In today’s hypercompetitive market for international travelers, a holistic and nuanced understanding of which travelers best align with destination travel offerings is necessary. A full picture of the traveler – going beyond simple identifiers such as age, income and gender – is needed in order to shape travel products and to frame and direct marketing messages precisely.
With this in mind, the International Finance Corporation (IFC) partnered with the Adventure Travel Trade Association (ATTA) on an in-depth study of adventure and cultural travelers originating in the United States of American (USA) and Australia. The countries represent two key outbound markets for international travel in general, and for the islands of the Pacific. IFC has a portfolio of tourism projects in the Pacific that support growth in high value tourism markets. In 2019, this includes Fiji, Papua New Guinea, Vanuatu, and Solomon Islands.