A sense of adventure

Similarly, Le Méridien Al Aqah plays to its strengths and makes the most of its fantastic position on the Fujairah coast. Now in its sixth year of operation, the property has had the time to build up an impressive portfolio of adventurous activities.

"We have a diverse range of water sports that we offer guests through our fully-equipped diving center," says recreation manager Bojan Kalodjera. "From windsurfing, hobie cat sailing, kayaking, body-boarding and surfing to water skiing, wake and knee boarding, banana boat and doughnut rides, we offer it all. We also can arrange for diving trips, as well as half- and full-day trips to Musandam.

"In addition to diving excursions we also offer year-round fishing trips, from trolling fishing and fly fishing to bottom fishing,' he adds.

Of course now the adventure market is growing, the region's properties are looking beyond water - even Le Méridien Al Aqah.

"In the future, I think it would be great fun to incorporate a few military style obstacle courses," says Kalodjera. "Also we are very keen to offer proper mountain climbing, which is not yet available at the hotel."

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As Le Méridien's future plans show, adventure tourism on dry land is also a lucrative market - something the UAE's Hatta Fort Hotel knows all about.

"We offer a choice of activities such as mountain biking, clay shooting, archery, mini-golf, golf driving range and a cross-country fun golf course," says the property's general manager Sergio Magnaldi. "Because of the hotel's location in the rugged Hajar mountains there are plenty of opportunities for independent adventurers and desert and wadi excursions can also be arranged."

Going in still another direction is the world-famous indoor ski slope Ski Dubai, boasting five ski runs of varying difficulty housed inside Mall of the Emirates - an attraction which is definitely a draw for hotel guests, explains Kempinski Mall of the Emirates general manager Holger Schroth.

"Ski Dubai is the third largest indoor ski resort in the world and being attached to this snow resort is one of our biggest competitive advantages," he admits. "Ski Dubai is the only of its kind in this region as well, which makes our hotel more exclusive and attractive to the tourists visiting Dubai.

"Our guests can also choose to stay in our luxurious ski chalets and have the benefits of receiving complimentary snow park and ski slope access to Ski Dubai.

"These chalets are our most distinctive room product," continues Schroth. "The magnificent view of the slopes in Ski Dubai gives you a real Alpine feeling and experience."

A Middle Eastern market?

Perhaps unsurprisingly, one of the biggest markets for adventure packages is the corporate sector.

Kempinski's Singh finds the majority of interest in such trips comes from European and South African companies organising team building activities, a market which Mina Seyahi's Scully says will be key for the recently-opened Westin.

"Now we've opened the Westin hotel we've got quite extensive MICE facilities, specifically aimed at attracting the overseas market," he explains.

But what of the travellers from this region: are adventure tourism hot-spots seeing any demand from them?

According to Kempinski's Singh, the Middle East market is growing year on year. "Zanzibar is becoming known not only as an established relaxation destination but also a wild, untouched adventurous spot," he comments. "It is a perfect destination for a long weekend from Dubai, Doha or Kuwait."

Mina Seyahi's Scully agrees. "With the opening of the Westin we've just had a massive influx of enquiries, predominantly into the adventure MICE/team-building type of market. And it's mainly because there's been a big shortage of it in Dubai," he asserts.

"If you look at the general hotels and resorts in Dubai, very few of them offer anything different. What Mina Seyahi's always tried to do is be that little bit different, so we've offered something that is different to what others are offering and people are responding to that."

Again, it is that differentiating factor which can put one property ahead of another for a specific clientele, as Kempinski's Schroth points out.

"Our hotel market is mainly the GCC countries; Kuwait, Bahrain and Saudi Arabia comprise of the majority of our guests. Since these guests do not have snow in their countries, Ski Dubai has proved an enticing attraction."

Demand from ‘adventure tourists' has been steady thus far, but it appears that this market is set to rocket over the next few years.

As Kempinski's Singh notes, guests increasingly like to be active during their holidays. "They enjoy relaxing on beautiful beaches, but they want something more as well - something that Zamani Zanzibar Kempinski can offer," says Singh. "Also, companies are increasingly using such activities for incentives or fun team-building purposes."

Mina Seyahi's Scully agrees that there has been a significant up-swing in corporate business and believes it's time to focus on the leisure sector.

"We're hoping to see a change on the leisure front now, with guests coming in because of our activities; we aim to market them towards that clientele," he adds.

Hatta Fort's Magnaldi also sees a great deal of potential in marketing the leisure adventure holiday. "There is still a market for more ‘mellow' adventure, coupled with rest and relaxation options," he says.