Report - Section 4.6

4.6   What is on offer overseas?

A trawl of overseas destination literature at the 2002 World Travel Market produced very limited information on riding opportunities overseas. Although there are countries that have developed horse-riding products, they have a low profile within general destination print and are clearly regarded as being aimed at a niche market.

Countries identified included:

• Poland
• Spain
• France
• Italy
• Slovenia
• Uruguay
• Jordan

In general, riding seems to feature quite strongly in nature and activity tourism brochures. There were references in Polish print to a recent ‘revival’ of interest and product developments in this sector. Quite a strong feature is also made of horses as part of a local cultural experience eg special breeds, riding traditions etc and in many places (eg Poland) riding is closely linked into farm tourism.

There has been an increase in the number of companies offering horse-riding holidays overseas over the last few years. Holidays in France, Germany and Italy have attracted UK consumers with products and prices that compete closely with those in Britain. Now many Eastern European countries are offering additional competition and lower prices than many western European countries can match.