Special interest tourism is growing fast. But what exactly is special interest tourism, and why are more people choosing it over mass-market holidays? This article explains the meaning of special interest tourism, its characteristics, why it is becoming more popular and the main types of special interest tourism.
What is special interest tourism?
Special interest tourism (also known as specialist tourism or SIT), is a branch of niche tourism and alternative tourism. Essentially, special interest tourism is tourism which is tailored to a specific interest. One widely cited definition, from Read (1980), describes it as travel for people who are going somewhere because they have a particular interest that can be pursued in a particular region or destination.
Many tour operators focus their business on special interest tourism, and this number is growing. These are typically smaller companies that specialise in particular types of holidays – such as walking, cycling, wildlife, cookery or art holidays – and tailor their products to customers’ specific interests. Specialising in a niche is also a common strategy for travel agents (see how to find clients as a travel agent).
There are many different types of special interest holidays. For example, an active family might travel to Australia or New Zealand to take part in adventure activities such as bungee jumping, mountain biking and zip-lining, while a keen photographer might join a specialist photography tour in Iceland, or a birdwatcher might travel to Costa Rica to see particular species.
Video: Niche tourism: the future of travel
Characteristics of special interest tourism
Special interest tourism reflects a shift away from the traditional mass tourism model towards more niche, specialist products that better satisfy travellers’ individual interests and needs. This happens in many ways – for example, by swapping a beach holiday in Spain for an adventure across Jordan, or by swapping a day by the pool for a specialist painting or cookery holiday. Special interest tourists are typically motivated by learning, active participation and authentic experiences, rather than simply rest and relaxation.
Like other tourism products, special interest holidays combine intangible elements (the experience, learning and memories) with tangible elements (such as equipment, accommodation and souvenirs). Because the experience itself cannot be seen or tried before purchase, specialist operators rely heavily on expertise, reputation and reviews.
The growth of special interest tourism
There are many reasons for the rapid growth of special interest tourism. The first is socioeconomic: rising incomes in many parts of the world mean that more people can afford to travel, and to spend money on more specialised and tailored experiences.
However, it is changing consumer attitudes that have really driven the growth of the special interest tourism market. Many people want to do something different from their everyday lives, to pursue their hobbies in new settings, to learn new skills and to experience culture in a deeper way than a traditional package holiday allows.
This trend has been strengthened since the COVID-19 pandemic, as many travellers placed a greater value on meaningful experiences and on making the most of their time away.
Technology has also played a part. The internet makes it easy for people to research and book niche experiences, and has supported the growth of forms of tourism such as Insta tourism, smart tourism and virtual tourism.
Social media has had a big influence, too. Billions of people use social media platforms, where they share photos and videos of their travels and hobbies. Travel influencers and content creators can inspire their followers to try new activities and visit new places, creating demand for specialist experiences.
Examples of special interest tourism
There are more than 150 types of tourism, many of which are forms of special interest tourism. Some of the main types are outlined below.
Health Tourism
Health tourism involves travelling to improve physical or mental health, through medical treatment or wellness activities such as spa visits, yoga and fitness retreats. Popular destinations range from Turkey and Thailand for medical treatment to India, Bali and Iceland for wellness.
Adventure tourism
Adventure tourism involves activities with an element of physical challenge or risk, such as mountain hiking, white-water rafting, skiing, bungee jumping and zip-lining. Popular destinations include New Zealand, Australia, Costa Rica, Nepal and many parts of Africa.
Dark Tourism
Dark tourism involves visiting places associated with death, tragedy or disaster. Some people visit these places to remember and pay their respects to those who died, while others go to learn about what happened. Examples include battlefields, former prisons, Chernobyl, Auschwitz-Birkenau and the 9/11 Memorial & Museum in New York.
Food Tourism
Food tourism involves travelling to experience food and drink, from tasting local dishes and street food to cookery classes, food tours, markets, wine tours and food festivals. Popular food tourism destinations include France, Italy, Japan, Thailand, Mexico and South Korea.
Spiritual/ Religious Tourism
Spiritual and religious tourism involves travelling for faith-based or spiritual reasons. Religious tourists may go on pilgrimages or visit sacred sites, such as Mecca, Jerusalem, Varanasi or Santiago de Compostela, while spiritual tourists may attend meditation or yoga retreats to connect body, mind and spirit, without necessarily following a specific religion.
Rural Tourism
Rural tourism involves visiting the countryside to experience rural life, culture and landscapes. Activities may include farm stays, walking, cycling, local food and taking part in agricultural activities, and accommodation is often in small guesthouses, farmhouses, cottages or campsites.
Wildlife Tourism
Wildlife tourism involves travelling to see animals, ideally in their natural habitats – for example on safari in Kenya or Tanzania, whale watching in Iceland or tracking tigers in India. Some forms of wildlife tourism, such as attractions that involve riding elephants or handling wild animals, are controversial because of their impact on animal welfare.
Sports Tourism
Sports tourism involves travelling to watch or take part in sport. This includes attending major events such as the Olympic Games, the FIFA World Cup or Formula One Grands Prix, as well as active holidays such as golf, cycling, skiing or marathon trips.
Special interest tourism: FAQs
Below are answers to some of the most common questions about special interest tourism.
What is special interest tourism?
Special interest tourism (SIT) is tourism that is tailored to a particular interest or hobby, such as wildlife, food, adventure, art, history or sport, where the traveller’s main motivation is to pursue that interest in a specific destination.
What are examples of special interest tourism?
Examples include adventure tourism, food tourism, wildlife tourism, dark tourism, religious and spiritual tourism, rural tourism, health tourism, sports tourism and cultural tourism.
Why is special interest tourism growing?
Special interest tourism is growing because of rising incomes, changing consumer attitudes, a desire for authentic and meaningful experiences, easier access to information online and the influence of social media.
What is the difference between special interest tourism and mass tourism?
Mass tourism involves large numbers of people buying standardised products, such as package beach holidays, while special interest tourism involves smaller numbers of people choosing tailored experiences based on their particular interests.
Is special interest tourism the same as niche tourism?
The terms are closely related. Special interest tourism is generally considered a form of niche tourism, as both focus on specific market segments rather than the mass market.
Special interest tourism: Further reading
If you found this article on special interest tourism useful, these articles may also be of interest:
- What is adventure tourism and why is it so big?
- What is alternative tourism and why is it growing so fast?
- The fascinating history of tourism
- 150 types of tourism: A glossary
- What is niche tourism?
- What is industrial tourism and why is it so popular?
