Asia’s mountain tourism should target adventurous millennials
Mountaineering presents opportunities for the development of the tourism industry in Asia’s mountainous regions, especially among younger visitors, according to GlobalData, a leading data and analytics company.
Transformative travel grew rapidly in 2017. In particular, increased awareness about the negative impact of human activities on the environment, high appreciation of different cultures and a prioritization of experiences over ownership of goods has resulted in travellers, especially millennials, moving away from mass tourism and instead seeking deeper travel experiences.
GlobalData’s consumer survey from Q4 2017 showed that 20 percent globally are interested in adventure/sports tourism, with 34 percent of millennials being likely to book such a holiday compared to 23 percent of Gen Yers and 12 percent of Baby Boomers. This stresses the significance of younger travellers for the continued success of adventure tourism, including mountaineering.
Konstantina Boutsioukou, Tourism Analyst at GlobalData, comments: “The Alps, as well as mountains in the US, have traditionally been among the favorite destinations for mountain climbers. However, as travelers – especially younger ones – are seeking more from their holidays, wilder winter destinations in Asia are expected to become increasingly popular.
“The findings from GlobalData’s consumer survey, combined with the trend of transformative travel are driving lucrative opportunities for tourism in mountainous regions of Asia such as Nepal, India, and Pakistan.”
Nepal has already benefitted greatly from alpine tourism by taking advantage of its high peaks such as Mount Everest; the issuing of climbing permits generates essential revenue for the country. Similarly, the current decision that climbers will need to be accompanied by a guide, is seen as a way through which tourism income can reach and benefit the local economy and community.
Boutsioukou adds: “To further benefit from alpine tourism, national and local governments must recognize the great potential that lies in the development of mountaineering expeditions and proceed by incentivizing local businesses to invest in tourism by actively introducing packages that combine mountaineering with culinary and cultural tours.
“By introducing such itineraries, also at lower prices, Asian countries will be able to compete with more developed alpine resorts in Europe and the US, hence attracting a growing number of tourists looking for deeper fulfilment through their travels.”