specialised tourism example

What Is Specialised Tourism?

By Michael Ferguson

Specialized tourism is a growing trend in the travel industry, where travelers seek unique and tailored experiences that cater to their interests. This type of tourism goes beyond the typical beach or city vacation and offers visitors an opportunity to explore a specific area or activity in-depth.

What Is Specialized Tourism?

Specialized tourism can be defined as a type of travel that focuses on particular interests, hobbies, or activities. It is becoming increasingly popular as people strive to tailor their vacations to suit their individual preferences and passions. Some examples of specialized tourism include culinary tours, adventure travel, ecotourism, cultural tourism, wellness retreats, religious pilgrimages, and many more.

Types of Specialized Tourism

1. Culinary Tourism: Food is an essential part of any culture and exploring local cuisine can be an exciting experience for foodies. Culinary tours offer visitors an opportunity to taste local delicacies, learn cooking skills from local chefs and explore food markets.

2. Adventure Travel: Adventure travel caters to thrill-seekers who enjoy activities such as hiking, trekking, rock climbing, rafting, bungee jumping, skydiving or other adrenaline-pumping sports.

3. Ecotourism: Ecotourism focuses on sustainable travel practices that promote conservation and preservation of natural resources. Visitors participate in activities like wildlife safaris or bird watching while learning about the environment and its biodiversity.

4. Cultural Tourism: Cultural tourism allows visitors to immerse themselves in the local culture by learning about history, traditions, art forms or festivals of the region they are visiting.

5. Wellness Retreats: These retreats offer visitors an opportunity to rejuvenate their mind and body through activities like yoga, meditation or spa treatments.

6. Religious Pilgrimages: Religious tourism involves traveling to religious sites such as Mecca for Muslims or Varanasi for Hindus.

The Benefits of Specialized Tourism

Specialized tourism offers several benefits to both travelers and local communities. It helps to promote local businesses and create jobs, preserve cultural heritage, and protect the natural environment.

Travelers benefit from gaining knowledge, skills, and experiences that are specific to their interests. They also get an opportunity to meet like-minded people and make new friends.

The Future of Specialized Tourism

As travelers become more discerning, specialized tourism is expected to grow in popularity. The trend towards sustainable travel practices is also influencing the development of specialized tourism. With advances in technology and changing demographics, there is a growing demand for customized travel experiences that cater to different age groups, interests and budgets.

In conclusion, specialized tourism offers visitors a chance to explore their passions while contributing positively to the local economy and environment. With its increasing popularity, it’s no wonder that more people are seeking out unique travel experiences that cater to their individual preferences.

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Niche Tourism: Exploring Unique and Specialized Travel Experiences

Niche tourism is a growing trend in the travel industry, catering to specialized segments of the market. It is the antithesis of mass tourism, focusing on the needs and interests of a smaller group of travellers rather than targeting mainstream attractions and amenities. As the global middle class expands and becomes better educated, especially in developing and densely populated regions, the demand for niche tourism experiences has increased.

This type of tourism can be characterized more by the activities and experiences sought by the tourists than by their numbers in a particular destination. Examples of niche tourism include eco-tourism, culinary tourism, adventure travel, and wellness retreats. These specialized experiences allow travellers to delve deeper into a region’s culture, natural environment, or unique attractions while benefiting local communities and economies more sustainably.

The rise of niche tourism has also spurred innovation and adaptations within the industry. As a result, destinations, tour operators , and travel service providers need to rethink their approach to cater to these discerning travellers’ specific needs and interests, ensuring that their offerings resonate with the niche market and enhance their customers’ overall travel experiences.

Table of Contents

What is niche tourism.

Niche tourism refers to specialized travel experiences catering to specific interests, activities, or demographic groups . Unlike mass tourism, which targets a broad audience with generalized interests such as sightseeing, beach vacations, or cultural exploration, niche tourism focuses on delivering highly personalized experiences that meet the particular needs or desires of a smaller segment of travellers.

Whether it’s adventure tourism for thrill-seekers, ecotourism for environmentally conscious individuals, or medical tourism for those seeking affordable healthcare options abroad, niche tourism aims to offer something unique that appeals to a specific type of traveller. It often provides more in-depth, specialized, and meaningful experiences, as it takes into account the specific preferences and expectations of its target audience.

Types of Niche Tourism

Indeed, niche tourism focuses on specialized and personalized travel experiences that cater to specific interests, hobbies, or needs. The following are the various types of niche tourism:

Adventure Tourism

Adventure tourism is focused on travellers seeking an adrenaline rush. This can include activities like skydiving, paragliding, scuba diving, or mountaineering. The key here is the thrill and the experience of something challenging. The destinations are often exotic or difficult to get to, and there might be a focus on natural landscapes.

Ecotourism aims to be as non-intrusive and beneficial as possible for the environment and local communities. This type of tourism might involve trips to natural reserves, rainforests, or other important ecological sites. It often includes educational components to inform travellers about the environment, local communities, and ways to protect natural resources.

Culinary Tourism

Culinary tourism revolves around food and drink experiences. This could range from high-end dining in major cities to foraging expeditions in the countryside. Food festivals, cooking classes, visits to farms, or exploring local markets could also be part of the package. Wine, beer, and spirits tasting tours are also popular.

Wellness Tourism

Wellness tourism focuses on mental and physical well-being. This could involve travel to spas, holistic health centres, or places known for natural beauty and tranquillity. Activities may include yoga retreats, detox programs, or spiritual teachings.

Dark Tourism

Dark tourism involves travel to places historically associated with tragedy, death, or disaster. Examples include concentration camps, battlefields, memorials, and sites of natural or industrial disasters. The aim is often educational and memorial rather than voyeuristic, although this can be a matter of debate and ethical consideration.

Medical Tourism

Medical tourism travels abroad to receive medical, dental, or surgical care. The reasons can vary but generally involve cost efficiency, quality of care, or availability of specialized treatments. Countries like Thailand, India, and Mexico often attract medical tourists due to the cost-effectiveness and quality of medical services.

Cultural or Heritage Tourism

This type of tourism is aimed at experiencing the culture and history of a destination. This can involve anything from visiting museums and historical sites to attending local festivals and ceremonies. Some tourists may even seek out locations that explore their ancestry.

Wildlife Tourism

Focused on wildlife and its natural habitats, this can range from safaris in Africa to bird-watching in South America. Ethical considerations are essential to ensure that wildlife and their habitats are respected and preserved.

Sport Tourism

Sports tourism encompasses a variety of activities, including participating in a sports camp, attending a major sporting event like the Olympics or World Cup, or simply touring a famous stadium. Golf tourism is a subset that deserves mention, as many travellers organize trips centred around playing at renowned golf courses.

Religious Tourism

Religious tourism involves visits to sacred sites for pilgrimage, missionary, or leisure purposes. Mecca, Vatican City, and the Ganges River are destinations that draw massive numbers of religious tourists each year.

LGBTQ Tourism

LGBTQ tourism caters to the needs and interests of the lesbian, gay, bisexual, transgender, and queer/questioning community. This can range from gay-friendly hotels and beaches to events like Pride parades and LGBTQ film festivals.

Educational Tourism

Educational tourism focuses on learning experiences. This could involve studying a language abroad, participating in an archaeological dig, or taking a master’s class in photography while visiting iconic sites.

Film or TV Tourism

Some destinations attract visitors solely based on their appearance in movies or TV shows. For example, New Zealand has seen a tourism boom due to its portrayal as Middle-earth in the “Lord of the Rings” series, and fans of Korean dramas often visit filming locations in South Korea.

Wine Tourism

Wine tourism involves visiting vineyards and wineries to taste and purchase products directly from the source. It often includes guided tours explaining the wine-making process.

Activity-Based Tourism

Activity-based tourism is tailored around specific activities the tourist is interested in, such as scuba diving, fishing, or skiing.

Space Tourism

A very new and emerging type, space tourism aims to offer commercial trips outside of Earth. This is still mainly in the experimental stage but is becoming increasingly feasible.

Agri-Tourism

Agri-tourism involves participating in farm-based activities and gaining a closer look at the rural lifestyle. This can include activities like milking cows, picking fruits, and tractor rides.

Each niche tourism type has unique appeal, challenges, and ethical considerations. Understanding these can help travellers and providers create a more enriching and responsible experience.

Advantages of Niche Tourism

Niche tourism serves specialized segments within the tourism industry, catering to specific interests, demographics, or travel styles. There are several advantages that make niche tourism increasingly popular among travellers.

Firstly, niche tourism allows for a deeper, more authentic experience for travellers . Visitors can engage in activities and explore destinations that align with their passions or hobbies, such as culinary experiences, eco-tourism, or adventure sports. This personal connection can lead to a more satisfying and memorable travel experience.

Secondly, niche tourism benefits local communities by providing sustainable economic opportunities. Specialized markets often rely on small businesses and skilled artisans, which can spur job creation and economic growth.

Additionally, niche tourism helps to preserve local cultures and traditions as visitors seek to experience the authentic life and customs of the places they visit. This, in turn, encourages communities to maintain and promote their unique offerings.

Moreover, niche tourism can contribute to developing and promoting less explored destinations. By focusing on specific experiences and attractions, these destinations can differentiate their offerings from more mainstream tourist hotspots. This can lead to increased tourism revenue and economic development for lesser-known regions.

Niche tourism can also demonstrate a commitment to environmental and social responsibility. For example, eco-tourism and volunteer travel promote sustainable practices, such as resource conservation, wildlife protection, and community development initiatives. These tourism segments attract responsible, conscious travellers, reflect positively on the destinations they visit.

In summary, niche tourism offers significant advantages for travellers, local communities, and destinations. By catering to specialized markets, niche tourism enhances the overall travel experience, bolsters economies, encourages cultural preservation, fosters sustainable practices, and helps to promote lesser-known regions.

Disadvantages of Niche Tourism

Niche tourism, despite its advantages, does have certain drawbacks as well. One of the primary disadvantages of niche tourism is the  lack of economies of scale . This means that an operation with a lower production volume may face higher unit costs. Niche tourism activities tend to cater to smaller groups of tourists, leading to limited capacity for revenue generation.

Another challenge faced in niche tourism is the  lack of alternative revenue streams . Since these specialized tourism services cater to specific needs and interests, they may not easily adapt to market changes or diversify their offerings. This inflexibility can make niche tourism operations more vulnerable to economic fluctuations and industry trends.

Niche tourism can also lead to  over-reliance on a specific target market . Businesses focusing solely on niche markets may struggle to attract other types of tourists outside their specialization. This dependence on a limited market segment increases the risk of reduced revenues if the niche market experiences a downturn.

Additionally, because niche tourism focuses on specialized activities and experiences, there may be  limited access to resources, infrastructure, and expertise . This can make it challenging for niche tourism operators to maintain high levels of quality and safety, fulfil regulatory requirements, or stay up-to-date with advancements in technology and industry best practices.

Lastly, niche tourism can sometimes be at odds with  environmental sustainability . While many niche tourism products promote sustainable practices and experiences, some can have negative impacts on fragile ecosystems and local communities. For instance, certain adventure tourism activities may contribute to the degradation of natural environments by encouraging tourists to visit remote and pristine locations that may not be equipped to handle an influx of visitors.

In summary, disadvantages of niche tourism may include higher unit costs, lack of alternative revenue streams, over-reliance on a specific market, limited resources and expertise, and potential environmental impacts. While these challenges can make niche tourism less attractive for some businesses, it is essential to acknowledge these potential issues when pursuing specialized tourism operations.

Characteristics of Niche Tourism

Niche tourism is a fascinating facet of the travel industry, addressing individual tourists’ specific interests and needs rather than a generalized mass market. The defining characteristics of niche tourism include:

• Specialized Focus : Niche tourism concentrates on specific areas of interest or activities, whether wine tasting, bird watching, yoga retreats, or historical battlefield tours.
• Tailored Experiences : Unlike the one-size-fits-all approach of mass tourism, niche tourism is about providing tailored experiences that cater to its target audience’s specific desires and needs.
• Smaller Scale : Generally, niche tourism attracts fewer numbers compared to mass tourism. However, the emphasis is on depth and quality of experience rather than volume.
• Engaged Audience : Tourists drawn to niche activities are usually highly engaged and passionate about their chosen area of interest. They are often willing to invest time, effort, and money into gaining a deeper understanding or more enriching experience.
• Sustainable and Responsible Practices : Many niche tourism sectors prioritize sustainability and responsibility, particularly eco-tourism, agri-tourism, or community-based tourism. They often strive for a balance that benefits the local environment, economy, and society.
• Higher Per-capita Spending : Since niche tourism offers specialized experiences, travellers are often willing to pay a premium. This can lead to higher per-capita spending compared to traditional mass tourism.
• Deep Interaction : Niche tourism often promotes a deeper interaction between the traveller and the destination. For instance, cultural tourism might involve staying with local families, attending traditional ceremonies, or learning a local craft.
• Authenticity : One of the draws of niche tourism is the pursuit of authentic experiences. Travelers seek genuine interactions and experiences that are true to the locale, culture, or activity.
• Dynamic and Evolving : As societal interests change and evolve, so do the niches within tourism. For instance, wellness tourism has surged with the growing global focus on health and well-being.
• Less Seasonal Dependence : While mass tourism might concentrate on peak seasons (like summer vacations or winter holidays), niche tourism can often transcend seasonality. For example, bird-watching might attract tourists during migration seasons, while wellness retreats can be year-round attractions.

Niche tourism is characterized by its focus on specialization, depth of experience, and often a commitment to sustainability and authenticity. It offers unique opportunities for destinations to diversify their tourist offerings and for travellers to pursue their passions in depth.

Why is Niche Tourism Growing?

Niche tourism is experiencing significant growth due to a variety of interconnected factors. One key driver is the modern traveller’s increasing desire for personalized, tailored experiences that align with specific interests- adventure, culture, or wellness. Gone are the days when one-size-fits-all vacation packages appealed to the masses. Today, travellers seek unique, specialized experiences that cater to their tastes and preferences.

The rise of the internet and social media platforms has also played a crucial role in niche tourism’s growth. These platforms have democratized information, making it easier for travellers to discover and access specialized experiences. For niche tourism operators, digital platforms offer a cost-effective way to market unique offerings to a global audience, enlarging their customer base.

The quest for authenticity is another contributing factor. Today’s travellers are increasingly seeking “real,” meaningful experiences that allow for a deeper engagement with a destination’s culture, history, or natural environment. Niche tourism typically offers these kinds of in-depth, authentic experiences, whether participating in a traditional tea ceremony in Japan or trekking through a rainforest in Costa Rica.

Sustainability concerns have also given niche tourism a significant boost. With a growing global awareness of environmental issues, many travellers are seeking sustainable forms of tourism . Types of niche tourism like ecotourism, which focuses on environmental conservation and responsible travel, have seen a surge in popularity as a result.

Changes in demographics and lifestyle are also playing a role. As populations in many parts of the world age, and as people become more health-conscious, sectors like wellness and medical tourism are booming. Moreover, the economic benefits of niche tourism make it attractive for destinations. Specialized tourism often attracts a type of traveller willing to spend more on specialized experiences, helping to diversify a destination’s tourist income and making it less dependent on mass tourism.

Word-of-mouth recommendations and social media sharing of unique and specialized experiences effectively serve as free marketing for niche tourism. These shared experiences inspire and encourage more people to opt for specialized, off-the-beaten-path experiences.

The growth in niche tourism can be attributed to a combination of technological, social, and economic factors that have converged to make specialized travel more desirable and accessible.

The Impacts of Niche Tourism

Niche tourism can positively and negatively impact local communities, economies, and environments. Understanding these effects is crucial for sustainable development and responsible travel. Here’s a look at both sides of the coin:

Positive Impacts

• Economic Diversification : Unlike mass tourism, niche tourism allows destinations to diversify their sources of income. Tourists with specialized interests are often willing to spend more for specific experiences.
• Community Engagement : Like cultural and rural tourism , Niche tourism often involves deeper interaction with local communities, fostering mutual respect and cultural exchange.
• Conservation and Awareness : Ecotourism and wildlife tourism often funnel funds directly into conservation efforts, and they can also heighten awareness of environmental issues among travellers.
• Educational Value : Many niche tourism sectors have a strong educational component. Whether learning about a unique culture, ecosystem, or historical period, the educational aspect can enrich the traveller’s experience and broaden their horizons.
• Job Creation : Specialized types of tourism can lead to the creation of specialized jobs, potentially offering higher wages and skill development for local communities.
• Psychological Benefits : Wellness and medical tourism can provide direct psychological and health benefits to participants, offering therapies, treatments, or experiences that may not be available in their home country.

Negative Impacts

• Environmental Stress : Even ecotourism, if not managed properly, can put undue stress on local ecosystems. The influx of tourists can disturb wildlife, lead to pollution, and degrade natural habitats.
• Cultural Commodification : Specialized interest in local cultures can sometimes lead to the commodification of traditions and practices, where elements of culture are altered or staged for tourist consumption.
• Economic Dependence : Over-reliance on a particular form of niche tourism can make a destination vulnerable to economic fluctuations in that market.
• Accessibility Issues : Because niche tourism often caters to more affluent travellers willing to pay for specialized experiences, it could exclude less affluent local people from certain activities or areas.
• Resource Strain : Niche tourists often seek untouched or less-explored destinations, which might not have the infrastructure to support increased tourist activity. This can lead to resource strains on small communities.
• Exclusivity : Some types of niche tourism can inadvertently create an atmosphere of exclusivity, alienating local populations who may not be part of the target demographic (e.g., LGBTQ tourism, luxury tourism).

Understanding these impacts can help in the development of policies and strategies to maximize the benefits and minimize the downsides of niche tourism. This makes it crucial for stakeholders, from government bodies to tour operators , to engage in responsible planning and management.

Niche Tourism vs. Mass Tourism

Niche and mass tourism are two distinct approaches to travel and tourism, each with unique characteristics, benefits, and challenges. Here’s a breakdown comparing the two:

Niche Tourism:

Definition : Niche tourism focuses on specialized and targeted travel experiences that cater to specific interests, activities, or demographic groups.

Characteristics :

• Tailored Experiences : Offers specialized experiences for a select group of travellers with particular interests, such as ecotourism, medical tourism , or culinary tourism.
• Smaller Scale : Typically attracts fewer numbers than mass tourism, aiming for depth of experience over volume.
• Higher Per-capita Spending : Travelers are often willing to spend more for personalized experiences.
• Sustainable Practices : Many niche tourism sectors emphasize sustainable and responsible practices, especially ecotourism or community-based tourism.
• Economic Diversification : Allows regions to diversify their tourism revenue sources.
• Less Environmental Impact : With fewer visitors, there’s generally less strain on resources and infrastructure.
• Cultural Exchange : Promotes deeper interaction and understanding between tourists and local communities.

Challenges :

• Dependence : Over-reliance on a single niche market can be risky.
• Management : Requires specific strategies and policies to ensure authentic and sustainable experiences.

Mass Tourism:

Definition : Mass tourism caters to large numbers of tourists who typically visit popular destinations and attractions.

• Broad Appeal : Focuses on universally appealing destinations or attractions, like famous landmarks, beach resorts, or popular cities.
• High Volume : Attracts a large number of visitors, especially during peak seasons.
• Standardized Offerings : Packages and experiences are often standardized to cater to the majority.
• Economic Boost : This can provide significant cash injection into a region due to the sheer number of visitors.
• Job Creation : Creates numerous jobs in the service, transportation, and hospitality sectors.
• Environmental Strain : The large influx can strain local resources, lead to pollution, and degrade natural and cultural sites.
• Overcrowding : Popular destinations can become over-touristed, diminishing the experience for visitors and locals.
• Economic Dependence : If a destination relies too heavily on mass tourism , it can become vulnerable to economic fluctuations.

Key Differences:

• Scale and Focus : Niche tourism is about depth and specificity, while mass tourism is about volume and breadth.
• Impact on Destination : Niche tourism often has a smaller footprint and may invest more in sustainable practices, while mass tourism can bring economic benefits but also significant strains on a destination.
• Target Audience : Niche tourism targets specific segments or interest groups, while mass tourism aims for the broadest appeal.
• Economic Model : Niche tourism often results in higher per-capita spending but on a smaller scale, while mass tourism focuses on high volumes, often with lower per-capita spending.

In conclusion, while both forms of tourism have their merits and challenges, the choice between them often hinges on travellers’ individual preferences, as well as the goals and resources of the destination.

Niche tourism offers more personalized, focused experiences at the cost of potential exclusivity and specialized demands, while mass tourism generates significant revenue and accessibility but may lead to cultural and environmental degradation. Both forms have their merits and drawbacks, and destinations often aim for a balanced portfolio that includes both types.

Popular Niche Tourism Destinations

Niche tourism destinations are tailored to specific interests, from the serenity of wellness retreats to the thrill of adventure sports. Here are some popular niche tourism destinations that cater to various specialized interests:

• Costa Rica : Known for its rich biodiversity, Costa Rica is a hotspot for ecotourism, offering a variety of activities such as bird-watching, jungle treks, and conservation programs.
• Galápagos Islands, Ecuador : Famous for its unique wildlife and natural beauty, the Galápagos offer a quintessential ecotourism experience.
• Queenstown, New Zealand : Often dubbed the “Adventure Capital of the World,” it offers bungee jumping, skydiving, and whitewater rafting.
• Swiss Alps : Popular for skiing, snowboarding, and mountaineering.

Cultural Tourism

• Kyoto, Japan : With its ancient temples, traditional tea ceremonies, and geisha culture, Kyoto is a haven for cultural tourism .
• Rome, Italy : A paradise for lovers of history and architecture, offering ancient ruins like the Colosseum and Roman Forum.
• Bali, Indonesia : Known for its wellness retreats that offer yoga, meditation, and natural health remedies.
• Switzerland : Home to some of the world’s most luxurious wellness retreats, often set in stunning alpine locations.
• Bangkok, Thailand : Known for high-quality healthcare at affordable prices.
• India : Particularly popular for specialized surgeries and alternative treatments like Ayurveda.
• San Francisco, USA : Known for its vibrant LGBTQ community and events like the Pride Parade.
• Amsterdam, Netherlands : One of the most LGBTQ-friendly cities in the world, home to the first-ever gay marriage.

Rural Tourism

• Tuscany, Italy : Offers rustic experiences like vineyard tours and cooking classes.
• Himalayan Villages, India : Provides an escape from city life amidst snow-capped mountains and lush green valleys.

Activity-based Tourism

• Safari in Maasai Mara, Kenya : Offers wildlife spotting opportunities, including the Great Migration.
• Scuba Diving in the Maldives : Known for its stunning underwater life and coral reefs.
• Napa Valley, USA : Famous for its world-class wineries and vineyard tours.
• Bordeaux, France : Renowned globally for its wine culture.
• Spaceport America, New Mexico, USA : Virgin Galactic aims to offer sub-orbital trips to space tourists.
• Kazakhstan : The Baikonur Cosmodrome offers orbital space tourism, though at a very high price tag and less frequently.

Whether it’s the quest for adventure, relaxation, or deeper cultural experiences, these destinations offer something special for every niche traveller.

What is a Specialist Tour Operator?

A specialized tour operator provides unique and niche travel experiences. You can think of food tours, cooking classes, wine tastings, and hiking tours. Any tour provider that offers services in a niche is a specialized tour operator.

In recent years, there has been a rising interest in specialized tourism. For example, 2021 data shows that 68% of travelers are shifting towards sustainable tourism. Also, the Global Wellness Institute reports that 64% of travelers want wellness vacations. In addition to these, food tourism is constantly growing. In the U.S. alone, 95% are looking for 'some kind of unique food experience', and the numbers are growing globally.

In this blog, we'll learn more about specialized tour operations. If you are a travel agent or tour provider looking for a fresh marketing approach in 2024, this is for you. Below are 5 ideas on how to curate specialized travel experiences that meet travelers' demands.

1. Niche Expertise

Specialist tour operators have in-depth knowledge and expertise in specific travel niches or themes, such as adventure travel, wildlife safaris, cultural immersions, or culinary tours.

Did you know that some specialist tour operators specialize in niche markets like "dark tourism," offering tours to historically significant but often somber places such as battlefields, prisons, or disaster sites?

Tips for tour operators:

• Know Your Stuff : Really get to know everything about the special travel area you're focusing on, like history and interesting facts.
• Tell Great Stories : Make your tours interesting by telling cool stories. Work with local people who know a lot about the place to make it more real.
• Listen and Change : Pay attention to what your travelers like and don't like. Use their feedback to make your tours even better.

2. Customized Experiences

They often have travel agency to offer customized or tailor-made itineraries to cater to the unique interests and preferences of their target audience, allowing travelers to personalize their journeys.

Many specialist tour operators provide travelers with the opportunity to design their own itineraries, offering a level of personalization that can include specific activities, accommodations, travel arrangements, or even dietary preferences.

• Offer Tailor-Made Options : Give your travelers the chance to create their own itinerary. This could mean letting them pick specific activities, choose their own accommodation, or even request special meals.
• Ask for Preferences : Before the trip, ask your travelers about their interests, what they want to see and do, and any special needs they might have. Use this info to make their experience more personal.
• Flexible Scheduling : Allow some flexibility in your itinerary. This way, travelers can spend more time on the activities they enjoy most or explore additional sites that catch their interest during the tour.

3. Destination Specialization

Some specialist tour operators concentrate on specific destinations or regions, becoming experts in those areas and offering comprehensive experiences within them.

Other specialist tour operators focus exclusively on regions with unique natural wonders, like the Galápagos Islands, where they specialize in eco-friendly and sustainable travel experiences.

• Be a Local Expert : Learn everything about the specific region or destination you focus on, including its culture, history, and natural wonders. This knowledge will help you create in-depth, engaging tours.
• Highlight Unique Features : Showcase what makes your destination special, like unique natural attractions or cultural experiences. For example, if you specialize in the Galápagos Islands, emphasize eco-friendly tours that highlight the unique wildlife and ecosystems.
• Sustainable Practices : If your destination is known for its natural beauty, like the Galápagos, prioritize sustainable and eco-friendly travel practices to preserve the environment. This is not only good for the planet but also appeals to eco-conscious travelers.

4. Exclusive Access

They may provide package tours with exclusive access to attractions, accommodations, or activities that are not readily available to mass-market tour operators, enhancing the uniqueness of the tours.

Specialist tour operators might arrange exclusive access to archaeological sites before or after regular opening hours, allowing travelers to explore these historic treasures without the crowds.

• Arrange Special Visits : Work to get special access to popular sites, like arranging visits to archaeological sites outside of normal hours. This lets travelers enjoy these places without the usual crowds.
• Unique Experiences : Offer activities or experiences that aren't usually available to the general public. This could be anything from a private tour with a local expert to exclusive access to certain areas.
• Build Relationships : Develop good relationships with local attractions and accommodation providers. This can help you arrange special access or unique experiences for your travelers.

5. Passionate Guides

Specialist tour operators often employ passionate and knowledgeable tour guides who are experts in the niche or destination, ensuring travelers receive a high level of expertise and engagement during their journeys.

In the world of birdwatching tours, specialist operators often employ ornithologist guides who are not only experts in bird identification but also passionate advocates for bird conservation, enriching travelers' experiences with their deep knowledge and enthusiasm.

• Hire Expert Guides : Look for guides who are not just knowledgeable but also passionate about the niche. For example, in birdwatching tours, hire ornithologists who are experts in bird species and conservation.
• Train for Engagement : Ensure your guides are trained not only in factual knowledge but also in engaging storytelling and interaction with travelers. This enhances the overall experience.
• Focus on Special Interests : Match guides with specific interests or expertise to relevant tours. A guide's enthusiasm for their specialty, like bird conservation, can greatly enrich a traveler's experience.

Key Takeaways

As we wrap up our exploration of specialized tour operators, it's clear that this niche-focused approach in the tourism industry is not just a trend, but a growing sector meeting diverse traveler demands.

From the increasing interest in sustainable tourism and responsible travel, to the rise of wellness vacations and unique culinary experiences, the opportunities for specialized tour operators are vast and varied.

To stand out in this competitive market, here are three key actionable tips that you, as tour and activity providers, can implement:

• Embrace Your Niche : Whether it's eco-tourism, culinary experiences, or wellness retreats, dive deep into your niche. Know your audience and tailor your offerings to their specific interests and needs.
• Prioritize Authentic Experiences : Travelers are seeking genuine, immersive experiences. Collaborate with local communities and experts to offer authentic and unique tours that cannot be found elsewhere.
• Leverage Technology and Innovation : Utilize the latest technology, like AI for personalized itinerary planning or virtual reality previews of tours, to enhance the customer experience and streamline operations.

By focusing on these areas and continually adapting to the evolving desires of travelers, you can create memorable and distinctive experiences that not only meet but exceed the expectations of your clientele. Remember, in the world of specialized tourism, it's all about delivering uniqueness, authenticity, and quality.

Our Happy Specialized Tour Operators

TicketingHub has worked with specialized tour and activity providers for years now. Some of them are now renowned for their food tours, city tours, and special events. Read our case studies below and see what helped them succeed in this rising market.

• The Secret Food Tours
• Egypt's Sound and Light Show
• Belfast City Tours

People Also Ask:

1. why is online booking software helpful for specialist tour operators.

An online booking software is a game-changer for specialist tour operators. This type of software streamlines the booking process, making it easier for travelers to secure their spots on specialized tours.

For the operator, it simplifies managing reservations, tracks customer preferences, and automates tasks like sending confirmations and reminders.

Online booking systems offer efficiency and personalized service, particularly for specialist operators who deal with customized and niche travel packages. It saves money and time, both for the tour operator and the traveler, enhancing the overall experience.

2. What is a specialist tour operator?

Specialist tour operators are tour operators in the travel industry who focuses on offering specialized and niche travel experiences. Unlike mass market tour operators who cater to broad, general travel demands, specialist tour operators offer in-depth expertise in specific areas.

These can range from eco-tourism, adventure travel, cultural tours, to specific country or regional focuses. They provide tailored package holidays and tours that cater to specific interests and often offer more personalized service than other tour operators.

3. What is a specialized tour?

A specialized tour is a travel package designed to cater to specific interests or themes. Unlike general tour packages offered by many travel agencies, specialized tours delve deep into a particular area, offering unique experiences such as eco-tourism adventures, culinary tours in specific countries, or in-depth exploration of national parks.

These tours are usually crafted by specialist tour operators who possess deep knowledge and passion for the niche, ensuring an enriching and authentic experience for the traveler.

4. What are the main three types of tour operators?

The three main types of tour operators in the travel industry are inbound tour operators, outbound tour operators, and domestic tour operators.

• Inbound Tour Operators : These operators specialize in arranging tours and travel packages for travelers coming into a country. They work closely with hotels, airlines, and ground operators to provide a comprehensive travel experience in the destination country.
• Outbound Tour Operators : These receptive tour operators organize trips for travelers stepping out of their home country to visit other destinations worldwide. They often work with airlines, hotels, and travel operators in different countries to arrange all travel components.
• Domestic Tour Operators : They organize tours for domestic travelers within their own country. They specialize in knowing the best local spots and experiences that appeal to domestic travelers, including hotels, transport, and leisure travel activities.

Each type of tour operator plays a crucial role in the tourism ecosystem, catering to different segments of holidaymakers and travelers. It offers varied services like transport, accommodation, and travel packages.

5. What types of niche travel experiences do specialist tour operators offer?

Specialist tour operators offer a wide range of niche experiences, including wildlife safaris, cultural immersions, adventure travel, culinary tours, and more. They cater to specific interests and passions, providing travelers with unique and customized journeys.

6. Are specialist tour operators more expensive than regular tour companies?

Specialist tours can cost widely depending on niche and customization. While some specialist tours may have a premium price due to exclusive access or unique experiences, others can be competitively priced. It's essential to compare options and assess the value of all arrangements and experiences offered.

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Special Interest Tourism

• Adventuresome Experiences
• Learning Experiences.

Clients engaged with SIT are seeking to learn more, enrich their awareness, and express themselves. They expect high standards of service and individualized focus. Many wish to travel in an environmentally sound manner and to have authentic experiences be they: cultural, social or environmental, in which they have a positive engagement with the host community. The range of special interest tours is enormous. It may range from a women’s only trek down the Larapinta Track in outback Australia to a bike tour of one of France's wine growing regions where it is possible to meet those responsible for the production of the wine being sampled, or from gay-only resorts to whale watching in Antarctica. One way of classifying different types of tourism is according to the dominant interest or reason that causes people to travel. If a tourism manager understands why a person or group of people are travelling to a particular destination, they can then design a package of services tailored to support that reason for travelling. Some travel aims or categories of tourists occur often enough that tourism providers have found it profitable to establish packages specifically tailored to cater to them. Others may require special packages or arrangements that will meet their distinctive, particular needs. The Tourism Product The tourism product is defined as “attractions” plus “the tourism industry”. Attractions are commonly divided into two main groups: a) Natural – including natural sites and natural events b) Cultural – including cultural sites and cultural events. Natural Attractions These include:

• Topographic sites: e.g. mountains, beaches, valleys, caves, canyons, volcanoes, reefs
• Climatic sites: e.g. hot places, cold places, humid places, dry places
• Sites defined by location: e.g. central or accessible sites, isolated or difficult-to-access sites
• Sites that feature certain plant or animal life: e.g. forests, jungles, grasslands, meadows, deserts, zoos, botanic gardens
• Hydrological sites: e.g. lakes, rivers, streams, waterfalls, mineral springs
• Natural events: e.g. eclipse of the moon, tidal changes, seasonal occurrences such as mating, animal and bird migrations, volcanic eruptions, rainy or dry season, and changes in sea conditions that might attract surfers, for instance.

Travel to natural attractions has a very long history and probably occurred when humans first developed a sense of aesthetics, maybe even earlier. Travel to these destinations was often arduous and required determination, courage, a level of fitness, and sufficient wealth to allow the traveller to purchase food, labour, accommodation, transport and other materials for long periods. Today’s traveller, on the other hand, can reach most destinations easily and quickly, services and facilities are usually readily available at the site or nearby, and he or she need not be fit or wealthy. With travel to natural sites easier than ever and travel more affordable generally, the main concern in developing and maintaining natural sites is how to manage tourism in order to avoid damage to the attraction that draws people there. This issue is discussed further in the lesson on environmental tourism but it is also a significant issue for all kinds of tourism that attract travellers to places where they can enjoy the sights, smells, sounds and delights of nature. Cultural Attractions The main categories of these are:

• Prehistoric sites: e.g. Stonehenge, cave paintings
• Historic sites: e.g. museums, ancient monuments, graveyards, heritage-listed buildings, sites of significant events
• Religious sites of significance: e.g. cathedrals, mosques, holy sites
• Contemporary cultural displays and events: e.g. museums, art galleries, modern architecture, theatre, festivals, fairs, exhibitions, international sporting events (e.g. World Cup or Olympics)
• Rural attractions: farms, wineries, mines, agricultural regions, agricultural technology or museums
• Retail attractions: large shopping malls, small specialist shops, markets, fashion houses, craft fairs or shows
• Recreational attractions: resorts, theme parks, golf courses, casinos, sports events
• Cultural events e.g. festivals.

Through an understanding of the diversity that can occur within the travel product, you become better equipped to select, develop and provide a more diverse variety of services to accommodate the traveller.

Tourism II is a Distance Education course that covers all aspects of Special Interest Tourism

click here for details

[01/05/2024 01:41:01]

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Category: Travel

Date: March 1, 2024

Types of Tourism in The World – Travel Agency Needs to Know

What are the types of tourism travel agency can offer.

The tourism realm is vast comprising numerous types. From birth tourism and space tourism to garden tourism and beyond, the available types of tourism to travelers are truly remarkable.

As a travel agency, incorporating this diverse array of tourism types into your offerings is a surefire way to achieve desirable results. Showcasing a wealth of options and catering to a wide range of travelers can capture prospective travelers.

Many experts predict that the tourism industry will recover gradually over the next few years. The UNWTO , for example, projects that international tourist arrivals will reach 1.5 billion by 2025, a significant increase compared to the all-time low of around 880 million in 2020.

Being a travel website development company specializing in travel digital marketing services , we recognize the crucial significance of understanding the various types of tourism worldwide. Our in-depth knowledge of travel website development services equips us to tailor your travel website to effectively cater to diverse travel preferences, ensuring optimal user engagement and a seamless booking experience.

63 Types of Tourism in the World

Tourism sector keeps evolving from the basics types like domestic tourism, inbound tourism, and outbound tourism. As travel agencies, you can use this information to pull out strategies and grow your tourism business.

1. Adventure Tourism

Adventure tourism involves the exploration of remote places where travelers can expect the unexpected. It involves connecting with a new culture or new landscape and at the same time being physically active. Some of the adventure tourism activities involve day hiking, backpacking, zip lining, free fall, rafting, mountain biking, skiing and snowboarding.

2. Accessible Tourism

Accessible tourism ensures people get access to tourist destinations, products and services regardless of physical limitations, disabilities or age. This tourism market was promoted through the research commissioned by the European Commission where the stakeholders provided insights on the complexities involved in accessible tourism. The European Network for Accessible Tourism has facilities such as barrier-free destinations, activities, exhibits, attractions and more.

3. Agritourism

Agritourism or agrotourism tourism normally occurs on farms. It gives travelers an opportunity to experience rural life, taste the local genuine food and get familiar with various farming tasks. This type of tourism is also referred to as farm stays in Italy. Some of the types of agritourism are direct market agritourism, experience and education agritourism, and event and recreation agritourism.

4. Alternative Tourism or Sustainability

Alternative tourism, also known as specific interest tourism (SIT) involves travel that encourages interaction with local government, people and communities. Many travelers choose alternative tourism because they love nature and want to preserve it. Some of the approaches by alternative tourism involve eco tourism, adventure tourism, rural tourism, sustainable tourism or sustainability, solidarity tourism, etc.

5. Atomic Tourism

Atomic tourism has recently emerged where tourists learn about the atomic age by traveling to sites such as museums with atomic weapons, missile silos, vehicles that carried atomic weapons. Some of the top atomic tourist sites in the world are The Trinity Site, Doom Town, The Titan Missile Museum, Hanford B Reactor, Los Alamos, The National Museum of Nuclear Science & History, Enola Gay, Chernobyl and Pripyat, Hiroshima, Bikini Atoll and Malan Military Expo Park.

6. Benefit Tourism

According to Medical Dictionary, ‘’A popular term for a non-British citizen (e.g., from the EU) who comes to the UK to live off social security and other entitlements, including child benefit, child tax credit, state pension credit, jobseeker’s allowance, and employment and support allowance.’’ These benefits are only afforded to those who meet the UK’s “right-to-reside” test.

7. Birth Tourism

Birth tourism also known as maternity tourism is the practice of traveling to another country for giving birth. The main reason for this practice is to obtain birthright citizenship. Other reasons include access to public schooling, healthcare and sponsorship for the parents. Some of the countries that give citizenship by birthright include United States, Canada, Mexico, Argentina, Brazil, Bolivia, Jamaica, and Uruguay.

8. Boat Sharing

Boatsharing is the act of sharing boats with other people who want to go to the same place. They split the cost of boat, captain or skipper cost. Some of the famous boatsharing associations in the world are Boatide, Sailbox, Bootschaft, Steamboat, Antlos and Boatshare.

9. Booze Cruise

Booze cruise is a brief trip from Britain to France or Belgium with the intention of buying personal supplies such as alcohol or tobacco in bulk. This is legally acceptable and must not be confused with smuggling. In other countries, this term is used for an outing on a ship or boat which involves a significant amount of drinking.

10. Business Tourism

Business tourism involves traveling to a destination away from home or a normal workplace. It is a type of travel for professional purposes rather than personal. Some types of business tourism are incentive travel, exhibitions & trade fairs, conferences & meetings, and corporate events.

11. Birdwatching

Birdwatching is observing birds in their natural habitat. These birds are observed with the naked eye or visual enhancement devices such as binoculars, telescopes and listening devices. The world’s top birdwatching destinations are South Georgia Island; Cape May, New Jersey; Patanlal, Brazil; Broome, Western Australia; New Guinea Highlands; Nagaland, India; Kakum National Park, Ghana; Mindo, Ecuador; Hula Valley, Israel; and Kruger National Park; South Africa.

12. Camping

Camping is a famous outdoor activity that involves an overnight stay in a tent or recreational vehicle. It is considered as an inexpensive accommodation option. A minimum of one night is spent, distinguishing it from day-tripping, picnics, and other short-term recreational activities. There is also one more luxurious type of camping called Glamping. Some of the famous camping types are tent camping, backpacking/hiking, survivalist camping, canoe camping, RV and van camping.

13. Culinary Tourism

Culinary tourism or food tourism is for food enthusiasts who love to explore new food destinations. This is a welcome change from the standard travel itinerary as the trip involves the opportunity to learn new cooking techniques or attend a food tasting. Some of the top culinary tourism destinations in the world are Italy, Spain, Dubai, Thailand, India, Tokyo, Bangkok, Japan, Peru, Ethiopia and New Orleans.

14. Cultural Tourism

Cultural tourism is where travelers engage with a country or religion’s culture, especially the lifestyle and other elements that shaped the life of the people. Tourists get immersed with related activities such as rituals and festivals. Some of the popular cultural tourism destinations in the world are Madagascar; Lombok, Indonesia; Latvia; Haida Gwaii, British Columbia; Northern Sri Lanka; Chiang Mai, Thailand; Aristi, Greece; Western Cape, South Africa and Tamil Nadu, India.

15. Dental Tourism

Dental tourism or dental vacation involves people seeking dental care out of their local healthcare system. It may also be accompanied by a vacation. In developed countries like USA and Canada, dental care is expensive. So, dental tourists travel for low-cost dental care. Some of the famous dental tourism destinations include Mexico, Thailand, Panama, Philippines, Spain, Hungary, Romania and India.

16. Disaster Tourism

Disaster tourism or dark/black/grief tourism involves visiting environmental disaster places that are either natural or man-made. People are attracted to this type of tourism because of its social, academic or cultural essence. Some of the most famous disaster tourism spots in the world are Hurricane Katrina, Pompeii, Exxon Valdez Oil Spill, Naval Air Engineering Station Lakehurst, Nevada National Security Site, Johnstown Flood National Memorial and 9/11 Memorial.

17. Domestic Tourism

Domestic tourism involves residents of a country traveling within the same country. For example, if you are living in Manhattan and travel to Texas, it is called domestic tourism.

18. Recreational Drug Tourism

Recreational drug tourism is a type of travel for the purpose of using recreational drugs that are unavailable, illegal or expensive. These types of tourists may cross a national border to obtain a drug that is not sold in their country. Some of the popular destinations where recreational drug tourism is thriving are Peru, Morocco, Colombia, Colorado, Netherlands, Bolivia and Laos.

19. Enotourism

Enotourism, oenotourism, wine tourism, or vinitourism involves tasting, consumption or purchase of wine. These tourists visit wineries, taste wine, go on vineyard walks or even take part in the harvest. Some of the world’s top destinations for wine tastings are France, Portugal, Greece, Italy, Argentina, Australia, South Africa, Spain, New Zealand, Moldova and Chile.

20. Escorted Tour

An escorted tour is a type of tourism where travelers are guided in groups. Usually, it is a walking tour where a guide takes the group to historical or cultural sites. Under escorted tours, the guide or agency will take care of all the planning. Travelers can sit relax and enjoy the trip knowing that they are doing the best of everything.

21. Experiential Travel

Experiential travel or immersion travel is a tourism type where travelers experience a country by enthusiastically engaging with its history, people, culture and food. Some of the famous experiential travel trips are exploring Cuban culture, tag sharks in the Exumas, crossing the Antarctic Circle, catapult at 3Gs in Nevis Vally, safari in Tanzania, visiting Nomadic Herders and Reindeer, trek to the Tiger’s Nest and swimming with whale sharks in Mexico.

22. Experimental Travel

Experimental Tourism is an approach where travelers don’t visit the places of ordinary attraction. This type of tourism involves humor, serendipity, and chance. Some of the experimental travel types include flying by night, slow-return travel, alphabet travel, twelve travel, blind travel, find your other half travel and Vacilando.

23. Extreme Tourism

Extreme tourism or shock tourism involves traveling to dangerous places such as mountains, jungles, deserts, caves, canyons etc. The main attraction is the adrenaline rush caused by the risk. Some extreme tourist attractions in the world are cage of death in Australia, cliff jumping in Norway, Iguazu boat ride in Brazil, CN tower edge walking in Toronto, volcano bungee in Chile, zorbing in New Zeland, and El Caminito Del Rey Trekking in Spain.

24. Eco tourism

Eco tourism involves visiting undisturbed natural areas. It promotes conserving the environment and improving the well-being of local people. Some of the best eco tourism destinations in the world are Alaska, The Amazon, Antarctica, Australian Blue Mountains, Borneo, Botswana, Costa Rica, Dominica, Galapagos Islands and Himalayas.

25. Fashion Tourism

Fashion tourism involves visiting a particular place to enjoy, experiment, discover, study, trade and buy fashion. It evolved out of creative tourism, cultural tourism and shopping tourism sectors. The top fashion destinations in the world are New York, Paris, Barcelona, London, Rome, Milan, Hong Kong, Los Angeles, Berlin and Toronto.

26. Garden Tourism

Garden tourism is a niche tourism which involves traveling to botanical gardens and places that has a rich history of gardening. Famous gardens which attracts tourists around the world are Sissinghurst Castle Garden, Stourhead, Versailles, Giverny, Villandry, Rivau, Keukenhof, Villa d’Este, Villa Lante, Alhambra, Longwood Gardens, Filoli, Taj Mahal and Ryōan-ji.

27. Genealogy Tourism

Genealogy tourism or roots tourism involves tourists who travel to their ancestral place to reconnect with their past or to walk in the footsteps of their forefathers. It is a worldwide industry and prominent in countries that have experienced mass immigration.

28. Geotourism

According to National Geographic, Geotourism sustains or enhances the distinctive geographical character of a place—its environment, heritage, aesthetics, culture, and the well-being of its residents. Top geotourism destinations in the world are Tennessee River Valley, Sierra Nevada. Scenic, Wild Delaware River, Heart of the Continent, Crown of the Continent, Lakes to Locks Passage, Sedona Verde Valley, Four Corners and Bahamas.

29. Halal Tourism

Halal tourism is geared towards Muslim families who follow the rules of Islam. The accommodation service providers in such destinations do not serve alcohol and have a separate swimming pool and spa facilities for men and women. Famous Halal tourism destinations in the world are Malaysia, UAE, Turkey, Indonesia, Saudi Arabia, Morocco, Jordan and Qatar.

30. Honeymoon Tourism

Honeymoon tourism is taken soon after a couple is married. Generally, newlyweds spend more on this than any other type of tourism. Popular honeymoon destinations in the world are Cappadocia, Turkey; Harbour Island, Bahamas; Harbour Island, Bahamas; Livingstone, Zambia; Pacuare River, Costa Rica; Sintra, Portugal; Sintra, Portugal; Railay, Thailand; and Torres del Paine, Chile.

31. Industrial Tourism

Industrial tourism are visits to industrial sites of a particular location. This concept has taken a renewed interest in recent times and attracts tourists to visit industrial heritage and modern sites. Some of the popular industrial tourism destinations in the world are Kawasaki, Japan; Saint-Nazaire, France; Belle Isle, United States; Bataan, Philippines; and Munich, Germany.

32. International Tourism

The World Tourism Organization (WTO) defines tourism as ‘traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes’. This tourism has increased due to the impact of greater globalization. Some of the popular international tourism destinations are France, Spain, United States, China, Italy, Mexico, Germany, Thailand and United Kingdom.

33. International Volunteering

International volunteering also known as voluntourism is where people work for an organization or cause outside their home country. According to recent trends, this type of tourism has become popular in many countries. Famous international tourism destinations in the world are Thailand, Cambodia, India, Peru, Philippines, Sri Lanka, Nepal, Tanzania, Morocco and Ghana.

34. Jungle Tourism

Jungle tourism is a subcategory of adventure tourism which is nothing but traveling to the jungle regions of the earth. The top jungle tourism destinations in the world are The Jungles of Kipling, The Jungles of Borneo, The Brazilian Amazon, Sinharaja Forest Reserve, Tarzan’s Africa, The Wild Jungles of Papua New Guinea, Christmas Island’s Crazy Wildlife, Ancient Waipoua Forest, Peru Cloud Forest and Monteverde Cloud Forest.

35. Justice Tourism

Justice tourism or solidarity tourism aims to create economic opportunities for local communities, positive cultural exchange and political/historical education. This may overlap with revolutionary tourism. It is particularly promoted in Bosnia and Palestine.

36. LGBT Tourism

LGBT tourism is a form of niche tourism marketed to gay, lesbian, bisexual and transgender people. These tourists usually open about their sexual orientation or gender identity, travel to LGBT friendly destinations and travel with other LGBT people irrespective of destination. The top LGBT tourism destinations are Montreal, Brno, Myanmar, New York, New York, Thailand, Chicago, Sitges, Tel Aviv, Puerto Rico, Taipei, Barcelona, Rio de Janeiro and Saba.

37. Libel Tourism

According to Dictionary.com, the act of suing a writer for alleged defamation in a foreign jurisdiction where there are weak libel laws. England, Singapore, New Zealand, Kyrgyzstan and Australia are popular libel tourism destinations.

38. Literary Tourism

Literary tourism deals with tourists visiting birthplaces, burial sites, museums and other sites associated with authors or literary creations. Some scholars refer to this as a contemporary type of secular pilgrimage. Popular literary tourism destinations are London, Stratford-upon-Avon, Edinburgh, Dublin, New York, Concord, Paris, San Francisco, Rome and St Petersburg, Russia.

39. Militarism Heritage Tourism

Militarism heritage tourism is a type of tourism where people visit former military sites. Some of the famous militarism heritage tourism locations are World War (I, II), Pacific Wars, Holocaust remembrance, American Revolution and more.

40. Motorcycle Touring

Motorcycle touring involves a motorcycle. Tourists either buy or rent bikes that are equipped for long travel and luggage carrying capacity. Some of the popular motorcycle riding spots in the world are Leh & Ladakh, Ceuta to Marrakesh loop, Pyrenees Loop, Cape Town Circuit, Dales and Moors, Istanbul to Anatolia, Chasing Che, Tibet to Everest and Australia’s Great Ocean Road.

41. Music Tourism

Music tourism involves visiting a city or town to see musical festival or music performance. In recent years, music tourism has transformed into a massive global phenomenon. Popular destinations for music tourism are Liverpool, Havana, Pune, Trinidad and Tobago, Tokyo, Vienna, Asheville, Essaouira and Berlin.

42. Medical Tourism

Medical tourism refers to people traveling to another country to get medical treatment. People from developed countries travel to developing countries to get low-priced medical treatment. Popular medical tourism destinations in the world are India, Malaysia, Brazil, Thailand, Mexico, Costa Rica, Taiwan, South Korea and Singapore.

43. Nautical Tourism

Nautical tourism combines sailing and boating with vacation activities. It also encompasses marine tourism activities such as sailing, yachting, cruising and diving, coastal water sports, boat shows and more. Some of the world’s top nautical tourism destinations are Croatia, Netherlands, Australia, South America and the United States.

44. Political Tourism

Political tourism refers to journeys taken with political intent. Such trips involve traveling to the areas of conflict to study the circumstances, understand the situations of both sides and develop knowledge about local history. Some of the popular political tourism destinations are Israel, Palestine and Africa.

45. Religious Tourism

Religious tourism also known as faith tourism refers to traveling individually or in groups to holy sites. These sites are also visited by non-religious tourists who want to know the cultural, historical and religious significance. Famous religious tourism destinations in the world are Shwedagon Pagoda, Basilica of San Vitale, MECCA, Harmandir Sahib, Temple of Heaven, Bahá’í Gardens, The Vatican, Wat Rong Khun, Saint Basil’s Cathedral, Paro Taktsang, Spanish Synagogue, and Jerusalem

46. River Cruise

River cruise is a voyage along inland waterways which has several port stops along the way. Typically, travel time lasts longer than a week. Some of the world’s popular river cruise are River Nile cruise, Amazon river cruise, Yangtze river cruise, Danube river cruise, Mekong river cruise, Rhine river cruise, Volga river Cruise, Kerala backwaters cruise, Mississippi river cruise and Douro cruise.

47. Romance Tours

Romance tours are organized by tour operators where men go to countries to meet women for either romance or marriage. These types of tour first took place in Russia and the CIA, but recently moved to other parts of the world such as South America and Asia.

48. Rural Tourism

Rural tourism occurs in rural environments and involves rural experience. Tourists visit these places to understand the lifestyle of these people. Some of the popular rural tourism destinations are Pielachtal, Dirndl, Durbuy, Sveti Martin na Muri, Troodos, Florina, Örség, Clonakilty District, Specchia, Kuldiga, Theerthamalai and Nadur

49. Wildlife Tourism & Safari Holidays

Wildlife Tourism and Safari holidays involve watching wild animals in their natural habitat to observe and photograph wildlife. Wildlife Tourism generates the most number of revenues in several African countries. Popular safari destinations in the world are Victoria Falls, Serengeti National Park, Kruger National Park, Masai Mara National Reserve, Ngorongoro Crater, Addor Elephant National Park, Tarangire National Park, Amboseli National Park, Sabi Sands Game Reserve and Chobe National Park.

50. Science Tourism

Science tourism is visiting and exploring scientific landmarks such as museums, laboratories, observatories and universities. It also includes viewing scientific events such as solar eclipse. Top scientific tourism destinations in the world are The Long Now 10,000 Year Clock, Nevada’s Solar System in Black Rock, Hobby-Eberly Telescope, Large Hadron Collider, Tesla’s laboratories, Blood Falls, Antarctica’s Dry Valleys and SpaceX Research Facility.

51. Self-Guided Tour

Self-guided tour or self-governing tour or solo trips is a type of tour where the traveler is responsible for getting from point A to point B on their own. They travel based on information such as maps, instructions and suggestions provided by tourist attractions. Some of the popular types of self-guided tours are walking tours, cycling tours and cross-country skiing.

52. Set-Jetting

Set-jetting is the latest trend that involves traveling to destinations that are seen in movies. Visiting stately homes like in the Jane Austin movies, touring London in high-speed boats like James Bond are good examples. Top set-jetting destinations in the world are Breaking Bad (New Mexico), Harry Potter (England) and The Wire (USA). there is also one more type of tourism called Tolkien tourism where fans of the Lord Of The Rings universe travel to the sites of the film, especially in New Zealand.

53. Slum Tourism

Slum tourism or ghetto tourism involves visiting impoverished areas. The purpose of this tourism is to provide tourists a chance to see the ‘non-touristy’ areas of a country. Some of the top slum tourism destinations in the world are South Africa, India, Brazil, Poland, Kenya, Philippines and others.

54. Space Tourism

Space tourism involves traveling into space for recreational purposes. Even though this sounds futuristic, it has already established history. A Russian Space Agency has already facilitated successful orbital space tourism. The different types of space tourism are orbital, suborbital and lunar.

55. Sports Tourism

Sports tourism involves either observing or participating in a sporting event. It is one of the fastest-growing sectors and equates to $7.68 billion. Sports tourism is also classified into sports event tourism, celebrity and nostalgia sport tourism and active sport tourism. Normally, tourists are attracted to events such as the Olympic Games, the FIFA World Cup, F1 Grand Prix, World Tennis Championship, BWF World Championships and Cricket World Cup.

56. Stag Party Tourism

Stag party tourism is participating in a bachelor party which is usually held in another country. Some of the famous stag party tourism destinations are Central Europe and the Baltics, Amsterdam, UK and Spain.

57. Sustainable Tourism

Sustainable tourism or responsible tourism involves traveling to a place in order to make a positive impact on the environment, society and economy. It benefits everyone involved and not just one half of the equation. The top sustainable tourism destinations in the world are the Republic of Guyana, Ljubljana, Slovenia, Portugal, Chumbe Island in Tanzania, Bardia National Park and Ecuador’s Galapagos National Park.

58. Three-Dimensional Virtual Tourism

3DVT or 3D virtual tourism allows travellers to explore a place without physically travelling via a smartphone or computer. Such type of tours are created with 3D models and 2D panoramic images, a sequence of hyperlinked still or video images, and image-based models of the real world along with sound effects and text.

59. Dark Tourism or Tombstone Tourist

Darko Tourism or Tombstone tourist is an individual who enjoys history of famous deaths, cemeteries, epitaphs and gravestone rubbing. Such type of tourists are particularly interested in the historical aspect of such places. Dark tourism is related to this types of tourism activities.

60. War Tourism

War tourism involves travelling to war zones for sightseeing or historical study. Such types of tourists get the thrill in travelling to dangerous and forbidden places. Some of the top war tourism destinations in the world are Baghdad, Iraq; Damascus, Syria; Mogadishu, Somalia; Gaza, Palestine, Kashmir, India; Jonglei and Upper Nile, South Sudan; Tripoli, Libya; Central African Republic; Kabul, Afghanistan; and Yemen.

61. Water Tourism

Water tourism or nautical tourism combines sailing and boating with vacation & holiday. When people plan to travel on a vacation, many have a strong desire to head to the water. Some of the popular water tourism destinations in the world are Rome, The Grand Canyon, Indonasia, New York, Costa Rica, Cambodia, Peru, Mumbai, Turkey, Australia. and Netherlands.

62. Wellness Tourism

Wellness tourism involves travelling to promote health via physical, psychological, or spiritual activities. This should not be confused with medical tourism because wellness tourists travel to maintain their health. The top wellness tourism destinations in the world are India, Spain, Singapore, Malaysia, California, Bali, Italy and Hawaii.

63. Whale Watching Tourism

Whale watching involves observing whales and dolphins in their natural habitat. Tourists visit such places for scientific and educational purposes.

The top whale watching places in the world are Seattle, USA; Kaikoura, New Zealand; Maui, Hawaii; Hermanus, South Africa; Big Sur, California; Galle, Sri Lanka; Husavik, Iceland; Los Cabos, Mexico; Quebec, Canada; and The Azores, Portugal.

What Are The Industries Related to Travel and Tourism?

Depending on the nature of travel, tourists are in need of certain facilities and services. Thus travel and tourism represent a broad range of related industries. They are,

• Hotel and lodging services
• Food and beverage industry
• Transportation
• Cultural industries
• Tour operators
• Travel agencies
• Industry dealing with real estate, finance, leasing and insurance

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Which tourism type are you going to include in your offerings? Do share them in the comments section below.

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About the Author - Anjana

Anjana is a full-time Copywriter at ColorWhistle managing content-related projects. She writes about website technologies, digital marketing, and industries such as travel. Plus, she has an unhealthy addiction towards online marketing, watching crime shows, and chocolates.

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16 Comments

Hii very good article thanks keep doing the good work.

Thank you for reading!

OMG 😳 U DID A GREATEST WORK today i got to know theeeeeeese types tourism all over the world Thank you so much

thank you, helped with my class work 🙂

No 47 Romance Tours, never would’ve known that was a reason to travel the world.

Business is so fun with these sites as we all had a laugh with all the different types of tourism

Nice article, Anjana !

A comprehensive article, Anjana !

NICE BLOG AND GOOD INFORMATION FOR CLIENT

very informative

This is an interesting topic. I would like to travel again and I think that the river tourism may be the one for me! Thank you for the options.

Thank you for Your information.

Thank you Anjana! this was a really cool article!

thank you this helped a lot with my class work

Thanks for your good information From India ❤️

Very informative 👏

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Special interest tourism

• Reference work entry
• First Online: 01 January 2016
• Cite this reference work entry

• Kelly J. MacKay 3  

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At its most basic, special interest tourism is leisure travel where the activity of interest dominates and directs destination selection. The first book on the topic was compiled by Weiler and Hall ( 1992 ). Significant conceptual work by Brotherton and Himmetoglu ( 1997 ) distinguishes special interest tourists (activity focused) from general (destination focused) and mixed interest tourists. While variations and extensions of this conceptualization abound, the common definitional element of special interest tourism is the specific interest-based motivation ( history , wildlife, rock climbing, ethnic tourism , art, and heritage ).

Interest-based tourism is not new; for example, traveling to view nature and wildlife or to partake in therapeutic sea bathing were popular upper-class pursuits in the eighteenth century. It was not until the 1990s, however, that the industry and academics turned their attention to it as a product and/or segmentation strategy. Today, this market’s explosive growth...

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Brotherton, B., and B. Himmetoglu 1997 Beyond Destinations: Special Interest Tourism. Anatolia 8(3):11-30.

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Trauer, B. 2006 Conceptualizing Special Interest Tourism. Tourism Management 27:183-200.

Weiler, B., and C. Hall (eds.) 1992 Special Interest Tourism. London: Belhaven.

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Wight, P. 1996a North American Ecotourists: Market Profile and Trip Characteristics. Journal of Travel Research 34(4):2-11.

Wight, P. 1996b North American Ecotourism Markets: Motivations, Preferences, and Destinations. Journal of Travel Research 35(1):3-10.

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MacKay, K.J. (2016). Special interest tourism. In: Jafari, J., Xiao, H. (eds) Encyclopedia of Tourism. Springer, Cham. https://doi.org/10.1007/978-3-319-01384-8_187

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Special Interest Tourism (SIT)

Special Interest Tourism (SIT): We are human being and we need change in our life. The change is also a law of nature. We often replace our clothes, shoes, gadgets, home appliances, utensils etc with new one. We do not eat the same food daily; we change it with new taste and recipe.

We change the mode of our entertainment from TV to home theatre and finally PVR. We replace our car with some latest version focusing on color, comfort, size and mileage. Similarly, it happens with the destination also. Being a tourist we cannot visit the same destination many times for a single motive and we are forced to visit some other destination for some other reason.

It may be possible that the same destination may offer some different taste to traveler in his/her next visit but it is quite possible that the same traveler will hardly repeat the destination. The destinations have a challenge to attract tourists the manner in which it used to attract in the past.

There are various examples in which destinations have become saturated and started losing visitors day by day. The law of change says that those who would not adjust with the changing scenario will hardly sustain. So, it has become a challenge in front of destinations to introduce new attractions and facilities for visitors to sustain and survive in the tourist market. 

Concept of S pecial Interest Tourism (SIT)

The researchers have done a lot of home work in investigating the impact of different types of tourism and tourist on a destination. They have concluded that the emergence of new form of tourism and SIT has influenced tourism industry, its nature and setting and its overall impact on tourist and host community.

On the issue of sustainability, the world has configured it into good and bad tourism. The example of good tourism is alternative tourism, responsible tourism, niche tourism, special interest tourism, new form of tourism. The example of bad tourism is mass tourism. Because of its conventional and large scale participation it is undesirable form of tourism and has attracted a lot of criticism for spreading negative impact in the host society.

The common example of mass tourism is all the forms of package tours and tours conducted by buses and trains carrying a lot of travelers with meager expenses.  There is no full proof review is available who can say that yes it was the main reason behind the emergence of SIT. There are two philosophies running parallel and is claiming the reason behind SIT.

The first philosophy says that the SIT has been conceptualized because of the negative impacts of mass tourism or conventional tourism. It protects the destination in terms of carrying capacity and resources so that destination can sustain for a long time and may give benefit to those who are directly or indirectly associated with it.

The second philosophy put stresses that SIT is not a new concept but it is synonym to sustainable tourism, green tourism, eco tourism, cycle tourism, niche tourism, wilderness tourism and many more. This type of tourism requires less man made facilities and tourist has to enjoy the destination without harming it by compromising with the services. 

Features of S pecial Interest Tourism

SIT similar to other tourism product is an amalgam of both tangible and intangible products. Like other tourism destinations, it has the same tendency to attract tourists. The travelers are attracted towards the physical attributes, culture, history, monuments etc. of the destination.

The problem with this approach is that it focuses on the tangible form of tourism and the rest things like host community and environment which play a crucial role in tourist inflow is totally ignored. SIT talks about new places and new experience associated with. Being a destination SIT must offer something new which is not available elsewhere and this distinction makes it a unique.

SIT as a destination has been associated with brand image to attract tourists. Like the distinguished feature of the destination can be marketed for destination promotion. Tulip Garden in Kashmir can be offered for eco lovers, orchids in Sikkim can be marketed as a brand image for eco tourists, Rishikesh as a religious shrine can be marketed as a place of mental peace and many more destinations can be used as a resource for SIT.

History, Characteristics and Motivation for Special Interest Tourism

The existence of SIT finds its root in the era of Grand Tour when the noble families in Rome used to visit some designated area but as a phenomenon, this concept is relatively new and can be traced its history in 1980. SIT is denoted by various other names like new age tourism, niche tourism.

It is also promoted by some other names like alternative form of tourism, responsible form of tourism, sustainable form of tourism, appropriate form of tourism and ethical tourism. SIT also promotes cultural tourism, nature tourism, educational tourism, sports tourism, health tourism, agri tourism or green tourism as an interest-based tourism which is similar to SIT.

There are certain issues on the name of SIT because intellectuals are very much concern and raises question like SIT means what? Does it talk about quality or a type of attraction/destination whose end result is mass tourism? There are some scholars who are advocating that SIT is an individualized travel whose nature is non commercialization and tourists are participating just for experiencing something new and their emotional attachment.

The scholars have identified two important characteristics of SIT travelers. First, such travelers need novel, genuine and quality tourist experience and second their primary motive and decision making behind the journey is SIT, thus defining it as a new term called serious leisure. The tendencies of such travelers are that they are hard core leisure seekers and are having the nature of self-actualization, making interaction with local people, belongingness, self-expression, self-renewal, self-enrichment etc.

SIT is an activity which requires segmentation. The tourist and tourist destinations both are needed for its characterization. The destinations are required to go for SWOT analysis for its existing resources and on the basis of them they need to market their product. The same is applicable to the travelers also because they are also required to make their segment and understand their motive for visiting.

On the basis of one’s need, travelers can opt any form of SIT. The segmentation will help industry people to identify the need and may formulate package tours for their target group/market. The target market may be a place and a target group can be a male or female, of any age, a consumerism, young, child or senior citizen, employee, hobby, nature and many more.   

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Special Interest Tourism: Pleased to Be Niche

While the purpose of a generic trip is often to visit new and pleasant places with a strong natural or cultural appeal, Special Interest Tourism allows us to focus on just one main theme among the infinite possible alternatives.

I n this way, our interests, better if niche or unusual, will guide the choice of destination and activities to be performed, which can certainly be useful to simplify the trip planning process, to escape the mainstream, and to make the journey more exciting. But how many types of Special Interest Tourism exist? At least as many as the various facets of human curiosity. We have chosen our favorite 18 to cover a wide range of options and help inspire your next trip.

Architourism

The history of architecture is dotted with multiple styles that can also be used to build an excellent travel itinerary. From Ancient Roman to Postmodern, through Gothic, Renaissance, and Baroque, each period has left us countless architectural wonders. And why not start from a famous architect of the twentieth century to reconstruct his legacy? Ludwig Mies van der Rohe , for example, that with such a complicated name, rightly preached the philosophy of “less is more”. On Iconic Houses you’ll find many more ideas to travel the world as an architourist.

Astronomical Tourism (Astro-Tourism)

Ever since the Paleolithic Age, the cosmos has never stopped fascinating humans, as evidenced by Stonehenge or the astronomical rock panels in the Lascaux cave . Nowadays, the search for pristine nightscapes brings us very far from urban centers, in countries such as Chile, South Africa, Portugal , Canada , Namibia, New Zealand , Spain , and the United States. In addition to observing the constellations and astronomical phenomena, like the Aurora Borealis and solar or lunar eclipses, Astro-Tourism may also involve visiting the historical sites listed by UNESCO’s Astronomy and World Heritage Initiative .

Decay Tourism

Abandoned buildings, factories, and asylums or entire neighborhoods, towns, and cities . Ruins of the past that are still able to tell stories and arouse emotions. The number of people who prefer the rubble to the fake splendor of glittering city centers is constantly increasing. Decay tourism brings us back into contact with the cruel passage of time, making us rediscover the beauty in decadence.

Graffiti Tourism

Graffiti can be a very expressive and intriguing art form, but also a way to mark mysterious trails. Let them guide you from the most remote suburbs up to the city center. As in Valencia ( Spain ), which hosts an authentic open-air gallery just in the middle of its old town (Barrio del Carmen). Local street artists have drawn a fascinating path through the ruins of a city in constant transformation. Only rarely you’ll cross the flow of ordinary tourists. Be kind, greet, and move on.

Industrial Tourism

A few years ago, a Swedish colleague asked me to organize a tour of the historic Fernet Branca factory in Milan ( Italy ) for him and about twenty of his alcoholic friends. It all came to nothing for the director’s denial, but the concept is exactly that: to find out how great things are made, where they are produced, what’s the process involved, who produces them. Imagine a legendary bike , a camera , or a pottery . Industrial Tourism, however, also refers to sites with a strong industrial heritage , which for the most part are located in Germany , the United Kingdom, the Netherlands, Austria , Hungary , and Czechia , as well as in the US and Japan .

Paleo Tourism

Visiting sites with great archaeological and paleontological significance . Leave the ancient ruins and artifacts to the average tourist and focus on trace fossils, dead organisms, and sediments instead. But don’t look for dinosaurs. In fact, stromatolites, seed ferns, trilobites, and quartz sandstones are far cuter.

Rock Art Tourism

Picasso famously said: “after Altamira, everything is decadence.” Our acestors created some of the earliest known art, with a mastery that still enchants today. Only in Europe, there are 41 prehistoric caves with rock paintings open to the public. Among them: Niaux , Abri du Cap Blanc , Rouffignac , Bédeilhac , Villars , Pech Merle , and La Vache ( France ), Addaura , Genovese , and Romito ( Italy ), Foz Côa ( Portugal ), Ardales , Nerja , Tito Bustillo , El Castillo , and Covalanas ( Spain ).

Spiritual Tourism

The search of spiritual significance is one of the key reasons that prompted men to travel and explore since ancient times, and today attracts even non-believers. There are various options to develop our spirituality and discover that of others, including pilgrimages, such as the Kumano Kodo Trail in Japan , Via Francigena in Italy , and the Camino de Santiago in Spain (but runs through half of Europe), convent or monastery stays , temple stays , and spiritual/meditative retreats.

Other Special Interest Tourism Examples

Atomic Tourism : eager to learn about the atomic era and the cold war? Check out this list of museums, power plants, research facilities, and explosion sites. Cemetourism : although it may sound macabre, cemeteries are among the best places to make a true cultural immersion and breathe a deep sense of peace. Culinary Tourism : take advantage of the huge variety of local food & drink that reflects the identity and traditions of each region, starting with yours. Festival Tourism : from music and cinema to cultural celebrations . Festivals and events offer many good reasons to travel and enjoy new experiences. Garden Tourism : if you think that wilderness is overrated, then begin sifting through the more than 3,300 amazing botanical gardens around the world. Genealogy Tourism : travel to the land of your ancestors or retrace their trips . Surely it will be an inspiring journey of great emotional and symbolic value. Literary Tourism : follow the route of a favorite author or fictional character (maybe excluding Homer and Marco Polo if it’s just for a couple of weeks). Movie Inspired Tourism : this works better if you are into cult movies and could lead to a bit of research . Let’s see. Did you like Baraka & Samsara ? Cool ! Photography Tourism : you could do a proper photography expedition or take your camera on the road and try to emulate Vivian Maier and Salgado .

Searching online, you’ll find at least 40 other types of Special Interest Tourism (we’ve counted a total of fifty-eight, mostly dull and tasteless). But if still not satisfied, add your passion to the word “tourism” and you won’t go wrong.

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What is niche tourism and why is it so popular?

Disclaimer: Some posts on Tourism Teacher may contain affiliate links. If you appreciate this content, you can show your support by making a purchase through these links or by buying me a coffee . Thank you for your support!

Niche tourism is a term that I hear a lot these days. But what is niche tourism? Well, the truth is that it isn’t any one tourism type, rather it is a collective term used to group a number of types of tourism. It is an umbrella term .

Confused? Don’t be! It’s actually very simple, and in this article I will explain why….

What does the term ‘niche’ mean?

What is niche tourism, macro and micro niche tourism, niche tourism definitions, why has niche tourism become popular, advantages of niche tourism, disadvantages of niche tourism, examples of niche tourism, further reading.

Before we can understand what niche tourism is, we first need to understand what is meant by the word ‘niche’.

Niche (pronounced NEE-SH in the UK and NITCH in the US), refers to an area or position that is suitable for a small group of people.

As an adjective, niche can refer to a number of things, including:

In the context of tourism, niche is referring to products, services or interests that are shared by a small group of people.

Niche tourism is the umbrella term covering a range of types of tourism . Niche tourism products and services serve a specialised segment of the tourism industry.

Niche tourism is the antithesis of mass tourism . It is the opposite of large group tours, all-inclusive holiday resorts and overtourism .

Other terms that identify similar, small market segments include alternative tourism and special interest tourism .

Essentially, niche tourism identifies forms of micro (small) tourism.

As demonstrated in the diagram below, niche tourism itself can be categorised as a macro (i.e. big) type of tourism. Within this, a number of smaller tourism types can be identified. These are micro forms of tourism.

The list of micro tourism forms listed here is not exhaustive. For a more comprehensive list, take a look at my article on the different types of tourism .

The term niche tourism hasn’t been around that long. In fact, before the 1990s niche was most commonly used to describe marketing (Robinson & Novelli, 2005).

Definitions have evolved from the concept of niche marketing, so I think that it is useful to look first at how the term niche marketing is defined.

According to Toften and Hammervoll (2009), niche marketing can be understood as a focus on a limited market, which is generally considered to be appropriate for small or specialised businesses.

Stanton, Etzel, and Walker (1991) define niche marketing as ‘a method that meets customer needs by developing products and services especially suited to small markets’.

And Kotler (2003) describes niche marketing as a focus on clients who demonstrate a specific set of needs, available to pay a higher price to companies best suited to supply their demand for goods and services.

The most comprehensive text on the niche tourism phenomena was published in 2007 by Robinson and Novelli (2007). This book introduced us to the concept, outlining the notions of macro and micro tourism that I outlined earlier. In their book Robinson and Novelli outline a variety of different examples of niche tourism. Whilst, more than twenty years have passed since this publication, it still remains largely valid and useful, although there are now a wider range of tourism forms than there were at the time of writing.

More recently, in 2005, Novelli described niche tourists as independent travellers choose specialised activities to engage with social life and to become cosmopolitans.

Taking all of this into consideration, niche tourism can be defined as ‘an umbrella tourism form, which identifies macro and micro tourism segments appealing to a specific group of travellers’.

Niche tourism has grown in popularity a lot in recent years.

This growth is owed to the way that we have changed as consumers. People have become more sophisticated in their wants and needs. We know what we want and that’s what we want. The ‘one size fits all’ traditional package tourism model no longer suits.

Around the globe people have become more globalised and more educated. We want more than a nice pool and some evening cocktails from our holidays.

People want education and culture and adventure. And we can access these things through niche tourism provision….

I would love to share some figures with you to demonstrate this, but studies tend to focus on the macro or micro tourism forms, as opposed to niche tourism as a group. But hopefully you’ll take my word on that one!

Niche tourism is often viewed as being a more positive form of tourism than mass tourism. This is because it generally involves smaller numbers of tourists who (usually) leave less of a footprint. In fact, it is often associated by sustainable tourism and responsible tourism (rightly or wrongly).

Some of the advantages of niche tourism are:

• It is less damaging on the environment
• Tourists come in smaller numbers
• Tourists tend to be more courteous and respectful
• Niche tourists often pay more than mass tourists
• There is a genuine interest in the local area and people

Of course, these advantages are not a given. It is impossible to generalise such a broad group of tourism types!

There are also disadvantages of niche tourism. The main issue is the small size of businesses and an inherent over reliance on tourism.

Some of the main problems commonly noted are:

• A lack of alternative revenue streams
• Too many visitors are attracted
• Niche businesses take business away from elsewhere
• Some niches are not environmentally friendly, such as golf tourism.
• Small visitor numbers means that the economic benefits are limited
• Niche tourism activities can come in and out of ‘fashion’ and popularity

Ultimately, it is careful tourism planning and sustainable tourism management that will reduce any negative impacts of tourism. Therefore, it is actually a misconception that niche tourism is better than mass tourism. This statement is unfounded and is totally depends on the type of tourism that is in question.

There are many examples of niche tourism around the world.

Below I have listed some of the most common types of niche tourism. I’ve written in depth articles about many of these- click on the links to learn more!

• Adventure tourism
• Ancestry tourism
• Couchsurfing
• Cruise tourism
• Cultural tourism
• Dark tourism
• Disaster tourism
• Educational tourism
• Enclave tourism
• Food tourism
• Health tourism
• Homestay tourism
• Insta tourism
• Pro-poor tourism
• Rural tourism
• Sex tourism
• Slow tourism
• Smart tourism
• Space tourism
• Sustainable tourism
• Volunteer tourism
• Virtual tourism
• Bike-packing

If you are interested in learning more about this important industry, I recommend the two texts outlined below.

Niche Tourism: Contemporary Issues, Trends and Cases- provides an integrated picture of speciality/niche tourism as a whole looking at both the ‘macro’ and ‘micro’ niche area. It has a comprehensive theoretical framework, and discusses initiatives, policies and strategies adopted internationally. With an emphasis on linking theory to practice, it is underpinned by up-to-date international case studies from around the world.

The Long Tail of Tourism: Holiday Niches and their Impact on Mainstream – The ‘long tail’ of holiday offerings implies dramatic shifts in the sector’s concentration levels and its competitive dynamics. In order to examine the applicability and validity of this scenario, a number of key holiday niches are examined in terms of their demand development, supplier landscapes, operational challenges and future potential.

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How to choose a travel niche: Exploring niche tourism in the travel Industry

• June 2, 2023

Niche markets in the travel industry are specialised segments that cater to specific interests, demographics, or travel styles. They help businesses in the industry target their offerings and better cater to their customers’ needs.

This article aims to explore the concept of these niche markets. It seeks to illustrate how they function, their increasing popularity, and their role in shaping the future of tourism. 

What is niche tourism?

Niche travel and niche tourism refer to specialised travel experiences catering to a specific interest, activity, or demographic group. Rather than offering broad, one-size-fits-all travel experiences, niche tourism providers deliver tailored services and packages to accommodate their target market’s unique preferences and needs. This can encompass numerous specialisations, from adventure or eco-tourism to wellness, cultural, and food tourism.

Importance of choosing a travel niche

Choosing a travel niche is important for both travel providers and travellers for several reasons:

• Customer satisfaction: Tailored services and packages increase the likelihood of customer satisfaction as they align more closely with individual interests and expectations
• Market differentiation: In a highly competitive industry, carving out a niche allows businesses to distinguish themselves from competitors, positioning them as experts in a particular area
• Increased loyalty: Niche travel experiences can foster increased customer loyalty, as customers who have had their specific needs and interests met are more likely to return
• Sustainable business growth: Focusing on a niche can help travel providers achieve sustainable business growth. They can better understand their market, streamline their offerings, and refine their marketing strategies, leading to more efficient operations and stronger customer relationships
• Enhanced experiences for travellers: Choosing a niche allows them to have more personalised and enriching experiences. They can immerse themselves more deeply in their interests and activities, resulting in more fulfilling journeys

Understanding niche travel

Niche travel is hugely significant for both travellers and travel industry providers for several reasons:

• Personalisation: Niche travel allows for customised experiences that cater to specific interests, creating a more personalised and enjoyable travel experience
• Expertise: Niche travel companies often have a high level of expertise in their particular area, enabling them to provide  in-depth experiences and knowledge
• Community: Travellers with shared interests can form a sense of community, enhancing their overall travel experience

Differentiating niche travel from mainstream tourism

Niche travel and mainstream tourism differ in several key aspects:

• Broad vs Specialised: Mainstream tourism caters to a wide audience and typically includes popular destinations, attractions and experiences. Niche travel, on the other hand, is specialised, targeting a specific demographic, interest, activity or offbeat destination
• Mass market vs Personalised: Mainstream tourism is often mass-market-oriented with broad appeal, whereas niche travel focuses on delivering personalised experiences
• Generic vs Unique: Mainstream tourism often offers generic, one-size-fits-all experiences. In contrast, niche travel focuses on unique experiences tailored to the specific interests or needs of the traveller

Exploring the concept of experiential and specialised travel

Experiential and specialised travel, often considered a subset of niche travel, prioritises unique, immersive experiences:

Experiential travel

This form of travel prioritises personal and unique experiences over sightseeing. The goal is to immerse oneself in the local culture, meet the locals, and engage in activities characteristic of the destination.

Specialised travel

Specialised travel focuses on a specific interest or activity, such as wine tasting, skiing, horse riding, cooking, yoga, dancing, wildlife photography, or yoga retreats. These tours are typically led by experts in the field and offer a deep dive into the particular interest.

In both experiential and specialised travel, the emphasis is on creating meaningful, personal experiences rather than just visiting a destination.

Benefits of choosing a travel niche

There are many benefits to be gained from choosing a travel niche to focus on. 

Personal fulfilment and passion-driven travel experiences

Choosing a travel niche allows for deeply personal, fulfilling experiences that cater to one’s passions and interests. A culinary enthusiast may opt for food tourism, for example, immersing themselves in the local cuisine of different regions, thereby enriching their gastronomic knowledge and skills. The connection between personal passion and travel provides a unique, deeply satisfying experience that extends beyond typical sightseeing.

Building expertise and becoming an authority in a specific area

When individuals or businesses focus on a travel niche, they can develop in-depth knowledge and understanding of that area, becoming experts in that field and enhancing their reputation and credibility. For instance, a travel agency specialising in eco-tourism can accumulate a wealth of knowledge about sustainable travel practices and destinations, setting them apart from generalist competitors.

Targeting a specific audience and creating unique travel offerings

Choosing a travel niche allows businesses to target a specific audience with unique travel offerings. This specificity can aid in designing marketing campaigns and packages that speak directly to a defined group’s interests, needs, and expectations, thereby improving the effectiveness of marketing efforts. For example, a company with a niche in adventure tourism can tailor its offerings to thrill-seekers and outdoor enthusiasts, providing experiences that general travel agencies might not offer.

Opportunities for collaboration and networking

Focusing on a travel niche opens opportunities for collaboration and networking. Businesses can collaborate with other organisations, cross-promote each other, and engage with influencers or thought leaders to enhance their visibility and credibility. For example, a travel agency focusing on wellness tourism might partner with yoga studios or wellness coaches to offer retreats or workshops, enhancing their services and strengthening their network.

Identifying niche markets in the travel industry

Adventure and outdoor travel.

Adventure and outdoor travel cater to individuals who crave physical activity, exploration, and nature-based experiences. It’s a broad category that can include anything from mountain climbing and hiking to off-the-beaten-path tours and camping in remote locations. Adventure travel can also involve paragliding, rock climbing, or white-water rafting, appealing to thrill-seekers and those hunting an adrenaline rush.

Culinary and food tourism

Culinary and food tourism is all about exploring a region’s culinary traditions and food culture. This type of travel involves food tours, cooking classes, wine tastings, and farm-to-table experiences. Culinary tourism allows travellers to dive deep into local food scenes, taste authentic dishes, and learn about the history and tradition behind regional cuisines.

Wellness and spa retreats

Wellness and spa retreats focus on relaxation, self-care, and holistic experiences. This market includes yoga retreats, meditation workshops, spa treatments, and other health-oriented activities that aim to rejuvenate the body, mind, and spirit. Wellness retreats often occur in serene environments such as beach resorts or mountain lodges, offering travellers an escape from their daily routine and stress.

Cruise travel

Cruises are a popular niche market that offers unique sea experiences and can vary greatly in destinations, sizes, and themes, from luxurious world cruises to river cruises, from family-friendly cruises to expedition cruises for adventure seekers. Cruises often offer comprehensive packages that include accommodation, food, entertainment, and excursions, providing an all-in-one travel solution for many tourists.

Ski tourism

Ski tourism targets winter sports enthusiasts. Travellers might head to mountainous regions for skiing, snowboarding, and other winter activities. Ski resorts often provide comprehensive services, including equipment rental, ski lessons, accommodation, and après-ski entertainment, making it a popular choice for winter holidaymakers.

Scuba diving holidays

Scuba diving breaks cater to those who are interested in underwater exploration. Travellers often visit exotic locations known for their coral reefs, marine wildlife, and clear waters. This niche market includes the diving experience itself and often offers diving instruction, equipment rental, and other related services.

Sustainable, environmental and eco-tourism

Sustainable and eco-tourism is a rapidly growing niche in the travel industry, focusing on responsible travel practices. This niche promotes travelling in a way that respects local culture and environment, minimises impact on nature, and contributes to conserving natural and cultural heritage. Eco-tourism often involves visiting pristine, fragile, and relatively undisturbed natural areas, contributing to their preservation. Sometimes it also incorporates volunteer holidays where people spend their time helping conserve the environment.

Sports and sporting events tourism

Sports and sporting events tourism is a niche market that attracts sports enthusiasts and fans. This can involve travelling to participate in sporting activities like golf, cycling, or swimming or attending major sporting events such as the Olympics, the World Cup, or the Super Bowl. This niche often provides related services such as ticket booking, transportation, and accommodation.

Medical and wellness tourism

Medical and wellness tourism combines medical treatments with leisure travel. This niche caters to individuals who travel to receive medical treatments such as surgeries, dental procedures, or wellness therapies that may not be easily accessible or affordable in their home country. After receiving medical treatment, these travellers often take the opportunity to recuperate and relax at their destination.

Factors to consider when choosing a travel niche

When deciding which travel niche to specialise in, there are several considerations. 

Personal interests, passions, and expertise

When choosing a travel niche, it’s essential to consider one’s interests, passions, and areas of expertise. If you deeply understand and love a particular area, this can enhance your services, make your work more enjoyable, and resonate strongly with your target audience.

Market research and demand analysis

Conducting thorough market research and demand analysis is essential. Travel agents must understand the trends in the travel industry, identify which niches are growing, and assess the demand for different travel experiences. It’s also essential to consider your potential customers’ demographics, preferences, and behaviours.

Competition analysis and identifying gaps in the market

It’s important to research what other providers in your potential niche offer and identify market gaps. If there is an underserved area that aligns with your interests and expertise, this could present a unique business opportunity.

Accessibility and feasibility of the niche

Accessibility and feasibility are other crucial factors to consider. Some niches may require more resources or specific expertise to execute successfully. For instance, arranging adventure travel experiences might require extensive knowledge of safety protocols and outdoor survival skills. Assessing the feasibility of your potential niche ensures you can provide high-quality, reliable services.

Potential profitability and sustainability

While a niche might be personally fulfilling and have a good demand, it must also be financially viable for it to be a good business choice. It’s also important to consider the sustainability of the niche. Some niches may be trendy but have little long-term potential, while others, such as eco-tourism, align with long-term trends towards more sustainable and responsible travel.

Steps to choosing your travel niche

So, how do you choose your particular travel niche? 

1. Research and explore different niche markets

Your journey to choose a travel niche should start with broad research to explore different niche markets in the travel industry. This step involves learning about various travel niches, understanding what they entail, and identifying the ones that resonate with you.

2. Evaluate your personal interests, skills, and experiences

Next, evaluate your interests, skills, and experiences. Reflect on the types of travel that excite you, and consider your strengths and experiences that might contribute to success in a particular niche. This step is about identifying where your interests align with potential niche markets.

3. Analyse market trends and demand for specific niches

After identifying potential niches, you’ll want to analyse market trends and demand. Examine current trends in the travel industry, understand consumer behaviours and preferences, and determine which specialisations have strong growth potential. Market research can provide valuable insights into the demand for specific travel experiences.

4. Consider the potential challenges and opportunities within each niche

Assess the competition within the niche, identify potential entry barriers, and explore possible partnerships or collaborations. Considering challenges and opportunities can help you gauge your chosen niche’s feasibility and potential profitability.

5. Seek advice from industry experts 

Contact people already operating within your potential niche, attend industry events, or join relevant online communities. Experienced industry professionals can provide valuable insights and practical advice, helping you to avoid potential pitfalls and make informed decisions.

6. Make an informed decision based on your information

Review your research, reflect on your interests and skills, and consider the advice you’ve received. Choose the travel niche that best aligns with your passion, skills, and market demand. Remember, your chosen niche should be a viable business opportunity and something you’re excited about pursuing.

Embrace the power of niche tourism

Choosing a travel niche holds immense potential for success in the ever-evolving tourism industry. Embracing a niche that aligns with your interests and passions, and has a robust market demand, can lead to gratifying experiences and a thriving business.

The power of niche tourism lies in its ability to provide personalised, in-depth, and unique experiences beyond conventional tourism. As a franchisee with The Travel Franchise , you have the opportunity to harness this potential and can offer travel options that cater to specific interests, from adventure and outdoor activities, culinary explorations, and wellness retreats, to eco-tourism and more.

As you embark on this exciting journey in niche tourism, remember to continually monitor market trends, adapt to your customers’ evolving needs, and stay true to your passion. In doing so, you’re ready to create meaningful travel experiences that resonate with your audience and stand the test of time in this dynamic industry.

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Special Interest Tourism: Find Your Niche

Special interest tourism (SIT) is on the rise, and for good reason. It provides travelers the chance to explore their passions and gives you the opportunity to curate a once-in-a-lifetime experience. Special interest tourism focuses on providing leisure and adventure activities that cater to the needs of a specific audience. Tapping into your special interest niche will connect you to a smaller, yet highly-devoted audience. Think quality over quantity. 

In a sector that celebrates individuality and personalization, there is something for everyone. Special interest tourism examples range from spiritual, adventure, and food tourism to military, nostalgia, and lighthouse tourism. These are just a few examples from the long list of special interest tourism options – you just have to find the niche that works for you and your audience! 

What does SIT look like in 2022? The COVID-19 pandemic has brought a shift in consciousness that has changed the way that travelers want to explore their destinations. In the summer of 2020, Booking.com conducted a global survey with 60 percent of respondents saying they would use an app or website that recommended itineraries where tours would have a positive impact on locals. Special interest tourism concepts and cases have shifted as travelers are increasingly concerned about the impact of their travels on the climate and local community. 

Top Types of Special Interest Tourism

Environmental tourism:.

As sustainability remains a chief driver in SIT, environmental tourism has emerged as a dominant niche. Often referred to as ecotourism, sustainable tourism and responsible tourism, environmental tourism focuses on activities that don’t compromise the needs of future generations. Environmental tourism is at the forefront of special interest tourism trends and will continue to grow in demand. 

In its 2025 Megatrends prediction report, Skift reveals how this is already influencing travel decisions. In a global survey, 51 percent of respondents claimed they would change their chosen travel destination and head instead to a less-popular one if that decision would have less of an adverse environmental impact.

Some online travel agencies and tour operators now offer guests the option of dedicating a day or two of their trip to activities like helping to construct a local water purification system or planting trees along shorelines devastated by hurricanes. 

Adventure Tourism:

According to Future Market Insights , adventure tourism is resilient and supports local economies by attracting high-value customers. With an increasing number of Millennial and Gen-Z travelers who prefer adventure sports, adventure tourism is creating a lucrative scope for expansion in the activities segment.  Adventure tourism activities vary in risk and difficulty and can include hiking, backpacking, climbing, mountain biking and snowshoeing. 

Wellness Tourism:

Wellness tourism is a growing industry, supported by travelers actively seeking ways to enhance their well-being. Dating back to the ancient baths in Rome, traveling for the purpose of improving our well-being has always been a priority, and now there are seemingly endless ways to provide customers with a wellness-centered experience. Whether it’s nutrient-rich food, a trip to a natural hot spring, or meditation and yoga, wellness tourism is an attractive niche for travelers because the desire for self-improvement is part of being human.  

Finding your special interest niche 

What is unique about your tours that makes you stand out? What values do you share with your customers? These are things to consider when choosing your niche. For example, female-run Travel Insights offers “Wander Women” tours. These all-female trips are centered around local women’s businesses and achievements, focusing on those who work within their communities to sustain their culture, heritage and the planet’s future. This is brilliant for a number of reasons: it ties into the growing desire for sustainable tourism, while allowing female travelers to develop lasting relationships with other like-minded women. If the pandemic has taught us anything, it’s that we all need connection in our lives. 

You know your audience better than anyone, so why not consider personalizing your tour packages? According to Think With Google , nearly 57% of travelers are in favor of personalizing their buying experiences based on their personal preferences. It might be wise to think of ways that you can offer flexible packages and tailor them to suit the traveler’s needs. There is a rising demand for personalization, and it will aid in the expansion of the market in the coming years.

We see this happening in Kenya, which is home to over 3000 tour operators offering safari excursions. This has led many operators to begin incorporating unique features to meet their customer’s needs. On top of seeing wildlife, a customer might be passionate about food, so they might consider pairing their tour with culinary lunches and dinners. Or perhaps they value wellness, so an operator might pair their tour with yoga classes. The possibilities are endless!

Another great way to find your niche is to focus on your local area. Consider the heritage sites , national parks, or landmarks in your region that make it special. Are there any sites in your area that have been formally recognized? A popular destination in adventure tourism is the hike across the Grand Canyon rim-to-rim trail, which was made even more popular in 2019 when it was declared an International Dark Sky Park by the International Dark-Sky Association.

Awards like this are worth noting because they increase tourist popularity and attract people based on the title alone. Chances are you’re already aware of how amazing your area is, and it’s already accessible to you, so think of the ways that you like to enjoy it, and build your niche around makes you passionate about where you live. 

Reaching the right audience

With special interest tourism, you’re not providing an experience for the masses and your marketing should reflect that. You want your messaging to reach those who will appreciate what you have to offer and get excited to book with you. In order to target your audience, you need to know who they are. Consider factors like their budget, age, gender, values and interests. The great thing about having a niche is that it allows you to become an expert in that area, and with expertise comes credibility. 

Once you have chosen your niche, you can focus your research to pinpoint exactly what your audience is looking for and market to them accordingly. If you are a smaller business, consider moving to an online booking system rather than booking over the phone or in person.  Online analytics can give you the data you need to make a big impact even with a small marketing budget.

Social media is also a great way for small businesses to market to their audience. Not only is it relatively inexpensive, but content is also targeted towards users based on their tastes and preferences. There are a number of ways to promote your tour on social media . With the right strategy and audience information, you’ll attract business organically. 

Making special interest tourism work for you

The beauty of special interest tourism is that you can focus all your attention on one thing and really excel in a specific area. Lasting relationships are formed with your customers because you understand their needs and interests. You’ll gain credibility by having a clear mission and executing it well. The importance of special interest tourism is that it gives travelers the chance to bond with like-minded people and form genuine connections, and in a disconnected world, that is invaluable. 

Written By | Caitlyn McGee

Caitlyn is Vancouver-based freelance writer covering the tourism industry. With a Communication Studies degree, she specializes in digital and content marketing.

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Six of the best specialist travel companies

Updated on August 9 by Mark Hodson

If you want a special travel experience, you should try one of the these specialist travel companies.

As the big names in travel increasingly dominate the market, it’s easy to forget the little guys – the small independent operators that stick to a single destination and know it inside out.

Many of these companies are owned and managed by true enthusiasts, who can take you beyond the brochure clichés to an authentic and unspoilt part of the country. Here are six of the best.

Best for Italy: Bellini Travel

Who they are: founder Emily FitzRoy provides insider tours of Italy, getting under the skin of the country and offering unique experiences. She works with only about 70 clients a year.

Why they’re good: Bellini can achieve what might appear to be impossible, whether it’s a royal box at La Scala or a private evening visit to the Sistine Chapel. But it’s not all glitz: FitzRoy knows Venice backwards and enjoys taking clients off the tourist trail to trattoria in the working class district of Cannareggio and to eat seafood at fishermen’s huts on the lagoon.

Best for Greece: Travel à la Carte

Who they are: founded in 1979 by Tony Wells and his late wife Mary, it is one of the last remaining family-owned holiday specialists to the Mediterranean. It has survived by focusing on small islands including Symi, Halki and Paxos.

Why they’re good: with two directors living year-round in Greece, Travel à la Carte knows its islands intimately and provides great customer service (it claims a client satisfaction rating of 9.9 out of 10). With no charter flights to sell, it can also offer total flexibility on arrival and departure dates.

Best for Japan: Inside Japan Tours

Who they are: founders Alastair Donnelly and Simon King met at university, worked as English teachers in Japan then decided to set up a specialist travel company. They offer private travel, group tours and self-guided tours for all budgets.

Why they’re good: the core team all speak Japanese, travel regularly to the country and have great local contacts – handy if you want to enter the Tokyo Marathon or arrange an evening with a geisha in Kyoto. They provide honest expert advice and go the extra mile. For one client staying at a luxury hotel in Tokyo, they hand-delivered gluten-free soy sauce from Nagoya, a round trip of 600 miles.

Best for America: Bon Voyage

Who they are: US fanatics Alan Wilson and Alan Orsmond started the company as a specialist travel agency in the late 1970s then focussed on creating their own tours to America.

Why they’re good: the company only employs staff that have lived or travelled extensively in the States and share the founders’ love of the country. Knowledgable sales staff combined with keen pricing keep the clients coming back.

Best for India: Greaves

Who they are: founded in 1973, Greaves is a family-owned company that offers private escorted tours of the Indian subcontinent. Managing director Mehra Dalton campaigns actively for sustainable tourism and is co-founder of Jaisalmer in Jeopardy.

Why they’re good: travel in India can be – shall we say – unpredictable. Greaves has a reputation for total reliability, ensuring every client is met on arrival with a private car and chauffeur, and ironing out every detail of every trip.

Best for Croatia: Completely Croatia

Who they are: founder Alison Jago spent 20 years in the travel industry before deciding her employers were getting it wrong and she could do better on her own. Completely Croatia specialises in small boutique properties and family-run hotels neglected by the larger tour operators.

Why they’re good: clients enjoy the personal service, with the same consultant dealing with them at every stage from initial enquiry to post-holiday follow-up. Good relations with hoteliers mean lots of free upgrades and surprise extras. Jago claims to have had just one customer complaint in five years of operation.

Images of Venice, Tokyo and India by Mark Hodson

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September 14 at 3:03 pm

Thank you for the info I’m traveling a lot and will certainly check one of the companies here.

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Tapping into Niche Market Tourism

What is niche tourism.

Niche market tourism uses programs to attract visitors focusing on a very specific market segment built around a well-defined product.

We’ve said it before, tourists are looking for experiences . So it only makes sense that visitors are throwing out generic “everything but the kitchen sink” trips, and planning vacations that align directly with their interests . Tourists are now travelling to destinations (or a string of destinations) with opportunities that match their passions. Thus, niche market tourism is a great way to grow visitation to your destination.

But let’s make one thing clear – “niche” does not have to mean small. There are plenty of niche markets that have a large following and pull in plenty of tourists.

Examples of some popular niche tourism markets include:

• Agri-tourism : agriculturally-based activities that bring visitors to a farm.
• Eco-tourism : the unique ecology of an area – its flora and fauna – that bring in tourists.
• Wine tourism :   wine-growing regions, vineyards, wineries, wine festivals attract visitors who are interested in consuming or purchasing wine. (I see you, Finger Lakes region.)

How to Create a Niche Tourism Product

Identify products with a common thread..

Look for the one-of-a-kind assets in your region. Attractions can take advantage of a niche market that’s just become popular.

When the Lincoln movie came out in 2012, Cayuga County’s Seward House added special tours around the relationship between Secretary of State Seward and Lincoln. Where else can you see pressed flowers from Lincoln’s funeral casket?

Develop a trail. 

If you have the capacity to create and manage a trail, string together multiple stops with a specific theme in an easy-to-travel way. Trails are very popular because they do all the work for tourists. Visitors pick a place to start and just enjoy the journey.

The Haunted History Trail of New York State  is a statewide paranormal product that appeals to both serious ghost hunters and the paranormal curious. It has over 65 creepy, spooky and downright scary stops, including haunted inns, museums, amusement parks, and restaurants.

Find out how we created year-round demand with storytelling & strategy for the Haunted History Trail of NYS.

Create a website, landing page or brochure. 

Bundle information so consumers can easily find it. Group assets and experiences that appeal to niche markets and display them on your destination’s website or in a printed guide.

Corning and the Southern Finger Lakes do a great job with this. In the  things to do section on their website , various activities are categorized based on special interests and audiences. Examples include Art Aficionados, History Buffs, Outdoor Enthusiasts and Agri-Tourism. Their  Chocolate Trail  also thinks outside the box, taking visitors beyond standard places where you can eat chocolate. The trail includes funky stops like a spa with chocolate creme waxing and a cigar shop with chocolate pipe tobacco!

If you have enough content, create a website dedicated to one niche market (as the  Pot Guide does for marijuana users ).

Marketing a Niche Tourism Product

Target niche tourists.  .

This may be a no-brainer, but target the people who have a special interest in your product or asset. When you’re  creating an audience for Facebook ads , choose target interests that align with the niche market.

Old Sturbridge Village is the largest outdoor history museum in the Northeast, with historical interpreters who recreate a rural New England town of the 1830s. Our Facebook ads target different groups interested in different aspects of the museum. History buffs are attracted to the American history aspect, while others love to be on guided cultural tours and hands-on explorers want to experience history through crafts and makers. The museum has all of these, and targets each group specifically with the pieces that are most interesting to them.

Produce content.  

Consumers are looking for relevant content that interests them.  Talk about the niche product(s) across all the destination marketing channels in your toolbox . Tell consumers about your assets by creating blog posts, round-ups or listicles that appeal to specific niche audiences.

Cayuga County Tourism in NYS recently kicked off an initiative to reposition their destination around its connection to Harriet Tubman and inspire visitors to come to a place where equal rights history took root in the U.S. Their blog has already started highlighting attractions related to Harriet Tubman , and equal rights history and present are woven into their social media channels as well.

Talk the talk.

This is the one time I will let jargon slide. Now don’t overdo it on the technical speak, but if you’re talking to people who are really passionate about something, use vocab they’ll relate to.

Colleen Onuffer

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UN Tourism | Bringing the world closer

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UN Tourism and Croatia to Establish Research Centre for Sustainable Tourism

• 12 Apr 2024

UN Tourism is to work with the Government Croatia and the University of Zagreb to establish a research and development centre focused on sustainable tourism.

Croatia currently serves on UN Tourism’s Committee on Tourism and Sustainability, having chaired it between 2019 and 2023. Alongside the Government’s record of promoting responsible and sustainable tourism practices, this clear leadership and support for UN Tourism’s core values make it the ideal location to host a collaborative platform to drive innovation and catalyse positive change in the tourism sector.  

Croatia leads by example in growing tourism in a sustainable manner

This landmark centre will engage stakeholders from the public and private sectors, academia, and civil society to will address some of the most critical challenges facing tourism, including:  

• Reducing the Environmental Impact of Tourism: The centre will prioritize initiatives to minimize waste generation and plastic usage, thereby mitigating the environmental footprint of tourism activities. 
• Increasing Usage of Renewable Energy and Energy Efficiency: By promoting the adoption of renewable energy sources and implementing energy-efficient practices, the centre aims to reduce carbon emissions associated with tourism operations. 
• Accelerating Adaptation to Climate Change: Recognizing the urgent need to address climate-related risks, the centre will support adaptation strategies to enhance the resilience of tourism destinations and communities. 
• Preserving Social Sustainability and Local Communities: The centre will work to safeguard the cultural heritage and livelihoods of local communities by promoting responsible tourism practices and equitable distribution of benefits. 
• Enhancing Evidence-Based Policy Making: Through rigorous research and data analysis, the centre will provide policymakers with the evidence needed to formulate effective policies that balance tourism development with environmental and social considerations. 
• Providing Relevant and Updated Research: The centre will serve as a hub for cutting-edge research and knowledge exchange, delivering timely insights and best practices for the sustainable development of tourism. 

In Zagreb, the Minister of Tourism and Sport of Croatia Nikolina Brnjac and UN Tourism Secretary-General Zurab Pololikashvili signed a Memorandum of Understanding to create the cutting-edge research institution.  

Welcoming the collaboration, Secretary-General Pololikashvili said: “Croatia leads by example in growing tourism in a sustainable manner. The new research centre in Zagreb will contribute to UN Tourism’s commitment to data-driven policymaking at the regional, national and destination level, ensuring tourism grows responsibly and inclusively, for the benefit of communities everywhere.”   

Minister of Tourism and Sport of Croatia Nikolina Brnjac adds: “I am proud that UN Tourism, the most relevant tourism organization globally, has recognized our efforts in Croatian tourism management reform and our strong commitment to sustainable tourism and put forward the initiative to create the first UN Tourism Centre for sustainable tourism in Croatia together with the Ministry of Tourism and Sport of the Republic of Croatia. With the University of Zagreb as a partner in the establishment of this Centre, I am convinced that this Centre will be successful and provide very relevant research for future sustainable development of tourism.” 

Related Links:

• Download News Release on PDF
• UN Tourism: Regional Department for Europe
• Transforming Tourism for Climate Action
• Sustainable tourism development

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