Adventure Travel Not Reaching The US$51 Billion POC Market


People of color (POC) represent more than US$51 billion in potential adventure travel revenue, but the industry needs to do a better job of engaging a more diverse clientele to tap this growing market, according to a new study commissioned by the Adventure Travel Trade Association, Flywire, and the D.R. Tourism Board. The report recommends adventure travel companies increase diversity in their own ranks, better engage with minority communities to find out what travellers of colour want and update their advertising and marketing strategies.


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