Case Study: Capitalizing On The $51 Billion Opportunity In International Adventure Travel
The Dominican Republic Tourism Board, in partnership with the Adventure Travel Trade Association, commissioned LUFT to conduct an in-depth custom market research study targeting U.S adventure travelers as part of their broader tourism marketing strategy, and what this opportunity represents for the country’s tourism economy.
The research study focused on three core directives:
Determine the total addressable market size of the U.S. adventure traveler opportunity for the Dominican Republic.
Profile the U.S. adventure travel consumer with regards to demographics, travel preferences, and attitudes towards travel to the Dominican Republic.
Learn about how the U.S. adventure traveler consumer makes travel destination decisions.
The scope of the research methodology included the design, fielding, and analysis of a U.S. travel consumer survey aimed at unlocking core insights into travel consumer behavior and propensity to travel to the Dominican Republic.
Results of the study uncovered that the U.S. international adventure traveler market represents a $51 billion total addressable market. Capturing just three percent of this market would amount to over one billion dollars on in-destination spend on hotel stays, meals, activities, and goods.
The final published study allowed key internal stakeholders to make informed decisions about how to allocate tourism marketing dollars to this market segment.