Adventure tourism is on the rise globally, and travel agents in Brazil are in a strategic position to take advantage of this growth. According to the “2024 Adventure Travel Industry Snapshot” by the Adventure Travel Trade Association (ATTA), there are several trends and opportunities that can be explored to attract more customers and increase revenue.
Tendencies
1. Cold Climate Destinations:
With global temperatures rising, destinations in colder climates such as Scandinavia are becoming more popular. Trips to see the Northern Lights, winter expeditions and adventures in icy landscapes are in high demand. Travel agents can create packages that include activities such as skiing, dog sledding and visits to ice villages.
2. Use of E-Bikes:
The use of electric bicycles (e-bikes) is growing, especially in Europe. This type of activity offers an affordable and ecological way to explore destinations, attracting both adventurers and tourists interested in sustainability. Incorporating e-bike tours into itineraries can attract a diverse audience, including families and seniors. Countries in Asia, such as China, Korea and Taiwan, are already well adapted to the concept of electric bikes and planning a route like this is already a reality.
3. Gastronomy and Local Culture:
Culinary and cultural experiences continue to gain popularity. Tourists are increasingly interested in immersing themselves in local culture through gastronomy, cooking workshops and visits to local markets. Agents can create itineraries that combine adventure with authentic culinary experiences, highlighting Brazilian cuisine and other cultures. This is a possible option in addition to adventure tourism, offering your passenger a local culinary experience is always a great opportunity to highlight and value local culture.
4. “Last Chance Travel”:
Awareness about climate change is motivating tourists to visit places that may be at risk of disappearing or being drastically altered. This includes destinations like the Amazon and other vulnerable ecosystems like islands. Offering educational trips that emphasize the importance of conservation can attract conscientious tourists.
Consumer Motivations
Adventure tourism consumers are looking for more than just a getaway; they want transformative experiences that challenge their capabilities and offer a deep sense of fulfillment. Sustainability and authenticity are key motivations, with many travelers preferring operators that prioritize eco-friendly practices and contribute positively to local communities.
Economic Impact and Sustainability
The ATTA report highlights that adventure tourism has a significant economic impact on local communities. On average, 75% of travel expenses are made with local suppliers, directly benefiting regional economies. For travel agents in Brazil, this means that promoting national destinations and working with local suppliers can not only increase sustainability, but also improve the customer experience and foster local economic development.
Despite the opportunities, there are challenges to be faced. Sustainability remains a concern, and a growing number of destinations are implementing stricter regulations against unsustainable practices. Travel agents must ensure that their offers are aligned with the best practices of responsible tourism, avoiding “greenwashing” and seeking sustainability certifications.
Adventure tourism offers fertile ground for innovation and growth in the travel sector. Travel agents in Brazil can benefit from adapting their offerings to global trends, focusing on authentic, sustainable and transformative experiences. With the growing demand for unique destinations and immersive experiences, there is vast potential to capture new markets and strengthen local tourism.
By staying informed about consumer trends and motivations, and collaborating with local partners, travel agents can not only grow their customer base, but also contribute to more sustainable and impactful tourism.
