The Rise and Rise of Walking and Hiking Tours: A Global Tourism Phenomenon

In the past, I had the privilege of being a FIT and Charter tour operator in Perth, Western Australia. During the late 90s, this particular sub-industry of tourism experienced a tremendous boom. With over 60 operators in the market, competition was fierce. However, the industry dynamics dictated that approximately 80% of the business was concentrated in the hands of a select few operators, while the remaining operators fought for the remaining 20%. Our company Feature Tours fortunately operated with and competed in the 80% select few which included Swan Gold Charter Tours, Australian Pinnacle Tours, Australian Pacific Tours, and others.

The high number of operators resulted in a wide array of different tours products from 1-day to 21-day tours and extensive distribution and offers throughout the state. Nevertheless, significant changes started to unfold in the early 2000s. Consumer preferences began to shift, and an international corporation ( TUI)  acquired many of the operators, the collapse of Ansett and Sept 11th combined with the outbreak of SARS followed by the financial crisis ultimately led to the demise or shutting of the doors of most operators in this sector. As a result, the size and number of these tourism experiences dwindled to a mere fraction of what they once were, around 1/10th today.

This decline has been irreversible as the nature of this business requires substantial investments in capital and human resources, with only marginal returns. In essence, it became apparent that there are more straightforward and more lucrative avenues for making a dollar in tourism.

However, amidst the decline of the FIT and Charter tour operator industry, I have witnessed the remarkable rise of walking and hiking tourism experiences. This emerging trend has captured the attention of tourists seeking a different kind of adventure and connection with nature. Walking and hiking tours offer a more immersive and personalized experience, allowing visitors to explore the breathtaking landscapes of Western Australia on foot. This shift in consumer preferences has paved the way for a new era in tourism, providing opportunities for entrepreneurs and businesses to cater to this growing demand.

I became aware of this phenomenon when I met the owner of Walk into Luxury around 6 years ago. I felt at the time while the product was good it was very highly priced and wouldn’t succeed, however, I was very wrong. I became more convinced that this new tourism experience was here to stay when conducting a workshop in the Perth Hills 3 years ago with around 40 operators, 2 of whom were young walking tour operators experiencing huge success. From then on I have become very interested in this sector and see huge opportunities in Western Australia for offering more experiences and other ways of seeing the state and fitting in with our other emerging sectors of Aboriginal Tourism and Food and Wine.

It is my firm belief in studying this sector over the last 3 years that WA hasn’t even scratched the surface and the potential business opportunities are looking at the industry right in the face. The question I am trying to figure out is will this happen organically and via owner operators much like the coach touring industry evolved in the 70s or 80’s  or do we need to entice a few large well-known operators to Western Australia OR is it a combination of both?

The allure of walking and hiking experiences lies in their ability to deliver a unique and authentic encounter with the natural wonders of the region. The lower capital investment and potential for better returns make this sector an attractive alternative to the previous FIT and Charter tour operator model. It represents a revitalization of the tourism industry, offering a fresh and invigorating way for visitors to engage with Western Australia's stunning landscapes and providing tourism entrepreneurs a viable path to success.

So while the FIT and Charter tour operator industry experienced a significant decline due to various factors, the rise of walking and hiking tourism experiences has breathed new life into the touring sector. This shift reflects changing consumer preferences and presents exciting opportunities for businesses and individuals looking to provide immersive and nature-focused experiences to travellers exploring Western Australia

This has not just happened in Australia but around the world. Below I have briefly summarised the significant rise of these immersive journeys over the past five years, highlighting the diverse range of experiences available, including food and wine walking tours, bush and forest hikes, and more. Exploring the reasons behind their increasing appeal, hopefully, will provide clues for any budding tourism operators and look at the evolving preferences of modern travellers post Covid

 Food and Wine Walking Tours: One notable trend within the realm of walking tours is the emergence of culinary experiences intertwined with leisurely strolls. As people who know me well this is my type of tour!  Travellers now seek to tantalize their taste buds while exploring the culture and history of a region. Food and wine walking tours have become a favourite among gastronomes, allowing them to savour local delicacies, discover hidden culinary gems, and engage with passionate food artisans. From bustling city streets to quaint countryside paths, these tours provide a unique fusion of flavours and a deeper understanding of the local culinary traditions. These are huge in Europe and are continuing to evolve from short 2-hour walking tasting tours 12 day fully inclusive food wine and walking tours.

Hiking in Bush and Natural Landscapes: With a growing appreciation for nature's tranquillity and beauty, hiking tours in the bush and other natural landscapes have gained immense popularity. From dense, ancient woodlands to awe-inspiring mountain trails, these excursions offer an escape from the urban hustle and bustle. Hikers can immerse themselves in breathtaking vistas, witness diverse flora and fauna, and connect with the serenity of the natural world. These tours provide a welcome respite from daily routines and a chance to rejuvenate the mind, body, and soul. I must admit up until recently I didn’t appreciate the value of these types of tours. However, I was given a personal 2-hour bush tour with Tracy from Of the Beaten Track and I now fully appreciate the value of these types of walking tours.

Cultural and Historical Walking Tours: Another critical aspect of the walking tour phenomenon is the exploration of cultural and historical landmarks. In Australia, Two Feet and a Heart Beat do these well but of course, Europe specialises in these types of tours. Cities rich in heritage and historical significance have witnessed a surge in guided walking tours, allowing travellers to delve into the stories, legends, and architecture that shape a destination. These tours offer unique insights into the local culture, providing a deeper appreciation for the people and traditions that have shaped the region over time.

 Health and Wellness Benefits: The increasing popularity of walking and hiking tours can be attributed, in part, to the growing focus on health and wellness among travellers. Walking is regarded as a low-impact exercise that provides numerous physical and mental health benefits. By combining fitness with exploration, these tours offer an ideal balance for health-conscious individuals seeking to maintain an active lifestyle while enjoying enriching travel experiences.

 Western Australia Over the past decade, walking and hiking tours in Perth and Western Australia have experienced significant growth and garnered increased interest among both locals and tourists. This surge in popularity can be attributed to various factors, including a growing appreciation for outdoor activities, a desire for immersive experiences, and Western Australia’s stunning natural landscapes. Several businesses have emerged to cater to this demand, including Off the Beaten Track, Two Feet and a Heart Beat, The Hike Collective, Free Walking Tours in Kings Park and Perth, Oh Hey WA, and Walk into Luxury.

Off the beaten Track: This company specializes in off-the-grid and adventurous walking tours, offering unique experiences in remote and less-explored locations throughout Western Australia. Their tours often involve exploring hidden trails, discovering pristine natural wonders, and connecting with the local culture and history.

Two Feet and a Heart Beat: Two Feet and a Heart Beat provides guided walking tours that focus on the rich heritage, arts, and culinary offerings of Perth. Their knowledgeable guides lead participants through Perth and Fremantle's vibrant neighbourhoods, showcasing hidden gems, historical landmarks, street art, and local cuisine.

The Hike Collective: The Hike Collective curates a variety of guided hiking experiences, catering to different skill levels and interests. Their tours span from coastal walks to forest trails, enabling participants to connect with nature and enjoy breathtaking views while fostering a sense of community among fellow hikers.

Free Walking tours in Kings Park and Perth: These free guided tours offer visitors an opportunity to explore the highlights of Perth and the iconic Kings Park. Led by knowledgeable local guides, these tours provide insights into the city's history, landmarks, and cultural significance.

Oh Hey WA: Oh Hey WA specializes in curated walking tours that showcase the local food and beverage scene. These culinary experiences take participants on a gastronomic journey through the city, introducing them to diverse flavours, hidden cafes, and vibrant markets.

 Walk into Luxury: Walk into Luxury offers high-end walking tours that combine scenic hikes with luxury accommodations and gourmet dining experiences. These tours focus on Western Australia's pristine coastal regions, such as the Margaret River, allowing participants to indulge in nature, relaxation, and culinary delights.

As I have said I firmly believe we are just on the cusp for this part of the tourism industry.

Future prospects for walking and hiking tours in Perth and Western Australia are promising. The increasing interest in outdoor activities, health and wellness, and sustainable tourism aligns well with the essence of these tours. WA’s diverse natural beauty, including stunning coastlines, national parks, and unique flora and fauna, provides ample opportunities for further growth in this sector. Every tourist town in WA should offer a variety of Walking Tours.

Additionally, as travellers seek more authentic and immersive experiences, walking and hiking tours offer an ideal way to connect with the local environment, culture, and history. These tours provide an opportunity to explore lesser-known destinations, engage with local communities, and foster a deeper appreciation for the natural and cultural heritage of Western Australia. Plus they have a huge business opportunity waiting to be developed.

Furthermore, the ongoing promotion of walking and hiking trails, investment in infrastructure, and collaboration among tourism stakeholders can contribute to the continued development of this type of tourism. The other reason for the rise of this type of tourism is that a solo guide can promote and leverage digital platforms, and social media. Targeted marketing campaigns via social media for businesses operating in this sector can reach a broader audience and attract more visitors.

In conclusion, walking and hiking tours in Perth and Western Australia have experienced substantial growth over the past decade, driven by a combination of factors. The prospects for this type of tourism are very promising, with increasing interest in outdoor activities, a desire for authentic experiences, and the WA's remarkable landscapes. By continuously adapting to evolving consumer preferences, collaborating with local communities, and leveraging the unique natural assets of the region, walking and hiking tour businesses can seize opportunities and contribute to the thriving tourism industry in Western Australia.

I am particularly passionate about this sector and at Icon Tourism we are looking at some promising opportunities for Walking and Hiking Tours in Western Australia.

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