Global Marketing

The Rise of Niche Tourism

Niche tourism is a new work I recently came across. When looking more into it, it was difficult pinning down a specific definition. I later read that Niche Tourism is actually a collective term used to group a number of types of tourism – which explained why there's no one definition. However, it being an umbrella term allowed me to gain a broad understanding of this concept and make sense of it through multiple mediums.

First, I think it’s important to understand what ‘niche’ means. According to Merriam Webster, niche is a “place, employment, status, or activity for which a person thing is best fitted,” or more simply, a specialized market. Niche tourism covers a range of types of tourism where products and services serve a specialized segment of the tourism industry. A way to better understand this concept is by looking at the exact opposite of niche tourism – mass tourism. Mass tourism includes large group tours (cruises) and all-inclusive holiday resorts.

Below, you can find a list of different types of niche tourism:

Niche tourism has recently become more popular because of changes in consumer behavior. Consumers have become more sophisticated with their wants and needs, therefore all-inclusive, one-size-fits-all is no longer a fan favorite. One interesting thing I read that resonated with my tourism habits is that we want more than a nice pool and some evening cocktails from our vacations. There are things we want to see and learn about from different cultures. People have become more globalized and educated therefore wanting education, culture, and adventure.

This article from Yahoo Finance discusses how companies are taking advantage of this new phenomenon. Recently, mainstream holiday providers have identified niche tourism as a potential growth area. 

Niche tourism is a critical element to consider as consumer attitudes shift towards more special interest travel. This consumer behavior has become more relevant among Millennials and GenZ. The tastes of GenZ and Millenials are helping take niche tourism to the next level.