Major interest ... not 'special interest' tourism?
The term 'special interest' tourism can be misleading, because
often it is used in the context of visitor interests that in reality are of wider or major (not minor or specialist) market
interest.
For example, cultural and nature-based experiences (which both assume many different forms and encompass multiple
niches) are highly significant and complementary market forces in their own right. They are
statistically tourism's
two greatest strengths and can involve substantial market volumes and frequent traveling,
high spending customers. (It pays to acknowledge this.)
By contrast bird watching is a more accurate description of special interest tourism ... a
definable niche with a hard core of enthusiasts making remarkable commitments to visit places in order to observe and 'tick off' particular birds of interest - the rarer the better.
'Special interest' tourism might also suggest a category of visitors
with a single, (special) interest. A rare breed. Most people (even bird watchers) will normally have many interests ... and
traveling normally offers a means to enjoy several of these at a time.
These simple truths are crucial to
destination development.
Nature-based tourism
"Nature in tourism involves experiencing natural places, typically through outdoor activities
that are sustainable in terms of their impact on the environment."
(Source: Tourism New South Wales.)
Nature-based tourism encompasses
many leading and rapidly growing tourism subsets including - soft and hard adventure activities, beach tourism, wildlife tourism,
scenic
driving and sightseeing, eco-tourism, and garden tourism.
Nature tourism may be crucial to the experience or may simply
enhance the experience. It also includes the benefits of nature such as relaxation and enriching the spirit. Yet, it can be the most underestimated force in tourism.
The World Tourism Organization reports that nature based tourism is the fastest growing
tourism sector. Its importance should not be ignored. In
fact, a key
strategic challenge is now dealing with destination oversupply!
TCDS can prepare effective nature tourism strategy
plans for interested local, regional & state destinations.
Cultural tourism
Cultural tourism, in its broadest and
most accurate sense, concerns the way of life of a place and how this is experienced by visitors.
It too encompasses many
significant tourism subsets including - arts, science and heritage tourism, events
and entertainment tourism, Indigenous tourism,
food and wine tourism, and urban tourism (which also encompasses business conventions and meetings).
Cultural
tourism, in combination with nature tourism, is commonly embraced by those many discerning people who fall within the 'non-profits
in travel' sector. This sector's travel values match those of the 'untourist'.
Issues such as authenticity and the
careful retention (or judicious enhancement & development) of a distinctive local character and 'sense of place' are
increasingly becoming critical to success in cultural tourism. Visitors are far more discerning and widely traveled and concerned
about the growing 'sameness' of many destinations ... or how they 'could have been anywhere'. And it is not uncommon for local
residents to share the same concerns in relation to any local development trends heading in this direction! Future
tourism success is tied to NOT becoming overtly 'touristy'.
TCDS can prepare
relevant, insightful cultural tourism plans (and development materials) for interested destinations.
How do visitors' special
interests fit within the wider tourism picture?
Visitors are rarely one-dimensional in terms of their travel interests
and needs ... even when commonly 'visiting a friend or relative'. By way of example, food will always be on the agenda, as will some kind
of social interaction or other form of personal
fun,
relaxation, entertainment, sightseeing, discovery and learning.
Regardless
of why they were initially drawn to a destination - when given the opportunity and choice - visitors will more often than
not combine several of these tourism experiences (whether passive or active or both) in the one trip. By doing so
they are able to gain the richest and most enjoyable experience possible and the greatest overall benefit ... including value
for money.
Consequently, successful destinations
intelligently build the 'quality' and range of what they can offer to
visitors and local residents alike ... if they wish to remain competitive.
This process also complements efforts to
appeal to special niches.
(For emerging destinations, the need
can be to simply better market what they have .. and build later.)
Note: Even destinations whose appeal lies in their reputation for a low key lifestyle,
unspoiled environment and low levels
of development can still add greater depth and richness to the 'local experience' for both visitors and locals, but in a way
that is very deliberately and carefully consistent
with these values. ('Integrated
community tourism planning'.)
TCDS can significantly contribute to these
development and assessment processes, particularly in newly emerging destinations.
