Mitel (2000) predicts that micro-marketing will proliferate with the growth of a more individualistic and fragmented society and the demise of the mass media brand managers will have to tailor their marketing initiatives to specific lifestyle groups channels and perhaps points of purchase we envisage adventure tourism operators many of whom already use these techniques honing this type of marketing even more in this forthcoming era of micro-marketing with everyone being an individual market segment understanding the highly personal nature of adventure tourism is essential if marketing initiatives are to be effective.