In recent years, the adventure tourism sector has emerged as a dynamic force within the travel industry. Its appeal continues to expand, driven by consumer demand for unique and immersive experiences.
Intrepid Travel’s CEO, James Thornton, addressed the sector’s potential at the Association of Touring and Adventure Suppliers conference, advocating for a focus on sustainability and innovation.
Rising Popularity of Adventure Tourism
The touring and adventure sector is increasingly seen as a lucrative niche, offering significant opportunities for growth and innovation. James Thornton, CEO of Intrepid Travel, highlighted this trend during his address at the Association of Touring and Adventure Suppliers (Atas) conference. He noted that this sector is a vibrant and alluring part of the travel industry, positioning it as a critical area for future development. Thornton emphasised that the interest in adventure tourism has surged over the past two decades, signifying a robust future for this sector.
Sustainability in Focus
A significant portion of the travel industry is recognising the importance of sustainable practices. Thornton articulated that although one-third of the industry is committed to sustainability, another third remains uncertain on implementation, and the remainder are disengaged. This division indicates a growing urgency for more industry players to adopt sustainable travel practices. Intrepid Travel stands at the forefront, advocating for changes that cater to environmentally conscious travellers, with initiatives such as replacing flights with rail journeys on some itineraries.
Challenges of Balancing Profit with Sustainability
Balancing economic goals and sustainability is described as a ‘hard balance’ by Thornton. The emphasis is on creating value beyond mere profit, involving stakeholders from shareholders to partners and customers. Increasingly, holidaymakers are demanding sustainable options, influencing companies to adopt green certifications like B Corp. Thornton notes, “If you’re solely for profit, it is too short term.” This sentiment is driving a shift towards long-term value creation rather than short-term gains.
Travel as a Solution to Social Challenges
The role of travel in addressing societal issues such as loneliness is becoming more pronounced. Thornton pointed out the ‘loneliness epidemic’, which affects many adults in the UK. His assertion is that travel experiences, especially in group settings like adventure tours, offer companionship and shared experiences, serving as an antidote to loneliness. This perspective reframes travel as a socially beneficial activity, extending its value beyond economic and recreational contexts.
Innovative Approaches and Collaborative Solutions
Intrepid Travel is championing initiatives that promote low-impact, community-centred travel. Thornton expressed confidence that the travel industry can collectively tackle issues like climate change and loneliness through innovation and collaboration. He stressed the necessity for travel companies not to compete on sustainability, but rather to make it a standard practice, indicating that collective efforts are more impactful than individual ones.
Educating and Empowering Travel Agents
Travel agents play an essential role in influencing consumer choices, and Thornton’s message at the conference was clear: agents are urged to become active participants in this evolving landscape. Intrepid Travel provides resources like the ‘Champion of Change’ guide to empower agents, offering them the tools needed to advocate for sustainable and ethical travel options. These educational efforts are designed to enable agents to become champions for change, aligning their practices with the growing demand for responsible tourism.
The Economic Impact of Sustainable Travel
Offering low-carbon alternatives, such as rail travel, is not only environmentally friendly but economically beneficial for overseas destinations dependent on tourism. Thornton highlighted how sustainable travel contributes to the economies of these regions, underscoring the dual benefits of environmental responsibility and economic support. This approach facilitates long-term partnerships between travel companies and local communities, fostering mutual growth and shared success.
The meeting of sustainability and adventure in the travel sector represents a promising path forward for both industry growth and societal benefits.
Navigating these challenges requires a collaborative effort across stakeholders, highlighting the pivotal role of travel agents in promoting responsible tourism.
