Middle East & Africa Adventure Tourism Market Outlook, 2028

The Middle East and Africa have been diversifying their tourism offerings beyond traditional attractions. This includes a focus on adventure tourism, such as desert safaris, mountain trekking, wildlife safaris, and various water sports. Countries like the United Arab Emirates, Oman, Egypt, Kenya, Tanzania, and South Africa have been actively promoting adventure tourism due to their unique landscapes and natural attractions. The development of infrastructure, including better roads, airports, and accommodations, has made these regions more accessible to tourists. Improved connectivity and transportation options have made it easier for adventure seekers to reach remote or previously inaccessible areas, encouraging more people to explore these regions. Both the Middle East and Africa boast a rich diversity of landscapes, from vast deserts, high mountain ranges, and pristine coastlines to dense forests and wildlife reserves.

These regions offer a wide range of adventure activities, such as desert safaris, mountain climbing, wildlife safaris, scuba diving, and more. The rise of interest in adventure sports globally has also contributed to the growth of adventure tourism in these regions. Activities such as trekking, mountain biking, rock climbing, scuba diving, and others are becoming more popular among travellers seeking adrenaline-pumping experiences. Economic development in several countries in the Middle East and Africa has led to an increase in disposable income. This rise in affluence has allowed more people to explore travel options, including adventure tourism.

As a result, there's a growing middle class eager to engage in unique travel experiences. Governments and local authorities recognise adventure tourism as a catalyst for economic growth. This recognition has led to policies and investments aimed at developing this sector, creating job opportunities, and supporting local businesses in the adventure tourism industry.

According to the research report, “Middle East & Africa Adventure Tourism Market Outlook, 2028,”, the market is anticipated to cross around USD 32 billion in market size by 2028. Social media platforms and digital content play a significant role in promoting adventure tourism. Travel influencers, bloggers, and vloggers share their experiences in these regions, showcasing the natural beauty and adventure activities available. This exposure has led to increased interest and curiosity among potential travelers. Hosting international events, such as adventure sports competitions, marathons, or cultural festivals, also contributes to the growth of adventure tourism.

These events attract participants and spectators, showcasing the region's potential and drawing attention to its offerings. Collaborations between different sectors, such as the tourism industry, local communities, and environmental conservation groups, play a crucial role in promoting sustainable adventure tourism.

This collaboration can lead to responsible and eco-conscious adventure experiences, attracting tourists who value ethical travel practices. Adventure tourism in the Middle East and Africa is expanding beyond traditional activities. While desert safaris and historical explorations remain popular, there's a growing trend towards diverse activities such as mountain climbing, wildlife safaris, scuba diving, hot air ballooning, zip-lining, caving, and more. These destinations are increasingly offering a wider range of adventurous experiences to cater to different preferences and levels of thrill-seeking.

While certain regions have been popular for adventure tourism for some time, new destinations are emerging as adventure hubs. Countries like Jordan, Oman, Morocco, and Kenya, among others, are gaining attention for their unique adventure offerings. This diversification of adventure destinations is expanding the market, offering travellers a wider range of experiences to choose from.

According to the report, the major countries covered in this report include the United Arab Emirates, Saudi Arabia, South Africa, and the rest of the Middle East and Africa. Among them, Saudi Arabia is growing at the highest rate. Saudi Arabia is home to numerous cultural and historical attractions, including UNESCO World Heritage Sites such as the historic city of Diriyah, the archaeological site of Al-Hijr (Madain Salih), and the rock art of the Hail Region. The promotion of these sites has attracted cultural and heritage tourism. Saudi Arabia has taken steps to open itself up to international tourists by introducing a tourist visa in 2019. This move marked a significant shift in the country's approach to tourism and has encouraged more international visitors to explore the diverse landscapes and cultural offerings. Saudi Arabia possesses diverse landscapes, from deserts to mountains, and has been promoting adventure tourism.

The development of adventure activities, such as hiking trails and ecotourism initiatives, appeals to travellers seeking outdoor and nature-based experiences. Saudi Arabia has invested in improving its tourism infrastructure, including airports, hotels, and transportation networks. Infrastructure development is essential for providing a seamless and comfortable experience for tourists.

Based on the types that are segmented into hard and soft, among them in the Middle East and Africa, the soft is leading the market with the highest market share. The Middle East and Africa are rich in cultural and historical heritage. Soft adventure tourism allows travellers to explore ancient sites, archaeological wonders, and UNESCO World Heritage sites without requiring intense physical exertion. Cultural experiences, guided tours, and historical walks contribute to the appeal of soft adventure. Soft adventure often involves eco-friendly activities that focus on nature exploration and wildlife observation. The Middle East and Africa offer opportunities for birdwatching, nature walks, and safaris, providing travellers with a chance to connect with the natural environment. The region has seen a growth in luxury tourism with the development of upscale accommodations, resorts, and spa facilities.

Soft adventure complements luxury travel, allowing visitors to enjoy cultural experiences, relaxation, and comfort in combination. The Middle East is home to historic cities with ancient architecture and vibrant markets. Soft adventure activities include walking tours, exploring historical neighbourhoods, and experiencing the local urban culture.

In terms of the activities, they are segmented into land-based activities, waterways activities, and airways activities. In the Middle East and Africa, the waterways activity is growing at the highest rate. The Red Sea and the Arabian Gulf, in particular, are known for their clear waters, making them ideal for water sports and activities. The presence of unique underwater ecosystems, coral reefs, and marine biodiversity attracts divers and water enthusiasts seeking memorable and distinctive experiences. Regions have seen the development of luxury waterfront resorts that cater to travellers seeking a combination of adventure and relaxation. These resorts often offer water-based activities, such as jet skiing, paddleboarding, and yacht excursions, providing a premium adventure experience. The Middle East and Africa host water-based festivals and events that contribute to the adventure tourism market.

These events showcase water sports competitions, beach parties, and other aquatic activities, attracting enthusiasts and fostering a vibrant atmosphere. Based on the types of travellers, which are segmented into solo, group, family, and couple, the group leads the market. Adventure tourism activities, such as guided tours, safaris, and expeditions, can involve significant costs. Travelling as a group enables participants to share expenses, making adventure travel more affordable for individuals. Group discounts on accommodations, transportation, and activities contribute to cost-sharing benefits. Many adventure activities in the Middle East and Africa involve exploring diverse and sometimes remote landscapes. Group tours led by experienced guides provide participants with valuable insights, knowledge about local cultures, and expertise in navigating challenging terrains.

According to the report, the age group is segmented into the Below 30 years, 30-50 years, and above 50 years - among them, the 30-50 years - is a growing market. Individuals in the 30-50 age group often have established careers and financial stability, allowing them the means to afford adventure tourism experiences. They have the disposable income to invest in travel and seek out unique, adventurous activities. Some individuals in this age range take advantage of career breaks or sabbaticals to explore new horizons and engage in adventure travel. The opportunity to take extended leaves from work enables them to embark on more immersive and extended adventure experiences. Adventure tourism in the Middle East and Africa often involves cultural immersion. Individuals in this age group may have a deeper appreciation for cultural experiences, historical sites, and interactions with local communities, making adventure travel in these regions particularly appealing.

Based on the sales channel, they are segmented into travel agents, and direct among them is the growing market. Travel agents often possess local knowledge and expertise about destinations within the Middle East and Africa. This is particularly valuable in the context of adventure tourism, where understanding the intricacies of diverse landscapes, cultural nuances, and logistical challenges is crucial. Adventure tourism can involve certain risks, and safety is a top priority for travelers. Travel agents play a vital role in ensuring that clients participate in activities with reputable operators, adhere to safety protocols, and have access to emergency support, contributing to a secure and enjoyable adventure experience.

Companies Covered in this report:

Globus Tours, Topdeck Travel, International Expedition, Make My Trip Pvt.Ltd., G Adventures, Intrepid Travel, Expedia, Inc., Abercrombie & Kent.

Considered in this report:

• Geography: Middle East and Africa
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report:

• Middle East and Africa market with its value and forecast along with its segments
• Country-wise market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Country Covered in this report:

• United Arab Emirates
• Saudi Arabia
• South Africa

By Type

• Hard
• Soft

By Activity

• Land Based Activity
• Water Ways Activity
• Air Ways Activity

By Type of Traveller

• Solo
• Group
• Family
• Couples

By Age Group

• Below 30 Years
• 30-50 Years
• Above 50 Years

By Sales Channel

• Travel Agents
• Direct

The approach of the report:

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and list out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, and annual reports of companies, analyzing the government-generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers into regional aspects, tier aspects, age groups, and gender. Once we have primary data with us we started verifying the details obtained from secondary sources.

Intended audience:

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the Adventure Tourism industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.


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