Forget lazing on the beach, adventure tourism set to be new normal

The World Travel & Tourism Council (WTTC) has unveiled the latest set of measures designed to regenerate global tourism, shattered in the pandemic.

Companies involved in the travel and tourism industry have been having a lean time of it this year, with many bankruptcies and more to come.

Rebuilding tourist confidence, which has nosedived in 2020 with millions opting to stay home or take “staycations” in their own countries, is the first priority.

The industry is planning to focus on measures to ensure the reopening of adventure tourism, which should see an increase in popularity as travellers seek more unique experiences post Covid-19.

The measures will help to set clear expectations of what travellers can experience in the “new normal”, principally offering exciting but safe environments as travel restrictions are eased.

Adventure tourism encompasses a wide variety of experiences including cycling, rafting, trekking, skiing, snowboarding, wildlife safaris and culinary tours, among others.

Not only are these activities mostly outside, thus limiting time spent cooped up together indoors, group sizes can be managed to allow for physical distancing.

Gloria Guevara, WTTC chief executive, told reporters: “Adventure tourism is becoming increasingly popular among travellers and will represent a key component of travel in the new normal.

“According to our recently launched Covid-19 travel demand recovery project, it is also one of the fastest growing segments, which is why it is vital to establish measures ensuring safe journeys for adventure travellers.

“Consumer confidence is crucial for tourism to resume.

“We know travellers will want to explore the world around them once more, just so long as they are confident of their safety.”