Niche Tourism – Thematic Research

Beach holidays and city breaks have typically been the main options for the mass-market in the past. Skiing, safari, and sports tourism are among the most well-established types of niche tourism but as travelers all over the world demand more personalization, companies have to adapt to changing consumer demand with even more offerings.


This report provides an overview of one of the hot tourism trends of the moment, niche tourism.

It clearly defines and explains the concept of niche tourism and explores its multi-faceted nature.

It identifies the trends driving the growth of niche tourism and provides several case studies that clearly illustrate the types of travel that are becoming increasingly popular.

It provides an inisght into company strategies aimed at exploiting this growing theme.

It analyzes the value cahin present within niche tourism.

Key Highlights

Companies can use a range of techniques to attract different types of tourists and with the right niche offering; almost every consumer could be tempted to spend on a holiday.

Through offering experiences not found elsewhere, countries can build their own brand image and entice potential travelers away from more traditional destinations. Sampling local cuisine or trying out an adventure activity would be part of a trip but the niche tourism trend has now progressed into something more than that – travelers are visiting destinations specifically for the unique experiences they offer.

Before the internet, it would have been difficult to connect a group of travelers with a specific interest but through social media, these groups are now able to thrive.

Travel agents such as STA and Responsible Travel offer a range of niche experiences and TripAdvisor through its subsidiary Viator offers cultural tours, LGBTQ+ history tours, and food and wine tours, amongst a wide range of others.

Reasons to buy

Understand what is meant by niche tourism.

Learn about how niche tourism is multi-faceted and can help attract a wide range of traveler types.

Assess the strategies that companies are adopting to tap into growing demand for different experiences.

View real-world case studies from across the travel & tourism sector.

Companies mentioned

Carnival Corporation, Hilton, Airbnb, STA Travel Responsible Travel, G Adventures, Ctrip, Compagnie des Alpes, Royal Caribbean, Chernobyl Tour, Intrepid Travl, Kuoni, My Ireland Family Heritage

Table of Contents



Trends contributing to the growth of niche tourism

Niche tourism trends in travel and tourism

Case studies

Swimming pigs of the Bahamas

Chernobyl exclusion zone

Auschwitz-Birkenau Memorial

Game of Thrones Tours in Dubrovnik

Atlantis Cruises

G Adventures’ Antarctic Expedition Cruises



Mergers and acquisitions

Impact of niche tourism on the travel and tourism industry

Recommendations for travel and tourism companies


Third-party providers can offer a range of travel products or specialize in niche travel

Direct suppliers offer a range of niche experiences

Ancillary suppliers gain value from direct suppliers


Publicly traded companies

Private companie




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