The Western Cape is poised to emerge as a global hub for adventure tourism, a niche within the global tourism sector that is anticipated to be valued at $4.6-trillion by 2032, a recent report by Wesgro, the official tourism, trade and investment promotion agency for Cape Town and the province, shows.

Adventure tourism, as defined by the Adventure Travel Trade Association, involves trips with at least two of the following elements: physical activity, natural environment and cultural immersion.

This niche divides activities into hard and soft categories. Hard activities attract thrill-seekers wanting greater challenges, such as water adventures, caving, climbing and skydiving.

Conversely, soft activities encompass safe and easy-to-learn pursuits like hiking or cycling.

The ‘Adventure Tourism: Market Potential in South Africa and the Western Cape’ study, conducted by Wesgro, draws upon data from a recent report by Allied Market Research.

According to the global market intelligence provider, in 2022, the adventure tourism market was valued at $366.7-billion globally, with projections indicating a considerable rise to $4.6-trillion by 2032.

This growth is attributed to the increasing demand for adventure experiences worldwide.

While the precise size of the local adventure tourism market remains unquantified, it is on the rise, especially considering the recent surge in global interest in adventure activities, Wesgro points out.

Recent data from South African Tourism, published in 2023, highlights a shift in consumer preferences towards “real-time” experiences over material acquisitions while travelling.

Adventure tourism stands out as a rapidly growing market in the country, with a unique focus on sustainability, conservation and environmental protection, Wesgro avers.

This aligns with the global trend where tourists prefer destinations emphasising these values while offering outdoor, nature, scenic beauty, and adrenaline experiences, it adds.

Wesgro’s report points out the rapid growth of adventure tourism in South Africa, along with a growing recognition among industry stakeholders of its economic value.

Tailormade adventure experiences have the potential to catalyse the entire tourism sector, noted as a considerable job generator, contributing 5% to 6% to gross domestic product in the past decade, Wesgro highlights.

The Wesgro report underlines the Western Cape’s ideal positioning in the global adventure tourism market, attributing this to the region’s growing emphasis on sustainability and the promotion of harmony between humans and nature.

In terms of source markets, Europe led the pack in 2022, comprising 63.7% of tourists enjoying adventure experiences in South Africa, followed by North America (16.2%) and Africa (11.3%).

The Western Cape stood out as the preferred destination for 47.4% of tourists visiting the country, for whom adventure activities were among their top type of experience choices, ranking fourth after eating out, shopping, and beach experiences.

Notably, adventure tourism has the power to deepen regional spread and extend length of stay, as many adventure activities are found in the wide-open spaces of the province, Wesgro asserts.

CEO Wrenelle Stander emphasises the need for a comprehensive understanding of factors influencing tourists’ decisions to partake in adventure tourism experiences.

By identifying these aspects, operators can develop tailored adventures catering to the specific needs of their target audience, she explains.

Stander also mentions the importance of aligning marketing strategies with tourists’ preferences.

For instance, Europeans highly value creativity, recognising it as a key driver of innovation and growth, offering an opportunity for marketing experiences that resonate with these values.