Forest Service Centennial Forum “Commemorating the Past, Facing the Future: Recreation, Access, Healthy Forests and Watersheds” Todd Davidson Oregon Tourism Commission, and Western States Tourism Policy Council
…in the midst of this continued tech evolution, visitors will continue to possess a renewed interest in families, a desire to think more about slowing down the pace of their lives, and a chance to choose the restfulness of being bored over having too much stress. Peter Yesawich, YPB&R
Yesawich’s research notes that consumers find the following extremely/somewhat boring: • 84% TV programs • 65% Department stores • 60% Pro Sports • 51% Anyone with a PhD • 46% American cars • 40% Bored with life The result, consumers want to buy experiences more than they want to buy things.
So, We’re Bored. So What? • National Recreation Survey indicates that 97% of Americans participated, at some level, in at least one outdoor recreation activity over the last 12 months • Walking • Boating • Running or jogging • Day hiking • Visit a wilderness or primitive area • View/photograph birds • Freshwater fishing • Gather mushrooms, berries, etc.
Largest Recreation Segments byParticipation at Forest Service Sites
So, What Else? • Outdoor recreation and/or visiting national or state parks is one of the top activities for U.S. travelers taking leisure trips within the U.S. • One in four (23%) leisure person-trips includes some form of outdoor recreation and/or a visit to a national or state park.
A Closer Look: Adventure Travel • 98 million Americans took an adventure vacation within the past five years
A Closer Look: Adventure Travel • Adventure travel is most popular with: • Generation Xers (64%) • Boomers (56%) • Men (53%) • People who live in the West (57%). • Nevertheless, the adventure travel market includes nearly 1 million participants ages 75 and older.
Top Adventure Activities • Top soft adventure activities in the last five years were: • Camping • Hiking on gradually changing terrain • Biking • Most popular hard adventure activities were: • Whitewater rafting/kayaking • Snorkeling/scuba diving • Off-road biking or mountain biking
Does Adventure Drive the Trip? • One-half of soft adventurers report that interest in the adventure activity prompted their trip. • A larger share of hard adventure travelers say the adventure activity was the secondary reason for the vacation. • About one-fourth of each group said the adventure participation was just a trip activity but not a motivator for taking the trip.
Addressing These Trends • Use of Internet/Info to plan and book • Use of Internet/Info to manage and mitigate
Addressing These Trends • Use of Internet/Info to plan and book • Use of Internet/Info to manage and mitigate • Access for the knowing and the unknowing • Fees and Passes