The Adventure
The Adventure Travel Trade Association recently surveyed 281 inbound and outbound tour operators and travel agents from 54 countries (80% were tour operators) who served an average of 3,300 travelers per year. The survey found that 50% of travelers would enjoy incorporating a food experience outside of traditional meals into a physically active style of adventure travel. As the following charts depict, 51% of these tour operators said their tours incorporating food experiences are more popular than itineraries without food.
Next Story How the Travel Industry Defines Innovation - Skift MeetingsIQ 2 days ago
It's becoming more difficult for tour operators to ignore the impact food has on tourism and traveler intent to take a trip to their dream destination. Many adventure travel thrills can be replicated in several parts of the world, but native food experiences make certain destinations unique and cannot be mass produced across continents. Tour operators are beginning to better understand that food is one of the last non-digitized experiences that travelers must be physically present for to digest and take in.
Food can also be baked into each kind of tour an operator leads giving travelers an incentive to buy more packages and tour operators a way to differentiate themselves from competitors offering the same activities.
The Adventure Travel Trade Association recently surveyed 281 inbound and outbound tour operators and travel agents from 54 countries (80% were tour operators) who served an average of 3,300 travelers per year. The survey found that 50% of travelers would enjoy incorporating a food experience outside of traditional meals into a physically active style of adventure travel. As the following charts depict, 51% of these tour operators said their tours incorporating food experiences are more popular than itineraries without food.
Next Story How the Travel Industry Defines Innovation - Skift MeetingsIQ 2 days ago
It's becoming more difficult for tour operators to ignore the impact food has on tourism and traveler intent to take a trip to their dream destination. Many adventure travel thrills can be replicated in several parts of the world, but native food experiences make certain destinations unique and cannot be mass produced across continents. Tour operators are beginning to better understand that food is one of the last non-digitized experiences that travelers must be physically present for to digest and take in.
Food can also be baked into each kind of tour an operator leads giving travelers an incentive to buy more packages and tour operators a way to differentiate themselves from competitors offering the same activities.
