Adventure tourism is widely recognised as a powerful tool that can promote sustainable development in rural and economically marginal areas, generating smart employment and jobs growth, as well as providing strong incentives for conserving the natural environment.


There is a need to develop skills in a range of areas to support the industry’s ambitions for growth, including: management and leadership; enabling high quality customer experiences; and ensuring the availability of appropriate training. Therefore, adventure tourism has transformative potential, particularly for those economies constrained by structural weaknesses and disadvantage by their remote locations, including AVIP partners in Scotland, Estonia, Ireland and Bulgaria.

“We must not slip into the false divide between vocational and academic pathways”. AVIP tackles this challenge head on; developing innovative partnerships and new models of HE based around highly flexible learning pathways, tailored to meet digital and innovation skills, empowering businesses to respond to growth opportunities within the adventure tourism economy.


Our main focus is on developing education and training programmes to strengthen the skill base of young people and adults working in the adventure tourism sector. The outputs include innovative study modules aimed at practitioners and employees, as well as students. Cross-cultural forums will be created to ensure an alliance that pools resources, expertise and experience from across the trans-national partnership. The project will help SMEs to upskill in marketing and digital technologies. Learners will acquire the technical skills required to implement effective digital marketing, as well as the product innovation skills that are critical to entrepreneurship and businesses growth.