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The Great Adventure – where the action’s at

The Great Adventure – where the action’s at

Delegates at next week’s The Great Adventure 2014 will get insight into what sort of adventure experiences international visitors from different countries are seeking, including the fast growing China market, plus expert tips on how to market to these thrill seekers.

The Great Adventure, a one-day conference taking place in Wellington on 20 June, will bring together more than 100 leaders in the adventure and outdoor sector, keen to hear the latest market trends and get updates on the significant regulatory changes taking place across this sector.

“The adventure and outdoor sector is a very valuable part of New Zealand’s $24 billion tourism industry. It’s also one going through major change,” says Chris McGeown, Acting Chief Executive for the Tourism Industry Association New Zealand (TIA) which organises the conference.

“Tourism New Zealand will share insight into the youth sector, the largest group of international visitors that consume adventure tourism. Recent research shows, as you would expect, that young Australians are an adventurous segment who like excitement-based activities such as extreme rides, ski and diving.”

More surprisingly perhaps, says Mr McGeown, is recent YHA New Zealand research which showed that outdoor-oriented activities featured strongly on the itineraries of independent Chinese travellers, with around 15% tackling thrill-seeking adventures.

“Chinese visitors are making their presence felt in the New Zealand tourism landscape and the conference will highlight the shift in trends and what these visitors are looking for when it comes to adventure.”

Delegates will also get practical advice on how to improve their business performance, including which social media platforms to use – and the ones not to bother with – plus inspiration from successful social media campaigns from the adventure tourism industry around the world.

“The Great Adventure is an excellent opportunity for these adventure tourism and outdoor leaders to network with their peers and share experiences, something that is vital as the tourism industry strives to strengthen performance and safety across this sector.

“We are very grateful for the support from a number of sponsors, in particular The Great Adventure 2014 Gold Sponsor, the Department of Conservation.”

To register and for more details about this event, go to


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