special interest travel definition

What is special interest tourism and why is it so popular?

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Special interest tourism is growing, and it’s growing fast! Have you heard the term special interest tourism a lot? And do you wonder why people are choosing special interest tourism more than mass-market? Well here, I will explain the meaning of special interest tourism and why it’s becoming more popular.

What is specialist interest tourism?

Characteristics of special interest tourism, the growth of special interest tourism, health tourism , adventure tourism, dark tourism, food tourism, spiritual/ religious tourism, rural tourism, wildlife tourism, sports tourism, special interest tourism- further reading.

Special interest tourism (also known as specialist tourism or SIT), is a branch of niche tourism and alternative tourism . Essentially, special interest tourism is tourism which is tailored to a specific interest.

There are many tour operators who focus their business on special interest tourism (and this number is growing). There are typically smaller companies that specialise in specific types of package holidays; they are seen as package holidaymakers that are perfectly customising holidays with preferred activities or destinations that the customer chooses as they want their needs and preferences to be met.

There are many different types of special interest holidays. An example would be an active family with teenage boys who are looking to travel somewhere like Australia to take part in adventurous activities like bungee jumping, mountain biking, or zip-lining. Another example would be a couple who are looking to travel for their honeymoon to an exotic romantic destination, like the Maldives .

Many people would describe special interest tourism as the law of changing nature, meaning people are changing normal everyday items for better-improved items. In other words, people are moving away from the traditional mass tourism model and towards more niche, specialist products that better satisfy their individual desires, interests and needs. This happens in many different ways, from the tourists visiting different destinations, for example by swapping a trip to the beaches in Spain for an adventure across Jordan or by switching their day by the pool for a specialist painting holiday.

Special interest tourism is seen as both tangible (something you can touch, like a hat) and intangible (something you can’t touch, like air); even though when customers are booking their holidays they can’t physically touch their holidays and see what it feels like, however, when they hop on the plane and go to their resort, or when they go to the pools or when they go to the beach, etc – all of those things they can touch, and they can even take stuff with them for memories.

There are many reasons for the rapid growth of special interest tourism, the first one being, socioeconomic. The customer’s level of income will dictate the choice of their holiday and the level of service that is wanted. Nowadays there are more people who have more money to spend on their holidays, which increases all tourism, not just special interest tourism!

However, it is the change in consumer attitudes that has really influenced the growth of the special interest tourism market. Many more people nowadays want to experience bungee jumping, line walking, mountain biking, and more fun activities; they want to do something crazy and different from their normal life and mainly to get their mind off their workplace. People want to pursue their hobbies in alternative contexts and to experience culture in a way that they have not previously done.

All of this creates this demand and thus the rise of special interest tourism as more people are now interested in doing something different. This is especially the case since COVID-19, when people developed a true appreciation for the opportunities that are presented to them outside of the confines of their homes.

Another reason for the growth of special interest tourism is due to trends – trends are always changing, which means that special interest tourism has to be updated and developed to follow these trends for their customers. An example of a trend would be the development of technology; which has a high impact as everyone has access to the internet, which leads to everyone having and being on social media and the growth of tourism forms such as Insta tourism , smart tourism and virtual tourism !

Furthermore, social media platforms are used globally with billions of people using them; people can post pictures of themselves, families, places, and their hobbies, and they can comment on our people’s posts (where they are following each other), this has led to people changing and wanting more things; which is caused by some social media influencers (who have a lot of followers who will look up to them); they are paid employees who are working on social media to post pictures and inspire people to try what they are doing; which is good for the companies like travel – because there is a demand and an increase in destinations as these influencers will go to certain places and they will post these amazing catching pictures that will lead to people wanting to travel in that destination).

Examples of special interest tourism

There are over 150 types of tourism that tour operators specialise in. Some of the main types of special interest tourism include: 

Health tourism allows customers to go to a destination with a purpose for things like medical treatments, visiting spas, wellnesses, and physical activities (yoga, swimming, fitness) – to ‘clear’ and focus on their mindset and body; most of the destinations seem like relaxing and calm place to go, however, some destinations may be seen as expensive, exotic place to travel (meaning most of the destinations are long haul flights), popular destinations include Asia, Middle East, Indian Ocean and many more.

Adventure Tourism is seen as a fantastic and energetic place with adventure activities, like mountain hikes, snorkeling, skiing, bungee jumping, zip-lining, etc. The holidaymakers will go to places with the most fun things that the customers can do and experience (and can tick off on their bucket list), which includes destinations like Australia , Africa, Thailand, and many more.

Dark touris ts will travel to destinations where certain (bad) things have happened. Dark tourism generally means that tourists will visit places where a high amount of death has occurred; some people go to these places to remember their loved ones who were involved and to honour them (to pay their respect) and others go there to learn more about what has happened and see the experience. They can visit places like battlefields, prisons, castles, Chernobyl, Auschwitz, and the 9/11 memorial site.

Food tourism  allows tourists to go aboard and do things that involve doing food & beverage testings; to get the authentic experience of trying new things. Some people go to another destination to learn how to cook the country’s famous dishes from the locals and others go aboard just to try the dishes around the world, which includes going to the destinations like: France, Italy , Korea, Middle East, USA, and more (some people will have a sit-down meal, some will try street food, some will share meals with the local people, some will go to the food festivals, some will visit the local food market, etc)

Spiritual/ religious tourists can go abroad and connect with the world (meaning with god and with religions) and even with themselves; meaning spiritual tourism is not always connecting with specific religions, it means that people can also be connecting their bodies, mind, and soul; while religious tourism is to seek blessings from God based on the religious faiths and beliefs; some destinations include: the Middle East, Spain, India, United Kingdom and more – most of the tourists will visit pilgrims, churches, sacred sites, and other will visit places where there are quiet and calm areas; somewhere like at the top of the cliff, Greenland (somewhere with a lot of grass area).

Rural tourists can travel somewhere in the country-side; meaning the tourists can experience the country life, the culture, the beliefs, and religion, and take part in the activities that take place in the country life like farming, hand-picking vegetables, riding tractors to crop the soils, etc; it means that the tourist will not stay in expensive hotels, tourists will likely be spending their nights in a small house that is located in the village with local tourists around, or they will likely be sleeping in tents and camps, the destinations include Poland, Middle East, Philippines and more.

Wildlife tourists can travel abroad to see and interact with animals that they don’t see on the daily basis, it includes visiting places like the zoo, safari, animal shows (although this is very controversial and I do not recommend it). Wildlife tourism destinations include Africa, India , Sri Lanka, Spain, and more.

Sports tourism occurs when tourists travel aboard to watch or take part in sports or sports events. Sporting events include things like the Olympics, Formula One, etc. Sporting activities may include playing football, golf, volleyball, taking part in car races, etc. Popular sport tourism destinations include Germany, Italy, Middle East, Spain, Belgium and more.

If you have enjoyed this article on special interest tourism, I am sure that you will love these too!

• What is adventure tourism and why is it so big?
• What is alternative tourism and why is it growing so fast?
• The fascinating history of tourism
• What is industrial tourism and why is it so popular?

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What is Special Interest Tourism?

Do you know what special interest tourism is? If not, don't worry – you're not alone! Many people are unfamiliar with this term. But special interest tourism is an important sector of the tourism industry, and it's something that tour operators should be familiar with.

In this blog post, we will explain what special interest tourism is and why it's important. We'll also discuss how tour businesses can offer this type of tourism. Let's get started!

What is special interest tourism?

Special interest tourism (or specialist interest tourism) is a type of tourism that focuses on specific activities, interests, or experiences. It can include anything from environmental tourism to responsible tourism to film tourism.

Special interest tourists are looking for unique experiences that they won't find elsewhere, so tour businesses need to understand their needs and preferences.

Think about quality over quantity. By tapping into a more specific market , you can provide an experience that matches a corresponding specific interest of the audience.

In the tourism industry where competition is rampant, having a well-defined special interest tour can help you stand out from the crowd. In fact, special interest tourism has seen a rapid growth now more than ever.

Characteristics of special interest tourism

Special interest tourists differ from regular travelers in that they are looking for a more focused experience. They often have specific interests and knowledge, and they may require certain services or amenities to enhance their visit.

Because of this, special interest tourism requires more detailed planning than other types of tourism. Tour operators must research areas of interest and offer activities and attractions that appeal to their target audience with practical perspective.

They must also understand the local culture and customs, as many special interest activities revolve around cultural experiences.

Why is special interest tourism important?

Special interest tourism provides many benefits to the tourism sector. It allows people to explore unique experiences and activities in an organized and safe manner. This type of tourism also helps to preserve cultural heritage and promote sustainability .

By providing travelers with an authentic and educational experience, special interest tourism allows them to gain a better understanding of different cultures and customs. It also helps to create awareness about environmental issues and encourages responsible travel practices.

Now, people are shying away from the traditional mass tourism model and leaning towards more sustainable and niche travel decisions to satisfy their travel needs.

For instance, tourists would swap their beach trip for a specialist painting holiday or even an adventure across Jordan. This surge in popularity inspire people and has propelled the emergence of special interest tourism, as more and more individuals want to experience something unique.

The growth of specialist tourism

In the wake of COVID-19, people have developed a newfound appreciation for exploring beyond their own homes. This has become especially true as they are now more aware of all the possibilities that lie outside their comfort zones.

Therefore, tour businesses have the opportunity to tap into the growing special interest tourism market and provide specialized services that cater to specific interests. They should research their target audience thoroughly, understand their needs and preferences, and design itineraries accordingly.

Examples of special interest tourism

There are over 150 types of special interest tourism, from eco-tourism to wellness tours. Below are some examples of the main special interest tourism examples:

Health Tourism

This type of tourism combines medical treatments with leisure activities, allowing people to receive medical care and explore a new destination at the same time.

It also includes visiting spas, resorts, and other wellness centers for relaxation.

What's great about health tourism is that travelers can receive health benefits while exploring a new city or country, so this SIT is common for businesses to recommend to tourists.

Culinary/Food Tourism

This type of special interest tourism revolves around food.

The activities involve visiting local restaurants to try out special dishes, attending cooking classes, and taking guided tours of historical sites related to culinary arts. Tourists can also visit farms, markets, and wineries.

Culinary tourism allows people to immerse themselves in the local culture and learn about different cuisines, ingredients, and cooking techniques.

Read: Here's How to Start a Food Tour Business: A Step-by-Step Guide

Adventure Tourism

Adventure tourism involves adventure activities such as mountain biking or climbing, rafting, kayaking, mountaineering, parasailing, etc. It is a great way for tourists to explore and experience the great outdoors.

It also helps to promote sustainable development in local communities, as it encourages the preservation of natural resources and respect for the environment.

Usual destinations for adventure tourism of SIT include Australia, Africa, Thailand, and many more. Take note that this is also known as the environmental tourism.

Dark Tourism

As its name suggests, dark tourism involves visiting places associated with death, tragedy, or suffering.

Some examples of destinations include the Auschwitz concentration camp and the 9/11 Memorial in New York City.

This special interest in tourism may be controversial for some people, but it gives visitors an insight into the history and culture of a destination. It also helps to create awareness about dark events that have occurred in the past.

Spiritual/Religious Tourism

For tourists who are looking for a more meaningful experience, spiritual or religious tourism is the answer.

This special interest in tourism involves visiting holy places and participating in rituals that are specific to the destination’s culture.

Examples include attending Hindu festivals in India, exploring temples in Cambodia, and touring churches in Europe. Tourists can also take part in meditation retreats and yoga classes for a deeper understanding of the local religion.

Cultural Tourism

This special interest in tourism revolves around exploring the culture, traditions, and customs of certain destinations.

It can include attending festivals and special events, taking part in cultural workshops, touring historical sites, and visiting museums to learn about different cultures.

Cultural tourism is a great way for tourists to gain an appreciation of local customs and traditions, giving them a deeper understanding of the destination.

Rural Tourism

Traveling in the countryside may be a great way to escape the hustle and bustle of city life. Rural tourism offers travelers a unique opportunity to connect with nature, explore picturesque landscapes, and get back in touch with traditional ways of life.

Popular spots and destinations for this include Poland, the Middle East, the Philippines, and more. This type of SIT is ideal for people who want to learn more about rural cultures and experience life outside of tourist destinations.

From visiting farms to taking part in nature activities, it provides an immersive experience that can’t be found elsewhere.

Wildlife Tourism

Animal interaction is also a popular special interest in tourism. Wildlife tourism involves visiting wildlife preserves, zoos, and animal sanctuaries to observe animals in their natural habitat or learn about conservation efforts.

This is beneficial for both travelers and the local community as it can help promote environmental awareness and generate income for the local economy. Popular destinations for wildlife tourism include Africa, Australia, and the Galapagos Islands.

Sports Tourism

For active travelers, sports tourism involves activities such as skiing, surfing, golfing, and more. Tourists can also experience special sports events such as the Olympics or watch professional sporting events in person.

Sports tourism is not just about taking part in athletic activities; it’s also an opportunity to explore a destination and learn about its culture and traditions. Germany, Italy, the Middle East, Spain, Belgium, and more are great destinations for this special interest in tourism.

Architourism (or Architectural Tourism)

While this special interest in tourism is not as popular, it still offers travelers an interesting experience. Architourism involves visiting destinations that are renowned for their architecture and design.

This special interest can involve exploring the Old Town of Prague, admiring Renaissance buildings in Florence, or touring modern skyscrapers in Singapore. It’s a great way to gain an appreciation of the history and culture behind a destination’s architecture.

Battlefields Tourism

For those who are fascinated by history and warfare, special interest in tourism also provides battlefield tours. These offer travelers a chance to explore the sites of famous wars and battles from around the world.

Battlefields tourism can include touring World War II memorials in France, visiting sites from the American Civil War, or learning about historical landmarks from the Korean War. It’s an interesting and unique way to explore history in a new light.

Wedding Tourism

Newlyweds may opt for a special interest in tourism to take part in a destination wedding. From beach weddings in Greece to mountain elopements in Switzerland, this special interest offers couples the chance to get married in a beautiful and romantic location.

Wedding tourism can also include attending special events such as traditional Indian or Chinese weddings. This is a great way to get a deeper understanding of foreign cultures and their wedding ceremonies.

Dive into Special Tourism Research

Unlock the secrets of special interest tourism with experts B. Weiler and C. Hall and the treasure trove of information in the Journal of Travel Research ! Weiler and Hall explore why people choose holidays based on hobbies, like food tours or bird-watching trips. Their findings help us understand what makes these special trips tick and how they’re different from regular holidays.

• Special Interest Tourism by Weiler and Hall
• Journal of Travel Research

Meanwhile, the Journal of Travel Research is your go-to place for all things travel and tourism, packed with studies and articles that explore people's many travel styles. For businesses and travel buffs, these resources are gold!

Use their insights to create engaging travel experiences that speak directly to travelers’ unique interests and passions. It’s all about crafting journeys that people love because they’re tailored just for them.

Wrapping Up

Special interest in tourism is an ideal way to explore a new destination and gain a deeper appreciation for its culture, traditions, and landscapes. From wildlife tours to wedding ceremonies, special interests in tourism can be tailored to any traveler’s unique interests.

Finding the right SIT as a tour operator may be challenging, but the rewards are worth it for providing travelers with special and authentic experiences.

Make Special Interest Tourism Work For Your Tour Business with Ticketinghub

Ticketinghub enables tour operators to easily create and sell special interest tours online. Our innovative booking system allows you to manage special requests, discounts, availability, and more tourism management tools — all in one place!

With Ticketinghub, special interest tourism has never been easier. Get started today and make special interest tourism work for your business.

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What is the meaning of special interest tourism?

Special interest tourism refers to travel motivated by the specific interests or passions of the tourist, rather than traditional tourism destinations. Special interest tourism definition encompasses various niche markets and forms of tourism, including cultural sites, wellness tourism, adventure activities, sports tourism, and eco-tourism. Activities are centered around unique, often specialized interests or customized leisure experiences.

What is an example of special interest tourism?

Special interest tourism could include culinary tourism, where travelers explore destinations to experience local cuisines and culinary traditions. Other examples include bird-watching tours, wine-tasting trips, and historical exploration, all of which fall under specialized tourism due to their specific focus.

Is special interest tourism in demand?

Absolutely! Over the past decade, special interest tourism has become a hot trend in the travel world, showing rising demand. Why? More and more travelers want unique experiences. They're not just visiting a particular destination; they're diving deep into what makes that place special.

This isn't just a passing trend. It's a growing industry. People are moving away from tourist spots and seeking out activities and experiences that match their personal interests. Think about it: instead of just visiting a city, travelers are now keen on joining recreational activities or learning from local people about their culture and traditions.

Recognizing this shift, many places are stepping up their destination marketing game. They're offering flexible packages that let tourists truly engage with the local area. It's not just about seeing sights anymore; it's about buying experiences that enrich the soul and promote well-being.

In short, the increasing number of travelers wanting more than just a standard vacation is the chief driver behind this boom. They're after genuine, memorable moments, and special interest tourism delivers just that.

What are the motivations for special interest tourism?

Motivation for special interest tourism often stems from a desire to delve deeper into particular hobbies or passions. Travelers may seek authentic experiences, knowledge enhancement, social interaction, or even physical wellness. These interests are all catered for by unique activities and destinations related to their interests, such as special interest holidays.

How do you identify special interests?

Identifying special interests involves exploring and understanding personal preferences, passions, and hobbies. It could be related to activities like hiking, historical exploration, or culinary experiences. These activities can be catered for through specialist tourism offerings, providing in-depth and tailored experiences.

What are special interest sites?

Special interest sites refer to destinations or platforms that cater to the specific hobbies or passions of a group of people. Special interest tourism sites might include historical landmarks, nature reserves, or culinary hotspots. These sites offer distinctive experiences and cater to particular interests or activities.

What is the difference between mass tourism and special interest tourism?

While mass tourism typically involves large numbers of people visiting popular destinations for general leisure activities, special interest tourism is characterized by travelers seeking specialized experiences aligned with their specific interests or passions, such as bird-watching or historical exploration, often in small groups.

What are the five tourist motivations?

The five tourist motivations include:

• Knowledge : Seeking information and education.
• Adventure : Pursuing thrills and excitement.
• Relaxation : Desiring rest and rejuvenation.
• Social Interaction : Wants to engage with others.
• Personal Fulfillment : Seeking self-actualization and accomplishment through travel.

What motivates tourists?

The main factors that motivate tourists include cultural curiosity, adventure seeking, relaxation, business purposes, and social interaction. In special interest tourism, motivations might also be deeply tied to specific hobbies or passions. For example, exploring specialised tourism examples like culinary or adventure tourism.

What are the two main roles of a special interest group?

Special interest groups have two main roles: advocacy and representation. These groups actively influence public policy and opinion in favor of their particular interests or causes. They represent the needs and desires of their members, often playing a crucial role in shaping related policies and practices.

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Special Interest Tourism

• Adventuresome Experiences
• Learning Experiences.

Clients engaged with SIT are seeking to learn more, enrich their awareness, and express themselves. They expect high standards of service and individualized focus. Many wish to travel in an environmentally sound manner and to have authentic experiences be they: cultural, social or environmental, in which they have a positive engagement with the host community. The range of special interest tours is enormous. It may range from a women’s only trek down the Larapinta Track in outback Australia to a bike tour of one of France's wine growing regions where it is possible to meet those responsible for the production of the wine being sampled, or from gay-only resorts to whale watching in Antarctica. One way of classifying different types of tourism is according to the dominant interest or reason that causes people to travel. If a tourism manager understands why a person or group of people are travelling to a particular destination, they can then design a package of services tailored to support that reason for travelling. Some travel aims or categories of tourists occur often enough that tourism providers have found it profitable to establish packages specifically tailored to cater to them. Others may require special packages or arrangements that will meet their distinctive, particular needs. The Tourism Product The tourism product is defined as “attractions” plus “the tourism industry”. Attractions are commonly divided into two main groups: a) Natural – including natural sites and natural events b) Cultural – including cultural sites and cultural events. Natural Attractions These include:

• Topographic sites: e.g. mountains, beaches, valleys, caves, canyons, volcanoes, reefs
• Climatic sites: e.g. hot places, cold places, humid places, dry places
• Sites defined by location: e.g. central or accessible sites, isolated or difficult-to-access sites
• Sites that feature certain plant or animal life: e.g. forests, jungles, grasslands, meadows, deserts, zoos, botanic gardens
• Hydrological sites: e.g. lakes, rivers, streams, waterfalls, mineral springs
• Natural events: e.g. eclipse of the moon, tidal changes, seasonal occurrences such as mating, animal and bird migrations, volcanic eruptions, rainy or dry season, and changes in sea conditions that might attract surfers, for instance.

Travel to natural attractions has a very long history and probably occurred when humans first developed a sense of aesthetics, maybe even earlier. Travel to these destinations was often arduous and required determination, courage, a level of fitness, and sufficient wealth to allow the traveller to purchase food, labour, accommodation, transport and other materials for long periods. Today’s traveller, on the other hand, can reach most destinations easily and quickly, services and facilities are usually readily available at the site or nearby, and he or she need not be fit or wealthy. With travel to natural sites easier than ever and travel more affordable generally, the main concern in developing and maintaining natural sites is how to manage tourism in order to avoid damage to the attraction that draws people there. This issue is discussed further in the lesson on environmental tourism but it is also a significant issue for all kinds of tourism that attract travellers to places where they can enjoy the sights, smells, sounds and delights of nature. Cultural Attractions The main categories of these are:

• Prehistoric sites: e.g. Stonehenge, cave paintings
• Historic sites: e.g. museums, ancient monuments, graveyards, heritage-listed buildings, sites of significant events
• Religious sites of significance: e.g. cathedrals, mosques, holy sites
• Contemporary cultural displays and events: e.g. museums, art galleries, modern architecture, theatre, festivals, fairs, exhibitions, international sporting events (e.g. World Cup or Olympics)
• Rural attractions: farms, wineries, mines, agricultural regions, agricultural technology or museums
• Retail attractions: large shopping malls, small specialist shops, markets, fashion houses, craft fairs or shows
• Recreational attractions: resorts, theme parks, golf courses, casinos, sports events
• Cultural events e.g. festivals.

Through an understanding of the diversity that can occur within the travel product, you become better equipped to select, develop and provide a more diverse variety of services to accommodate the traveller.

Tourism II is a Distance Education course that covers all aspects of Special Interest Tourism

click here for details

[09/04/2024 21:18:05]

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Special Interest Tourism: Pleased to Be Niche

While the purpose of a generic trip is often to visit new and pleasant places with a strong natural or cultural appeal, Special Interest Tourism allows us to focus on just one main theme among the infinite possible alternatives.

I n this way, our interests, better if niche or unusual, will guide the choice of destination and activities to be performed, which can certainly be useful to simplify the trip planning process, to escape the mainstream, and to make the journey more exciting. But how many types of Special Interest Tourism exist? At least as many as the various facets of human curiosity. We have chosen our favorite 18 to cover a wide range of options and help inspire your next trip.

Architourism

The history of architecture is dotted with multiple styles that can also be used to build an excellent travel itinerary. From Ancient Roman to Postmodern, through Gothic, Renaissance, and Baroque, each period has left us countless architectural wonders. And why not start from a famous architect of the twentieth century to reconstruct his legacy? Ludwig Mies van der Rohe , for example, that with such a complicated name, rightly preached the philosophy of “less is more”. On Iconic Houses you’ll find many more ideas to travel the world as an architourist.

Astronomical Tourism (Astro-Tourism)

Ever since the Paleolithic Age, the cosmos has never stopped fascinating humans, as evidenced by Stonehenge or the astronomical rock panels in the Lascaux cave . Nowadays, the search for pristine nightscapes brings us very far from urban centers, in countries such as Chile, South Africa, Portugal , Canada , Namibia, New Zealand , Spain , and the United States. In addition to observing the constellations and astronomical phenomena, like the Aurora Borealis and solar or lunar eclipses, Astro-Tourism may also involve visiting the historical sites listed by UNESCO’s Astronomy and World Heritage Initiative .

Decay Tourism

Abandoned buildings, factories, and asylums or entire neighborhoods, towns, and cities . Ruins of the past that are still able to tell stories and arouse emotions. The number of people who prefer the rubble to the fake splendor of glittering city centers is constantly increasing. Decay tourism brings us back into contact with the cruel passage of time, making us rediscover the beauty in decadence.

Graffiti Tourism

Graffiti can be a very expressive and intriguing art form, but also a way to mark mysterious trails. Let them guide you from the most remote suburbs up to the city center. As in Valencia ( Spain ), which hosts an authentic open-air gallery just in the middle of its old town (Barrio del Carmen). Local street artists have drawn a fascinating path through the ruins of a city in constant transformation. Only rarely you’ll cross the flow of ordinary tourists. Be kind, greet, and move on.

Industrial Tourism

A few years ago, a Swedish colleague asked me to organize a tour of the historic Fernet Branca factory in Milan ( Italy ) for him and about twenty of his alcoholic friends. It all came to nothing for the director’s denial, but the concept is exactly that: to find out how great things are made, where they are produced, what’s the process involved, who produces them. Imagine a legendary bike , a camera , or a pottery . Industrial Tourism, however, also refers to sites with a strong industrial heritage , which for the most part are located in Germany , the United Kingdom, the Netherlands, Austria , Hungary , and Czechia , as well as in the US and Japan .

Paleo Tourism

Visiting sites with great archaeological and paleontological significance . Leave the ancient ruins and artifacts to the average tourist and focus on trace fossils, dead organisms, and sediments instead. But don’t look for dinosaurs. In fact, stromatolites, seed ferns, trilobites, and quartz sandstones are far cuter.

Rock Art Tourism

Picasso famously said: “after Altamira, everything is decadence.” Our acestors created some of the earliest known art, with a mastery that still enchants today. Only in Europe, there are 41 prehistoric caves with rock paintings open to the public. Among them: Niaux , Abri du Cap Blanc , Rouffignac , Bédeilhac , Villars , Pech Merle , and La Vache ( France ), Addaura , Genovese , and Romito ( Italy ), Foz Côa ( Portugal ), Ardales , Nerja , Tito Bustillo , El Castillo , and Covalanas ( Spain ).

Spiritual Tourism

The search of spiritual significance is one of the key reasons that prompted men to travel and explore since ancient times, and today attracts even non-believers. There are various options to develop our spirituality and discover that of others, including pilgrimages, such as the Kumano Kodo Trail in Japan , Via Francigena in Italy , and the Camino de Santiago in Spain (but runs through half of Europe), convent or monastery stays , temple stays , and spiritual/meditative retreats.

Other Special Interest Tourism Examples

Atomic Tourism : eager to learn about the atomic era and the cold war? Check out this list of museums, power plants, research facilities, and explosion sites. Cemetourism : although it may sound macabre, cemeteries are among the best places to make a true cultural immersion and breathe a deep sense of peace. Culinary Tourism : take advantage of the huge variety of local food & drink that reflects the identity and traditions of each region, starting with yours. Festival Tourism : from music and cinema to cultural celebrations . Festivals and events offer many good reasons to travel and enjoy new experiences. Garden Tourism : if you think that wilderness is overrated, then begin sifting through the more than 3,300 amazing botanical gardens around the world. Genealogy Tourism : travel to the land of your ancestors or retrace their trips . Surely it will be an inspiring journey of great emotional and symbolic value. Literary Tourism : follow the route of a favorite author or fictional character (maybe excluding Homer and Marco Polo if it’s just for a couple of weeks). Movie Inspired Tourism : this works better if you are into cult movies and could lead to a bit of research . Let’s see. Did you like Baraka & Samsara ? Cool ! Photography Tourism : you could do a proper photography expedition or take your camera on the road and try to emulate Vivian Maier and Salgado .

Searching online, you’ll find at least 40 other types of Special Interest Tourism (we’ve counted a total of fifty-eight, mostly dull and tasteless). But if still not satisfied, add your passion to the word “tourism” and you won’t go wrong.

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Special Interest Tourism: Find Your Niche

Special interest tourism (SIT) is on the rise, and for good reason. It provides travelers the chance to explore their passions and gives you the opportunity to curate a once-in-a-lifetime experience. Special interest tourism focuses on providing leisure and adventure activities that cater to the needs of a specific audience. Tapping into your special interest niche will connect you to a smaller, yet highly-devoted audience. Think quality over quantity. 

In a sector that celebrates individuality and personalization, there is something for everyone. Special interest tourism examples range from spiritual, adventure, and food tourism to military, nostalgia, and lighthouse tourism. These are just a few examples from the long list of special interest tourism options – you just have to find the niche that works for you and your audience! 

What does SIT look like in 2022? The COVID-19 pandemic has brought a shift in consciousness that has changed the way that travelers want to explore their destinations. In the summer of 2020, Booking.com conducted a global survey with 60 percent of respondents saying they would use an app or website that recommended itineraries where tours would have a positive impact on locals. Special interest tourism concepts and cases have shifted as travelers are increasingly concerned about the impact of their travels on the climate and local community. 

Top Types of Special Interest Tourism

Environmental tourism:.

As sustainability remains a chief driver in SIT, environmental tourism has emerged as a dominant niche. Often referred to as ecotourism, sustainable tourism and responsible tourism, environmental tourism focuses on activities that don’t compromise the needs of future generations. Environmental tourism is at the forefront of special interest tourism trends and will continue to grow in demand. 

In its 2025 Megatrends prediction report, Skift reveals how this is already influencing travel decisions. In a global survey, 51 percent of respondents claimed they would change their chosen travel destination and head instead to a less-popular one if that decision would have less of an adverse environmental impact.

Some online travel agencies and tour operators now offer guests the option of dedicating a day or two of their trip to activities like helping to construct a local water purification system or planting trees along shorelines devastated by hurricanes. 

Adventure Tourism:

According to Future Market Insights , adventure tourism is resilient and supports local economies by attracting high-value customers. With an increasing number of Millennial and Gen-Z travelers who prefer adventure sports, adventure tourism is creating a lucrative scope for expansion in the activities segment.  Adventure tourism activities vary in risk and difficulty and can include hiking, backpacking, climbing, mountain biking and snowshoeing. 

Wellness Tourism:

Wellness tourism is a growing industry, supported by travelers actively seeking ways to enhance their well-being. Dating back to the ancient baths in Rome, traveling for the purpose of improving our well-being has always been a priority, and now there are seemingly endless ways to provide customers with a wellness-centered experience. Whether it’s nutrient-rich food, a trip to a natural hot spring, or meditation and yoga, wellness tourism is an attractive niche for travelers because the desire for self-improvement is part of being human.  

Finding your special interest niche 

What is unique about your tours that makes you stand out? What values do you share with your customers? These are things to consider when choosing your niche. For example, female-run Travel Insights offers “Wander Women” tours. These all-female trips are centered around local women’s businesses and achievements, focusing on those who work within their communities to sustain their culture, heritage and the planet’s future. This is brilliant for a number of reasons: it ties into the growing desire for sustainable tourism, while allowing female travelers to develop lasting relationships with other like-minded women. If the pandemic has taught us anything, it’s that we all need connection in our lives. 

You know your audience better than anyone, so why not consider personalizing your tour packages? According to Think With Google , nearly 57% of travelers are in favor of personalizing their buying experiences based on their personal preferences. It might be wise to think of ways that you can offer flexible packages and tailor them to suit the traveler’s needs. There is a rising demand for personalization, and it will aid in the expansion of the market in the coming years.

We see this happening in Kenya, which is home to over 3000 tour operators offering safari excursions. This has led many operators to begin incorporating unique features to meet their customer’s needs. On top of seeing wildlife, a customer might be passionate about food, so they might consider pairing their tour with culinary lunches and dinners. Or perhaps they value wellness, so an operator might pair their tour with yoga classes. The possibilities are endless!

Another great way to find your niche is to focus on your local area. Consider the heritage sites , national parks, or landmarks in your region that make it special. Are there any sites in your area that have been formally recognized? A popular destination in adventure tourism is the hike across the Grand Canyon rim-to-rim trail, which was made even more popular in 2019 when it was declared an International Dark Sky Park by the International Dark-Sky Association.

Awards like this are worth noting because they increase tourist popularity and attract people based on the title alone. Chances are you’re already aware of how amazing your area is, and it’s already accessible to you, so think of the ways that you like to enjoy it, and build your niche around makes you passionate about where you live. 

Reaching the right audience

With special interest tourism, you’re not providing an experience for the masses and your marketing should reflect that. You want your messaging to reach those who will appreciate what you have to offer and get excited to book with you. In order to target your audience, you need to know who they are. Consider factors like their budget, age, gender, values and interests. The great thing about having a niche is that it allows you to become an expert in that area, and with expertise comes credibility. 

Once you have chosen your niche, you can focus your research to pinpoint exactly what your audience is looking for and market to them accordingly. If you are a smaller business, consider moving to an online booking system rather than booking over the phone or in person.  Online analytics can give you the data you need to make a big impact even with a small marketing budget.

Social media is also a great way for small businesses to market to their audience. Not only is it relatively inexpensive, but content is also targeted towards users based on their tastes and preferences. There are a number of ways to promote your tour on social media . With the right strategy and audience information, you’ll attract business organically. 

Making special interest tourism work for you

The beauty of special interest tourism is that you can focus all your attention on one thing and really excel in a specific area. Lasting relationships are formed with your customers because you understand their needs and interests. You’ll gain credibility by having a clear mission and executing it well. The importance of special interest tourism is that it gives travelers the chance to bond with like-minded people and form genuine connections, and in a disconnected world, that is invaluable. 

Written By | Caitlyn McGee

Caitlyn is Vancouver-based freelance writer covering the tourism industry. With a Communication Studies degree, she specializes in digital and content marketing.

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Special Interest Travel: Reflections, Rejections and Reassertions

• First Online: 19 November 2020

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• Betty Weiler 4 &
• Tracey Firth 4  

The term special interest tourism (SIT) first appeared in the tourism literature nearly three decades ago and continues to be used as a label by tourism scholars, researchers and educators. Given SIT is most robust as a demand construct, this chapter uses the acronym SIT to refer to special interest travel and special interest travellers. The chapter traces the development of SIT, identifying milestones for both SIT and other closely related terms that have gained traction in the tourism literature in recent decades. The similarities, differences and overlaps between SIT, neo-tribal tourism and serious leisure are discussed and presented as a diagram. The chapter concludes with avenues for further research and implications for marketing.

• Special interest travel
• Neo-tribal tourism
• Serious leisure
• Niche tourism

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Weiler, B., Firth, T. (2021). Special Interest Travel: Reflections, Rejections and Reassertions. In: Pforr, C., Dowling, R., Volgger, M. (eds) Consumer Tribes in Tourism. Springer, Singapore. https://doi.org/10.1007/978-981-15-7150-3_2

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Special Interest Tourism (SIT)

Special Interest Tourism (SIT): We are human being and we need change in our life. The change is also a law of nature. We often replace our clothes, shoes, gadgets, home appliances, utensils etc with new one. We do not eat the same food daily; we change it with new taste and recipe.

We change the mode of our entertainment from TV to home theatre and finally PVR. We replace our car with some latest version focusing on color, comfort, size and mileage. Similarly, it happens with the destination also. Being a tourist we cannot visit the same destination many times for a single motive and we are forced to visit some other destination for some other reason.

It may be possible that the same destination may offer some different taste to traveler in his/her next visit but it is quite possible that the same traveler will hardly repeat the destination. The destinations have a challenge to attract tourists the manner in which it used to attract in the past.

There are various examples in which destinations have become saturated and started losing visitors day by day. The law of change says that those who would not adjust with the changing scenario will hardly sustain. So, it has become a challenge in front of destinations to introduce new attractions and facilities for visitors to sustain and survive in the tourist market. 

Concept of S pecial Interest Tourism (SIT)

The researchers have done a lot of home work in investigating the impact of different types of tourism and tourist on a destination. They have concluded that the emergence of new form of tourism and SIT has influenced tourism industry, its nature and setting and its overall impact on tourist and host community.

On the issue of sustainability, the world has configured it into good and bad tourism. The example of good tourism is alternative tourism, responsible tourism, niche tourism, special interest tourism, new form of tourism. The example of bad tourism is mass tourism. Because of its conventional and large scale participation it is undesirable form of tourism and has attracted a lot of criticism for spreading negative impact in the host society.

The common example of mass tourism is all the forms of package tours and tours conducted by buses and trains carrying a lot of travelers with meager expenses.  There is no full proof review is available who can say that yes it was the main reason behind the emergence of SIT. There are two philosophies running parallel and is claiming the reason behind SIT.

The first philosophy says that the SIT has been conceptualized because of the negative impacts of mass tourism or conventional tourism. It protects the destination in terms of carrying capacity and resources so that destination can sustain for a long time and may give benefit to those who are directly or indirectly associated with it.

The second philosophy put stresses that SIT is not a new concept but it is synonym to sustainable tourism, green tourism, eco tourism, cycle tourism, niche tourism, wilderness tourism and many more. This type of tourism requires less man made facilities and tourist has to enjoy the destination without harming it by compromising with the services. 

Features of S pecial Interest Tourism

SIT similar to other tourism product is an amalgam of both tangible and intangible products. Like other tourism destinations, it has the same tendency to attract tourists. The travelers are attracted towards the physical attributes, culture, history, monuments etc. of the destination.

The problem with this approach is that it focuses on the tangible form of tourism and the rest things like host community and environment which play a crucial role in tourist inflow is totally ignored. SIT talks about new places and new experience associated with. Being a destination SIT must offer something new which is not available elsewhere and this distinction makes it a unique.

SIT as a destination has been associated with brand image to attract tourists. Like the distinguished feature of the destination can be marketed for destination promotion. Tulip Garden in Kashmir can be offered for eco lovers, orchids in Sikkim can be marketed as a brand image for eco tourists, Rishikesh as a religious shrine can be marketed as a place of mental peace and many more destinations can be used as a resource for SIT.

History, Characteristics and Motivation for Special Interest Tourism

The existence of SIT finds its root in the era of Grand Tour when the noble families in Rome used to visit some designated area but as a phenomenon, this concept is relatively new and can be traced its history in 1980. SIT is denoted by various other names like new age tourism, niche tourism.

It is also promoted by some other names like alternative form of tourism, responsible form of tourism, sustainable form of tourism, appropriate form of tourism and ethical tourism. SIT also promotes cultural tourism, nature tourism, educational tourism, sports tourism, health tourism, agri tourism or green tourism as an interest-based tourism which is similar to SIT.

There are certain issues on the name of SIT because intellectuals are very much concern and raises question like SIT means what? Does it talk about quality or a type of attraction/destination whose end result is mass tourism? There are some scholars who are advocating that SIT is an individualized travel whose nature is non commercialization and tourists are participating just for experiencing something new and their emotional attachment.

The scholars have identified two important characteristics of SIT travelers. First, such travelers need novel, genuine and quality tourist experience and second their primary motive and decision making behind the journey is SIT, thus defining it as a new term called serious leisure. The tendencies of such travelers are that they are hard core leisure seekers and are having the nature of self-actualization, making interaction with local people, belongingness, self-expression, self-renewal, self-enrichment etc.

SIT is an activity which requires segmentation. The tourist and tourist destinations both are needed for its characterization. The destinations are required to go for SWOT analysis for its existing resources and on the basis of them they need to market their product. The same is applicable to the travelers also because they are also required to make their segment and understand their motive for visiting.

On the basis of one’s need, travelers can opt any form of SIT. The segmentation will help industry people to identify the need and may formulate package tours for their target group/market. The target market may be a place and a target group can be a male or female, of any age, a consumerism, young, child or senior citizen, employee, hobby, nature and many more.   

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