and equipments because it involves a high amount of risk of life of the participants. Examples include High Altitude Trekking, Mountaineering, Paragliding, Sky Diving, Bungee Jumping, Deep Sea Diving.

The table below shows the type of adventure–

Socio-Economic and Environmental benefits of Adventure Tourism

Tourism as an industry contributes 9% of the entire worlds GDP and one in eleven jobs is created in the tourism sector (UNTWO Tourism Highlights 2014). Apart from this tourism is altogether a large and complex phenomenon because apart from economic benefits it also focuses on the most vulnerable natural and cultural sites across the globe. Thus apart from short-term financial gains tourism positively contributes to long-term environmental and cultural considerations of the world.

Tourism activities if properly planned and executed can play an important role in poverty alleviation, cultural understanding and biodiversity conservation. Adventure tourism as such if planned and executed in a proper way has tremendous potential in creating long term employment and income for the locals and thus providing a strong incentive for conservation of the local culture and the environment. This would thus have a cascading effect on the locals and the tourists who would now start respecting their traditional knowledge and practices.

Destinations often struggle to get customers beyond their iconic spots. An example of this could be Manali, Himachal Pradesh which is overcrowded much beyond its carrying capacity. Adventure tourism has the potential to solve this problem, for example, by providing the tourist with an opportunity to venture beyond Manali, Solang Nalla or Rohtang Pass and visit the unexplored hills, mountains, rivers, pastures in the mighty Dhauladhar, Pir Panjal and CB ranges of the Himalayas for trekking, mountaineering, white water rafting, paragliding, cultural immersion activities and much more.

Adventure tour operators on the other hand can also play a key role in contributing to a sustainable development of the destination through their selection of service providers, vendors, the activities they promote and the facilities they choose to use. The Adventure tour operators can do it by hiring more local talents and try to sell more of the local products to the tourists. This in turn can also prevent the problem of leakages of funds from the local destinations.

You may interested to read Mass Tourism

Destination Positioning

Flash Packing

Impact of Air Travel on Human Health

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Chapter 5. Recreation

Don Webster

Learning Objectives

Differentiate between recreation, outdoor recreation, adventure tourism, and nature-based tourism
Describe the significance, size, and economic contribution of this sector to the overall tourism industry in BC
Identify key industry organizations in recreation, outdoor recreation, and adventure tourism
Classify different subsectors of recreation, outdoor recreation, and adventure tourism
Recognize the unique challenges facing recreation, outdoor recreation, and adventure tourism in BC

In this chapter, we discuss the concept of recreation in tourism and hospitality. Recreation can be defined as the pursuit of leisure activities during one’s spare time (Tribe, 2011) and can include vastly different activities such as golfing, sport fishing, and rock climbing. Defining recreation as it pertains to tourism, however, is more challenging.

Let’s start by exploring some recreation-based terms that are common in the tourism industry. Outdoor recreation can be defined as “outdoor activities that take place in a natural setting, as opposed to a highly cultivated or managed landscape such as a playing field or golf course” (Tourism BC, 2013, p. 47). This term is typically applied to outdoor activities that individuals engage in and that are located close to their community. When these activities are further away, and people must travel some distance to participate in them, they are often described as adventure tourism.

According to the United Nations World Tourism Organization (UNWTO), adventure tourism is “a trip that includes at least two of the following three elements: physical activity, natural environment, and cultural immersion” (UNWTO, 2014, p.12). Examples of adventure tourism in BC include river rafting, helicopter skiing, and rock climbing.

Take a Closer Look: UNWTO Global Report

The Global Report on Adventure Tourism by UNWTO offers an in-depth analysis of the global adventure travel sector. It can be found at http://affiliatemembers.unwto.org/publication/global-report-adventure-tourism

Adventure tourism can be “soft” or “hard.” Differentiating between the two is somewhat subjective, but is loosely based on the level of experience required, the level of fitness required, and the degree to which the participant is exposed to risk (UNWTO, 2014). Examples of soft adventure include wildlife viewing or moderate hiking, whereas river rafting or rock climbing would usually be considered hard adventure.

Another term that is used, one that overlaps with the definitions of outdoor recreation and adventure tourism, is nature-based tourism, which refers to “those tourism experiences that are directly or indirectly dependent on the natural environment” (Tourism BC, 2005b, p.6). This term is often used to describe activities that are closely connected to nature, such as whale watching, birding, or self-propelled travel such as hiking and kayaking.

As you can see, there are challenges in classifying recreation in tourism. For instance, if people kayak near their home or community, it may be considered outdoor recreation. If they travel afar for that same activity, it likely is designated as adventure tourism. If the kayaking is done in protected, mild conditions, it would be considered soft adventure, but if done in a challenging and risky river descent, it may be classified as hard adventure.

Of course, each of the above scenarios of kayaking could be considered nature-based tourism if it is strongly linked to the natural environment. Ultimately, categorization is based on a combination of several factors, including manner of engagement in the activity (risk exposure, experience requirement, group or solo activity), the distance travelled to access the activity, and the type of environment (proximity to nature, level of challenge involved) that that the activity occurs in.

A 2013 adventure tourism market study discovered that people who travel for adventure experiences tend to be well-educated, with 48% holding a four-year degree or higher credential. They value natural beauty and rank this as the highest factor when choosing a destination, and the most cited reasons for their travel are relaxation “relaxation, exploring new places, time with family, and learning about different cultures” (UNWTO, 2014, p.15).

Globally, it is estimated that the continents of Europe, North America, and South America account for 69% of adventure tourism, or US$263 billion in adventure travel spending. Adventure tourists tend to be seen as high-value visitors, with as much of 70% of their expenditures remaining in the communities visited (UNWTO, 2014).

The size, extent, and economic contribution of recreation, outdoor recreation, and adventure tourism in British Columbia is also substantial. The rest of this chapter explores the sector in the province in more detail.

Recreation and Adventure Tourism in BC

Spotlight On: Outdoor Recreation Council of BC

A lake bordering bare mountain. A boat moves across the middle of the lake.

Additionally, in the current five-year provincial tourism strategy, entitled Gaining the Edge, outdoor/adventure tourism is indicated as one of six key areas targeted for growth ( British Columbia Ministry of Jobs, Tourism and Innovation , 2012). This government support, combined with the rapid growth of the outdoor and adventure tourism industry, point to a strong future for this sector.

Take a Closer Look: Outdoor Adventure Sector Profile

Outdoor Adventure: Tourism Sector Profile, a report produced by Destination BC, includes information on the size, type, and characteristics of tourism companies in this sector. Also included is market demand for these activities and future challenges the sector faces. You can find the report at Outdoor Tourism Sector Profile [PDF] : http://www.destinationbc.ca/getattachment/Research/Research-by-Activity/All-Sector-Profiles/Outdoor-Adventure-Sector-Profile,-May-2014/Tourism-Sector-Profile_OutdoorAdventure_May2014.pdf.aspx

This section covers two key types of recreation and tourism, with a focus on British Columbia:

Land-based recreation and tourism
Water-based recreation and tourism

It’s not possible to detail all the recreational activities available in BC, but by the end of this section, you will have an understanding of the key unique activities available in the province.

Land-Based Recreation and Tourism

Golf courses and resorts.

Golf is a significant tourism attraction in BC; in 2007 the province was chosen as the “Best Golf Course Destination in North America” by the International Association of Golf Tour Operators (Destination BC, 2014c). Part of the draw is the diverse environment; golfers can choose from lush coastal forests to desert environments, and many courses have a viewscape of mountains or the ocean.

A 2006 study by the Canadian Tourism Commission (CTC) detailed both demographic and economic factors related to the Canadian golf industry. Significant findings included that there were more than 3.4 million golf travellers in Canada annually, and that of those travellers, approximately 34% travelled to BC. In addition, the Canadian golf participation rate (for the total Canadian population) was 21.5%, which is among the highest golf participation rates of any country in the world. Golfing provides an opportunity to attract significant tourism revenue as the average golf traveller has a much higher than average income level, with up to 50% of all golf travellers earning $100,000 or more per annum (Tourism BC, 2009b).

Spotlight On: British Columbia Golf Marketing Alliance

Mountain Resorts and Nordic Centres

Resorts in British Columbia range from smaller eco-lodges to large ski areas. Mountain resorts and nordic centres are part of the larger resort tourism sector, which in 2004 was valued at $1.9 billion (Tourism BC, 2011c).

Ski/Snowboard Mountain Resorts

BC’s many world-class facilities and high-quality snow conditions provide mass appeal for downhill skiing and snowboarding. Mountain resorts in BC can be separated into two principal categories: destination resorts and regional resorts. Destination mountain resorts are often significantly larger and offer a greater range of amenities such as on mountain accommodation and food services; they are also generally marketed to out-of-area and international visitors. Examples of a destination resort would include Whistler Blackcomb Ski Resort. On the other hand, regional mountain resorts are usually smaller in size and capacity, have fewer amenities, and often cater more directly to the local community (Tourism BC, 2011c) such as Whitewater Ski Resort in the Kootenay Rockies.

Spotlight On: Canada West Ski Areas Association

Ski areas in Western Canada (Alberta and BC) are represented by the Canada West Ski Areas Association (CWSAA), which has a diverse mandate that includes marketing, advocacy, environmental stewardship, and risk management. For more information, visit the Canada West Ski Areas Association website : http://www.cwsaa.org

Whistler Blackcomb has consistently been named the #1 ski resort in North America.
In 2009, Sun Peaks was named one of the “Top 20 Ski Resorts in North America” by  Condé Nast Traveler.
Big White Ski Resort was recognized in 2009 as a “Top 5 Family Resort” by the UK-based Sunday Times.

The publicity that these resorts receive has undoubtedly reflected positively on the rest of the BC tourism industry.

Spotlight On: “Ski It to Believe It”

Destination BC offers a specific mountain resort marketing website for 13 destination resorts in BC called “Ski It to Believe It.” The site features live updates on snow conditions, resort info, a map featuring all BC ski destinations, blogs, and dynamic content featuring visitors enjoying various skiing experiences including heli, cat, backcountry, and downhill skiing. For more information, visit the Ski It to Believe It website : http://skiittobelieveit.com

Nordic Centres

Spotlight On: Whistler Sport Legacies

With more than 50 cross-country ski centres across BC, and a season that often exceeds that of downhill skiing (November to May in many areas), the sport attracts large numbers of local and inbound recreation enthusiasts. Trail networks have been developed in both stand-alone environments, as well as in partnership with large mountain resorts such as Silver Star in Vernon, Sun Peaks in Kamloops, Cypress Mountain above Vancouver, and Rossland in the Kootenays. Many of these trail networks offer both groomed and track-set trails, a number are lit for night skiing.

Spotlight On: Silver Star’s Sovereign Lake Nordic Centre

Backcountry Skiing and Snowboarding

Backcountry skiing and snowboarding offers a recreational activity in a wilderness setting, away from any established mountain resorts, lifts, or trails. BC is regarded as a world-class destination for backcountry access, and has recently seen considerable and sustained growth in this sector (Porteus, 2013). The motivator for pursuing this activity for most people is primarily the lure of fresh, untracked snow in a beautiful mountain setting. Some backcountry skiers and snowboarders combine this activity with helicopter or snowcat skiing.

Spotlight On: Backcountry Lodges Association of British Columbia

The Backcountry Lodges Association of British Columbia (BLABC) represents backcountry lodges in the province. Its consumer site features a find-a-lodge function, profiles for summer and winter lodges, the ability to check conditions in various backcountry areas, and consumer content including a blog and videos. For more information, visit the Backcountry Lodges Association of BC : www.backcountrylodgesofbc.com

Spotlight On: Avalanche Canada

Guides for these operations are typically certified by either the Association of Canadian Mountain Guides (ACMG) or the Canadian Ski Guide Association (CSGA). Both organizations assess the guides for their expertise in technical skills, avalanche forecasting, risk management and emergency response before issuing certification. The process is extensive and rigorous, taking much time and commitment for guides to become fully certified.

Spotlight On: HeliCat Canada

Off-Road Recreational Vehicles

An off-road recreational vehicle (ORV) is any vehicle designed to be driven off road that is not included within any other vehicle classification framework. This includes snowmobiles, all-terrain vehicles (ATVs), and dirt bikes (British Columbia Ministry of Forest, Lands and Natural Resource Operations, 2014). ORV use is recognized as a considerable contributor to the BC economy, owing primarily to recreational users, but also from tourist visits.

Recreational snowmobiling in BC is represented by the British Columbia Snowmobile Federation (BCSF). The BCSF’s mandate is to represent recreational snowmobile clubs through advocacy, education, and stewardship (BCSF, n.d.). Commercial snowmobiling is represented by the British Columbia Commercial Snowmobile Operators Association (BCCSOA), a group of snowmobile tour operators who have mobilized to support marketing, product development, and government advocacy initiatives (BCCSOA, n.d.).

Guest Ranchers and Hunting Outfitters

Guest and dude ranches.

Spotlight On: The British Columbia Guest Ranchers Association

The British Columbia Guest Ranchers Association (BCGRA) represents guest and dude ranch operators in the province. It serves and represents its members through cooperative marketing, advertising, development of operational standards, and member pricing on liability insurance plans (BCGRA, n.d.). For more information, visit the British Columbia Guest Ranchers Association website : http://www.bcguestranches.com

A 2011 study of guest ranches by Tourism BC found that there were 57 operating ranches in the province. Most of these were small operations with one to five employees and serving fewer than 1,000 clients per year (Tourism BC, 2011a). There are also large operations such as the Hills Health Guest Ranch located near 100 Mile House, which can accommodate hundreds of guests at one time. The ranch features a full on-site spa and two dining rooms, and hosts a multitude of special events each year. Two other examples of unique guest ranch operations are the Siwash Lake Ranch in south-central BC, a “high-end” exclusive resort featuring executive-chef prepared meals, and the Echo Valley Ranch and Spa in the BC interior, offering an alternative therapy spa and gold-panning excursions.

Hunting Outfitters

Hunting is a traditional recreational activity in BC, and it is also one of the original tourism products in the province (GOABC, n.d.). BC is fortunate to have a vast amount of wilderness available for hunting activities. The exact size of the hunting market is difficult to quantify, but in 2003, a study found that 5,000 non-resident hunting licences were sold in BC, contributing $46 million to the provincial economy (CTC, 2012).

Some people choose self-guided hunting activities, but to hunt certain species, a guide outfitter must be hired. Guide outfitters are licensed by the BC Government to provide commercial hunting services for non-residents. This commercial hunt service directly employs more than 2,000 BC residents and generates approximately $116 million in economic activity annually (GOABC, n.d.). Many of these outfitters are small family operations based in rural areas; they are a source valuable economic activity in areas with limited resources (GOABC, n.d.).

Spotlight On: Guide Outfitters Association of BC

Cycling is a popular recreational activity in BC thanks to a variety of terrain, spectacular scenery, and favourable weather conditions, with approximately 44% of residents participating each year (Tourism BC, 2013). Cycling also attracts out-of-province visitors. One study from 2008 reported that out of 5.6 million Canadians who travelled to BC over a two-year period, almost one million (17%) had participated in a cycling activity (Tourism BC, 2009).

Spotlight On: Cycling Destinations

Another great example of cycling tourism is the Kettle Valley Railway in the Okanagan, built on an abandoned railbed. This 600-kilometre trail network includes a multitude of tunnels and trestles, and is most often travelled by cycling. Sections of the trail system are also now included in the Trans Canada Trail. For more information, visit the Kettle Valley Railway website : http://www.kettlevalleyrailway.ca/

Cycling can be generalized into two styles: road cycling and mountain biking.

A line of bikers heading down a highway.

Take a Closer Look: Mountain Bike Tourism

The report Tourism Essentials Guide: Mountain Bike Tourism is a valuable resource for operators or communities seeking to develop or promote mountain biking tourism in their area. It can be found at Tourism Essentials Guide: Mountain Bike Tourism [PDF] : http://www.destinationbc.ca/getattachment/Programs/Guides-Workshops-and-Webinars/Guides/Tourism-Business-Essentials-Guides/TBE-Guide-Mountain-Biking-May2011.pdf.aspx

Over the years, mountain biking has grown from being a fringe activity to a mainstay of the tourism economy. In fact, the growth potential of mountain biking is so highly regarded that the BC Government now considers it as one of the top growth areas in the outdoor adventure sector (Tourism BC, 2011b).

Indeed, numerous mountain winter resorts such as Whistler Blackcomb, Silverstar, and Kicking Horse have developed mountain biking trail infrastructure and lift-accessed biking to provide off-season activities. World-class mountain biking races such as the Test of Metal and the BC Bike Race bring thousands of riders through small communities for mountain biking. The economic impact of these events is significant. Over the course of a single four-month season in the Sea-to-Sky Corridor in 2006 (including the communities of North Vancouver, Squamish, and Whistler), the economic contribution of mountain biking to local economies was $10.3 million (Western Canada Mountain Bike Tourism Association, 2006).

Spotlight On: Test of Metal and GranFondo

Two major bike races bring significant visitors to the Sea-to-Sky Corridor. The Test of Metal, held in Squamish, has sold out every year since 1998, and brings upward of 1,000 mountain bikers into the area for a one-day event each June. For more information, visit The Test of Metal : http://testofmetal.com/. The GranFondo Whistler is a road biking race from Vancouver to Whistler that now attracts upward of 7,000 participants each year. For more information, visit The GranFondo : http://granfondowhistler.com

Spotlight On: Western Canada Mountain Bike Tourism Association

Western Canada Mountain Bike Tourism Association (MBTA) is a not-for-profit organization working toward establishing BC, and Western Canada, as the world’s foremost mountain bike tourism destination. It has hosted a symposium on mountain bike tourism and works with Bike Parks BC to ensure terrain development. For more information, visit the Mountain Bike Tourism Association website : http://www.mbta.ca/

Camping and Hiking

In 2012, over 19.3 million people visited BC provincial parks, including 16.8 million day visitors, many of whom used the parks for hiking and exploration in addition to picnics, swimming, and other outdoor activities. Of these visitors, 2.3 million were overnight campers, generating $15.5 million in user fees, with an average guest satisfaction rating of 82% (BC Parks, 2012). As discussed in Chapter 3, there are also a number of private camping providers in the province.

Wildlife Viewing

Given the diversity and richness of our natural environment, it is not surprising that there is a thriving wildlife viewing industry in BC. This includes whale, bird, and bear watching as well as travelling to view the northern lights or alpine flowers (CTC, 2007). One study conducted by the Canadian Tourism Commission established that within BC, approximately 37% of tourists took part in wildlife viewing while visiting. Significantly, for 13% of visitors, the primary motivation for their travel to BC was wildlife viewing (CTC, 2007).

Spotlight On: Wilderness Tourism Association of British Columbia

Whale watching occurs along the coast of BC, with tours sometimes leaving from major urban centres, but more commonly from smaller communities such as Telegraph Cove on northern Vancouver Island. Tours are typically by boat, on vessels ranging from open, 10-passenger Zodiacs, to comfortable cabin cruisers with inside seating. The most commonly observed whale is the orca, one of the province’s most distinctive animals. Other whales like the humpback, minke, and Pacific grey are also frequently encountered. The province’s vast diversity of marine life is a key attraction of the tours; in addition to whale watching, a typical tour may encounter bald eagles, sea lions, porpoises, and a variety of sea birds (Destination BC, 2014,d).

Take a Closer Look: Mammal Viewing Guidelines

Marine mammal viewing in Canada has grown in popularity to the point where the federal government has established marine wildlife viewing guidelines. These establish parameters such as safe viewing distances and time limits. For more information, visit the marine wildlife viewing guidelines : http://www.pac.dfo-mpo.gc.ca/fm-gp/species-especes/mammals-mammiferes/view-observer-eng.html

A bear walking along the edge of a river.

Spotlight On: Commercial Bear Viewing Association of BC

Now that we’ve explored some of the key land-based tourism and recreational experiences in BC, let’s turn to the water.

Water-Based Recreation and Tourism

Water-based recreation and tourism in BC is extensive and varied. The coastline of more than 25,000 kilometres in length provides ideal opportunities for recreation and tourism (BC Adventure, n.d.). Activities include scuba diving, boat tours, sport fishing, paddle sports, and more. Following is an overview of a few core water-based activities offered by BC tourism operators, as well as a brief description of their economic contributions and related industry organizations.

Scuba Diving

BC waters offer scuba divers a rich diversity of marine life such as giant Pacific octopuses, wolf eels, sixgill sharks, soft corals, and cloud sponges. As well, a variety of dive sites are available, including marine parks, protected natural areas, sunken naval vessels, artificial reefs, historic wrecks, and even a submerged fuselage of a Boeing 737 airliner (Dive Industry Association of BC, n.d.).

A 2004 study conducted by the Dive Industry Association of BC found that the dive industry in BC consisted of 116 operators offering services to tourists and residents alike. The many segments of the industry include manufacturers, distributers, dive charters, dive shops, and instructional centres. The study estimated that gross revenues from this industry at $15 million, although this number failed to account for other indirect spending such as trip-related accommodation and transportation. It is likely that the actual economic value of this subsector is actually significantly larger (Ivanova, 2004).

Spotlight On: Dive Industry Association of British Columbia

Sport Fishing and Lodges

There is a long and rich history of sport fishing in BC. Anglers are drawn to the province’s tidal waters (for salmon and halibut) and to freshwater rivers and lakes (for trout, steelhead, and sturgeon). The annual rate of recreational participation is significant; a 2009 study estimated that there are nearly 600,000 anglers (either fresh or saltwater) in any given year in BC (Tourism BC, 2009). Furthermore, non-resident anglers contributed almost $6 million by way of licensing fees, and an additional $46 million in non-fishing expenditures to the economy of BC. The British Columbia Fishing Resorts and Outfitters Association (BCFROA) represents commercial freshwater resorts and outfitters and delivers advocacy, conservation, and marketing efforts on behalf of its members (BCFROA, n.d.).

Paddle Sports

River rafting, canoeing, sea kayaking, and standup paddle boarding (SUP) are common activities for both recreationists and tourists alike in BC. Collectively, these sports fall under the paddle sports category, which encompasses any activity that takes place in small boats propelled by paddles (Education Scotland, n.d.). Although all paddle sports are popular recreational activities, two of the more sizable and commercially productive paddle sports subsectors are river rafting and sea kayaking.

River rafting operators can be found on many rivers across BC. Product offerings may range from a three-hour adrenaline-fuelled tour on the famous Fraser River to a 14-day wilderness exploration down the UNESCO World Heritage Tatshenshini-Alsek Rivers in northern BC. These trips consist primarily of three types of rafting: paddle rafting, motorized rafting, and float trips (Destination BC, n.d.).

Commercial rafting in BC is represented by the British Columbia River Outfitters Association (BCROA), which acts as a regulatory and marketing organization for river rafting in the province. Guides are required to be certified at one of three levels: guide, senior guide, or trip leader. Each river in BC that is commonly rafted has an extensive set of safety requirements called “provisions” listed by the BCROA. These provisions set out the minimum level of guide required, acceptable water levels ranges, and type of equipment needed for each river excursion (BCROA, n.d.).

Four people kneel on a raft holding paddles and wearing helmets and lifejackets.

Sea kayaking in BC has grown into a sizable recreational and commercial industry in recent years. The province is highly regarded internationally for its long coastline punctuated by many inlets and fjords. Kayaking trips may be as short as an afternoon harbour tour, or as long as a seven-day wilderness exploration to the remote regions of Vancouver Island. Noteworthy areas for sea kayakers include Pacific Rim National Park on western Vancouver Island, Johnstone Strait on northern Vancouver Island, and Gwaii Haanas National Park in Haida Gwaii.

Spotlight On: The Sea Kayak Guides Alliance of BC

Commercial operators offering tours are represented by the Sea Kayak Guides Alliance of BC (SKGABC), which represents more than 600 individual and company members working in the commercial sea kayaking industry. It provides operating standards, guide certification, advocacy, and government liaison services for its members. For more information, visit the Sea Kayak Guides Alliance of BC website : www.skgabc.com

Trends and Issues

As shown throughout this chapter, recreation, outdoor recreation, and adventure tourism play predominant roles in the tourism and hospitality industry in BC. However, there are challenges that impact the viability of this sector, as well as barriers that limit the growth. These topics are discussed briefly here.

Access to wilderness areas for tourism operators is an ongoing challenge. Some zones across the province are set aside for recreation, such as provincial and national parks. However, when it comes to conducting commercial operations in these same places, gaining access often involves an extensive permitting process that may impose restrictions on the type of activity and the number of visitors allowed.

In addition, parks are generally limited to non-motorized activities, thus presenting barriers for tourism operators that seek to offer mechanized recreation. Operators using Crown land for commercial activities also require authorization from the provincial government; in some instances, priority may be given to resource extraction or development. The permitting process can be onerous and time consuming, which for small operators, may be a barrier to growth (Wilderness Tourism Association, 2005).

Environmental issues are discussed in detail in Chapter 10.

Environmental Impacts

A sign listing things that are not allowed like pets, alcohol, baseball, open fires and more.

Environmental impacts from climate change, deforestation, and resource extraction all have significant potential to affect this sector of the tourism economy. On a local scale, competition with resource extraction for wilderness areas is a vital issue; without reliable access to pristine wilderness, many operators are facing threats to their sustainability (Wilderness Tourism Association, 2005). Indeed, conflicts with the oil and gas industry, forestry, and mining are constant management challenges for wilderness tourism operators. On a global scale, climate change threatens tourism in BC in many ways, including irregular and insufficient snowfall for winter operations, the pine beetle epidemic sweeping through the province’s forests, and climate-related stress impacting prime wildlife viewing of species such as whales and bears. Environmental issues are discussed in detail in Chapter 10: Environmental Stewardship.

Risk Management

Concerns over risk management and litigation are ongoing for any operator that offers activities with an element of risk. When lawsuits in adventure tourism occur, they are often extensively publicized by the media, creating a perception of risky, dangerous, and irresponsible adventure operators. This can negatively affect the sector through rising insurance rates, increasing governmental regulation, challenging certification requirements, and permitting difficulties when interfacing with land management agencies.

With the popularity of backcountry skiing, snowboarding, snowmobiling, snowshoeing, and other winter sports on the rise in BC, the number of participants accessing backcountry areas is increasing (Mitsui, 2013). This is becoming a concern for long-time backcountry enthusiasts as well as safety monitors such as Avalanche Canada. As winter and summer backcountry equipment becomes more readily accessible, people are able to equip themselves without having received advanced safety training.

The increase of backcountry users will continue to expose users to possible dangerous situations. The best scenario is to ensure users receive proper training and education before they venture into the backcountry areas.

Other elements of risk and liability are discussed further in Chapter 11.

Despite some of the challenges faced by recreation, outdoor recreation, and adventure tourism, the industry as a whole remains an exciting, dynamic, and growing sector of the BC tourism economy. Employment opportunities abound, and the potential for economic contribution to the province, protection of wilderness areas, and diversification of rural economies away from resource extraction are exciting prospects. BC is uniquely positioned to maintain positive growth in this area, contingent upon government support to address the barriers and challenges listed above. Students looking to develop professionally in this field should strive to gain both hands-on experience in a specialized activity, and a strong tourism focused education; this combination will offer the best chance to open doors to a long-term career in this exciting industry.

Now that we understand the importance of recreation to the tourism industry, especially in BC, let’s explore Chapter 6, which looks at entertainment, the other half of this industry classification.

Adventure tourism: outdoor activities with an element of risk, usually somewhat physically challenging and undertaken in natural, undeveloped areas
Association of Canadian Mountain Guides (ACMG): Canada’s only internationally recognized guiding association, offering a range of certifications
Avalanche Canada : a not-for-profit society that provides public avalanche forecasts and education for backcountry travellers venturing into avalanche terrain, dedicated to a vision of eliminating avalanche injuries and fatalities in Canada
British Columbia Golf Marketing Alliance: a strategic alliance representing 58 regional and destination golf resorts in BC with the goal of having BC achieve recognition nationally and internationally as a leading golf destination
British Columbia Guest Ranchers Association (BCGRA): an organization offering marketing opportunities and development support for BC’s guest ranch operators
British Columbia Snowmobile Federation (BCSF): an organization offering snowmobile patrol services, lessons on operations, and advocating for the maintenance of riding areas in BC
Canada West Ski Areas Association (CWSAA): founded in 1966 and headquartered in Kelowna, BC, CWSAA represents ski areas and industry suppliers and provides government and media relations as well as safety and risk management expertise to its membership
Canadian Ski Guide Association (CSGA): founded in British Columbia, an organization that runs a training institute for professional guides, and a separate non-profit organization representing CSGA guide and operating members
Commercial Bear Viewing Association of BC (CBVA): promoters of best practices in sustainable viewing, training, and certification for guides, and advocating for land use practices.
Destination mountain resorts: large-scale mountain resorts where the draw is the resort itself; usually the resort offers all services needed in a tourism destination
Dive Industry Association of BC: a marketing and advocacy organization protecting the interests of divers, dive shops, guides, dive instructors, and diving destinations in BC
Guide Outfitters Association of BC (GOABC): established in 1966 to promote and preserve the interests of guide outfitters, who take hunters out into wildlife habitat; publishers of Mountain Hunter magazine
Nature-based tourism: tourism activities where the motivator is immersion in the natural environment; the focus is often on wildlife and wilderness areas
Off-road recreational vehicle (ORV): any vehicle designed to travel off of paved roads and on to trails and gravel roads, such as an ATV (all-terrain vehicle) or Jeep
Outdoor recreation : recreational activities occurring outside; generally in undeveloped areas
Outdoor Recreation Council of BC (ORC): a not-for-profit organization that promotes the benefits of outdoor recreation, represents the community to government and the general public, advocates and educates about responsible land use, provides a forum for exchanging information, and connects different outdoor recreation groups
Recreation: activities undertaken for leisure and enjoyment
Regional mountain resorts : small resorts where the focus is on outdoor recreation for the local communities; may also draw tourists
Sea Kayak Guides Alliance of BC : representing more than 600 members in the commercial sea kayaking industry, providing operating standards, guide certification, advocacy, and government liaison services
Western Canada Mountain Bike Tourism Association (MBTA): a not-for-profit organization working toward establishing BC, and Western Canada, as the world’s foremost mountain bike tourism destination
Wilderness Tourism Association (WTA): an organization that advocates for over 850 nature-based tourism operators in BC, placing a priority on protecting natural resources for continued enjoyment by visitors and residents alike
Compare and contrast the terms recreation, outdoor recreation , and adventure tourism . How can we differentiate between each of these terms?
Do you believe that ORV tourism operators should be considered nature-based tourism? Explain.
What is the difference between a regional mountain resort and a destination mountain resort?
Of the smaller subsectors of tourism economy discussed in this chapter, name three that are commonly found in small, rural communities. What is their significance to the local community?
Name a well-known destination for mountain biking in BC. What is the attraction of that area?
Why is backcountry skiing/snowboarding sometimes considered a risky activity? Explain. How can these risks be mitigated?
List three industry organizations described in this chapter that represent outdoor tourism subsectors. What general services do they offer to those they represent?
What unique advantages does BC offer for recreation, outdoor recreation, and adventure tourism?
Review the section Trends and Issues. What suggestions would you give to the BC Government to support tourism in this subsector?

Case Study: The Wind Within

In late 2014, Destination British Columbia launched a video and set of corresponding marketing materials that sought to expand on the “Super, Natural” brand promise for the province.

Watch the video here: “The Wild Within: British Columbia, Canada” : https://www.youtube.com/watch?v=dNFrZNjs2ng

On your own or as part of a team, consider the following:

What natural elements are being promoted?
What recreational activities are featured in the video?
Which industry groups or associations are needed to support these activities? Name at least five.
What are the advantages of promoting BC’s natural elements as a pillar of marketing campaigns?
What are the disadvantages? How might these be mitigated?

BC Adventure. (n.d.) BC Adventure Planner . Retrieved from: http://www.bcadventure.com/adventure/planner/quick.htm

BC Fishing Resorts and Outfitters Association. (n.d.). About BCFROA . Retrieved from: http://bcfroa.ca/about-bcfroa

BC Guest Ranchers Association. (n.d.). Requirements . Retrieved from: www.bcguestranches.com

BC Parks. (2012). 2011/2012 Statistics Report . [PDF] Retrieved from http://www.env.gov.bc.ca/bcparks/research/statistic_report/statistic_report_2012.pdf

British Columbia Ministry of Forests, Lands and Natural Resource Operations. (2014). Off-Road Vehicle Act. Retrieved from: https://www.leg.bc.ca/40th2nd/1st_read/gov13-1.htm

British Columbia Ministry of Jobs, Tourism and Innovation. (2012). Gaining the edge: A five-year strategy for tourism in BC. [PDF] Retrieved from: http://www.jtst.gov.bc.ca/tourismstrategy/documents/mjti_tourismstrategyreport_fnl.pdf

British Columbia River Outfitters Association. (n.d.). Provisions. [PDF] Retrieved from www.bcroa.com/sites/default/files/river_raft2002_revisedmanual.pdf

British Columbia Snowmobile Federation (n.d.). About BCSF . Retrieved from: http://bcsf.org

British Columbia Snowmobile Operators Association. (n.d.). About us – Snowmobile British Columbia. Retrieved from http://www.snowmobilebritishcolumbia.com/?page_id=450

Canadian Mountain Holidays. (n.d.). About us. Retrieved from: www.canadianmountainholidays.com/about-us.aspx

Canadian Tourism Commission. (2007). TAMS 2006-Canadian activity profile: Wildlife viewing while on trips . [PDF] Retrieved from: http://en-corporate.canada.travel/sites/default/files/pdf/Research/Product-knowledge/TAMS/Canadian%20Travellers%20Outdoor%20Activity/CDN_Wildlife_Viewing_en.pdf

Canadian Tourism Commission. (2012). Sport fishing and game hunting in Canada: An assessment on the potential international tourism opportunity. [PDF] Retrieved from: http://en-corporate.canada.travel/sites/default/files/pdf/Research/Product-knowledge/Product-research/07082013_the_hunting_landscape_rev1.pdf

Cross Country BC. (n.d.). About us. Retrieved from: http://www.crosscountrybc.ca/about

Destination BC. (2014a). Bear viewing. Retrieved from: www.hellobc.com/british-columbia/things-to-do/parks-wildlife/bear-watching.aspx

Destination BC. (2014b). Biking. Retrieved from: www.hellobc.com/british-columbia/things-to-do/outdoor-activities/biking.aspx

Destination BC. (2014c). Golfing. Retrieved from: http://www.hellobc.com/british-columbia/things-to-do/outdoor-activities/golf.aspx

Destination BC. (2014d). Whale watching. Retrieved from: www.hellobc.com/vancouver-island/things-to-do/parks-wildlife/whale-watching.aspx

Destination BC. (n.d.) River rafting British Columbia . Retrieved from http://www.hellobc.com/british-columbia/things-to-do/water-activities/river-rafting.aspx

Dive Industry Association of BC. (n.d.). About us. Retrieved from: www.diveindustrybc.com

Education Scotland. (n.d.). Paddlesports. Retrieved from: http://www.educationscotland.gov.uk/learningteachingandassessment/approaches/outdoorlearning/healthandsafety/guides/activityguidance/paddlesports.asp

Guide Outfitters Association of BC. (n.d.). Economic contribution. Retrieved from: www.goabc.org/economic-contribution.aspx

HeliCat Canada. (n.d.). Our members. Retrieved from: http://www.helicatcanada.com/our-members/heliskiing-members.html

Ivanova, I. (2004). Recreational diving in British Columbia survey report. [PDF] Retrieved from: http://www.destinationbc.ca/getattachment/Research/Research-by-Activity/Water-based/Recreational_Scuba_Diving_in_British_Columbia-sflb.pdf.aspx

Mitsui, E. (2013). Popularity of backcountry skiing worries some in industry. CBC News. Retrieved from http://www.cbc.ca/news/canada/popularity-of-backcountry-skiing-worries-some-in-industry-1.1313223

Outdoor Recreation Council of BC. (2014). About Us. Retrieved from: http://orcbc.ca/about_mission.htm

Porteus, S. (March 6, 2013). The growing business of the backcountry. BC Business. Retrieved from: www.bcbusiness.ca/tourism-culture/the-growing-business-of-the-backcountry

Selkirk Wilderness Skiing (n.d.). About us. Retrieved from: www.selkirkwilderness.com/about_us/

Strategic Networks, Inc. (2009). Economic impact for golf in Canada. [PDF] Retrieved from: http://www.pgaofcanada.com/Userfiles/SNG_NAGA_Impact%20GolfCanada_2009_KeyFindings_EN_Issued%20Aug17_09(1).pdf

Tourism BC. (2005a). British Columbia River Outfitters report . Retrieved from: http://www.destinationbc.ca/Research/Research-by-Activity/Water-based.aspx#.VIYlbb4irzI

Tourism BC. (2005b). Characteristics of commercial nature-based tourism industry in British Columbia [PDF] . Retrieved from: http://www.destinationbc.ca/getattachment/Research/Research-by-Activity/Land-based/Economic_Impacts_of_Commercial_Nature-Based_Tourism_Report-sflb.pdf.aspx

Tourism BC. (2007a). British Columbia’s sea kayaking sector 2005. [PDF] Retrieved from: http://www.destinationbc.ca/getattachment/Research/Research-by-Activity/All-Research-by-Activity/British-Columbia-s-Sea-Kayakers-Report-(2005),-Dec/British_Columbia_s_Sea_Kayakers_Report_2005-sflb.pdf.aspx

Tourism BC. (2007b). Travel activities and motivations of Canadian residents: An overview. [PDF] Retrieved from: http://www.destinationbc.ca/getattachment/Research/Travel-Motivations-(TAMS)/Canadian-Travel-Motivations/Canadian_TAMS_Overview_Report.pdf.aspx

Tourism BC. (2009a). Fishing product overview. Retrieved from: http://www.destinationbc.ca/getattachment/Research/Research-by-Activity/Water-based/Fishing_Sector_Profile.pdf.aspx

Tourism BC. (2009b). Golf sector profile [PDF] . Retrieved from: http://www.destinationbc.ca/getattachment/Research/Research-by-Activity/Land-based/Golf_Sector_Profile.pdf.aspx

Tourism BC. (2009c). Wildlife viewing product overview . [PDF] Retrieved from: http://www.destinationbc.ca/getattachment/Research/Research-by-Activity/Land-based/Wildlife_Viewing_Sector_Profile.pdf.aspx

Tourism BC. (2011a). Guest ranchers business survey 2008/2009. [PDF] Retrieved from: http://www.destinationbc.ca/getattachment/Research/Research-by-Activity/All-Research-by-Activity/Guest-Ranchers-Business-Survey-2008-2009,-January/GuestRanchersReport2008_2009.pdf.aspx

Tourism BC. (2011b). Mountain bike tourism guide. Retrieved from: http://www.destinationbc.ca/Research/Research-by-Activity/Land-based.aspx#.VIYqOr4irzI

Tourism BC. (2011c). The value of mountain resorts to the British Columbia economy. [PDF] Retrieved from: http://www.destinationbc.ca/getattachment/Research/Research-by-Activity/All-Research-by-Activity/Value-of-Mountain-Resorts-to-the-British-Columbia/Value_of_Mountain_Resort_Properties_Phase_One_June-2012.pdf.aspx

Tourism BC. (2013). 2009/2010 Outdoor recreation study . [PDF] Retrieved from: http://www.destinationbc.ca/getattachment/Research/Research-by-Activity/All-Research-by-Activity/Outdoor-Recreation-Study-2009-2010,-January-2013/Outdoor-Recreation-for-Distribution-14Jan13-FINAL-DRAFT-(2).pdf.aspx

Tribe, J. (2011). The economics of recreation, leisure, and tourism. 4th Edition. Oxford, England: Elsevier.

United Nations World Tourism Organization. (2014). Global report on adventure tourism. Retrieved from: http://affiliatemembers.unwto.org/publication/global-report-adventure-tourism

Webster, D. (2013). Adventure tourism operators and snowmobiles: Managing interactions. [PDF] Retrieved from: https://dspace.royalroads.ca/docs/bitstream/handle/10170/660/webster_donald.pdf?sequence=1

Western Canada Mountain Bike Tourism Association. (2006). Sea-to-sky mountain biking economic impact study . [PDF] Retrieved from: http://www.mbta.ca/assets/pdfs/S2S_E_I_Study.pdf

Wilderness Tourism Association. (2005). Characteristics of the commercial nature-based Tourism industry in British Columbia . [PDF] Retrieved from http://www.wilderness-tourism.bc.ca/docs/Commercial_Nature-Based%20Tourism.pdf

Attributions

Figure 5.1 Up and over by Ruth Hartnup is used under a CC-BY 2.0 license.

Figure 5.2 Row Your Boat by Matt Hosford is used under a CC-BY 2.0 license.

Figure 5.3 Blackcomb by Jeff Wilcox is used under a CC-BY 2.0 license.

Figure 5.4 Snowmobiling by Shazron is used under a CC-BY 2.0 license.

Figure 5.5 Cyclists by Jason Sager is used under a CC-BY-SA 2.0 license.

Figure 5.6 A bear in Bute Inlet, BC by John Critchley is used under a CC-BY 2.0 license.

Figure 5.7 Waiting in line by Ruth Hartnup is used under a CC-BY 2.0 license.

Figure 5.8 Rafting Adventure in Squamish, BC by Raj Taneja is used under a CC-BY-NC 2.0 license.

Figure 5.9 Absolutely Nothing is Allowed Here by Vicki & Chuck Rogers is used under a CC-BY-NC-SA 2.0 license.

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Adventure Tourism: 60+ Statistics, Facts, and Trends [2023]

Top 5 Adventure Tourism Statistics to Know in 2023

General adventure tourism stats and facts, the portrait of a typical adventure tourist, most popular destinations for adventure travel, adventure tourism market, covid-19 vs. adventure tourism, stacking it all up, fair use statement.

Adrenaline.

Thrill. Excitement.

Adventure tourism has it all in spades.

While you’re getting your gear ready for the next big adventure, we’ve curated and vetted a list of adventure tourism stats, facts, and trends to help you get up to speed on what’s happening in the industry.

The adventure tourism industry earned $282B in 2021 worldwide.
In the US, adventure tourism added $40B+ to the economy in 2021.
With a compound annual growth rate (CAGR) of 15%, the adventure tourism market is expected to grow to over $1T by 2030.
Women make up 51% of adventure solo travelers.
34% of global adventure travelers are Americans.
Soft adventure activities (e.g., backpacking, camping, and hiking) make up 60% of adventurous tourism’s revenue.
Hard adventure activities, such as rock climbing or caving, bring 20% in revenue.
The average length of an adventure trip in 2021 was eight nights.
The median cost of an adventure trip in 2021 was $2,900, excluding airfares.
Adventure tourists spend an average of $240 on souvenirs and local handicrafts.
54% of Americans went outdoors in 2021, totaling 12B trips.
65% of adventure activities are booked independently (without travel agents).
55% of adventure travel companies don’t have sustainability certifications.
Sustainable itineraries are the 2nd most-demanded adventure travel option, just slightly behind custom journeys.
Couples are the most likely cohort to engage in adventure tourism, making up 40% of such travelers. Next are solo travelers (25%), groups (20%), and families (14%).
Women are more likely than men (51% vs. 38%) to seek adventures on their own.
85% of tourists aged 30–40 get activity inspirations from social media.
Living new experiences, going off the beaten track, and traveling as locals are the key adventure travel motivations.
34% of the global adventure tourist clientele comes from the US.
Americans with an annual income of $100K+ make up 32% of adventure travelers.
The average age of an adventure tourist in America is 37.

the average age of an adventure tourist in America is 37

Females make up 46% of outdoor travelers in the US.
The average annual income of an adventure tourist in the US is $70K.
34% of adventure travelers do 52+ outings per year.
Causal outdoorers who do 1–3 outings yearly make up 33% of US adventure tourists.
Americans with some college education make up 60% of US adventure travelers.
Whites make up the majority (72%) of adventure enthusiasts in the US, followed by Hispanics (11%), Blacks (9%), and Asians (5%).
Hiking is the most popular activity among Whites, exercised by 22% of white Americans.
Running is the most popular outdoor sport among Asians (24%), Hispanics (21%), and Blacks (15%).
Asians are the most outdoor-active ethnic group in North America, with 58% engaging in adventure tourism, followed by Whites (56%) and Hispanics (51%).
30% of children under 17 love biking, and 26% enjoy camping.
78% of people say that being physically active outside is their key motivation to adventure travel.
69% of adventure tourists enjoy interacting with nature.
Traveling to an outdoor environment is the 3rd most popular reason to engage in adventure tourism, as mentioned by 66% of outdoorers.

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Europe hosts 100M adventure trips annually.

europe hosts 100M adventure trips annually

The Old World accounted for 40% of adventure tourism revenue in 2021.
28% of adventure tourism companies are headquartered in North America, Europe (21%), and South America (18%).
Europe attracts 49% of adventure tourists. Central America comes second with a 20% clientele share, followed by North America (14%).
Most popular adventure tourism activities globally:
The United States (18%), Italy (9%), and Tanzania (7%) were the top destinations for adventure tourists in 2021.
The adventure tourism market was worth $282B globally in 2021, down from $800B+ in 2019.
The adventure tourism market was valued at $42B in the US in 2021.
With a year-over-year growth rate of over 15%, the global adventurous tourism market may reach over $1T by 2030.

with a YOY growth rate of over 15%, the global adventurous tourism market may reach over $1T by 2030

Europe has the highest adventure tourism market share of 40%, followed by the Asia-Pacific region (30%) and North America (~20%).
COVID-19 resulted in a 93% drop in adventurous tourism revenues worldwide.
70% of adventure tourism companies in 2021 employed up to 10 people. For comparison, that number was around 40% in 2019.
Only 2% of adventure tourism companies had 100+ employees in 2021, down from 10% in 2019.
81% of adventure tourism operators experienced revenue drops in 2021.
About eight in 10 adventure travel operators expected their revenues to go up in 2022 compared to 2021.
30% of adventure tourism companies made less than $50K in 2021. The share of below 50K earners grew three times from 2019.
Only 1% of adventure tourism businesses earned $10M+ in 2021, down from 10% in 2019.
An adventure tourism organization’s average number of clients in 2021 was 1.3K, a 65% decrease from 2019.
Every one in three adventure tourism companies wanted to take a loan in 2022 to keep the business afloat.
79% of adventure tourism operators introduced flexible cancellation policies in response to the pandemic-induced customer drop.
The adventure tourism segment saw a 1.4x increase in clients from 2020 to 2021. That’s still 65% less compared to 2019.
Over 40% of adventure tourism operators indicated that travelers aged 50+ were their primary focus in 2022.
Over half of adventure tourism companies targeted specific genders in their marketing campaigns—37% focused on women and 16% on men.
Word of mouth is the best strategy to attract new adventure travelers, according to 68% of businesses.

There you have it.

A comprehensive list of adventure travel statistics, facts, and trends to give you a behind-the-scenes look.

Are there any other stats or facts you’d like to see?

Let us know in the comments!

How many people engage in adventure tourism in the US?

Over 200M people globally engaged in adventure tourism in 2022. When it comes to North America specifically, that number stands at ~70M .

What’s the world’s #1 destination for adventure tourism?

Europe generated over 40% of adventure tourism traffic in 2022. Countries-wise, the US leads the way with 18% of visitors, followed by Italy ( 9% ) and Tanzania ( 7% ).

Who are the main players in the adventure tourism business?

Key players in adventure tourism include G Adventures, Discovery Nomads, and Tui Group. That said, giants that earn more than $10M annually make up just 1% of the segment.

What are adventure tourism activities?

Adventure travel activities range from light ones, like wildlife viewing or cuisine tasting, to adrenaline-sparking ones, such as parachuting or cave-diving. The most popular adventure tourism activities in the US are running ( 19% ), hiking ( 18% ), and fishing ( 16% ).

How big is the adventure tourism industry?

Adventure tourism was worth over $280B in 2021, down from $800B in 2019 (before COVID-19). However, adventure tourism is forecast to get back on track and be worth over $1T by 2030.

Where is adventure tourism most popular?

Europe is the most popular adventure tourism destination. It has 49% of the market share and makes 40% of the revenue.

What’s adventure travel?

Adventure travel is an outdoor activity that combines exploration, travel, and physically-challenging activities. The most popular activities are hiking, cycling, camping and fishing.

What’s hard adventure tourism?

Hard adventure tourism involves risky, adrenaline-sparking activities, such as rock climbing, cave-diving, or parachute jumping. These activities typically require training and are popular among thrill seekers.

What’s soft adventure tourism?

Soft adventure tourism refers to relaxing and family-friendly activities like hiking, camping, or cycling. It usually doesn’t require training and can be enjoyed by people of all ages.

Did you like our infographics? If so, feel free to share them with your audience. Just remember to mention the source and link back to this page.

Adventure Travel Trade Association, “Diversity in Adventure Travel Report: US. Travelers of Color”
Adventure Travel Trade Association, “Adventure Travel Industry Snapshot”
Adventure Travel Trade Association, “Creating, Communicating, and Connecting: Technology in Adventure Travel”
Grand View Research, “Adventure Tourism”
Outdoor Foundation, “2022 Outdoor Participation Trends Report”

Adam is an SEO & Digital PR writer with a child’s curiosity about the surrounding world. His superpower to dig out juicy facts got him citations in Forbes, Social Media Today, and 90+ other news outlets. Adam enjoys snapping pictures and won the national Huawei Next Image Award.

What Are the 8 Sectors of Tourism?

By Anna Duncan

Tourism is one of the largest and fastest-growing industries in the world. It plays a significant role in economic development and job creation in many countries.

The tourism industry consists of several sectors, each with its own unique characteristics and offerings. In this article, we will discuss the eight sectors of tourism.

1. Accommodation

The accommodation sector is one of the most critical sectors of tourism. It includes all types of lodging facilities such as hotels, motels, resorts, lodges, guesthouses, and bed & breakfast establishments. These facilities provide visitors with a place to stay while they are away from home.

2. Food and Beverage

The food and beverage sector is another essential component of the tourism industry. It includes restaurants, cafes, bars, nightclubs, and other establishments that provide food and drinks to tourists.

3. Transportation

The transportation sector is responsible for moving tourists from one place to another. It includes airlines, trains, buses, taxis, rental cars, and other modes of transportation that visitors use to get around.

4. Travel Trade

The travel trade sector includes travel agencies that help tourists plan their trips by providing them with information on destinations, accommodations, transportation options, and tour packages.

5. Adventure Tourism

The adventure tourism sector offers activities such as hiking, camping, skiing/snowboarding on mountains or water sports including surfing or scuba diving to thrill-seekers who are looking for an adrenaline rush while on vacation.

6. Events and Conferences

The events and conferences sector provides facilities for large gatherings such as meetings or conventions that bring together people from different places to exchange ideas.

7. Attractions

The attractions sector includes theme parks like Disney World, museums, historical sites, zoos, and other places that tourists visit for entertainment and education.

8. Tourism Services

The tourism services sector includes companies that offer visitor-related services such as tour guides, translators, photographers, and other support services to enhance the visitor’s experience.

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Careers in Adventure Tourism and Recreation

NB: Listed below are an array of jobs available in the selected sector. We continue to add details to each job listed, including duties, required experience, suggested education, possible career paths and average annual salary.

Outdoor Adventure Guide

Golf club general manager.

OVERVIEW Outdoor adventure guides organize and conduct expeditions for sports enthusiasts, adventurers, tourists or resort guests. They work for adventure tourism companies, resorts, parks, lodges, or they operate their own small businesses. They might take clients kayaking, bird watching, or bone fishing, depending on the season and their skills. Often the work is seasonal, and, depending on the type of guiding, the hours can be irregular.

EXPERIENCE REQUIRED Physical ability and experience in the relevant sport or activity is required. An ability to get along and work well with others is necessary too. Excellent communication and instruction skills are required, as are organizational and leadership skills. Knowledge of terrain, environment and local area in which the guide is to travel is important. Customer relations skills and equipment maintenance and repair skills are desired for this position. It is also good to have knowledge of safety and emergency procedures.

DUTIES Guide individuals or groups create positive customer relations, assemble necessary equipment and supplies, set up and break camp, prepare and/or serve meals, instruct and demonstrate related skills and techniques, respect and maintain natural resources.

RECOMMENDED EDUCATION A secondary school diploma is usually preferred. Standard first aid and cardiopulmonary resuscitation (CPR) are usually required. Some specialties require special training or certification, e.g. bird watching guides.

POSSIBLE CAREER PATHS Supervisor, Manager, Owner/Operator of small business

^return to top

OVERVIEW Golf club general managers are senior executives who report to an owner or board of directors on all management functions, operating procedures, practices and financial results of a golf club. Working at private or public courses, or at resort hotels, their duties require business, human resource and financial management skills. As with any management function, the position is varied and complex.

EXPERIENCE REQUIRED A golf club general manager requires business and management experience, knowledge of golf and golf club operations, and customer service and tourism-related experience. Knowledge of turf grass management is necessary. In addition, financial and human resource management skills, operations management skills and sales and marketing skills are also necessary. Good communication skills are important. Knowledge of food and beverage and retail operations may be required, and knowledge of tourism and of the local area and region is desired. Organizational skills, time management skills and a second language are also beneficial.

DUTIES Offer tourism information and promote local area, oversee golf shop operations, complete operations management skills, complete financial management tasks such as development of a budget and managing the payroll, oversee office operations, oversee operation of retail and food and beverage outlets, manage human resource functions such as hiring, training and disciplining of staff, oversee turf management, maintenance and facility repair operations, recruit and retain golf club members.

RECOMMENDED EDUCATION A secondary school diploma is required. Degree or diploma in business, tourism or recreation is an asset.

POSSIBLE CAREER PATHS Manager of chain of clubs, Owner, Resort Manager.

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What is Adventure Tourism?

Adventure tourism definition.

As travelers seek new and different experiences, adventure tourism continues to grow in popularity. Adventure tourism, according to the Adventure Travel Trade Association , is a tourist activity that includes physical activity, a cultural exchange, or activities in nature. You don't necessarily have to go base jumping or go scuba diving with sharks to be an adventure tourist (although those activities definitely qualify).

Adventure tourism is about connecting with a new culture or a new landscape and being physically active at the same time. It is not about being risky or pushing your boundaries. In fact, it is especially important to know and respect your limits while you are in an unfamiliar area. Our list of adventure tourism activities has plenty of options if you aren't necessarily a thrill seeker. If you are an adrenaline junkie, don't worry we still have a few ideas for your next trip.

Adventure Tourism Activities

Getting out and experiencing a new location under the power of your own two feet is always a great option. Hiking allows you to slow down and enjoy more aspects of your surroundings. Day hikes are a good option for most anyone that loves the outdoors. If you happen to be in Costa Rica, you can take a guided hike up to the top of Cero Chato , a dormant volcano. You get to hike through the rain forest and your reward for getting to the top is a beautiful lagoon! Be sure to remember to wear moisture-wicking clothes; Costa Rica can be quite humid.

Backpacking

If you are more adventurous and have the proper equipment, you can extend your day hike into a backpacking trip. Backpacking allows you to stay out in nature longer and see more things than you would on a normal day hike. It is important to have the proper survival knowledge and gear. If you haven't backpacked before, make sure that you go with someone knowledgeable that will show you the proper backpacking techniques. The Gore Range Trail is a great way to explore the mountains outside Silverthorne, Colorado. The whole trail is 41.7 miles long and is rated as a difficult trail. The scenic views make it worth the effort. If you're not up for the full hike, you can set a goal for reaching one of the high alpine lakes along the trail.

Want to soar through the trees and experience nature from a different angle? You should try zip lining. Zip lines and canopy tours are a fantastic way to quickly see a new area. You see everything from a different angle. Some canopy tours will even get you up close and personal with the local wildlife. Niagara Falls recently installed a zip line called the MistRider . This zip line has 4 parallel lines, so you and your friends can all zip at the same time. It's great opportunity to turn your trip to Niagara Falls into an adventure tourism activity.

Climbing is a classic example of an adventure tourism activity. It combines physical activity and allows you to take in the beauty of nature. Even if you've never climbed a day in your life, you can still get up a rock wall with the help of a guide. Make sure to check the safety record and accreditations of your rock climbing guide before heading out! Another option is to try climbing indoors. Many cities have rock climbing gyms so you can easily access some adventure! Ask if they have TRUBLUE Auto Belays so you can walk in and start climbing without needing an introductory class.

When most people hear free fall they think bungee jumping or skydiving. While those are viable adventure tourism activities, they might not be for everyone. Head Rush Technologies engineered the next generation of free fall devices, the QUICKflight and the FlightLine , to provide an authentic feeling of free fall with less risk. You can find these devices in ropes courses, adventure parks and other facilities all over the world. There's a good chance that there's a Head Rush Free Fall Device location in close proximity to your next destination.

Floating down a cool river on a hot summer day can be an excellent way to explore a new area. You get all the excitement of battling a rapid and you can also sit back and enjoy the view during the calmer sections of the river. The best season for rafting usually depends on the area you're in and your desired level of adventure. Generally speaking, the water levels are usually higher earlier in the season and lower later in the season. Higher water levels provide bigger rapids and more thrills, while lower levels are more subdued.

Mountain Biking

If you're talking about exciting physical activities that allow you to explore the outdoors, it would crime to leave out mountain biking. Mountain biking offers a great workout and a fun way to experience nature. You'll be able to travel further distances on trails and see more of the surrounding area. New to mountain biking? No worries! Many locations have trails that range from beginner to advanced. If you're near a ski resort, check to see if they have lift-serviced trails. You'll ride the ski lift to the top with your bike and then let gravity do most of the work as you cruise the green, blue, and black trails down.

Skiing and Snowboarding

You might not have realized that your annual family ski trip qualifies as adventure tourism. Cruising down the slopes at a resort keeps you active and lets you experience the outdoors. The western United States is known for its exceptional skiing up and down the Rocky Mountains. You'll find fresh powder and amazing slopes all the way from Alaska down to Utah, Colorado and even northern New Mexico. If you're the adventurous type, you can abandon the resorts and set out into the backcountry. Backcountry skiing can be extremely dangerous if you aren't properly trained. It's absolutely necessary to take an avalanche safety class and buy all the proper safety equipment before you go off-piste. Consider hiring guide services for your first time trying backcountry skiing or snowboarding.

Finding Your Next Adventure

The Adventure Travel Trade Association hosts resources for travelers to find their next adventure. The businesses they share are part of the association and part of the adventure tourism movement around the world. Find resources, check out destinations, and get inspired by the many photos and videos. The next adventure is out there waiting for you!

How to Modernize Your Zipline Braking System

A remarkable amount of planning, design, and creativity that goes into building a modern commercial zip line course. These are just a few of the trends that we see in modern zip lining.

Climbing on Auto Belay: What You Need to Know

Answering the most pressing questions about proper auto belay usage and how to maximize safety across a variety of climbing facilities.

Large group climbing on outdoor wall TRUBLUE

7 Adventure Camp Activities and Ideas

This list of summer camp activities will help turn any camp into an adventure camp for building confidence, teaching new skills and adding excitement.

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Adventure tourism spending in the U.S. vs. worldwide 2019

Adventure tourism spending in the united states vs. worldwide in 2019 (in billion u.s. dollars).

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January 2021

Figures are estimates.

Statistics on " Travel and tourism in Finland "

Share of the GDP of the tourism sector in Finland 2013-2028
Absolute economic contribution of tourism in Finland 2014-2029
Expenditure on international tourism in Finland 2014-2029
Monthly arrivals in tourist accommodation in Finland 2021-2023
Travel product online bookings in Finland 2024
Number of international arrivals in tourist accommodation in Finland 2012-2022
Number of overnight stays in Finland 2023, by country of origin
Number of airport passengers in Finland from 2016-2023, by airport
Passenger traffic in ports of Helsinki, Finland 2017-2022, by route
Number of domestic arrivals in tourist accommodation in Finland 2012-2022
Number of domestic leisure trips in paid accommodations in Finland 2012-2022
Number of outbound trips from Finland 2013-2023
Number of outbound trips from Finland 2013-2023, by type
Number of outbound leisure trips from Finland 2022, by destination
Number of outbound business trips from Finland 2022, by destination
Number of accommodation establishments in Finland 2022, by type
Number of hotels and similar accommodation in Finland 2012-2022
Number of hotel rooms in Finland 2012-2022
Hotel overnight stays in Finland 2023, by country of origin
Hotel room prices in Finland 2023, by region
Hotel bedroom occupancy rate in Finland 2012-2022
Bed-place occupancy rate in hotels in Finland 2012-2022

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Basic Statistic Monthly arrivals in tourist accommodation in Finland 2021-2023
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International tourism

Basic Statistic Number of international arrivals in tourist accommodation in Finland 2012-2022
Basic Statistic International visitor arrivals in Finland 2022, by country of origin
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Domestic tourism

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Premium Statistic Number of outbound leisure trips from Finland 2022, by destination
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Premium Statistic Number of accommodation establishments in Finland 2022, by type
Premium Statistic Number of hotels and similar accommodation in Finland 2012-2022
Premium Statistic Number of hotel rooms in Finland 2012-2022
Premium Statistic Hotel overnight stays in Finland 2023, by country of origin
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1) Understanding Tourism

Tourism is one of the world’s fastest-growing industries and a major foreign exchange and employment generation for many countries. It is one of the most remarkable economic and social phenomena.

2) Understanding Adventure Tourism

Adventure tourism is defined as the movement of the people from one to another place outside their comfort zone for exploration or travel to remote areas, exotic and possibly hostile areas. Adventure tourism is a type of tourism in which tourists engage in adventure activities such as trekking, climbing, rafting, scuba diving, or the likes.

Adventure tourism gains much of its excitement by allowing the tourist to step outside their comfort zone. This may be from experiencing culture shock or through the performance of acts that required some degree of risk whether real or perceived. It is also about connecting with a new culture or a new landscape and being physically active at the same time. It is not only about being risky or pushing your boundaries. In fact, it is especially important to know and respect your limits while you are in an unfamiliar area.

Adventure travel is a leisure activity that takes place in an unusual, exotic, remote, or wilderness destination. It tends to be associated with high levels of activity by the participant, most of it outdoors. Adventure tourists expect to experience various levels of risk, excitement, and tranquillity and be personally tested. In particular, they are explorers of unspoiled, exotic parts of the planet and also seek personal challenges. The main factor distinguishing adventure tourism from all other forms of tourism is the planning and preparation involved.

3) Definitions of Adventure Tourism

Adventure tourism is a new concept in the tourism industry. The tourism industry adopted adventure tourism, but there is not any specific definition of adventure tourism. Most commentators concur that adventure tourism is a niche sector of the tourism industry, but there are many other niche sectors in tourism that have the same characteristics that overlap with adventure tourism such as ecotourism, activity tourism, or adventure travel.

One of them can confuse. Adventure tourism is a complicated and ambiguous topic. Some important definitions of adventure tourism are as following:

A) According to the Adventure Travel Trade Association (ATTA): “adventure tourism is a tourist activity that includes physical activity, cultural exchange, or activities in nature.”

B) According to Muller and Cleaver: “Adventure tourism is characterized by its ability to provide the tourist with relatively high levels of sensory stimulation, usually achieved by including physically challenging experiential components with the tourist experience.”

C) The Canadian Tourism Commission in 1995 defines adventure tourism as: “an outdoor leisure activity that takes place in an unusual, exotic, remote or wilderness destination, involves some form of unconventional means of transportation, and tends to be associated with low or high levels of activity.”

D) According to Sung et al : “adventure tourism is the sum of the phenomena and relationships arising from the interactions of adventure touristic activities with the natural environment away from the participant’s usual place of residence area and containing elements of risk in which the outcome is influenced by the participation, setting, and the organizer of the tourist’s experience.”

E) According to UNWTO: ” adventure tourism can be domestic or international, and like all travel, it must include an overnight stay, but not last longer than one year.”

4) Types of Adventure Tourism

Adventure tourism has grown exponentially all over the world in recent years with tourists visiting destinations previously undiscovered. This allows for new destinations to market themselves as truly unique, appealing to those travellers looking for a rare, incomparable experience.

Adventure tourism includes various activities like caving, hiking, sailing, trekking, etc. Adventure tourism is categorized into two categories:

• Hard Adventure

• Soft Adventure

Hard Adventure

Hard adventure activities are highly risked in nature. Professional guides and advanced levels of skills are required to perform these activities. Many tourists died during climbing mountains, caving every day.

Soft Adventure

Soft adventure refers to activities with a perceived risk but low levels of risk, requiring minimal commitment and beginner skills; experienced guides lead most of these activities. Soft tourism includes the activities like backpacking, camping, hiking, kayaking, etc.

Soft adventure activities are low-risk in nature. Professional guides lead these activities. Soft adventure is a popular category in adventure tourism as it caters to a wider audience.

5) Adventure Tourism Activities

Adventure travellers are early adopters by nature, meaning they are generally more willing to try new destinations, activities, and travel products. Popular activities change rapidly, and it seems there is a new twist on an existing sport every year.

Some activities have low risk and some have high. Adventure tourism activities are classified into two types:

• Hard Adventure Activities

• Soft Adventure Activities

Hard Adventure Activities

Hard adventure activities are highly risky and dangerous in nature. These activities are as the following:

• Caving

• Mountain Climbing

• Rock Climbing

• Ice Climbing

• Trekking

• Sky Diving

Soft Adventure Activities

These activities are less dangerous and risk as compared to hard adventure activities. These activities are mostly lead by professional guides. An example of these activities are:

• Backpacking

• Bird watching

• Camping

• Canoeing

• Eco-tourism

• Fishing

• Hiking

• Horseback riding

• Hunting

• Kayaking/sea/whitewater

• Orienteering

• Safaris

• Scuba Diving

• Snorkeling

• Skiing

• Snowboarding

• Surfing

6) Characteristics and Features of Adventure Tourism

The threefold combination of activity, nature, and culture marks adventure travel as an all-around challenge. Some unique characteristics and features of adventure tourism are as the following:

• Physical activity, like involving physical exertion or psychomotor skills

• Contact with nature, activities bringing contact with the natural world in general, or with specific wildlife

• Contact with different cultures, i.e. people, faith, lifestyles

• Journeys for example vehicle, animal, or human power

• Uncertain outcomes

• Danger and risk

• Challenges

• Anticipated rewards

• Novelty

• Stimulation and excitement

• Exploration and discovery

• Contrasting emotions

7) Adventure Tourism Supplier

A tourism supply chain is the system of people, products, activities, and materials that get a product or service from its raw state through production and distribution to the consumer.

The adventure tourism supply chain is more complex. Niche products often require specializes in knowledge and operations. Adventure tourism’s supply chain linkages go very deep, and this is one of the key reasons that adventure tourism delivers greater benefits at the local level. Supply chains vary from destination to destination. Without a proper supply chain, the tourism sector cannot survive. Tourism suppliers are the backbone of the tourism industry. Adventure tourism suppliers work at a different, different level like as domestic as well international level.

8) Adventure Tourism Importance and Benefits

Adventure tourism is one of the fastest-growing sectors of the tourism sector, attracting high-value customers, supporting local economies, and encouraging sustainable practices. The continued growth of this sector creates net positive impacts not only for tourism, but also for destination economies, their people, and their environment.

Some importance and benefits of adventure tourism are:

A) Employment Generation

Adventure tourism generates jobs. Adventure tourism generates directs jobs to accommodation, transportation sector, and travel agencies or tour operators. Adventure tourism also provides indirect jobs to tourism suppliers.

Adventure tourism plays an important role in the generation of employment in the economy.

B) Foreign Exchange

Adventure tourism attracts foreign tourists on a large scale, as a result, it helps in foreign exchange generation.

When tourists travel to another country, they spend a large amount of money on accommodation, transportation, and shopping. Adventure tourism generates foreign exchange and supports the economy of the host country.

C) Economy Development

Adventure tourism helps in the development of the host country’s economy. Adventure tourism activities directly support the economy in various forms. The more tourists, the more economic growth.

D) Support Local Communities

Adventure tourism helps in the development of infrastructure and supports local communities. Adventure tourism activities directly contributed to the local economy of the communities and increase local people's living standards.

E) Conservation of Natural Resources

Adventure tourism activities are nature-based activities. Leaders in the adventure tourism industry are dedicated to making this tourism segment as sustainable as possible. They help in the conservation of natural resources as well as culture.

F) Creating Business Opportunities

Adventure tourism activities create new business opportunities. Several companies specialize in helping emerging adventure tourism operators market their products. Each new adventure tourism activity creates a new business opportunity.

G) Local and Foreign Investment

Adventure tourism creates business opportunities; as a result, it attracts local as well as international investors. Investors invest their money in accommodation, transportation, and travel trade organization. Adventure tourism plays an important role in the economy of the host country.

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Winners of Campers Choice Awards Announced for RV Travel Industry

Christian rauh | 2 hours ago.

The moment RV lovers were waiting for has finally arrived.

On Monday, RVshare , the largest community for RV renters and owners, announced the winners of the third annual Campers’ Choice Awards, also known as “The Campies.”

This year, the awards included more categories than ever, including nine new categories, doubling the Campies total to 18. Many of the new categories included content creators and social media users who have helped create a more positive community in the RV Travel world.

In the opening statement of the press release the website stated “RVshare spotlights exceptional campgrounds and outstanding content creators and social media channels in the RV travel space, as chosen by voters from across the nation.”

Among the winners in content creation categories, RV Lifestyle brought home three separate awards. The couple consider of Youtubers Mike and Jennifer are known for sharing RB travel tips and equipment reviews. They have over 1000 videos and 189,000 subscribers on their channel. They were winners of the Best RV and Camping YouTube Vlog, Best RV and Camping Blog as well as their podcast, winning for best in the RV and Camping category as well.

Another multiple-award winner was The Everywhere Family, which won Best RV Family Travel Content Creator of the Year and the Best RV and Camping TikTok Creator award. The family of three runs a full-time travel account that shares their experiences in RV living and more. They currently have over 72,000 followers on Instagram.

If you are looking for some nice campgrounds for your next travel trip, consider one of these award-winning sites. The 2024 Campies included 11 awards for the best campgrounds for their features or experiences.

Camp Margaritaville in Auburndale, Florida, picked up three awards for their all-around coverage during any season of the year. The campsite stays true to its roots and promises an “escape to a luxury RV resort with a license to chill.” They were awarded the Best Luxury RV Resort, Best Winter Escape, and the Best Features and Amenities of any campground.

Harvest Hosts won Best Alternative Camping Experience for their unique locations and convenient way to travel. The website includes a membership that gives you access to a network of farms, breweries, wineries, and attractions that invite RVers to stay overnight. According to their website, they currently have over 5200 different locations.

Overall, 11 different accounts or campsites received at least one of the 18 awards. Congratulations to the winners.

CHRISTIAN RAUH

Special Economic Zone of the Tourist and Recreation Type as a Tool of Regional Policy

Conference paper
First Online: 03 November 2019
Cite this conference paper

Natalia S. Beskorovaynaya 11 ,
Elena V. Khokhlova 11 ,
Ilya V. Ermakov 11 ,
Zukhra S. Dotdueva 11 &
Vitaly V. Lang 11

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 91))

Included in the following conference series:

Institute of Scientific Communications Conference

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Unsuccessful attempts to create special economic zones in several subjects of the Russian Federation, which have the corresponding natural conditions and resources, for the purpose of development of tourism and regional economy, actualize the problem of their economic substantiation and formation of the corresponding normative and methodological provision.

The purpose of the article is to determine the main factors that determine successfulness of implementing the projects for creation of special economic zones of the tourist and recreation type in Russian Federation and to improve organizational foundations of managing the development of territories that have tourist potential.

Methodology. In the recent years, the number of scientific works devoted to the problem of increase of effectiveness of functioning of special economic zones of various types in Russia has increased. However, most studies reflect peculiarities of development of successful zones – as a rule – technical and implementation, as well as theoretical aspects of their influence – on the territorial economy. At that, not enough attention is paid to the issues of economic substantiation of special zones of the tourist and recreation type as a tool of regional policy.

Analysis of the state of sanatorium-resort sphere in Stavropol Krai has been performed on the basis of statistical information, with the use of the methods of analysis, synthesis, comparison, systemic methods, etc.

Results. The resorts of the Caucasian Spas, most of which are located in Stavropol Krai, possess unique natural and geographic resources and the balneological basis. However, the quality of recreation services is low, and the municipal resort infrastructure is very old. The services’ consumers are the Russian population (more than 90% of the general number of the customers). Thus, there’s necessity for state support for development of the territorial resort complex.

Miscalculations and mistakes at the stage of substantiation of the project of a special economic zone in Stavropol Krai, which constituted in planning the construction of the resort infrastructure on new territories and orientation at new tourist products, which required large budget investments, became the reasons for its incompleteness. Besides, it is necessary to note the existing uncertainty of the order of actions for creation of a special economic zone, ignoring the dynamics of demand for recreation services, and the consequences of influence on the environment. However, such projects allow for receipt of large federal investments into modernization and reconstruction of old resort infrastructure of municipal entities.

Conclusions. It is concluded that special economic zone of the tourist and recreation type could be an effective tool of regional policy that implements a complex approach to management, oriented at activation of economic environment. At that, all efforts should be aimed at development of existing resort infrastructure and tourist business, and after that – at formation of new recreational territory.

Substantiation of the necessity for creation of special economic area should be based on criteria of sustainability of the project, its significance for development of the region, and economic effectiveness.

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Beskorovaynaya, N.S., Khokhlova, E.V., Ermakov, I.V., Dotdueva, Z.S., Lang, V.V. (2020). Special Economic Zone of the Tourist and Recreation Type as a Tool of Regional Policy. In: Popkova, E., Sergi, B. (eds) The 21st Century from the Positions of Modern Science: Intellectual, Digital and Innovative Aspects. ISC 2019. Lecture Notes in Networks and Systems, vol 91. Springer, Cham. https://doi.org/10.1007/978-3-030-32015-7_24

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Adventure tourism is a niche sector of the tourism industry that involves physical activity, nature, and culture in remote or exotic destinations. It can be categorized into hard and soft adventure, depending on the level of risk and challenge, and includes activities like climbing, diving, hiking, and safaris.
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Federal law No. 116-FZ "Concerning special economic zones in Russian Federation" (2005) supposes the possibility of functioning of a SEZ for the purpose of development of tourism. A tourist and recreation zone is created on one or several areas of the territory that belongs to one or several subjects of the RF.
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