Generation Z, those born between 1997 and 2012, are a critical target for the future of the tourism industry. This generation is the largest in history and represents 32% of the world's current population. Their frequency of travel is also proving to be higher than that of all previous generations.
The massive growth in adventure tourism has also generated the emergence of a plethora of consultants seeking to charge you for advice on how to take advantage of it. This includes a number of the global management consultancies. But buyer beware. In many cases, this advice will be predominantly theoretical.
A 2024 global survey by the Adventure Tourism Trade Association has highlighted a growing discontent with over-tourism and overcrowded destinations. The adventure tourism category continues to grow as much as 20% annually as people increasingly look to their travel to be a personal, transformational experience—one that recharges and resets through combining thrills with the feeling of empowerment.
Yes, there is a danger element in all adventure tourism experiences. It’s part of the thrill. However, an international Tourist Activities and Adventure Sports Study in 2023 has shown that Bungy jumping is among the least dangerous tourist activities you can participate in.
Bungy New Zealand Ventures is the subsidiary of AJ Hackett Bungy New Zealand through which we provide consulting advice and master planning for opportunities in markets outside New Zealand. 35 years ago, the Group founders invented commercial Bungy and established the world’s first site at the Kawarau River in Queenstown.
The domestic tourist will be even more important to the tourism industry over the next few years. Domestic tourism is already responsible for 75% of tourism spend in OECD countries.