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Hospitality Management and Tourism: Travel Market Sectors

library and research guide for students studying HMT

Adventure travel is an estimated $263 billion market. (Source: Adventure Travel Trade Association)

Adventure and active travel experiences include physical activity, cultural engagement or interaction with nature. Hard adventure involves strenuous physical exertion and an increased element of risk. A higher level of fitness and gear or equipment are often required. Soft adventure is not excessively physically demanding and involves minimal-risk activities.

More than 33,000 farms provide agritourism services valued at $704 million. (Source: 2012 U.S. Census of Agriculture; most recent survey to date)

Agritourism destinations most commonly include working farms, ranches, vineyards, orchards and horticulture sites. Consumers of agritourism typically include leisure travelers, families, schools, universities, civic groups, farmers, ranchers and agriculture professionals or specialists. Agritourism often assists in drawing new travelers to a region, building local economies, creating employment opportunities, increasing visibility of particular agricultural products or establishments and providing additional sources of income to the agricultural venues themselves.


Culinary Travel Sector

Culinary travelers, defined as those who travel for unique and memorable eating or drinking experiences, make up roughly one-fifth of the U.S. leisure traveling population. (Source: Wine and Culinary Traveler Report)  .

Culinary travel or food tourism is the packaging of travel product and services with food-and/or drink-specific destinations, sites, attractions or events. One of the primary purposes of culinary travel is to experience the unique food and drink of a particular region, area or culture.


45 percent of all leisure travelers brought kids along on their trips. (Source: MMGY Portrait of American Travelers Survey) 

Types of Luxury & Affluent Travel Experiences, Customized, exclusive vacations, Private journeys, Cruises, yachting and small ship expeditions, Adventure and active trips, Family and multi-generational travel, Rail journeys, Celebration travel, Safaris, Private jet vacations, Calling on all seven continents, Special events, Romantic vacations, Rest and relaxation trips, Health and wellness travel, Culinary travel, Shopping, Sporting trips and events, Small group journeys, Philanthropy trips, ETC.

art, culture, entertainment

Types of Arts, Culture & Entertainment travel experiences include:  Attractions, Museums, Theatrical performances, Dinner theaters, Casinos, Galleries, Zoos, Aquariums, Planetariums, Conservatories, Gardens & arboretums, Restaurants, breweries & dining, Historic sites, Heritage & cultural events, Shopping, Fairs & festivals, Carnivals & parades, Foodie celebrations, Cultural centers & institutions, Musical performances & venues, Dance performances & venues, Entertainment shows, Exhibitions, Amusement parks, Film & visual arts, Comedy shows and performances, Educational workshops & institutions. And the list could go on...

Annual cruise industry revenue for the U.S. economy is $38 billion. (Source: American Association of Port Authorities 2014)

21 million people embarked on a cruise globally. (CLIA 2014 Cruise Industry Report) 

80 percent of Americans identify with a faith (Source: American Religious Identification Survey

Faith-based travel is the providing of transportation, lodging, food/beverage, travel arrangements, tour packages and other related travel and hospitality services to people of faith or to a place of faith.

Hispanics are the fastest growing demographic in the United States. (Source: eMarketer Hispanics)  The Hispanic market represents 16 percent of the U.S. population. (Source: Pew Hispanic Center)U.S. Hispanics represent more than $56 billion in leisure travel annually.

Sports travel globally is a $600 billion industry. (Source: Worldwide Sporting Development and Events)  According to multiple sources, sports travel comprises 10 percent of the international tourism market.

The global youth travel market currently is valued at $173 billion with almost 190 million international trips per year. (Source:  WYSE Travel Confederation)

Student and youth travel is the packaging of travel products and services for age groups ranging from elementary school to young professionals. Students and youth often travel for the primary purposes of participating in educational opportunities, leisure activities, cultural experiences, musical and art performances, and/or sporting events.