ADVENTURE TRAVEL

selling MEXICO

Adventure Travel World Summit www.adventuretravel.biz/connect/summit/

Adventure World Travel Summit

Square One for Selling Adventure

One of the best ways to get a handle on Mexicos diverse adventure options is to educate yourself. And the ideal place to do that this year is the Adventure Travel World Summit, which takes place in San Cristbal de las Casas, Chiapas, from October 17-20. Organized by the Adventure Travel Trade Association (ATTA), a global network of tour operators, destinations and industry partners, the event will offer the chance to connect with experts and learn the ins and outs of selling the lucrative adventure travel niche. Chiapas, one of the worlds top destinations for adventure travel, is the perfect place to host the Summit. In fact, ATTA specifically cited the destinations readiness to support progressive adventure tourism development as one of its key selling points. The theme for this years gathering, Prosper with Purpose, is an indicator of the complementary roles of social responsibility and selling adventure travel. Prosper with Purpose serves as our Summit theme this year, as it reflects our undeterred interest in thriving and flourishing as businesses within an industry through gathered knowledge, thoughtful design and intent, explained ATTA President Shannon Stowell. We are determined to affect positive and measurable socioeconomic and environmental change worldwide through adventure tourism a model that serves as a powerful, real and sustainable economic force.

chiapas: Cascada de Agua Azul.

Zacatecas: rock climbing in the sierra de organos.

veracruz: pico de orizaba, highest peak in mexico.

Quintana Roo: ZIP LINING IN Chikin ha.

ts no secret that adventure travel is one of the fastest-growing niches in the travel industry, thanks in no small part to its ability to tap into the publics craving for active, healthy vacations as well as their increased awareness about the environment and natural resources. Mexico is at the forefront of this lucrative niche, with a growing array of options for adventure-seeking clients. Its close proximity to the United States, diverse geography, easy access and sophisticated infrastructure only make it easier to sell.

Connect, Learn, Sell The Adventure Travel World Summit October 17-20, Chiapas, Mexico
Register here www.adventuretravel.biz/connect/summit/
Ayutla and Santa Mara Rivers, which come together and lead into a deep canyon that is perfect for hiking. hour south is El Gogorrn National Park, where thermal springs offer welcome rejuvenation for clients weary from active days of exploration. along Baja Californias pristine beachfront on the back of a camel may be an unconventional way to enjoy the destination, but its an excellent example of how Mexico continues to introduce exciting new options for travelers.

Adventure World Travel Summit

Featured Speakers
Entering its seventh year, the Summit aims to engage, enlighten and inspire. Attendees will be able to network and take part in business and professional development programs, educational seminars and emerging adventure destination product reviews. Speakers this year include an impressive array of experts, including: Former New Mexico Governor Bill Richardson Maryann Fernandez, founder and president of Philanthropy Indaba, a consultancy that develops custom philanthropic journeys Leilani Latimer, director of sustainability initiatives for Sabre Holdings Bruce Poon Tip, founder of GAP Adventures, a tour operator with an array of adventure travel product Ben Sherman, president of Medicine Root, Inc., a private Colorado corporation specializing in Indian business development, tourism and arts projects Jens Thraenhart, co-founder and president of Dragon Tail, a new digital marketing and travel technology company Tensie Whelan, president of the Rainforest Alliance

Chiapas

natural excitement
The southernmost state in the Mexican republic, Chiapas is a cultural and natural wonderland, graced with picturesque geography and diverse indigenous cultures and traditions. Clients here can enjoy active adventures in the nations most complex ecosystem, which is easily enjoyed at any of the states well-run biosphere reserves and national parks. At the Can del Sumidero National Park, for example, clients can mountain bike, zip line and take boat rides along a dramatically landscaped canyon while viewing the local wildlife. Whether its climbing breathtaking mountain ranges, paddling along crystal clear rivers, hiking through dense forests or gazing at majestic volcanoes, the state of Chiapas offers more than its share of excitement. Visitors can also learn about ancient cultures while visiting stunning pre-Hispanic archeological sites like Yaxchiln, which dates to 200 A.D.,

and wandering the streets of lovely colonial cities like San Cristobal de las Casas.

visited is El Tajin, a UNESCO World Heritage Site that dates to the early 13th century A.D.

Veracruz

white water wonders

With more coastline on the Gulf of Mexico than any Mexican state, its no surprise that the state of Veracruz is known for its water-based activities. But the marine appeal goes far beyond the coastline. Veracruz, in fact, is one of the best places in all of North America for white-water rafting. More than 40 rivers run through this magnificent state; among the best for rafters are the Antigua and Pescados Rivers, which offer prime conditions as they flow from the mountains toward the coast. Adventure-seekers may also trek around the snow-capped Pico de Orizaba, Mexicos tallest peak and the third highest in North America. The states important archeological sites also provide a memorable setting for trekkingamong the most

Sierra Gorda

bountiful biosphere
Spanning several states, the Sierra Gorda is a region of impressive biodiversity that includes soaring mountains, deep canyons, subtropical valleys and semi-arid deserts. Visitors can spend several days exploring the Sierra Gorda Biosphere Reserve, which covers nearly one million acres in Quertaro. Predetermined multi-day routes make it easy to plan itineraries, and the Biospheres 12 affiliated ecolodges provide comfy accommodations for eager explorers. Activities at the reserve are varied. Clients can take boat rides on the scenic Jalpan Reservoir, or go biking around its perimeter while spotting bird species that include herons, ducks and cardinals. They can also swim in the clean, fresh waters of the

San Lus Potos

postcard perfect
The state of San Lus Potos is yet another reason why Mexico should be on every adventure travelers itinerary. A great place to start here is the Huasteca Potosina, a region in the eastern Sierra Madre where indigenous culture and traditions still add flavor to daily life. With its picturesque mountains, rivers, lagoons and waterfalls, its an ideal place for activities as diverse as whitewater rafting, kayaking, hiking, rappelling and mountain biking. Other areas of the state are also ripe for discovery. The capital city which, like the state, is called San Lus Potosis an interesting gateway for the entire region, with historic architecture and sizeable indigenous population that still speaks the ancient Nahuatl language. About an

Adding Adventure to Any Trip

Mexicos biggest-selling tourism destinations may be known primarily for sun, sand and luxury resorts, but they also offer plenty of adventure activities, providing yet another opportunity for agents to increase sales and encourage longer stays. Whats to sell? Consider Mazatlan, where clients can soar over the lush Sierra Madre foothills at Huana Coa, a zip line operator with 12 platforms set high in the trees. In the Cancun and Riviera Maya region, visitors may swim and raft along underground rivers as they view dramatic stalactites and stalagmites at Xplor, a park that also has zip lines and amphibious vehicles. And in Los Cabos, the Outback & Camel Safari Tour is the newest addition to Cabo Adventures lineup. Riding

Selling The Experience

Regardless of the niche, every traveler wants a memorable experience when they go on vacation. With adventure travel, travel agents have the opportunity to make a strong sales pitch by tying together Mexicos natural beauty and easy access with the array of exciting activities that await. Few destinations in the world are as well positioned as Mexico to satisfy clients looking for adventure. Qualify your clients well, show them how each specific region and activity in Mexico might suit their needsas well as how easy, safe and efficient the travel will beand youll be that much closer to a sale.

Discover more at www.visitmexico.com or call 1-800-44-mexico For educational courses about Mexico, go to www.magicofmexico.com

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Mexicos Next Frontier

New Jersey, Aug 8 Shannon Stowell, president of the Adventure Travel Trade Association (ATTA), discusses the importance of the adventure travel segment and why Mexico is well positioned to take advantage of this market. The association will hold its annual summit in Chiapas, October 17-20. Registrations for the summitfor the first time everare sold out.

adventure travel

Mexico Tourism Secretary Visits NYC, Touts Market Growth

Gloria Guevara Manzo is bullish on Mexicos thriving tourism market and reveals aggressive plans for continued growth. New York, August 4 Nearly 22.5 million travelers visited Mexico by air in 2010, a 4.4 percent increase over 2009. But thats not good enough for Mexico, currently the No. 10 ranked travel destination in the world, according to the United Nations World Travel Organization. The country has its sights set on the No. 5 position and is working hard to achieve it by 2020. Addressing a group of travel industry leaders, media and agents in New York last week, Mexico Tourism Secretary Gloria Guevara Manzo presented evidence that its time to change the misleading rhetoric about Mexicos safety status and concentrate on the extraordinary diversity and tourism product that proves the countrys commitment to the industry and to travelers. While continuing its advocacy campaigns with local and national governments in the U.S., the ministry of tourism is focused on diversifying Mexicos tourist base by growing their presence in targeted geographic markets (see table on international arrivals, below left) and tapping emerging tourism segments for which Mexico is well-suited. First on the list of niche markets: adventure seekers. Tourism organizations are hitting hard on Mexicos natural bounty and encouraging travel agents to learn about the segment and get on board. Trekking through the Sierra Madre or Sierra Norte, white water rafting in San Luis Po-

Q. What is considered adventure travel, and is there a particular traveler demographic that is drawn to this segment? A. In 2005 we surveyed about 1,000 travelers about what they considered adventure travel, and three patterns emerged: It must include something physical (but it doesnt have to be hardcore); there must be some kind of connection to nature; and the third pieceis cultural. Adventure travelers want to connect with people. Not everyone is going to want the same mix, but with that definition, you can see how it really relates to all demographics. Its more of a psychographic--a curiosity about the world and a desire to immerse in it. Q. Why is Mexico a great adventure travel destination, and what positions it well to take advantage of this segment? A. First, Mexico is the No. 1 outbound destination for American travelers. That means they have a pipeline to this market. Throw the Canadian market on top of that and those are two huge pipelines. Second, is the resources that Mexico has to offer: the beautiful blue lagoons, jungles, mountains; the amazing cultures all around Mexico This is why we chose to do the ATTA summit in Mexico this year. Its the perfect rich mix of the three experiences I just described. Q. Perception of safety is clearly going to be an issue for Mexico in taking advantage of this market. How do travel agents deal with this? A. The reality is that most of Mexico is incredibly safe. In fact, the top six places that people travel to in Mexico are where 85 percent of Americans travel. Those are completely safe locations. Q. Are these really the same destinations that adventure travelers seek? A. Several of these places are very good hubs to start from; for example, Cancun. As it stands by itself, its not adventure travel, but there are gems hidden all over the place. For the average traveler, this is how they get introduced to adventure. To really have an adventure, head to Oaxaca, Chiapas, Veracruz, Durango. There are so many destinations not in the big six that are incredible for adventure and authenticityand they are safe. There is a reality that travelers need to stay away from hot zones, particularly some of the northern border towns. No one is arguing that. But that is where a really knowledgeable agent can serve their client. Q. What do you mean? A. I think agents could do a little more work and partner with the Mexico Tourism Board to get the best information. This will give them the confidence to say, I know you are hearing all this negative stuff, but let me tell you, this area here you are going to love it and you are getting a completely authentic experience. Q. Is it worth the agents while to do that work for the percentage of people who want to experience adventure? A. About 16 percent of all outbound travelers are headed for some sort of adventure travel. We also hear from all sides of the industry that travelers are tilting toward adventure. For someone who wants to be relevant in this industry for the next 15 years, it would be wise for them to pay attention to it and to provide the best recommendationsespecially for the No. 1 destination for outbound U.S. travelers.

Metrics That Matter

Adventure Travelers: How Much Are They Spending?
Average spending per trip excluding airfare
Hard Adventure Soft Adventure Other Travelers

Mexico Diversifies Its Tourism Market

International arrivals growth, 2010 over 2009
Market % CHANGE

tosi or rappelling down the mysterious cliffs of a cenote, travelers are lured time and again to Mexicos natural diversity. And Mexico officials underscore the fact that return customers should be the travel agents ultimate goal. To proclaim Mexicos heightened interest in this segment, Chiapas will host the Adventure Travel World Summit, October 17-20. The event, which will comprise more than 600 adventure travel industry leaders and tour operators, historically results in a steep increase in adventure travel to the host country, often by as much as 25 percent. Every visitor counts for Mexico, where tourism currently accounts for about 9 percent of the countrys gross domestic product. Achieving the No. 5 position in the world among travel destinations would create millions of direct and indirect jobs for the country and enhance its economic stability.

Brazil Russia China Australia Canada United Kingdom

42.4% 30.5% 24% 16.7% 15.8% 15.8%

Discover more at www.visitmexico.com or call 1-800-44-mexico For educational courses about Mexico, go to www.magicofmexico.com

European Travelers N. American Travelers Latin American Travelers

$500 $500 $375

$525 $914 $861

$483 $605 $835

Source: Adventure Travel Market Study, August 2010, ATTA, George Washington University, Xola Consulting

Source: Mexico National Institute of Migration, June 2011

Calendar of Events uuOctober 17-20, 2011 Adventure Travel World Summit, San Cristobal de las Casas, Chiapas, REGISTRATION SOLD OUT; www.adventuretravel.biz/connect/summit/ uuOctober 18, 2011 Travel Weekly Leadership Forum, Mexico City; www.travelweekly.com
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