Tania: I think adventure travel has gone mainstream in the sense that the term "adventure" means a lot of different things to a lot of different people. We all define it in our own unique way, and that is helping to fuel the industry as travelers are enjoying a little personal adventure while still getting the amenities that they expect on any trip. It is because of that that I think we will indeed continue to see more niche markets develop, as mainstream travelers don't want to stay in a tent, but they may want to still partake in the "adventure" for instance.

As for what small travel and tourism businesses need in order to survive and thrive, I personally feel that it is important that they find, and identify their niche and become really, really good at that one thing. They can carve out a name and reputation for offering that niche, what ever it may be, and doing a great job of it. I also think customer service is of the utmost importance, communicating with their customers at every step of the process. And when dealing with novice adventure travelers, teaching them the ropes and educating them along the way is a great approach as well.