Activity tourism and destination development

Our work usually focuses on developing activity tourism products within a wider destination programme. Activity or adventure tourism is a growth sector both in the UK and overseas. Activity tourism can represent the sole or main motivation for a holiday trip but can also make a strong contribution to the range of ‘things to do’ for people who are on holiday in the region for other purposes. The availability of a strong activity or adventure product can help to build the average length of stay of holiday trips and hence increase the average spend per trip.

Activity tourism planning

Activity tourism offers opportunities for local tourism businesses to grow – from accommodation providers, specialist service providers (such as mountain biking centres), catering and retail businesses. With the growth of the internet the routes to market are now more accessible for both small and medium size activity businesses to thrive and prosper within a coordinated sector.

Some of the clients we have worked with include:

  • Cumbria Tourism
  • Chichester District Council
  • Kent County Council
  • North Soar Trails Syndicate
  • North Wales Tourism Partnership
  • Tourism South East

Find out more about our activity tourism and destination development projects here and other projects here.

Our clients have been appreciative of our work: “The team was commissioned by Tourism Partnership North Wales to prepare a new Vision and Action Plan for the outdoor sector in North Wales. North Wales is internationally recognised as providing excellent opportunities for outdoor recreation, with a strong activity ‘offer’ based on its outstanding environmental assets and range of activities available. However, partners recognised a lack of co-ordination and connection across the broad policy and programme agenda associated
with the outdoor sector.

The focus of our work included a market review and assessment of the outdoor activity sector leading to the preparation of a challenging vision and action plan for the sector in North Wales. We also advised on the form and function of a strategy forum and action-partnership to drive forward the plan.

It has been a pleasure to work with the team, and move from a position of little informed to much greater understanding of the sector and the opportunities that it offers to the region of North Wales. The thorough review of the external factors, trends – economic, socio-demographic influencing the outdoor sector and customer choice provided a great platform for identifying the opportunities and threats to its future in the North Wales. The assessment of comparator and competitor areas, cross referenced with a rigorous audit of the existing local product has led to clear Vision Statement, with supporting Strategic Objectives and a clear cut Action Plan. The incorporation of interview comments and edits of information to the work in progress were easily secured – thus delivering a consultative document with a high level of ownership from the engaged parties.” Dewi Davies, Regional Strategy Director Tourism Partnership North Wales.

Contact us
If you have any questions or would like to discuss our work within the heritage and museum sector please don’t hesitate to call either Richard Linington or Kevin Brown on 023 9248 1999 or email consulting@pslplan.co.uk



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