Special Interest Tourism Market Outlook (2022-2032)
[300 Pages Report] The global special interest tourism market is estimated to reach US$ 3,489.7 Bn in 2022. As per the report, sales are forecast to increase at a robust 22.7% CAGR, with the market valuation reaching US$ 26,921.1 Bn by 2032. Total sales in the special interest tourism market represent 10-15% of the global tourism market.
Special Interest Tourism Market Estimated Size (2022)
US$ 3,489.7 Bn
Special Interest Tourism Market Projected Size (2032)
US$ 26,921.1 Bn
Special Interest Tourism Market Value-based CAGR (2022-2032)
Special Interest Tourism Market Top Players Share in 2021.
FMI presents a half-yearly comparison analysis and review about the market growth rates and sales prospects in the global market. The market is predominantly influenced by certain demographic factors under the subjective impact of macro and industry factors.
The global market for special interest tourism witnessed H1 2021 growth at magnitude of 28.2%. However, this growth is not evenly spread across all regions, with the developing markets recording growth rate of 20.1% in H1 2022. Thus, leaving the gap of 230 BPS points between expected and projected growth during H1 2022.
The tourism industry bounced back in mid-2021 from the initial slowdown caused by the pandemic and is anticipated to return to normalcy across the globe by 2023. Growing customer inclination towards specific sectors of tourism and targeted tour itinerary by travel companies is expected to augment growth in the market.
2017-2021 Global Special Interest Tourism Market Outlook Compared to 2022-2032 Forecast
Demand in the special interest tourism market is slated to increase at a 22.7% CAGR during the forecast period.
Special interest tourism is gaining popularity, especially among baby-boomers and millennials. Consumers are opting to travel to distinct and special locations to break the monotony of daily schedules and for relaxation. Shifting consumer preferences regarding travel and lodging are also leading to the emergence of micro-trends that are transforming the tourism and hospitality sector.
The concept of special interest tourism focuses on how the experience of tourists can be customized to meet the needs and be more personalized for the different types of target audiences in the market.
How is Adventure Tourism Contributing Towards Growth in the Market?
Adventure tourism is the fastest growing niche in the travel and tourism sector. It is resilient, supports local economies, attracts high value customers and encourages sustainable practices.
Adventure travelers give high value to relaxation, exploring new places, time with family and learning about different cultures throughout their travel experiences.
Social media is gaining importance in the adventure travel community as travelers can plan their trips according to online reviews, suggestions and booking facilities. They are using online tools to research destinations and plan their trips. For instance, the use of social media by adventure travelers has grown by at least twofold since 2009. YouTube, Instagram, and Twitter are also utilized for adventure traveling.
Many adventure operators are already providing the kinds of experiences that appeal to young travelers. Combined with physical activities, and local traditions and people, adventure operators offer travelers compelling photos and stories to take home.
Many consumers rely on word-of-mouth. The presence of social media influencers and travel influencers across various platforms is expected to bode well for the market as they promote spots activities, review locations and hotels and offer an unbiased opinion regarding location-specific services
Will Increasing Travel Motivation Among Consumers Create Prospects of Growth?
New travel motivations such as physical motivators related to relaxation and rest, sporting activities and specific medical treatment, are expected to drive sales in the special interest tourism market.
Sedentary lifestyle and urbanization have triggered negative pressures on modern living. The stress and strain of modern city life is compelling individuals to change scenery and travel to scenic locations to relax. Domestic wellness tourism presents a large opportunity that can be leveraged to attract higher-spending international tourists.
Recreation and nature-based tourism are exciting, dynamic, and growing sectors. Employment opportunities abound, and the potential for economic contribution, protection of wilderness areas, and diversification of rural economies away from resource extraction are some exciting prospects.
The Indian Ministry of Tourism launched the Incredible India 2.0 campaign in September 2017, targeting a shift from global promotional tactics to message-specific campaigns that seek to promote certain types of vacations. The campaign focuses on digital media and the promotion of special interest tourism products, such as yoga.
To encourage international tourists to return to Malaysia's shores, the Malaysian Ministry of Tourism, Arts, and Culture (MOT ARC) has launched a promotional campaign to push green zone tourism to the country. Such initiatives will continue fueling the growth in the market.
What is driving the U.S. Special Interest Tourism Market?
“Agri-Tourism is Playing a Key Role in Gaining Consumer Interest”
Demand in the U.S. market is expected to increase at a CAGR of 14% during the forecast period. Many farmers, rural advocates, and government officials are enthusiastic about the prospects of direct farm marketing to boost farm income and promote rural development.
Direct marketing contributes significantly to rural development by attracting agricultural tourists, fostering an environment of entrepreneurship and innovation, and promoting alternative agricultural practices. Pick-your-own fruit and berry operations, cut-your-own Christmas trees, and roadside stands are common forms of direct marketing.
Growing consumer and producer interest towards cost-effective and nutritional on-farm fruits is another factor attracting agritourists. Farm prices are only a fraction of retail food prices. Direct selling can be an important sideline operation for larger farms or a way to sell products that do not meet the quality or size standards required by wholesalers. As a result, farmers are actively participating in direct farm marketing, which is providing an impetus to the growth in agri tourism market.
Innovative farm entrepreneurs offer urban residents a recreational experience in a rural farm setting. For example, an apple grower in Virginia, U.S. introduced a “rent-a-tree” operation, where individuals can pay a set amount to rent a particular tree in the orchard.
Additionally, farmers are principally engaged in preserving the heritage and traditional assets related to their farms and villages to ensure unaltered preservation of rural structures, ways of traditional living, customs, and traditions.
Heritage preservation plays a critical role in the development of the tourism sector. Driven by this, the U.S. is anticipated to account for a dominant share of the North America special tourism market over the forecast period.
How is the Growing Importance of Sustainable Tourism Driving the India Special Interest Tourism Market?
“Eco-Tourism in India Will Fuel Growth in the Market”
Sustainable tourism, similar to responsible tourism, relies on the promise of taking care of the environment, society and economy. Its principles intend to minimize the negative impacts of tourism, whilst maximizing the positive impacts.
Sustainable tourism or “Green Tourism” is slowly seeping into the tourism industry. Growing preference towards sustainability and conscious travelling among consumers in India is anticipated to steer sales in the special interest tourism market.
The shift is disrupting some of the traditions associated with tourist hotspots and is leading to a trend where environmentally sustainable outcomes are emphasized over mere ‘experience’ vacationing. Tourists are more interested in experiencing the nature, wildlife and also authentic local culture, all of which is getting promoted by sustainability, thereby driving special interest tourism market.
Which Age Group is More Likely to Travel?
“Popularity of Special Interest Tourism Rising among Youth”
In terms of age group, the number of tourists in the 15–25-year-old bracket is expected to hold 34% of the total market share. Consumers in this age group are more interested in adventure activities like backpacking, mountaineering, rafting etc.
In addition to this, they also participate in sports activities such as diving, kayaking, and cycling. Besides adventure sports, growing interest in environmental and wildlife tours among the youth will continue pushing sales in this segment in the forthcoming years.
Which Tourist Type is Majorly Engaged in Special Interest Travel?
“Domestic Travelers are Getting Inclined Towards Special Interest Tourism”
In terms of tourist type, the domestic travelers segment will account for 67% of the total market share over the forecast period. Rising trend of recreational tourism among consumers, along with the convenience offered by online booking services will fuel demand in this segment.
Leading players operating in the special interest tourism market are launching travel deals for various unique destinations to gain a competitive edge. They are also offering discounts and are investing in online channels to improve sales. For instance:
Tourists depend on travel agencies that offer online booking, customized packages, and innovative services. Expedia, an online travel agency, has built one of the leading networks of online travel services, which has driven a big user base, thus making it a giant in the travel sector. The unique positioning of the companies belonging to the Expedia company, which operate from both home and abroad, over their competitors also contributes to their position.
Scope of Report
Historical Data Available for
US$ Billion for Value
Key Regions Covered
North America, Latin America, Europe, East Asia,South Asia, Oceania & MEA
Key Countries Covered
The U.S., Canada, Brazil, Mexico, Argentina, Germany, the U.K., France, Italy, Russia, South Africa, Turkey, China, Japan, South Korea, India, Thailand, Malaysia, Indonesia, Philippines, Cambodia, Vietnam, Australia & New Zealand.
Key Segments Covered
Purpose, Activity, Traveller Type, Tourist Type, Age Group and Regions
Key Companies Profiled
Market Forecast, Company Share Analysis, Competition Intelligence, DROT Analysis, Market Dynamics and Challenges, and Strategic Growth Initiatives
Customization & Pricing
Available upon Request
Global Special Interest Tourism Market by Category
- Health & Therapy
- Day Tours
- Nature-Based Tourism
- Wildlife Tourism
- Whitewater Rafting
- Scuba Diving
By Tourist Type:
By Traveler Type:
By Age Group:
- 15-25 Years
- 26-35 Years
- 36-45 Years
- 46-55 Years
- 66-75 Years
- North America
- Latin America
- East Asia
- South Asia
Frequently Asked Questions
The global special interest tourism market is expected to reach a valuation of US$ 3,489.7 Bn in 2022.
Growing popularity of agri-tourism, increasing interest in adventure tourism, and initiatives undertaken by regional government to promote sport tourism are driving the special interest tourism market.
The North America Special Interest tourism market is projected to grow at a ~15% CAGR over the forecast period.
Leading players in the global special interest tourism market are estimated to account for approximately 1%-5% of the total market share.
Europe special interest tourism market is anticipated to expand at 20% CAGR over the forecast period.
Table of Content
1. Executive Summary
1.1. Global Market Outlook
1.1.1. Who Is Travelling?
1.1.2. How Much Do They Spend?
1.1.3. Direct Contribution of Tourism To GDP
1.1.4. Direct Contribution of Tourism To Employment
1.2. Tourism Evolution Analysis
1.3. FMI Analysis and Recommendations
2. Market Introduction
2.1.1. Special Interest Tourism in Travel & Analysis
2.1.2. Special Interest Tourism in Travel Industry
3. The Special Interest Tourism Spectrum
3.1. Global Special Interest Tourism Outlook
3.1.1. Understand the definition of different types of special interest tourism
3.1.2. Recognize the shifts that have occurred in special interest tourism during the past several decades
3.1.3. New forms of special interest tourism
3.1.4. Impact of special interest tourism on local communities
3.2. Global Special Interest Tourist Outlook
3.2.1. Tourist Profile – Analysis of Activities
3.2.2. Nature of Special Interest Tourist (Time Spent on Researching)
18.104.22.168. 1-2 hours
22.214.171.124. 3-5 hours
126.96.36.199. 6-10 hours
188.8.131.52. 10+ hours
184.108.40.206. Almost None
3.2.3. Nature of Special Interest Tourist (Resources Used)
220.127.116.11. Online using search engine
18.104.22.168. Talk to friends/family
22.214.171.124. Travel related websites
126.96.36.199. Talk to coworkers
188.8.131.52. Destination websites
184.108.40.206. Social media
3.3. Market Structure of Special Interest Tourism Industry
3.4. General vs. Special Interest Tourism
3.5. Infrastructure Developments
3.6. Top Countries Outlook In The World
3.7. SWOT Analysis of Special Interest Tourism
4. Global Tourism Industry Analysis
4.1. Tourism Industry Overview
4.1.1. Travel & Tourism Industry Contribution To Global GDP
220.127.116.11. Business Spending v/s Leisure Spending
18.104.22.168. Domestic v/s Foreign
22.214.171.124. Direct, Indirect, and Induced
4.1.2. Travel Sector Contribution To Global Overall Employment
4.1.3. Travel & Tourism Growth Rate
4.1.4. Foreign Visitor Exports As Percentage of Total Exports
4.1.5. Capital Investment In Travel & Tourism Industry
4.1.6. Different Components of Travel & Tourism
4.1.7. Global Tourism Industry Outlook
126.96.36.199. Cultural Tourism
188.8.131.52. Culinary Tourism
184.108.40.206. Eco/Sustainable Tourism
220.127.116.11. Sports Tourism
18.104.22.168. Spiritual Tourism
22.214.171.124. Wellness Tourism
5. Special Interest Tourism Overview
5.1. What is a Special Interest Tourism
5.2. Why is Special Interest Tourism Booming
5.3. Special Interest Activities Related Motivations
5.4. Basic Purpose of Travel and Market Segments by Environment
5.4.1. Participate in activities in Urban
5.4.2. Participate in activities in Out of Urban / Rural
5.4.3. Destination activity in Urban
5.4.4. Destination activity in Out of Urban / Rural
5.5. Top Industries in Special Interest Tourism
5.5.1. Medical Tourism
5.5.2. Educational Tourism
5.5.3. Cultural Tourism
6. Categorizing of Global Special Interest Tourism Market
6.1. Introduction/ Key Findings
6.2. Current Market Analysis By Purpose (% of Demand)
6.2.7. Health & Therapy
6.2.8. Day Tours
6.3. Current Market Analysis By Activity (% of Demand)
126.96.36.199. Nature-based tourism
188.8.131.52. Wildlife tourism
184.108.40.206. Scuba Diving
6.4. Current Market Analysis By Tourist Type (% of Demand)
6.5. Current Market Analysis By Traveler Type (% of Demand)
6.6. Current Market Analysis By Age Group (% of Demand)
6.6.1. 15-25 Years
6.6.2. 26-35 Years
6.6.3. 36-45 Years
6.6.4. 46-55 Years
6.6.5. 66-75 Years
6.7. Current Market Analysis By Region (% of Demand)
6.7.1. North America
6.7.2. Latin America
6.7.4. East Asia
6.7.5. South Asia
6.7.7. Middle East & Africa
7. Categorizing of North America Special Interest Tourism Market
7.1. Introduction/ Key Findings
7.2. Current Market Analysis By Purpose (% of Demand)
7.2.7. Health & Therapy
7.2.8. Day Tours
7.3. Current Market Analysis By Activity (% of Demand)
220.127.116.11. Nature-based tourism
18.104.22.168. Wildlife tourism
22.214.171.124. Scuba Diving
7.4. Current Market Analysis By Tourist Type (% of Demand)
7.5. Current Market Analysis By Traveler Type (% of Demand)
7.6. Current Market Analysis By Age Group (% of Demand)
7.6.1. 15-25 Years
7.6.2. 26-35 Years
7.6.3. 36-45 Years
7.6.4. 46-55 Years
7.6.5. 66-75 Years
7.7. Current Market Analysis By Country (% of Demand)
8. Categorizing of Latin America Special Interest Tourism Market
8.1. Introduction/ Key Findings
8.2. Current Market Analysis By Purpose (% of Demand)
8.2.7. Health & Therapy
8.2.8. Day Tours
8.3. Current Market Analysis By Activity (% of Demand)
126.96.36.199. Nature-based tourism
188.8.131.52. Wildlife tourism
184.108.40.206. Scuba Diving
8.4. Current Market Analysis By Tourist Type (% of Demand)
8.5. Current Market Analysis By Traveler Type (% of Demand)
8.6. Current Market Analysis By Age Group (% of Demand)
8.6.1. 15-25 Years
8.6.2. 26-35 Years
8.6.3. 36-45 Years
8.6.4. 46-55 Years
8.6.5. 66-75 Years
8.7. Current Market Analysis By Country (% of Demand)
8.7.5. Rest of LA
9. Categorizing of Europe Special Interest Tourism Market
9.1. Introduction/ Key Findings
9.2. Current Market Analysis By Purpose (% of Demand)
9.2.7. Health & Therapy
9.2.8. Day Tours
9.3. Current Market Analysis By Activity (% of Demand)
220.127.116.11. Nature-based tourism
18.104.22.168. Wildlife tourism
22.214.171.124. Scuba Diving
9.4. Current Market Analysis By Tourist Type (% of Demand)
9.5. Current Market Analysis By Traveler Type (% of Demand)
9.6. Current Market Analysis By Age Group (% of Demand)
9.6.1. 15-25 Years
9.6.2. 26-35 Years
9.6.3. 36-45 Years
9.6.4. 46-55 Years
9.6.5. 66-75 Years
9.7. Current Market Analysis By Country (% of Demand)
9.7.6. Rest of Europe
10. Categorizing of East Asia Special Interest Tourism Market
10.1. Introduction/ Key Findings
10.2. Current Market Analysis By Purpose (% of Demand)
10.2.7. Health & Therapy
10.2.8. Day Tours
10.3. Current Market Analysis By Activity (% of Demand)
10.3.1.2. Nature-based tourism
10.3.1.3. Wildlife tourism
10.3.3.7. Scuba Diving
10.4. Current Market Analysis By Tourist Type (% of Demand)
10.5. Current Market Analysis By Traveler Type (% of Demand)
10.6. Current Market Analysis By Age Group (% of Demand)
10.6.1. 15-25 Years
10.6.2. 26-35 Years
10.6.3. 36-45 Years
10.6.4. 46-55 Years
10.6.5. 66-75 Years
10.7. Current Market Analysis By Country (% of Demand)
10.7.3. South Korea
11. Categorizing of South Asia Special Interest Tourism Market
11.1. Introduction/ Key Findings
11.2. Current Market Analysis By Purpose (% of Demand)
11.2.7. Health & Therapy
11.2.8. Day Tours
11.3. Current Market Analysis By Activity (% of Demand)
126.96.36.199. Nature-based tourism
188.8.131.52. Wildlife tourism
184.108.40.206. Scuba Diving
11.4. Current Market Analysis By Tourist Type (% of Demand)
11.5. Current Market Analysis By Traveler Type (% of Demand)
11.6. Current Market Analysis By Age Group (% of Demand)
11.6.1. 15-25 Years
11.6.2. 26-35 Years
11.6.3. 36-45 Years
11.6.4. 46-55 Years
11.6.5. 66-75 Years
11.7. Current Market Analysis By Country (% of Demand)
11.7.8. Rest of SA
12. Categorizing of Oceania Special Interest Tourism Market
12.1. Introduction/ Key Findings
12.2. Current Market Analysis By Purpose (% of Demand)
12.2.7. Health & Therapy
12.2.8. Day Tours
12.3. Current Market Analysis By Activity (% of Demand)
220.127.116.11. Nature-based tourism
18.104.22.168. Wildlife tourism
22.214.171.124. Scuba Diving
12.4. Current Market Analysis By Tourist Type (% of Demand)
12.5. Current Market Analysis By Traveler Type (% of Demand)
12.6. Current Market Analysis By Age Group (% of Demand)
12.6.1. 15-25 Years
12.6.2. 26-35 Years
12.6.3. 36-45 Years
12.6.4. 46-55 Years
12.6.5. 66-75 Years
12.7. Current Market Analysis By Country (% of Demand)
12.7.2. New Zealand
13. Categorizing of Middle East and Africa Special Interest Tourism Market
13.1. Introduction/ Key Findings
13.2. Current Market Analysis By Purpose (% of Demand)
13.2.7. Health & Therapy
13.2.8. Day Tours
13.3. Current Market Analysis By Activity (% of Demand)
126.96.36.199. Nature-based tourism
188.8.131.52. Wildlife tourism
184.108.40.206. Scuba Diving
13.4. Current Market Analysis By Tourist Type (% of Demand)
13.5. Current Market Analysis By Traveler Type (% of Demand)
13.6. Current Market Analysis By Age Group (% of Demand)
13.6.1. 15-25 Years
13.6.2. 26-35 Years
13.6.3. 36-45 Years
13.6.4. 46-55 Years
13.6.5. 66-75 Years
13.7. Current Market Analysis By Country (% of Demand)
13.7.2. South Africa
14. Social Media Sentimental Analysis
14.1. Social Media Platforms Preferred
14.2. Consumer Perception for Destinations On Social Media Platforms-Positive and Negative Mentions
14.3. Trending Destinations; Locations
14.4. Trending #Hashtags
14.5. Social Media Platform Mentions (% of Total Mentions)
14.6. Region-Wise Social Media Mentions (% of Total Mentions)
14.7. Trending Subject Titles
15. Competition Analysis
15.1. Competition Dashboard
15.2. Competition Benchmarking
15.3. Competition Deep Dive
15.3.1. Martin Randall Travel Limited
220.127.116.11. Service Portfolio
18.104.22.168. Strategy Overview/campaigns
15.3.2. Audley Travel
22.214.171.124. Service Portfolio
126.96.36.199. Strategy Overview/campaigns
188.8.131.52. Service Portfolio
184.108.40.206. Strategy Overview/campaigns
15.3.4. Wild Frontier
220.127.116.11. Service Portfolio
18.104.22.168. Strategy Overview/campaigns
15.3.5. Carlson Holdings, Inc.
22.214.171.124. Service Portfolio
126.96.36.199. Strategy Overview/campaigns
15.3.6. National Geographic Partners, LLC.
188.8.131.52. Service Portfolio
184.108.40.206. Strategy Overview/campaigns
15.3.7. Flight Centre Travel Group Ltd.
220.127.116.11. Service Portfolio
18.104.22.168. Strategy Overview/campaigns
15.3.8. Booking Holdings, Inc.
22.214.171.124. Service Portfolio
126.96.36.199. Strategy Overview/campaigns
15.3.9. Lakeland Tours LLC
188.8.131.52. Service Portfolio
184.108.40.206. Strategy Overview/campaigns
15.3.10. EF Educational Tours
220.127.116.11. Service Portfolio
18.104.22.168. Strategy Overview/campaigns
15.3.11. Wendy Wu Tours
22.214.171.124. Service Portfolio
126.96.36.199. Strategy Overview/campaigns
188.8.131.52. Service Portfolio
184.108.40.206. Strategy Overview/campaigns
15.3.13. Educational Tours, Inc.
220.127.116.11. Service Portfolio
18.104.22.168. Strategy Overview/campaigns
22.214.171.124. Service Portfolio
126.96.36.199. Strategy Overview/campaigns
15.3.15. Medical Tourism Corporation
188.8.131.52. Service Portfolio
184.108.40.206. Strategy Overview/campaigns
15.3.16. Intrepid Group
220.127.116.11. Service Portfolio
18.104.22.168. Strategy Overview/campaigns
15.3.17. Cox and King’s Ltd.
22.214.171.124. Service Portfolio
126.96.36.199. Strategy Overview/campaigns
15.3.18. Geographic Expeditions
188.8.131.52. Service Portfolio
184.108.40.206. Strategy Overview/campaigns
15.3.19. Kuoda Travel
220.127.116.11. Service Portfolio
18.104.22.168. Strategy Overview/campaigns
15.3.20. Others (as per request)
22.214.171.124. Service Portfolio
126.96.36.199. Strategy Overview/campaigns
16. Assumptions and Acronyms Used
17. Research Methodology