Tap the rush of adrenaline tourism
adventure tourism is virtually untapped. The 2020 Adventure Tourism Development Index ranks India 96th among 191 countries, below Bhutan (14th) and Nepal (67th). This is due to a lack of infrastructure, trained personnel, stringent safety guidelines, and a cohesive policy among GoI, states, private sector and local communities.
But 'adrenaline tourism' is finally taking off, fuelled by rising incomes, diverse landscapes, social media-spurred enthusiasm, access to specialised gear and better work-life balance. Post-pandemic revenge tourism has also been a propeller. High-altitude trekking, biking, rafting, scuba diving and snorkelling, surfing, caving, glamping… It's no longer just about poolside and room service.
With the demand curve for adrenaline tourism rising, GoI must help the supply side.
In 2022, the tourism ministry released the National Strategy for Adventure Tourism. It focuses on developing adventure destinations, training and certifying activity service providers and their staff, skill development and capacity building — and marketing. A sub-brand is being planned under the Incredible !ndia campaign, as is a state ranking on adventure tourism.
This can spur healthy competition, nudge private investment and promote sustainable tourism. On the safety side, a national-level rescue and communication grid is in the offing.
While no comprehensive data is available on the turnover of all adventure sporting activities, sports goods retailer Decathlon posted a 35% spike in India sales in FY23 at ₹3,955 crore, compared with ₹2,936 crore in FY22. Indiahikes, a trekking leader, had an almost 100% growth y-o-y in the last 10 years.
