Press Release: Outside Magazine
November 16, 2001
SANTA FE, NM and NEW YORK -- Terror has put a chill on global tourism, but American adventure travelers seem determined
to stay on the road according to a new survey in the December issue of Outside, the nation's leading active lifestyle
and adventure magazine, on newsstands this week.
In the days that followed the 9/11 terrorist attacks, the early prognosis for the $582 billion North American travel
industry was alarming, with the American Society of Travel Agents reporting reservation cancellation rates as high
as 50%.
But according to Outside's survey, the industry's adventure-travel sector -- serving about 20 million Americans
who spent $240 billion last year -- has shown greater signs of resiliency, with cancellations in the aftermath
of the attacks at a comparatively low 10%. Since no comprehensive statistics exist for bookings in the active-travel
business, Outside canvassed dozens of leading adventure outfitters and heavyweights to gauge the state of the industry.
Overall, the high retention rate of adventure trips heralded a quick return to normal for the industry. In the
weeks following the attacks, companies reported that a rising number of clients confirmed their trips to Asia and
Africa. And new reservations for the remainder of this year and early 2002 suggest a national appetite for active
travel that remains strong, though it has been redirected to less volatile parts of the world. Trips to Central
Asia, East Africa, Indonesia, and the Middle East were most likely to be postponed or redirected. But leading outfitters
like KE Adventure Travel have still booked 10-12 trips to Pakistan in 2002.
Could adventure travelers be more inclined to sticking to their meticulous plans, more realistic about associated
dangers, or simply harder to intimidate? Whatever the reason, Outside reports that adventure travel is poised to
continue the steady 6% per annum growth the market has seen for the last three years. Only the destinations have
changed, not the desire. Says Explore, Inc.'s Heather Eller of American travelers, ``they are just not going to
be deterred.''
Outside associate editor Grant Davis is available for comment about the adventure travel industry's unique post-9/11
resilience by contacting Jason Roth at +1-212-972-4650, jroth@outsidemag.com.
Founded in 1976, Outside is the only magazine in the history of American publishing to win the National Magazine
Award for General Excellence three years in a row.
SOURCE: Outside Magazine