Adventure Tourism: Scaling New Heights

Achal Dhruva - Mumbai

Adventure tourism is the fastest growing segment worldover. While World Travel Mart figures peg the global growth of the segment at 35 per cent compared to 12 per cent for cultural tourism, adventure tourism in India according to the Adventure Tour Operators Association of India (ATOAI), is valued at Rs 300 crore. Nonetheless, the growth figure is expected to double this year. India blessed with a diverse terrain comprising of mighty mountain ranges, long coastline, thick forests and lakes and rivers is a perfect playing ground for a host of adventure sports like white water river rafting, paragliding, hot air ballooning, skiing, mountain biking, scuba diving, hiking-trekking and rock climbing-rappelling etc. The potential of adventure tourism in the country has not yet been fully exploited. However, a few states like Himachal Pradesh, Uttaranchal, Ladakh district in Jammu and Kashmir and to some extent Karnataka, are positioning and promoting themselves as adventure tourism destinations.

Wile foreign tourists comprised the major bulk of the adventure tourism market, over the past few years there has been a phenomenal increase in the number of domestic tourists opting for an adventure-based holiday.

This trend was attested by the large turnout at the Adventure Holiday Expo held in the city. Organised by ATOAI, the expo, a first of its kind in the country had over 25 major adventure tour operators participating. Similar Adventure Holiday Expos have been planned through the year in Ahmedabad, Bangalore, Kolkata and a major one at Pragati Maidan, New Delhi in September 2004.

"The now large upper middle class, which is no longer satisfied with the run-of-the mill outing and is demanding action-packed holidays has helped the growth of the adventure tourism segment. While there are no detailed assessments there are an estimated 10,000 adventure tour operators in India," informed colonel S S Singh, president, ATOAI and managing director, Eco Adventures.

Singh further stated that even the government had realised the potential of adventure tourism as a revenue generating segment and ministry of tourism is promoting it in a big way. He informed that the government was focusing on certain areas and routes like Manali-Leh Road, Hindustan-Tibet Road, Lahul, Spiti and Kinner areas, setting up and developing infrastructure. An adventure equipment park has also been established in Sikkim to boost adventure tourism in the region. According to Vinay Luthra, managing director, Jungle Lodges and Resorts (JLR), an autonomous body under the administrative control of Karnataka state tourism department, introduction of adventure sport at its resort on Kali River at Dandeli and Cauvery Fishing Camp, 100 kms from Bangalore, has improved their revenue quite a bit. "It is adventure sports, which has been the 'money spinner' in the case of both Dandeli and Cauvery Fishing Camp. While Dandeli contributed Rs 57.7 lakh to JLR's total revenue in 2000-2001, its contribution in 2001-02 was Rs 61.9 lakh," stated Luthra. Most states according to Singh had the potential to develop a certain aspect to promote adventure tourism. He said, "Madhya Pradesh could develop wildlife tourism as it has a number of wildlife sanctuaries including Bandhavgarh and Kanha, two prime tiger sanctuaries. Similarly Rajasthan can market the desert experience with jeep and camel safaris. Maharashtra also has tremendous potential to be turned into a major adventure destination. The Mumbai-Goa route with virgin beaches, historic forts and scenic beauty of Konkan should be popularised as great driving experience."

In a nutshell, adventure tourism is a major draw for international tourist. As per ATOAI figures nearly 40 per cent of international tourists come to India for adventure and soft adventure holidays. This is a growing trend could be a market to be explored. n