Tourism Niches That Tour Operators Shouldn’t Miss

As the tourism rebound gets closer, tour operators should start moving now if they want to capture the pent-up demand at the right time. 

The competition will be fierce, because of that it’s a good idea to focus on one or multiple tourism niches to increase the chances of a successful reopening.

What is a tourism niche market?

A niche market is a part of a larger market that has its own demands and preferences. Companies focus on niche markets to better cater to a specific consumer than competitors who target a broad audience.

A tourism niche is a segment of tourism connected to a specific product tailored to meet the needs of a particular type of traveler.

Selling on niche markets gives tour operators competitive advantages such as:

• Reduced competition
• Focused business efforts
• Providing expertise
• Establishing brand loyalty
• Higher profit margins
• Less spending on marketing advertising

We’ve listed 4 tourism niches that were rising before the pandemic which tour operators can use to develop a new and profitable product.

1. Dark Tourism

Dark tourism means traveling to destinations associated with death, disaster, tragedy, destruction, and the macabre.

It’s human nature to be curious about something that we don’t understand. Dark tourism is about that, visiting places with an interesting or intriguing history.

Many travelers search for this type of experience in order to learn something or try to understand something grim. Others are only looking for a bigger philosophical depth when visiting such places.

The glamorization of tragedies by TV shows has also helped dark tourism increase in popularity. 

Recently Pripyat, in Ukraine has experienced a boom in tourists after the series Chernobyl being released by HBO.

If you want to develop a dark tourism product, start by searching for nearby sites with an obscure history.

The next step is creating interesting and compelling storytelling that will satisfy the need for understanding of your future guests. 

2. Halal tourism

A subcategory of tourism dedicated to Muslim tourists who abide by the rules of Islam. 

Attending Halal customers means not serving alcohol or pork, announcing prayer timings, and offering separate services for men and women.

This market represents 50 million consumers only in Europe and over 1.6 billion worldwide. But despite its huge potential, Halal tourism is underrated in western countries.

Before developing a Halal product, make sure that you have a deep understanding of the Islamic traveler, their culture and beliefs.  

If you work in the food tour segment, consider applying for halal certification. This document ensures that your product follows the Muslim rites of food preparation and packaging.

3. Agro-tourism

It refers to people visiting working farms or other agricultural operations for the purpose of enjoyment, education, or other active involvement.

Agro-tourism is a growing market, mostly due to the high demand for outdoor experiences and people’s urge to connect with nature. Now more than ever this desire was intensified by the pandemic.

Some of the most popular activities related to agro-tourism are wildlife study, horseback riding, cannery tours, cooking classes, wine tasting, corn mazes, hay rides, cut-your-own Christmas tree farms, and petting zoos.

If you got excited about the idea but don’t have a rural property, don’t worry. You can always make partnerships with local producers looking to diversify their activities and increase profits.

They will provide the facilities, and you will develop an experience to attract travelers running from the city chaos.

4. Ethnic tourism

This is a type of tourism supported by many countries as a way of facilitating the economic and cultural development of minority groups, often Indigenous communities.

Examples of communities that attract tourists include the Amish communities of the United States, the First Nation societies of Canada and North America, and the Maori of New Zealand.

Ethnic tourism is intended for travelers seeking a deep connection with their ancestors. Also for the ones that love discovering new cultures, rituals and gastronomy.

If you operate in an area close to a native or traditional community, investing in an ethnic tourism product is a good idea. 

A survey conducted by the Australian government has found out that tourists that experienced ethnic tourism showed a high level of satisfaction and an interest in further ethnic tourism experiences.

Making the most of tourism niches

Operating in a tourism niche means selling to a very specific customer. For that reason, make sure that your website is optimized with the right keywords.

A well-structured digital marketing campaign is also necessary to put your product in front of your ideal customer.

For the best result, place a booking button on your website before releasing your campaigns. This way you convert visitors into bookers at a lower cost.

Missing an online booking system?

Check out Orioly. The online booking solution for small to medium tour operators.