The special interest tourism sector is expected to reach a value of over US$ 18,843.69 billion by 2034, growing significantly from its estimated worth of US$ 4,781.14 billion in 2024, driven by a robust compound annual growth rate (CAGR) of 14.70%. This growth is fueled by the increasing preference for experiential travel, as travelers increasingly seek genuine and immersive experiences.
Sustainable travel is taking center stage, and agritourism is blossoming as a leading trend. This press release explores the driving forces behind this exciting movement:
- Sustainability in the Spotlight: A growing focus on eco-conscious travel is fueling the rise of agritourism, which promotes responsible tourism practices.
- Direct Farm-to-Consumer Connection: Rural communities, government officials, and farmers are embracing agritourism as a means for direct farm marketing. This fosters a closer connection between consumers and their food sources.
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- Rural Development Through Tourism: Agritourism acts as a catalyst for rural development, attracting tourists and generating income for local communities.
- Pick-Your-Own Adventures: Recreational activities like “pick-your-own” experiences and seasonal events like cutting Christmas trees are fueling the growth of special interest tourism within agritourism.
- Global Appeal: Agritourism is thriving worldwide, offering a unique blend of agricultural insights and tourism experiences. This fosters a deeper appreciation for nature, local culture, and sustainable practices.
By combining the best aspects of agriculture and tourism, agritourism offers a plethora of benefits:
- Educational Opportunities: Tourists gain firsthand knowledge about farming practices and the importance of sustainable agriculture.
- Financial Gains for Communities: Increased tourism revenue boosts local economies and supports rural development initiatives.
- Social Connections: Agritourism fosters meaningful connections between tourists and local communities, fostering cultural exchange and understanding.
Who is winning?
The report identifies some of the leading companies operating in the market. To gain edge amid surging competition, market players are focusing on designing unique packages. For instance, Martin Randall Travel Ltd. offers competitively-priced trips across U.K. and Europe. Meanwhile, Audley Travel Group Ltd., supports several social and environmental charities and projects across the world. In January 2020, it was also granted the Travelife Partner aware as a recognition of its efforts towards improving corporate social responsibility and sustainability.
Some of the other leading players in the market are The Cultural Travel Company, Audley Travel, Trafalgar, Myths and Mountains, Global Medical Treatments, Carlson Wagonlit Travel, National Geographic Expeditions, Flight Centre Travel group, The Priceline Group, BrightSpark, EF Educational Tours, Wendy Wu Tours UK, ACIS Educational Company, Intrepid Travel, Cox and Kings, GeoEx, China Highlights, Globus Student Discoveries, Kuoda Travel, ACE Cultural Tours, Others.
Expansion of agritourism is presenting lucrative opportunities for special interest tourism growth. Ranch stays across the U.S. and farm stays in India are popular example for this. Besides this, the rising focus on sustainably travelling will enable growth in the market. With an increasing number of travelers showing keen interest on traveling more responsibly, prospects for special interest tourism growth are expected to soar.
With COVID-19 pandemic exposing vulnerabilities of the tourism industry, focus on sustainable tours and travels is expected to grow. United Nations World Tourism Organization has integrated Sustainable Tourism Goals encouraging adherence to certain standard while promoting tourism. Such initiatives by international organizations will boost special interest tourism market in the coming years.
Some of the key takeaways from FMI’s study on special interest tourism market are:
The expansion of tourism industry in France and U.K. will catapult Europe to fore of special interest tourism market. Activities will remain key purpose motivating travelers to opt for special interest tourism. Environmental activities will remain highly sought-after, while demand for adventure tourism is forecast to rise steadily. Online booking will rise even as conventional methods such as in-person booking remain popular.
“Governments around the world are adopting various strategies to revive tourism industry as economies return to normalcy following COVID-19 outbreak. Keen focus on special interest tourism is noted, as governments engage in promoting special activities across tourism destinations,” revealed a lead analyst at FMI.
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According to Think with Google, nearly 57% of travelers are in favor of personalizing their buying experiences based on their personal preferences, behavior, and past choices. The rising demand for personalization has become a crucial driver of the special interest tourism growth. By offering flexible packages and tailoring them as per traveler’s preferences, travel and tour companies stand a better chance of satisfying them. The rising demand for personalizing travel packages and experiences will aid in the expansion of the market in the coming years.
Driven by changing consumer preferences, prominent trip advisors and planners such as Travel Triangle and others are offering facilities for personalizing travel experiences. This is expected to bode well for the global market.
Global Special Interest Tourism Market by Category
By Purpose:
- Activity
- Educational
- Discovery
- Hobbies
- Challenge
- Relaxation
- Health & Therapy
- Day Tours
By Tourist Type:
- Domestic
- International
By Traveler Type:
- Individual
- Couple
- Group
- Professional
By Region:
- North America
- Latin America
- Europe
- East Asia
- South Asia
- Oceania
- MEA
About Future Market Insights (FMI)
Future Market Insights, Inc. (ESOMAR certified, recipient of the Stevie Award, and a member of the Greater New York Chamber of Commerce) offers profound insights into the driving factors that are boosting demand in the market. FMI stands as the leading global provider of market intelligence, advisory services, consulting, and events for the Packaging, Food and Beverage, Consumer, Technology, Healthcare, Industrial, and Chemicals markets. With a vast team of ~400 analysts worldwide, FMI provides global, regional, and local expertise on diverse domains and industry trends across more than 110 countries.
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