20 Feature EXPERIENTIAL TRAVEL
Welcoming the world
The very definition of authentic and unforgettable, Middle East destinations are perfectly placed to tap into the experiential travel trend
Tailor-made tourism is a concept that now reso- nates at every level of the industry as providers seek new ways to connect with a very differ- ent breed of modern traveller. Where visitors were at one time content to follow established itineraries and traditional checklists, now it’s all about the feeling of unearthing the unique, special and undiscovered. Providers across all facets of the indus-
try are facing interesting opportunities, and challenges, as they adapt to the experiential travel trend, which is also the main theme for this year’s Arabian Travel Market. Encompassing adventure, culture, gastron-
omy and much more, the concept sees travel- lers seek out personalised journeys and true insight into the people and places they visit. The quest for authenticity has penetrated the entire industry, led by every type of travel- ler, from students on a shoe-string budget to luxury travellers. It has also given rise to over- whelmingly successful concepts that are set to disrupt traditional industry models for good.
NEW HORIZONS According to TripBarometer 2015, around 69 percent of global travellers of all age groups were planning to try a new travel experience in 2016, with 17 percent planning to travel alone for the first time and 15 percent seeking their first adventure travel experience. With travel- lers keen to make the most of their time during a trip, the sub trend of ‘microadventures’ has emerged. The term, coined by British explorer Alastair Humphreys, describes a small and achievable outdoor adventure.
1 The Adventure Travel Trade Association
(ATTA) says, “More adventure opportunities are being made available by savvy travel firms, providing people with an ‘a la carte’ menu of different experiences. These microadventures can be a stepping stone to a deeper involve- ment in the activity or the destination itself,” suggests Executive Director Chris Doyle. UK carrier easyJet has created several
microadventure ideas based in and around the cities to which it flies, while cruise firms are offering activities such as cycle tours, zip-lining and even waterfall climbing. Euromonitor Inter- national’s Head of Travel Caroline Bremner says
that in a fast-paced world, the microadven- ture is a great way to fit new experiences into busy lives. She encourages the travel industry worldwide to capitalise on traveller desires to “make the most of it”.
UNFORGETTABLE EXPERIENCES The exotic and unique offering to be found in the Middle East means countries are in an ideal posi- tion to offer stand-out experiences and adven- tures, and the region is ready to build on this. “Travellers are increasingly looking beyond
conventional leisure programmes and itineraries and actively seeking out atypical experiences
“The Middle East has an abundance of authentic local experiences to
offer, from overnight stays in a stone house in remote Omani villages, to Dubai walking tours that search out the best street food”
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that deliver a true taste of local culture,” says ATM Senior Exhibition Director Simon Press. He adds: “The Middle East has an abun-
dance of authentic local experiences to offer, from overnight stays in a stone house in remote Omani villages to Dubai walking tours that search out the best street food.” Oman, a destination steeped in culture
and history which also offers natural marvels from mountains to wadis, is tapping into the experiential travel trend. “Beyond Muscat you will find a country
largely untouched by tourism, where people sustain their historical lifestyle, and where deserts give way to lush mountains, and miles of unspoiled coastline,” says HE Maitha Al Mahrouqi, Under Secretary of The Ministry of Tourism for Oman. “The natural attractions, coupled with luxury
resorts, desert camps and smaller mid-range accommodation, means Oman can provide a truly authentic, quality, Arabian experience.” HE Al Mahrouqi notes increasing visitor
demand for sailing, cycling, trekking, golf, diving, spa and wellness, and other special interests, as well as immersive cultural experiences. “We want visitors to spend some time in
Muscat exploring the Mutrah Souk, Sultan Qa- boos Grand Mosque, Royal Opera House and National Museum of Oman, before escaping to the cool of the mountains or having a true Bedouin experience in the desert,” she says. “We then suggest travelling to Salalah in
the south, which has a different climate entirely. From June to September, the khareef monsoon winds blow in heavy rains that see the moun- tains covered in lush green vegetation. Frankin- cense trees live off the moisture, triggering the World Heritage Frankincense trail, and the area is dotted with ancient villages and trading posts.”
1 HE Maitha Al Mahrouqi, Under Secretary of The Ministry of Tourism for Oman 2 Hajar Mountains 3 Wadi Shawka, Ras Al Khaimah 4 Jebel Shams, Hajar Mountains 5 Turtle watching 6 Ras Al Khaimah Museum 7 Omani boy 8 Sultan Qaboos Grand Mosque
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