we encourage marketers to also focus on the "other travel" market, which is moving toward more adventurous travel. they may return to the same countries that they have previously visited on less adventurous vacation, but this time try more adventurous activities (safaris,visiting cultural sites). this marketing or develop cross-marketing between your operators, specfically targeting past clients. this also speaks to the opportunity for adventure operators to partner with mass tourism outlets such as resorts, hotels, cruise lines to offer smaller day trips to rntice travelers with something interesting and outside the bubble. Key characteristics for this group will be shorter trips,perception of safety,and unusual opportunities.