New Forms of Segmentation:

Targeting Niche Markets in Tourism


Competition is increasing among tourism destinations worldwide. One way of gaining the leading edge and of increasing destination attractiveness is to create tailor-made tourism experiences for smaller but more specific markets. Small is beautiful!

Adding value through niche marketing requires innovation and creativity at several levels:

·               Defining new approaches to segmentation and high added value niches;

·               Developing new tourism products, but also adapting existing products to specific needs to improve customer experience;

·               Marketing aimed at the targeted niches