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Tantalising holidays, without the tan

The increasing demand for experiential travel has been growing worldwide, but how is this trend affecting the Middle East? Karen Osman investigates how local and international travel players are capitalising on the region’s shift from a ‘shop and flop’ holiday to a more stimulating travel experience.

It’s impossible to attend any travel trade show these days without being aware of the rise in the experiential travel offering. From educational escapes and sporting sojourns to responsible retreats and ecological expeditions, in-bound and out-bound travel professionals are upping their game when it comes to their product offering, going beyond the traditional beach holiday. And it would seem for good reason. According to Resonance Consultancy, in their 2014 Trends in Travel and Tourism report, growth in adventure travel alone has accelerated at a 65% annual rate since 2009. With experiential travel covering such a broad scope, defining this type of travel can be tricky. Matt Vlemmiks from Lightfoot Travel sums it up when he says:

“Experiential travel takes into account all aspects of a holiday, not just where you stay and how you get there. The exact nature can really depend on the destination - a city break might involve incorporating all the cultural, historic, culinary and architectural highlights of an area, whether it be in Rome, Hanoi or Cochin. More remote destinations might focus on the nature, scenery and wildlife which make a destination special, from hiking in Arizona to Amazon cruises and African safaris.”

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Category

Journalism

Client

ITP - Hospitality Group - Arabian Travel News

Date

2014-05-26

The Brief

To research and write about the increasing demand for experiential travel in the Middle East in a reporting style for Arabian Travel News. The article needed to keep in mind the style of the magazine as well as the target reader. A number of images also needed to be sourced.

The Solution

This involved interviewing travel and tourism professionals as well as desktop research to get a complete picture on this travel trend for the region.

The project included

• Writing in a reporting style
• Research
• Editing and proofreading

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