Five Examples of Adventure Tourism Promotion Strategies

Substantial reduction in peak royalty for mountaineering in Nepal

In the second week of February 2014, both travel companies and destinations unveiled new promotional campaigns and strategies to cash in on the fast expanding adventure tourism segment. For example, Cost Rica, India, Nepal, Singapore, and the U.S.A. took the following steps to strengthen their position in the segment:  

Kerala Adventure Tourism Promotion Society 

Kerala formed Kerala Adventure Tourism Promotion Society (KATPS) to promote soft adventure activities including boating, hot air ballooning, paragliding, parasailing, scuba diving, water skiing, snorkeling, and wave riding. The society would initially promote adventure in Kattil, Muzhappilangad, and Vagamon. 

On February 15, 2014, the Department of Tourism, Kerala hosted Mountain Biking (MTB) Kerala in the hills of Wayanad.

Cost Rica Tourism Ads during Sochi Olympics Games 

The Costa Rican Tourism Board (I.C.T.) planned to broadcast adventure tourism ads during the 2014 Winter Olympics games  broadcast in the U.S.

Rad-a-thon and “Sale” on Peak Royalty in Nepal 

On February 15th, Nepal Tourism Board (N.T.B.) and Hotel Radisson hosted a seven-kilometer walkathon Rad-a-thon 2014 for promoting tourism. The theme of the event was “Tourism for Peace, People, and Prosperity.” 

Nepal slashed mountaineering royalties substantially for (1) drawing more adventure seekers, especially solo climbers, (2) minimizing illegal scaling of the peaks, (3) reducing the slope traffic, (4) encouraging locals to climb peaks, and (5) better peak management. The royalty for scaling Mount Everest via the South East Ridge route in spring has been decreased by 56% from US$25,000 per foreign climber to $11,000. The climbers scaling the peak from a different route would get extra discount of one thousand dollar. The autumn royalty reduced from $12,500 per climber to $5,500, a discount of 56%. The winter climb via the South East Ridge would cost just $2,750 per climber instead of $6,250. The new royalty rates would be effective from January 1, 2015. 

A new peak royalty structure has also been introduced for the Nepalese climbers. They would pay just $760 per person (NPR 75,000). They can pay the fee in local currency. Earlier even locals have to pay the fee in US dollars. Nepalese would pay NPR 18,250 per person for a winter expedition and NPR 37,500 for autumn adventures. These rates are applicable from February 2014. 

Royalty for other 8,000 meter or higher peaks has been brought down from $5,000 per person to $1,800 for the spring expeditions, a discount of more than 60%. Royalty for other peaks has also been slashed. Nepal is also planning to introduce “one climber, one guide” scheme for safety of the mountaineers and to open more than one hundred new peaks. 

#Noregrets Adventure Challenge campaign 

Contiki planned an eight-week-long #Noregrets Adventure Challenge campaign from February 17, 2014. One winner would get a free adventure trip every week during the campaign period.

Adventure Tourism Districts in Tennessee 

The Tennessee Department of Revenue and Department of Economic and Community Development (T.N.E.C.D.) sought applications from the qualified communities for adventure tourism certification as per the Tennessee Adventure Tourism and Rural Development Act of 2011.  The certified communities would be referred to as adventure tourism districts. The initiative is taken to cash in on the upward trend in adventure tourism segment and create jobs. The act was created for promoting outdoor recreational activities, including mountain biking, rock climbing, paragliding, and water rafting in the state.

Click to access AdventureTourismGuidance.pdf


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