Adventure Tourism
Introduction
Adventure tourism is an outdoor leisure activity that generally takes place in an
unusual, exotic, remote or wilderness setting, sometimes involving some form of
unconventional means of transportation and tending to be associated with low or
high levels of physical activity. As the name suggests it entails an element of risk
and can range from ‘getting wet’ to ‘getting high’ to ‘getting faster’.
An Adventure Tourism business provider can arrange a single adventure or a
combination of adventure pursuits for paying tourists.
When considering an Adventure Business it is probably more cost effective to
concentrate on the aspects that you are good at and have a specialised interest in.
Unlike other tourism businesses an Adventure Tourism enterprise will rely heavily
on the specialist interest, experience and skills. Therefore, the specialist
understanding required for adventure activities, is a critical area of experience for a
would-be adventure tourism entrepreneur.
Products and Services
There are many types of ‘niche’ products and services that fall within the
Adventure Tourism category from :
Getting wet:
 Surfing
 Canoeing, touring, rental and expedition services
 Kite surfing
 Wakeboarding
 Scateboarding
 White-water rafting
 Caving
 Water-skiing
 Diving
 Windsurfing
 Kayaking
Getting High:
 Flying
 Gliding
 Paragliding
 Ballooning
 Rock climbing
 High rope
 Micro lighting
 Zorbing
Getting faster:
 Archery
 Karting
 Mountain biking and expeditions
 Paintballing
 Land boarding
 Rallying

Fact Sheet No. 55
March 2006
This is one of a series of
fact sheets on potential
income generating
activities.
All fact sheets are
available in the
Advisory Section of the
Teagasc Website
www.teagasc.ie

Edited by:
John Whiriskey
Paul McCarthy
Teagasc
Rural Development Centre
Athenry, Co. Galway.
+ 353 (0) 91 845200

Teagasc Fact Sheets
present a brief overview
of a topic. Further
detailed advice should
always be sought from
relevant sources.

Requirements
1. Protection:
Some adventure activities (for example quad bike racing) are, by their nature, dangerous and can cause
injury, and even loss of life, to persons and damage to property. Any enterprise providing access to such
activities must protect themselves against claims for loss or damage caused to persons who partake in the
activities provided by the enterprise. While insurance costs may be high, return on investment may still be
attractive. Health and safety requirements must be adhered to.
2. Training:
The first line of protection is to ensure that owners and staff are properly trained and equipped to provide
supervision and guidance to participants in the activities, ensuring that equipment is in excellent condition at
all times. Ensure that all participants are properly trained in the use of equipment and in the rules of the
activity that they plan to engage in. The rules should be designed to make the activity as safe as possible.
3. Legal Requirements:
Before launching any adventure activity, find out what specific legal requirements pertaining to the sport or
activity being pursued, must be complied with. This can be obtained from the relevant sport or activity
coordinating body also check with your solicitor.
4. Insurance:
Consult a reputable insurer or broker on the exposure to risk and, in particular, ensure that adequate public
liability is in place. Before hosting groups of visitors or planning a public event, check with an insurance
agent about adequacy of liability coverage. Be guided by the insurer in how to structure ones business and
ensure to minimize exposure to risk to the maximum extent.
5. Land use zoning:
Become familiar with all laws applicable to locating an office; licensing and registration; road transportation
permits; public driving permits; regulations and by-laws. Consult with the local council and also a
solicitor.
6. Grants:
There are several different avenues that may help with funding. LEADER gives capital grants for the
development of tourism activities and facilities. They also give marketing grants, which can help promote an
adventure tourist venture. Contact your local LEADER company for more information.
Planning and Marketing your Adventure Tourism Enterprise
In depth market research should be carried out and a detailed business plan prepared before proceeding with
such a venture. Your Local Regional Tourist Authority and Failte Ireland are only too willing to help you
make the connection with the market place. Effective marketing is a key element in any business enterprise
and is an ongoing process. Marketing can be as simple as word-of-mouth referral, or involve an intensive
media campaign. Your marketing style and message must be directed to your identified audience. If
providing quad bike racing activities for example, you could emphasise the experience of all weather crosscountry driving fun. Network with other tourism and adventure providers such as clay pigeon shooting, rifle
target shooting and archery to provide interesting packages for the tourist.
Useful web-sites for more information
www.sac.ac.uk
www.headwater.com
www.itsadventuresouthwest.co.uk
www.failte-ireland.ie
Produced by : Maria Heneghan, Teagasc, Mellows Development Centre, Athenry, Co. Galway
Email: maria.heneghan@teagasc.ie +353 (0) 91 845200