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Saudi Arabia

AdventureEDU Case Study

Situation
Along with other Middle Eastern governments, Saudi Arabia is looking to build its adventure tourism market as a business sector with appeal and growth potential for its large youth population, and as a source of economic development as the number of adventure travelers worldwide continues to grow.

The Supreme Commission for Tourism in Saudi Arabia requested a training course to raise the knowledge and understanding of adventure tourism among travel businesses and government agency staff. The Commission specifically requested information and tools for the development of adventure tourism products, as well as marketing strategies and public policies.

ATTA’s AdventureEDU Solution
The ATTA and UNWTO/Themis Foundation collaborated to develop a five-day workshop for 80 participants from five countries.

Day 1

General Understanding and Explanations about Adventure Tourism

  • Definition

  • Key activities

  • Businness models and primary stakeholders

Day 2

Product Development

  • Developing adventure travel from the destination management perspective

  • Developing adventure travel from the tour operator perspective: how to find and define a target market, creating adventure tourism products according to three main stages: concept, operations and commercializing.

Day 3

Field Trip

The workshop included a field trip in which participants had the opportunity to conceptualize new products for specific recreation areas.

Day 4

Marketing and Public Policies

  • Distribution Channels

  • Internet Marketing

  • Offline Marketing

  • Local and Regional Partnerships

  • Necessary Public Policies

  • Standards and Regulation

  • Advocacy methods for accomplishing the necessary public policies

Day 5

Team Product Presentations and Conclusions

  • New adventure tourism products for the region were presented

  • Concluding discussion about next steps for market development

Outcomes

  • Participants new to the field of adventure travel gained information to help them consider how they might integrate adventure aspects into their existing itineraries.

  • Experienced adventure activity guides gained information and tools to support their efforts to develop adventure tourism businesses.

  • Government agency staff responsible for tourism learned about the potential of the adventure tourism market segment and what the development and management of the sector would require

“The AdventureEDU program delivered by ATTA provided useful information to a very heterogenous range of participants from multiple countries and with varying interests in the subject – from policy makers to tour operators and guides. It was an important step forward for the continued development of the adventure sector in the region.”

– Sonia Figueras, UNWTO/THEMIS

“We had new industry partners either in the planning stages or early stages of building that were able to take away a lot of information and real examples that will assist them to get their product ready. We anticipate some of these Alberta partners to be ready for business in their next upcoming season.”
– Bart Donnelly, Business Development Director, Canada, USA & Europe, Travel Alberta

“I recently had the opportunity to attend Alberta’s first AdventureEDU event and it was such a great way to spend two days. The first day was a beneficial way to look at experiences we already offer, and how we might tweak them to make them even more memorable for our guests. But the second day was particularly helpful in reviewing the safety aspects for our adventures, so each of our guests can be comfortable at whatever they perceive their level of risk to be. Of course, the networking opportunities were abundantly encouraging! Anyone who has the opportunity to attend one of the ATTA’s events like this, should. Beautiful location, delicious food, highly informative, experienced speakers, and above all – FUN! Thanks ATTA, and Travel Alberta for the opportunity!”
– Shirley Zelman, Co-Owner, Grand Rapids Wilderness Adventures