ABSTRACT
Trends in tourism generally seem to indicate a growth in more specialized tourism products aimed at more focused target markets. There is also evidence of increased environmental and cultural consciousness among travellers, including in some cases willingness to pay more for tourism products that are environmentally responsible (Blamey, 1995: 111-13). If these trends continue, growth areas are likely to be in tours targeted at special interest groups, tours focusing on particular experiences or products (e.g. adventure, nature-based, cultural and indigenous tours), and tours marketed as being environmentally friendly. There may also be a growth in customized tours, in which individuals or groups can hire a guide (or operator) and specify exactly what they want with respect to each of the above.
