Active travel and “sportcations” are evolving from a niche option into one of the fastest-growing tourism trends, as more and more travellers choose a destination based on the sporting and outdoor activities they can enjoy there.
New data from Trip.com Group shows that the total value of travel bookings (GMV) associated with active travel has increased by almost 40%, whilst searches for sports experiences are up by more than 30% year-on-year.
This trend ranges from cycling and diving to climbing, surfing, paragliding, skydiving and organised wellness retreats, reflecting the shift towards holidays in which physical activity is a key reason for travelling.
Explosive growth in Europe and Asia
Searches for active sports experiences rose by 80% in Singapore, 65% in Malaysia and 50% in the UK, whilst France, Italy, Germany and Spain recorded triple-digit growth rates.
The changes in bookings are even more significant. South Korea recorded an increase of 150%, Singapore 104% and Thailand 200%.
The trend is particularly strong amongst European travellers, with bookings in the UK up by more than 100%, whilst in Germany the increase exceeded an impressive 600%.
The data suggests that, for a growing number of travellers, activities are no longer simply a complement to the holiday but are a key factor in determining the choice and planning of the entire trip.
Diving at the top
Globally, diving is the most popular sporting activity, followed by activities such as ziplining, paragliding, skydiving and cycling.
Preferences vary significantly from market to market. Diving is the top choice for travellers from South Korea, Malaysia, Germany, Spain, Italy and France.
Skydiving is the most popular activity in Hong Kong, Taiwan and Thailand, whilst Japanese travellers show the greatest preference for cycling.
Which destinations benefit from sports holidays?
The rise of active travel also creates new opportunities for destinations that can link their tourism identity to specific activities.
According to Trip.com Group, Thailand, China, Australia, New Zealand and Malaysia stand out in a number of categories, ranging from cycling and climbing to swimming, water sports and adventure experiences.
Thailand features in all five categories examined and ranks first for diving, whilst also being amongst the top destinations for cycling, water sports and adventure activities.
Australia is also a popular destination, attracting travellers for cycling, climbing, surfing and kayaking, as well as activities such as paragliding and skydiving.
From holidays to social media
Active travel is also changing the way travellers share their experiences online.
Related posts on Trip.Moments nearly doubled, rising by 99% year-on-year. In Spain, the increase was 224.9%, in the United Kingdom 122.2%, in Italy 118.9%, in China 96.2% and in France 86.9%.
Even more impressive is the rise in engagement: comments on active travel-related content are 12 times higher than last year.
The way these trips are organised also varies. In Europe, the average travel group consists of one to two people, whilst in the Asia-Pacific region it is two to three.
Data from Trip.com Group shows that “sportcations” are gradually moving away from being a niche travel trend and becoming mainstream, as learning a new skill, achieving a personal sporting goal or simply getting in touch with nature have become key motivations for choosing one’s next holiday.
Source: tourismtoday.gr