About

Summary 

Diving for leisure purposes is a popular activity practiced by around 6 million Europeans, so Europe is a major source market for diving tourism. Sustainable diving experiences are extremely important for European divers as they seek dive experiences that do not harm the environment. There are good opportunities for local dive businesses in developing destinations to attract European divers if they can provide exciting dive experiences that are sustainable and safe. 

Acorn Tourism was commissioned by the CBI to undertake thorough research to help SMEs in developing countries to enter the dive tourism market and sell dive products to the European market.  

Our Approach 

Acorn Tourism undertook comprehensive research into the dive tourism, a sector that is notorious for its lack of comprehensive data on diving markets, most likely because many enthusiastic divers learn to dive overseas whilst on holiday. Nevertheless, Acorn Tourism study profiled the major European dive source markets and outlined the main diver segments and their diving behaviour. Sustainability in the dive market was found to be a major trend and divers identified as among the most sustainably minded of all tourists. 

A range of practical advice was offered to SMEs looking to attract the diving market, including the need to work with an established dive association partner like PADI or SSI, and to have robust management and safety standards and comprehensive insurance policies in place. Embedding sustainability in a dive business was also identified as a key task.

Acorn Tourism’s research provided SMEs useful tips for selling dive products on the European market through various channels and outlined some of the main competing dive destinations businesses and to provide context and further information. 

This study accompanies a wide range of detailed business guides aimed at SMEs in developing countries commissioned by the CBI, the Netherlands Enterprise Centre, one of Acorn Tourism’s long-term clients.

Outcome 

Acorn Tourism’s guide to help local tour operators all over the world develop dive tourism products sustainably provided a comprehensive study of the market with a wide range of information and practical tips.