Understanding Outdoor Tourism
Since the start of the pandemic the number of people taking part in outdoor activities has significantly increased and it is not surprising Tourism Northern Ireland’s ‘Consumer Sentiment Analysis (September 2021) revealed “most consumers feel at ease engaging in outdoor activities this summer” over other activities.
The study asked respondents about their level of ease in engaging with a range of indoor and outdoor activities. The top three activities people felt more at ease engaging in were all outdoor activities - walking/hiking (74%), visiting a nature reserve/national park (67%) and general outdoor sports/activities (61%).
This coupled with the anticipation that traveller behaviours will be driven by evolving global patterns such as the trend to boost health and wellbeing with visitors seeking new ways to stay safe, active and healthy (Issue 4 of Tourism Northern Ireland’s Tourism 360) and wellness being directly linked to the participation in outdoor activities, presents huge tourism opportunities for this industry.
A recent study by McKinsey & Company (April 2021) also reported 79% of consumers worldwide believe wellness is important and there has been a substantial increase in the prioritisation of wellness over the past two to three years.
From ‘adventure tourism’ to ‘outdoor tourism’
Tourism in the outdoors has changed. Previously adventure tourism focused on ‘niche’ and more adrenaline activities, however recently there has been a notable shift towards less formal and more relaxing outdoor activities that connect visitors with nature such as walking to discover the heritage, to get to an amazing viewpoint or having a dip in the sea - which ultimately has a much broader appeal.
Therefore Northern Ireland has moved towards using the term ‘outdoor tourism’ to explain its outdoor offering.
Importance of the ‘experience’ over the activity
As part of the increased interest in more relaxed outdoor activities people are seeking an outdoor ‘experience’ where they are captivated by an immersive journey that is authentic, innovative and engaging. Meaning it is less about taking part in the activity and more about the setting and what the visitor experiences.
In addition, Tourism Northern Ireland recently commissioned a piece of research2 which revealed that 34% of adults in Northern Ireland believe they are now more adventurous than they were before Covid, with 30% claiming ‘new experiences’ is what they would use to associate with adventure. Meaning there is more people seeking the ‘spirit of adventure’ which offers an array of opportunities for the industry to cater for this new audience and encourage them to stay and play.
Creating outdoor experiences
Experiences are what underpins Tourism Northern Ireland’s new ‘Embrace the Giant Spirit’ brand which is being used to promote Northern Ireland on the island of Ireland and internationally with the aim of increasing visitor numbers and ensuring strong economic impact across Northern Ireland.
Landscapes and the coast are two very important elements of the brand which means outdoor experiences play a very important role in showcasing what Northern Ireland has to offer visitors.
Experiences also provide opportunities for visitors to develop attachments to places enhancing their respect and appreciation for the natural environment.
What to take from the above?
Outdoor tourism in Northern Ireland should focus on offering:
- More relaxing activities instead of high adrenaline activities
- Outdoor experiences over outdoor activities
- Those with a health and wellbeing conscious setting
As more and more tourists are expected to seek outdoor experiences as a new way to stay safe, active and healthy on holiday, the opportunities for outdoor tourism can only grow.