The market study covers the present scenario and growth prospects of the global camping tent market in Europe market for 2017-2021. The report also lists tunnel tents, dome tents and geodesic tents as the three major product segments, of which the tunnel tents accounted for close to 42% of the market share in 2016.
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Technavio analysts highlight the following three market drivers that are contributing to the growth of the camping tent market in Europe:
- Growth in adventure tourism
- Increase in multichannel marketing strategies
- Frequent replacement of old camping tents
Growth in adventure tourism
The increasing preference for staying healthy and seeking relief from busy and hectic lifestyles, is leading to the popularity of adventure activities. Europe dominated the adventure tourism market in 2015, by accounting for close to 40% of the market. More people are seeking to participate in adventure activities such as hiking, and rock, or mountain climbing, which is directly increasing the demand for camping tents. Camping organizations are offering more camping sites in Europe, leading to further growth in the adventure tourism segment.
As per World Bank estimates, the number of international tourist arrivals into the European Union had increased from 4.4 billion in 2014 to 4.6 billion in 2015. This is one of the key factors responsible for the increase in camping in the region, which in turn, is driving the camping tent market in the region.
Increase in multichannel marketing strategies
Camping and other outdoor activities are already popular in developed countries like Germany, France, and the UK. However, the rate of participation in camping is still increasing in many European countries. Therefore, to boost the market, some of the key market players like Johnson Outdoors are showcasing the advanced technological features of their products through their advertisements. These advertisements are designed and crafted to promote not only the products but also the experiences.
“The key competitors are also engaging in digital marketing because digital media has the largest reach. The growing popularity of digital media has encouraged many competitors to increase their online presence. Although brick and mortar retailing remains the key channel for camping tent sales, Internet retailing has grown considerably over the last 2-3 years and is expected to be one of the key growth channels over the coming years,” says Manu Gupta, a lead analyst at Technavio for retail goods and services research.
Frequent replacement of old camping tents
Europe is home to approximately 22,730 campsites, and France has the largest number of campsites in the region. Camping tents usually last for one to four years, after which they are replaced. Replacement of camping tents is preferred to repair. The frequent use of camping tents results in wear and tear, creating demand for new camping tents. Generally, before going on camping, local tourists buy camping tents locally, while international tourists buy camping tents from in and around the camping region.
“Consumers prefer replacing old tents to repairing because new tents come with new and innovative features such pre-attached poles, wheeled carry bags, and stronger fabrics. For example, the new mtnGLO camping tents offered Big Agnes are equipped with the Tent light technology,” says Manu.
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