Snow-capped mountain peaks, untrammeled wilderness trails and crystalline waters all feature in the world’s most winning adventure travel destinations. But according to experts, it takes more than good looks and challenging terrain to be sought after by thrill-seekers. Which destinations are most prepared to accommodate adventurous travelers?
According to the 2018 Adventure Tourism Development Index, a publication of the International Institute of Tourism Studies and the Adventure Travel Trade Association, this year’s winners are Iceland and the Czech Republic.
The index evaluates countries around the world for their competitiveness in adventure tourism. Countries are ranked according to ten criteria including: a sustainable development policy, safety and security, health, natural resources, cultural resources, adventure activity resources, humanitarian (opportunities for visitors to engage in authentic interactions with local people), entrepreneurship, tourism infrastructure and image.
For 2018, Iceland topped the list of developed nations and the Czech Republic led for developing nations. Through its Promote Iceland campaign, the country invested heavily in marketing and product development, and efforts paid off. The island nation also became an airline hub with improved accessibility. Switzerland, Germany, New Zealand, Norway, Australia, Finland and Canada were not far behind in their readiness to host adventurers.
Among developing countries, the Czech Republic held the top position, as it has since 2013, primarily because it leads in two key categories: adventure activity resources and entrepreneurship.
This year, the International Institute of Tourism Studies took the lead on a brand new index category: a social media netnography. We analyzed online social media reviews posted by travelers to gather first-hand insights around three popular destinations for hikers. These included Peru’s Inca Trail, the Mount Everest Base Camp and Mount Blanc.
According to International Institute of Tourism Studies Executive Director Seleni Matus, “Hiking remains the most popular adventure travel activity bar none. By providing destination managers an analysis of traveler feedback by hikers, they can incorporate this information into their long-term planning. For instance, are travelers generally happy with accommodations? Are trails well-marked? Are guides adequately trained? We hope that destination managers will use this approach more broadly and take online reviews into account when evaluating their adventure resources.”
To download a free copy of the report, please visit the Adventure Travel Trade Association website.
