Rural Community Development | Sustainable Community Development

Niche Markets

We sometimes ignore the niche or ‘special interest’ markets and our marketing efforts are often aimed, like the proverbial shotgun, at the mass markets hoping that we will hit something. Niche markets appear to be one of the fastest growing sectors of the tourism industry and it is important to look carefully at what we are offering the travelling public and make sure that the ‘content’ of our products and services is aimed at those in search of special experiences. Key words today, include ‘exploring’, ‘experiencing’, ‘participating’, ‘caring’, ‘acting responsibly’ etc. Many world travellers actually do care about the people and the places they are visiting and it is important to build into our packages opportunities for such travellers to have ‘in-depth’ interaction with their destinations. And don’t forget that ‘value for time’ and ‘value for money’ are both key elements!