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Adventure Tourism Marketing – A Quick Guide

Sophie Henderson

Marketing Assistant at Shaw

As we enter the Spring/Summer season, we often see a flurry of travel organisations promoting their adventure activities. Whether that’s scuba diving, rock climbing, hiking, rafting, or mountain biking, the question arises: how do you effectively market adventure tourism?
Join us as we explore some of the most successful and compelling marketing strategies. 
Visuals are key

We all know that a picture speaks a thousand words, but when it comes to adventure tourism, high-quality imagery speaks volumes. Captivating visuals have the power to convey the beauty and uniqueness of adventure experiences like no other medium. According to the Adventure Travel Trade Association, 72% of consumers prefer to learn about a product or service through video, so, investing in high-quality photography and video content is essential to capturing the imagination of potential adventurers.

Build Trust with Your Customers

We know that safety is paramount in adventure tourism. In your marketing campaigns, emphasising safety measures is crucial for instilling confidence in potential customers and ultimately, driving leads. Consider incorporating bold straplines, customer testimonials, or infographics that highlight safety protocols and reassure customers of the quality and enjoyment of the adventure experience.

Partnering with Travel Influencers

In the realm of adventure tourism, authenticity is key. Partnering with travel influencers who have first-hand experience with adventure activities can significantly enhance the credibility of your brand. Often, consumers trust reviews and recommendations from ‘real people’ equally if not more than those from organisations. Collaborating with influencers allows you to tap into their engaged audience and leverage their authenticity to promote your tours and activities.

Convey Personality (and Professionalism)

In adventure tourism marketing, conveying the personality of your brand is just as important as highlighting professionalism and safety. Authenticity and relatability resonate with potential adventurers, fostering trust and a sense of connection. Whether through engaging storytelling, staff profiles, behind-the-scenes glimpses, or interactive content, infusing personality into your marketing efforts can set you apart from the competition and leave a lasting impression on your audience.

In conclusion, successful adventure tourism marketing hinges on building trust with your audience. By prioritising safety, authenticity, and engaging visual content, you can inspire confidence in potential adventurers and drive interest in your unique experiences.

Looking for some guidance with marketing with your adventure organisation? The above is a great place to get started, but the team at Shaw would be more than happy to assist with an in-depth strategy. Get in touch today at