Cape Town to lead in global adventure tourism

Tuesday, April 9, 2024

A recent study by Wesgro, the tourism, trade, and investment promotion authority for Cape Town and the Western Cape, forecasts that the region is on the brink of becoming a pivotal global center for adventure tourism, a specialized segment of the industry.

Defined by the Adventure Travel Trade Association, adventure tourism encompasses journeys that integrate physical activity, interaction with the natural environment, and cultural engagement. This emerging sector categorizes activities into “hard” for those seeking intense challenges, including water sports, caving, climbing, and skydiving, and “soft” for more accessible activities like hiking and cycling.

The report by Wesgro, based on findings from Allied Market Research, underscores the global adventure tourism market’s substantial value of $366.7 billion in 2022, with expectations for a leap to $4.6 trillion by 2032, driven by a surging demand for adventure experiences worldwide. Although the local market’s size is not precisely determined, its growth trajectory is clear, particularly with the increasing global penchant for adventure activities.

Data from South African Tourism in 2023 indicates a consumer trend towards prioritizing experiential over materialistic acquisitions during travel. Adventure tourism in South Africa is fast evolving, distinguished by a commitment to sustainability, conservation, and environmental stewardship. This trend resonates globally as travelers increasingly prefer destinations that align with these values while offering outdoor, scenic, and adrenaline-fueled experiences. Wesgro’s report emphasizes the sector’s swift expansion in South Africa and its recognized economic significance among industry professionals.

Custom-designed adventure experiences are seen as a catalyst for revitalizing the tourism sector, historically accounting for 5%-6% of the GDP over the last decade and supporting over 1.5 million jobs pre-pandemic, representing 9.2% of the total employment.

The Western Cape’s strategic advantage in the adventure tourism market is highlighted in the report, credited to its focus on sustainable practices and promoting coexistence with nature. Europe was identified as the leading source market in 2022, with 63.7% of adventure-seeking tourists, followed by North America and Africa. The Western Cape emerged as the favorite destination for 47.4% of tourists engaging in adventure activities, following dining, shopping, and beachgoing as top activities.

Adventure tourism is recognized for its potential to diversify regional attractions and encourage longer stays, as many adventure activities are located in the province’s expansive natural landscapes. This development positions the region not only as a magnet for adventure enthusiasts but also as a beacon for global travelers seeking authentic, sustainable, and thrilling experiences, significantly impacting global travel trends and tourist visits.

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