Special Interest Tourism Market Size (2024 – 2030)

The global special interest tourism market was valued at USD 4.151 billion and is projected to reach a market size of USD 16.7 billion by the end of 2030. Over the forecast period of 2024–2030, the market is projected to grow at a CAGR of 22%. 

Within the tourist business, one of the fastest-expanding categories is special interest tourism. A greater number of travelers are looking for experiences that fulfill a wide range of interests. Customized tourist activities are offered for certain groups and individuals in the area of special interest tourism (SIT). It focuses on offering adventure and leisure activities that meet the demands of a certain group of people. In the past, this market had a limited presence due to a lesser interest among the public. Moreover, the economy was unstable in many countries. Presently, with social media presence and technological advancements, this market has seen good growth. In the future, with a growing focus on sustainability, innovations, and demand, this market is anticipated to witness an enlargement.

Key Market Insights:

Global special interest tourism is predicted to expand at a compound annual growth rate (CAGR) of 20% between 2022 and 2028.

The global market for special interest travel was estimated to be worth US $3.4 billion in 2022.

Around 20% to 50% of travel destinations worldwide are regarded as ecotourism hotspots.

With a quick growth rate and a significant share of the global tourist market of about 7%, eco-tourism has become a prominent segment of the tourism industry worldwide.

According to studies, tourism is responsible for 8–10% of the world's carbon emissions. Certain types of tourism, such as ecotourism or adventure tourism, have a greater impact than others since they involve travel, lodging, and leisure activities. To tackle this, organizations have been working towards sustainable practices like transportation optimization, certifications, and governmental policies.

Special Interest Tourism Market Drivers:

Growing demand for unique experiences has contributed to its success.

Individuals are usually attracted to places that have personalization. Modern travelers have been actively seeking out experiences that align with their interests or hobbies. This can be related to any sport, adventure, education, wildlife, culture, and other historical places. Special interest tourism caters to this need by creating experiences for people as per their interests. Secondly, this type of tourism provides authentic connections. Many people are interested in visiting places that allow them to connect with the local community. This allows them to learn about their beliefs and culture. Additionally, this type of travel allows people to connect with people of all castes, creeds, and generations. Moreover, many of them are willing to try this experience to attain a sense of belonging and find their path toward spirituality by learning about the ancient scripts and values of different religions. Furthermore, a lot of tours can be educational. For instance, many agencies take students on educational trips to spread awareness about social, economic, and climate issues. This helps in creating a deeper understanding and implementing effective solutions in our day-to-day activities to reduce the same.

Social media has been promoting a greater percentage of the population to travel.

 Social media channels have been playing an important role in this market. Apps like Instagram, Facebook, Pinterest, YouTube, WhatsApp, etc., have many informative contents. They can be videos, audio, notes, blogs, vlogs, etc., about any particular place and the prominence it holds. Creators and influencers on these platforms create content that helps the local regions and other international destinations improve their economies by strengthening their travel industries. Besides, a few bloggers create posts about local work like handicrafts, pottery, education, and any other type of art. People who are passionate about these topics tend to volunteer with various organizations and travel companies to visit these places and learn about their history. These creations help engage more audiences who have a genuine interest in travel. 

Special Interest Tourism Market Restraints and Challenges:

Costs, environmental issues, and ethical concerns are the main hurdles that the market is currently facing.

Travels that are not funded or sponsored are often associated with a lot of budgets. This can be a big barrier for the market since every single individual might not be able to afford the expenses. Various other charges are there, which include travel, accommodation, living expenses, and others. Secondly, tourism, if not maintained and planned properly, can contribute to a lot of environmental issues like pollution, carbon emissions, waste generation, property destruction, and many more. Activities such as ecotourism, adventure tourism, and other niche markets can exacerbate tourism, harm ecosystems, or increase greenhouse gas emissions. Thirdly, many travelers can be negligent about the preservation of government and private properties while sightseeing. There have been many cases of damage to architecture, the blackening of monuments, and the destruction of trees. Besides, a few of them can be disrespectful towards the culture and beliefs of a particular place because they might not align with their religion.

Special Interest Tourism Market Opportunities:

Technological advancements can provide the industry with numerous possibilities. Planning a vacation and making decisions can be facilitated by immersive previews of certain locations or activities provided by smartphone applications, augmented reality (AR), and virtual reality (VR). Travelers who prioritize overall well-being, mental health, and relaxation are driving the growth of wellness tourism. Locations that provide spa treatments, yoga and meditation retreats, digital detox programs, and wellness retreats are becoming more popular amongst the public. Organic food has been in huge demand. Many people have been looking for authentic farm experiences. Moreover, every region has its own unique and diverse cuisines, which are associated with a lot of health benefits. This can include rare herbs, plants, and other vegan foods that are known to enhance immunity. As such, many people have been looking for culinary tourism to learn about and experiment with their food. Demand for sustainable and environmentally friendly travel solutions has surged as a result of growing awareness of environmental effects. Eco-friendly lodging, outdoor activities, and tours that reduce carbon emissions and emphasize conservation have been some of the most desired forms of destination, helping the market generate more revenue. Apart from this, people have been looking for village-type experiences where they learn about the ancient and traditional methods that were used in many of our day-to-day activities. This is often viewed as an aesthetic journey that many of them enjoy.

SPECIAL INTEREST TOURISM MARKET REPORT COVERAGE:

Special Interest Tourism Market Segmentation: By Purpose

• Activity

• Educational

• Discovery

• Hobbies

• Challenge

• Relaxation

• Health & Therapy

• Day Tours

Based on purpose type, the activities category is the largest. Activities cover a wide range of niche interests, such as outdoor activities, animal observation, adventure sports, and hands-on learning. Travelers looking for engaging and energetic experiences are drawn to this diversified category. Besides, this segment is mostly dominated by youngsters, who usually have the energy and enthusiasm to go through various sports and adventures. Since many of these sports give an adrenaline rush, a greater percentage of the population is attracted to them. Health and therapy are the fastest-growing categories. Experiences that encourage rest, renewal, and mental health are becoming increasingly important to travelers as a result of the worldwide movement toward wellness and self-care. People seek out events and locations that provide chances for relaxation. These surroundings are provided via health and therapy travel, frequently in peaceful or natural locations like forests, beaches, and mountains.

Special Interest Tourism Market Segmentation: By Tourist Type

• Solo

• Family & Group

With a share of more than 50% in 2023, the family and group sector is the largest one in this industry. This includes strangers, friends, parents, kids, and other members of the extended family. Many people prefer to travel in groups to create more memories. This type of travel helps us spend more time with our loved ones and go on many adventures together. Traveling alone, however, is expanding the fastest. There are a lot of adults and teens in this category. A lot of individuals would like to travel solo to discover themselves. This group has many influencers who create content and monetize it. Recent solo travel trends have inspired a lot of people to do this since they learn a lot of lessons and develop interests along the way.

Special Interest Tourism Market Segmentation: By Booking Type

• Offline Booking

• Online Booking

Among all booking categories, offline booking has the largest growth, with a share of over 45% in 2023. This is because of its historical significance. Few people face difficulties in learning about Internet techniques. Additionally, some of them might not have internet access. In-person booking helps with building trust due to face-to-face interactions. Besides, individuals can clarify all their doubts and might be able to bargain. The online booking category is the fastest-growing. Digitalization has become a new trend. People can book all their travels from the comfort of their homes. Besides, they get to read reviews by other people, which helps them decide if they want to proceed with the company or not. Technological advancements are also fueling the growth since there have been many user-friendly upgrades to the app.

Special Interest Tourism Market Segmentation: By Tour Type

• Domestic

• International

The domestic segment is the largest growing section in this industry, based on tour type. The primary reason for this is the affordability of this particular category. This may apply to fees for lodging, travel, and other amenities. Furthermore, governmental organizations from many countries have started to put various plans and programs to support sustainable tourism into action. Investments to promote local travel have seen a drastic rise. Hence, facilities are improved, attracting a broader traveler base. Besides, social media has also raised awareness about regional cultures and art. Many of them are associated with fascinating facts that help the individual in the long run. The fastest-growing section is the international category. Urbanization in many countries has played a huge role in this. People's living conditions have improved due to an increasing disposable income and a rising middle class. This has given them the privilege of affording luxurious travel. Besides, international trade has helped to improve relations between countries, thereby contributing to a stronger economy. Furthermore, many companies have made planning activities easier and more budget-friendly. Besides, volunteer-related organizations have been able to take people on these tours due to economic improvement.

Special Interest Tourism Market Segmentation: Regional Analysis

• North America

• Asia-Pacific

• Europe

• South America

• Middle East and Africa

With a roughly 32% share in 2023, North America is the largest area in this industry. The top countries in this regard are the United States and Canada. Economic development is one of the primary reasons for this. Hence, governmental institutions and companies can invest a lot of money to make the hotspots an appealing choice. Besides, a lot of major companies have a notable presence in this area. Due to their popularity, many people might go to these companies to manage and plan their travel activities. REI Adventures, Nat Hab (Natural Habitat Adventures), Road Scholar, and Savor Seattle offer specialized experiences catering to various interests within the North American special interest tourism market., Asia-Pacific is the area with the fastest rate of growth. At the top are Australia, Bhutan, Thailand, and India. This area accounts for around 21% of the total. Governmental bodies have been contributing tremendously to improving the tourism industry in many Asian countries. Most of them have a rich cultural heritage and local art. This facilitates more people to choose these areas. Significant improvements have been made in improving the road routes, accommodation, electricity, water, and other necessities. Cleanliness has become a top priority to preserve the heritage. Adventure tourism activities are abundantly present in many popular coastal destinations like the Maldives, Thailand, and Indonesia. These places have become some of the most popular destinations. During the forecast period, this region is predicted to have a good expansion.

COVID-19 Impact Analysis on the Global Special Interest Tourism Market:

The pandemic affected the market in a variety of ways. Lockdowns, restricted mobility, and social isolation were all part of the new normal. Consequently, businesses had to temporarily close. An economic downturn was seen.  Many people lost their jobs as a result of financial difficulties and uncertainty. Many travel guidelines and restrictions were imposed on tourists. A lot of them were not stepping out to prevent the contamination of the virus. Moreover, the majority of the funding was allocated to healthcare applications like vaccine development, ventilators, oxygen tanks, hospital beds, etc. Due to this, investments in the tourism industry decreased significantly. According to a report by the OECD, the pandemic decreased international tourism by 80%. Post-pandemic, the market has picked up owing to the upliftment of guidelines and relaxation of rules.

Latest Trends/ Developments:

The companies in this market are motivated to achieve a higher market share by implementing different strategies, such as acquisitions, partnerships, and investments. Companies are also spending heavily to improve existing technologies while maintaining competitive pricing. This has further resulted in increased enlargement.

Volunteering has been a recent trend. In this way, individuals of all age groups get to travel for free if they agree to be a part of some kind of innovative project that would help the community. This can include projects that are involved in spreading awareness about global warming, planting trees, promoting local products, wildlife conservation, vegan walks, and many more. As such, many companies and organizations are trying to create a good presence in this market. This is a huge benefit for students who have limited pocket money to see the world and learn new things.

Key Players:

1. Intrepid Travel

2. G Adventures

3. EcoCamp Patagonia

4. Lindblad Expeditions

5. Context Travel

6. COMO Shambhala

7. Canyon Ranch

8. IVHQ (International Volunteer HQ)

9. EF Educational Tours

10. ACIS Educational Tours

In September 2023, the UNWTO started a new worldwide campaign to bring nations together, inspire leaders in the tourism industry, and urge travelers to be more receptive when selecting a location. "Tourism Opens Minds" was unveiled during the World Tourism Day celebrations in Riyadh. It aims to highlight the significant role that tourism plays in fostering cross-cultural understanding and a more connected and peaceful world.

In July 2023, the transformative "Travel for Life" program under Mission LiFE of the Ministry of Tourism was unveiled by Assistant Director of Tourism, Kargil. Through significant behavioral changes among travelers and tourism stakeholders, this ambitious project hopes to have a significant influence on environmental conservation and climate action.

In February 2023, the Ministry of Tourism (MoT), in collaboration with the Indian Institute of Tourism & Travel Management (IITTM), the United Nations Environment Programme (UNEP), and the Responsible Tourism Society of India (RTSOI), organized the third regional workshop on the development of sustainable and responsible tourist destinations in Hyderabad to advance sustainable tourism in the nation.