West Coast Adventure College - Choose your own path!

ATB - Adventure Tourism Business

A 65 Hour Course, within our 1005 Hour Program!

Adventure Tourism Business


Scot Taylor

Class Location:

WAC, Coopers Cove, Sooke, and other field trip locations

Course Description:

This course is split into two parts, business applications; a class on the daily running of a business and devising a Business Plan, taught by Scot Taylor. Business theory; a class taught by Phil Foster on Tourism, trends, business basics, and how the sector works.

In the Business Applications class, students will learn how to set up their own business from scratch, including how to work out pricing, how to come up with a successful marketing strategy and how to deal with the various administrative aspects involved in running a business. Students will be asked to come up with their own business idea. They will go through the process taking the idea to a complete business model, that would enable them to start that business.

In the Business Theory class, the students will examine the trends and challenges within the tourism industry, with particular focus on the realities of the ethical and business dilemmas of the Adventure Tourism industry. A careful study of the industry will provide understanding of the main business, legal, safety and risk management issues faced by operators in this complex and diverse, yet rapidly expanding field. They will consider the Tourism Industry as a whole, and the Adventure sector in particular, identifying clients and their needs, and how businesses can best match these. They will also meet and discuss issues with leading Tourism Industry representatives throughout the course.


  • What is Tourism all about?
  • The Advent of Adventure Tourism.
  • What is Adventure? What is Eco-Adventure?
  • Business Basics: The Product, what do you have to offer?
  • Developing your ideas into a Business
  • Knowing your Market and Marketing what you Know
  • Service and the Customer
  • Legal stuff
  • Risk, a strategy board game or an everyday part of business
  • Stay ahead to stay in the game.
  • What is out there? Where do you want to go?

Learning Outcomes:

Upon completion of this course, students will be able to:

  • Identify the economic activity of Tourism and it’s sectors, with Specific focus on Adventure Tourism.
  • Understand the key features of an Adventure Tourism experience.
  • Understand the roles and responsibilities of the operator, Guide/interpreter and client.
    Describe the legal responsibilities of the operator, including risk Management, and laws/regulations within BC.
  • Describe the essential components for an Adventure Tourism Business, including product development, operations, finance, Marketing and business operational skills.
  • Understand career opportunities within Adventure Tourism
  • Be able to write a business plan for a new company

Prescribed Text:

The Business of Adventure Tourism by Ross Cloutier. Plus assigned periodicals, readings and research.

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