According to data collected from various adventure tour operators in South Africa by André du Toit, SATSA Adventure Chapter Chair, there are several factors operators should be aware of in catering for a post-pandemic market. Among these are the rising numbers of last-minute bookings for high-value tours that are immersive, highly safety-conscious, and openly and authentically eco-friendly.
“The key challenges facing our adventure tourism sector include vulnerability with regard to unscrupulous operators, safety and reliability issues, and a largely fragmented and unco-ordinated industry that is under-represented in tourism markets and lacks a cohesive marketing effort,” Du Toit explains.
“Our rich potential can only be leveraged if these experiences are well organised and safe, hence the need for a more formal approach: a self-regulatory environment, a database of credible adventure experiences, and a coordinated community of adventure tourism stakeholders,” he advises.
Sales for 2021 compared with pre-pandemic times were very low, but the domestic market offered great relief for South Africa’s adventure tourism sector.
As for booking expectations for this year, May and June so far have exceeded 2019 figures by up to 10% for some establishments, while others are seeing a year-to-date average occupancy at 65% of 2019 levels. The outlook is largely very positive for the rest of year, with some businesses targeting 80% of pre-COVID levels of business by the end of 2022. The optimism is driven largely by border restrictions slowly easing around the world as countries internationally open up again to all tourists.
Some tour operators, however, observe that this spike in bookings may decline come Q2 2023, when that ‘pent-up demand’ for travel is largely addressed, and the increase in bookings slows.
Keeping abreast of current trends in adventure travel
In terms of current trends that adventure operators need to be aware of in 2022, a common consensus is that last-minute bookings are commonplace, due to pent-up demand combined with a mindset of needing to travel sooner rather than later, due to ever-changing border restrictions casting uncertainty on long-lead bookings.
There are also more direct, private bookings being made than in pre-COVID times, so operators are encouraged to market themselves well rather than relying on indirect bookings via travel agents. Many of these requests come from HNW travellers (those with a high nett worth rather than travellers looking for adventure on a budget).
Adventure travellers are also calling for experiences that are transparent, both in terms of safety and security and sustainability. Travellers are savvy and are not going to accept ‘greenwashing’, which is when a business feigns eco-friendly practices and ideals in marketing that do not actually reflect their real business practice or ethics.
What are the modern traveller’s motivations?
Besides wanting to see green, transparent businesses that promote safe, sustainable adventure tours, travellers are being motivated by high-value tours that are immersive, as experience is valued more than saving money on a trip. Travel has greater value than ever, with the world more conscious than before of how difficult travel can become with very little notice due to experiences during the global pandemic.
Besides wanting to reconnect with family and friends they have not been able to visit due to distance and travel restrictions since 2019, the newfound ability to work remotely due to working from home has given many the freedom to take the opportunity to go on ‘workcations’ with an adventure element. This is something adventure operators can also appreciate and capitalise on.
