Types of Tourists » Special Interest and Specific Needs Tourists

What you'll learn this session

Study time: 30 minutes

Understand what special interest tourism is and its key characteristics
Identify different types of special interest tourists and their motivations
Explore tourism for people with specific needs and accessibility requirements
Examine case studies of successful special interest and accessible tourism
Learn how destinations and businesses can adapt to serve these market segments

Special Interest Tourism: Beyond the Ordinary

While many tourists seek sun, sea and sand holidays, a growing number of travellers are looking for experiences that match their specific hobbies, passions, or needs. This shift has led to the rise of special interest tourism and tourism for people with specific needs.

Key Definitions:

Special Interest Tourism (SIT): Travel specifically motivated by a particular interest or hobby rather than standard leisure or business purposes.
Specific Needs Tourism: Travel services and facilities designed to accommodate people with disabilities, medical conditions, or other accessibility requirements.
Niche Tourism: Tourism focused on a specialised segment of the market with particular interests or requirements.

Did You Know?

Special interest tourism is one of the fastest-growing sectors in the travel industry, with an annual growth rate of about 10-15% globally. This is significantly higher than the growth rate of mass tourism!

Types of Special Interest Tourists

Special interest tourists are driven by specific passions, hobbies, or activities rather than just a desire to relax or see famous sights. Let's explore some of the main categories:

🏝 Cultural Tourism

Tourists motivated by experiencing different cultures, traditions and heritage. This includes:

Heritage site visitors
Festival attendees
Art and museum enthusiasts
Culinary tourists seeking authentic food experiences

Example: A tourist travelling to Japan specifically to attend a traditional tea ceremony and learn about Japanese cultural practices.

🏔 Adventure Tourism

Tourists seeking excitement, physical challenges and adrenaline-pumping activities. This includes:

Mountaineers and rock climbers
White-water rafting enthusiasts
Skydiving and bungee jumping participants
Desert safari adventurers

Example: A group travelling to New Zealand specifically to go bungee jumping at the Kawarau Bridge, the world's first commercial bungee site.

🌿 Eco-Tourism

Environmentally conscious tourists interested in natural environments, conservation and sustainable travel. This includes:

Wildlife watchers and photographers
Conservation volunteers
Birdwatchers
Rainforest explorers

Example: A tourist visiting Costa Rica specifically to observe endangered sea turtles and participate in conservation efforts.

🏋 Sports Tourism

Tourists travelling to participate in or watch sporting events. This includes:

Football fans attending World Cup matches
Golf enthusiasts visiting famous courses
Skiing and snowboarding vacationers
Marathon runners participating in international races

Example: Tennis fans travelling to London specifically to attend Wimbledon.

🏥 Educational Tourism

Tourists travelling primarily to learn new skills or gain knowledge. This includes:

Language learners
Cooking class participants
Historical tour attendees
University and school field trips

Example: A tourist visiting Italy specifically to attend a week-long pasta-making course in Tuscany.

💊 Health and Wellness Tourism

Tourists seeking health improvements, relaxation and wellness activities. This includes:

Spa and retreat visitors
Yoga and meditation practitioners
Medical tourists seeking treatments
Hot spring and thermal bath enthusiasts

Example: A tourist travelling to Thailand specifically for a two-week meditation retreat in a Buddhist monastery.

Tourism for People with Specific Needs

People with disabilities, medical conditions, or other specific requirements represent a significant market segment that is often overlooked. Making tourism accessible to everyone is not just good business it's also a matter of social inclusion and equality.

♿ Physical Accessibility

Tourists with mobility impairments need:

Wheelchair-accessible transport
Ramps and lifts at attractions
Adapted hotel rooms
Accessible bathrooms

👁 Visual and Hearing Impairments

Tourists with sensory impairments need:

Braille information
Audio descriptions
Sign language tours
Visual alarm systems

🍴 Dietary Requirements

Tourists with specific dietary needs:

Food allergies/intolerances
Religious dietary restrictions
Vegetarian/vegan options
Medical diet requirements

Other Specific Needs Tourists

Elderly tourists: May require slower-paced tours, more frequent rest stops and easier access to facilities.
Families with young children: Need child-friendly facilities, activities and safety measures.
Pregnant travellers: May require special medical considerations and comfortable accommodations.
Tourists with medical conditions: Need access to healthcare facilities and may require special arrangements for medications.

Case Study Focus: Barcelona's Accessible Tourism

Barcelona has become a leading destination for accessible tourism. The city has implemented:

Accessible beaches with special walkways, adapted changing rooms and amphibious chairs
Public transport with 100% of buses and 91% of metro stations accessible to wheelchair users
Tactile models of major attractions like Sagrada Familia for visually impaired visitors
Specialised guided tours for people with different disabilities

The city's tourism website has a dedicated section for accessible tourism with detailed information about accessibility at attractions, accommodation and transport. As a result, Barcelona has seen a significant increase in visitors with disabilities, contributing an estimated €5 million annually to the local economy.

The Business Case for Special Interest and Accessible Tourism

Catering to special interest tourists and those with specific needs isn't just socially responsible it makes good business sense too:

💰 Economic Benefits

Higher spending: Special interest tourists often spend 20-30% more than general tourists
Longer stays: They typically stay 2-3 days longer to pursue their interests
Off-season travel: Many special interest activities aren't dependent on peak season weather
Group travel: People with disabilities often travel with companions, multiplying the economic impact

📊 Market Potential

Over 1 billion people worldwide have some form of disability (15% of global population)
The accessible tourism market in Europe alone is worth over €150 billion
Special interest tourism is growing at nearly twice the rate of general tourism
Accessible facilities benefit everyone, including elderly tourists and families with young children

Adapting to Meet Special Interests and Specific Needs

Tourism businesses and destinations can take several approaches to serve these market segments effectively:

Staff training: Ensure employees understand the needs of different tourists and can provide appropriate assistance
Infrastructure adaptation: Modify facilities to be accessible to all visitors
Specialised equipment: Provide equipment like beach wheelchairs, hearing loops, or adaptive sports gear
Tailored experiences: Design tours and activities focused on specific interests or adapted for specific needs
Clear information: Provide detailed accessibility information so tourists can plan appropriately
Partnerships: Work with specialist organisations and tour operators who understand these markets

Case Study: Dark Sky Tourism in Northumberland National Park

Northumberland National Park in the UK has developed a successful special interest tourism niche by focusing on its dark skies. The park was designated as Europe's largest International Dark Sky Park in 2013.

The park now offers:

Stargazing events and astronomy courses
Observatory visits and telescope hire
Astrophotography workshops
"Dark Sky Friendly" accommodation with special facilities for astronomers

This initiative has extended the tourism season into winter months (when skies are darkest) and attracts around 40,000 special interest tourists annually, generating approximately £25 million for the local economy.

Conclusion: The Future of Special Interest and Specific Needs Tourism

As the tourism industry continues to evolve, special interest and accessible tourism will become increasingly important. The trend towards personalised, meaningful travel experiences means more tourists are seeking holidays that align with their passions or accommodate their specific needs.

For tourism businesses and destinations, understanding and catering to these diverse requirements isn't just a matter of compliance or social responsibility it's a significant opportunity for growth, differentiation and building a sustainable tourism industry that truly works for everyone.

By recognising the value of these market segments and making the necessary adaptations, the tourism industry can create more inclusive and enriching experiences for all travellers, regardless of their interests or abilities.

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