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Growing Niche Markets

There are a variety of other niche tourism markets that may be developed by a destination depending on its existing infrastructure, tourism products and facilities. Niche markets might include Farm and Country Tourism, Ecotourism, Bird-Watching, Cycle Tourism, Indigenous Tourism, Adventure, Spa and Wellness, Backpacking, Gay and Lesbian or Educational Tourism. The development of products and experiences to meet the needs of these markets should be based on an understanding of the markets characteristics, behaviours and preferences. Product development opportunities should be assessed for their feasibility and investment potential. Read more
There are a variety of other niche tourism markets that may be developed by a destination depending on its existing infrastructure, tourism products and facilities. Niche markets might include Farm and Country Tourism, Ecotourism, Bird-Watching, Cycle Tourism, Indigenous Tourism, Adventure, Spa and Wellness, Backpacking, Gay and Lesbian or Educational Tourism. The development of products and experiences to meet the needs of these markets should be based on an understanding of the markets characteristics, behaviours and preferences. Product development opportunities should be assessed for their feasibility and investment potential.


Research produced by the Sustainable Tourism Cooperative Research Centre (STCRC) has focused on the niche markets of:

  • Farm and Country Tourism - Developing a tourism business on a property can provide a good source of additional income for landowners. The success of rural tourism ventures is dependant on the nature of the locality, property characteristics, human resources, market characteristics, marketing and accessibility.

    Destination Management Tip

    National and State tourism organisation regularly conduct research into niche products which can be accessed via their websites.

  • Backpacking Tourism – The importance of providing suitable work opportunities, appropriate accommodation facilities and opportunities for socialising for the backpacking market have been highlighted as the key factors for developing backpacker tourism in a destination.
  • Educational TourismResearch has shown that pricing, accommodation availability and ease of access are key influencers in a study tourism visitor’s destination choice. Increasing expenditure from educational tourism can be achieved through targeted promotion and packaging of a destination’s attractions and experiences to students.
  • Bird-Watching –Research has shown that the core elements of a bird-watching tour or walk are the opportunities to identify birds, observe behaviour and have social interaction. In particular the opportunity to see rare, threatened and endemic bird species are important in holiday choice for a bird-watching tourists.
  • Cycle Tourism – Increasing interest in cycle tourism from both a visitor and government perspective has been identified in research, in particular with the growth of the touring market. This research has also shown that domestic cycle tourists are very active travellers with a strong destination familiarity.
  • Indigenous Tourism – Indigenous and aboriginal tourism is a growing tourism niche market for many destinations around the world. Indigenous involvement in tourism can provide significant economic development and social benefits for regional and remote communities and provide the opportunity for visitors to experience unique and tangible culture.

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