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Niche Markets for Rural Tourism Development

by Julie Leones

Tourism is one of the leading economic activities in the world at this time. The industry supported 262 million jobs in 1996, according to the World Travel and Tourism Council. This represents over 10 percent of global employment.

As in so many consumption decisions, people are asserting their special interests and values in the way they spend their travel time and dollars. Niche markets or specialized market segments are thriving. There are several promising niche markets for rural tourism.

Ecotourism and Nature Tourism
Ecotourism is one of the biggest growth areas for tourism in the 1990s. A basic definition of ecotourism is responsible leisure travel to natural areas by visitors who are interested in conservation and supporting local communities. This is a promising niche market for rural areas in Arizona that have striking outdoor features. Examples of ecotourism activity include wildlife watching, birding, photography safaris, hiking, biking, boating, rafting, and riding horses or mules through natural areas.

Agricultural Tourism
Agricultural tourism has long been popular in Europe where it generally refers to lodging on farms, either in farm houses or in farm campgrounds. In the United States, agricultural tourism opportunities range from farm and ranch accommodations to tours, events, and festivals. This is one way of linking agriculture and tourism industries in rural areas. Area restaurants, for example, may feature specialty food products produced in the area.

Cultural and Heritage Tourism
Cultural and heritage tourism is a fast growing niche market with excellent potential in rural areas. Cultural tourism focuses on experiencing the arts, culture, heritage, and unique aspects of a place. In rural areas, cultural tourism can focus around regional festivals and events, art communities, and family-run centers. This is a promising market for American Indian groups and for communities with a strong tradition of performing arts (theater, dance, music) and arts and crafts.

Adventure Travel
Adventure travel encompasses a wide array of outdoor activities, many of which overlap with ecotourism. This type of activity tends to interest younger visitors, who, although less affluent, often have more disposable income that can be devoted to travel. Some of the major adventure tourism activities are rafting, kayaking, skiing, hang gliding, rock climbing, and mountain climbing. People will often pay a great deal to participate in these activities. However, businesses that provide adventure travel expose themselves to significant liabilities.

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