Introduction The term ‘adventure capital’ has been used by the tourism industry in different geographical locations around the world to market adventure tourism offerings. Queenstown, New Zealand, for example, is the self-proclaimed ‘adventure capital of the world’; the Cumbria region is the ‘adventure capital of the United Kingdom’; Whistler is the ‘adventure capital of Canada’; and the Victoria Falls is considered the ‘adventure capital of Africa’. The natural resources of all these places are utilized by the adventure tourism industry to attract tourists interested in activities such as mountaineering, white-water rafting and mountain biking.