The global diving tourism market size was valued at USD 3,993.7 million in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 10.4% from 2023 to 2030. There are several factors contributing to the growth of the market. The rise in disposable income and the growth of the middle class in emerging markets has led to an increase in demand for leisure activities, including diving. According to Diving Equipment & Marketing Association (DEMA), the U.S. has 2,588,000 million active scuba divers and about USD 161 million, to USD 323 million is spent annually on scuba diving in California.
Another key factor driving the growth of the market is the increasing awareness of marine conservation by several agencies such as The MarineBio Conservation Society, Marine Conservation Institute and Oceana, and the desire to experience and protect the world's oceans. This has led to the growth of sustainable diving tourism, which focuses on environmentally responsible diving practices and educates divers about the importance of marine conservation. Moreover, advancements in technology have made diving equipment safer, more accessible, and more affordable, allowing more people to participate the diving activity.
The COVID-19 pandemic had a significant impact on the global diving tourism market, resulting in decreased demand, cancellations of group tours and events, closure of international borders, supply chain disruptions, and increased safety measures.This resulted in shortages of certain diving equipment, increased prices for the available equipment, and a decrease in international travel.
By focusing on sustainability and responsible tourism practices, businesses can help to ensure that the market continues to grow in a way that benefits both tourists and the environment. As the world continues to prioritize sustainability and the protection of the oceans, the diving tourism market is likely to continue to grow in the future.
Based on diving type, the market has been segmented into scuba diving and free diving. The scuba diving segment held the largest market share of 77.8% in 2022. The scuba diving segment is expected to grow at the fastest CAGR of 10.8%% over the forecast period 2023-2030. This can be attributed to the development of new technologies that have made it easier and safer for people to take up the sport and increased awareness of the benefits of the sport. Scuba diving is not only a thrilling adventure, but it is also a great way to improve physical and mental health.
Diving can help reduce stress, improve cardiovascular health, and build strength and endurance. Additionally, scuba diving can provide a unique opportunity to explore the natural world and see exotic marine life up close. According to PurpleOrca Media Ltd estimates in 2021, America had approximately 2.6 million active divers and is expected to increase with a growing number of certification courses offered by various service providers such as the Professional Association of Diving Instructors (PADI).
Based on age group, the market has been segmented into 10-20, 20-30, 30-40, and 40 & above. The 30-40 segment held the largest market share of 39.7% in 2022. People in their 30s and 40s are often more financially stable and have more disposable income to spend on hobbies and leisure activities like diving.
The 20-30 segment is expected to grow at the fastest CAGR of 11.5% over the forecast period 2022-2030. This can be attributed to the increasing popularity of adventure and sports activities in this age group. As more individuals seek out unique experiences that challenge them physically and mentally, diving has become a popular choice for those looking to explore the underwater world.
Based on gender, the market is segmented into men and women. The men segment held the largest market share of 61.7% in 2022. This segment in diving tourism is typically more focused on adventure and exploration. In many cultures, gender roles and expectations still dictate that men are more adventurous and daring than women, and therefore more likely to engage in activities like diving. These cultural norms may also affect the way that families view and encourage their children to participate in certain activities. Family responsibilities may also play a role in why more men go diving than women.
Women are often expected to take on a larger share of the caregiving responsibilities in a family, which can limit their ability to participate in activities that require time away from home or that involve physical exertion. Diving can be a time-consuming activity, requiring travel, training, and often extended periods away from home, which can make it more difficult for women to participate. However, encouraging greater gender equality and breaking down gender stereotypes and barriers may help to increase the participation of women in diving and other adventurous activities.
Based on tourist type, the market has been segmented into domestic and international. The international segment held the largest market share of 61.2% in 2022. International diving tourism is driven by factors such as the availability of unique and exotic dive sites, the desire to experience different cultures and cuisines, and the opportunity to connect with nature. Countries with a diverse range of underwater flora and fauna, such as Australia, Indonesia, and the Philippines, have witnessed a significant increase in international diving tourism in recent years.
The domestic segment is expected to expand at the fastest CAGR of 10.0% over the forecast period 2022-2030. This can be attributed to the increasing popularity of adventure sports and outdoor activities among local residents. Many people are seeking new and exciting ways to explore their own country, and diving is a perfect option for those living in coastal regions or near diving sites. Additionally, domestic diving tourism is often more affordable than international diving tourism, making it an attractive option for budget-conscious travelers.
In 2022, Europe dominated the market owing to the availability of popular place for diving such such as Gozo Island, Losinj (Croatia), Tenerife (Spain), Pembrokeshire (U.K) and Brac (Croatia). Europe's coastline and its marine biodiversity is an attractive destination for diving. The Adriatic Sea, which stretches along the coast of Italy, Croatia, and Montenegro, is known for its clear waters and diverse marine life. These destinations offer a variety of marine life, wrecks, and underwater caves to explore in an average to a high price range that depends on the location.
Moreover, sustainable diving locations with high standards for health and safety, beauty, and climate are appealing to European divers and attract several international tourists to experience diving activities in this region. According to Malta Tourism Authority figures for 2019 show that over 131,382 tourists were inspired to travel to Malta for scuba diving. 6.5% of all tourists who arrived in Malta participated in scuba diving, or about 177,645 people. This indicates a 4.6% increase or 7,795 more visitors than in the previous year. This number comprises visitors who were inspired to travel to Malta for diving and who engaged in the activity while there, as well as tourists who were not inspired to travel to Malta for diving specifically but chose to do so while there.
In addition, the U.S. market has been growing in recent years, driven by various factors such as the increasing popularity of adventure and eco-tourism. Many consumers are interested in experiences that allow them to connect with nature and explore the world in a more meaningful way. The growth of the adventure tourism industry in the country also drives the demand for diving tourism. Moreover, there is an increasing number of dive operators and tour companies offering diving packages in the U.S. In particular, popular dive destinations such as Florida, Hawaii, and California have witnessed a surge in demand for diving experiences, leading to the creation of new businesses catering to this market.
The market features various global, regional, and local players which makes it a competitive market. The world’s leading companies including Entrada Travel Group, Divers Den, ZuBlu, and others are undertaking strategies such as partnerships, collaborations, new product launch, and agreements to withstand the intense competition and increase their market share. For instance, in October 2018, The Natural Travel Collection acquired Regaldive, based in Ely, and one of the top diving trip companies in the U.K., from Explore Worldwide Ltd. They combined to create the UK’s most comprehensive dive package. The two dive brands, which have complementary areas of expertise, would run as independent businesses. Some of the prominent players operating in the global diving tourism market are:
The Natural Travel Collection Ltd,
Fly & Sea Dive Adventures
Market size value in 2023
USD 4,552.8 million
Revenue forecast in 2030
USD 8.8 billion
CAGR of 10.4% from 2023 to 2030
Base year for estimation
2018 - 2021
2023 - 2030
Revenue in USD million/billion, and CAGR from 2023 to 2030
Revenue forecast, company ranking, competitive landscape, growth factors, and trends
Diving Type, tourist type, age group, gender, region
North America; Europe; Asia Pacific; Central and South America; Middle East and Africa
U.S.; Canada; Mexico; U.K.; France; Germany; Spain; China; Australia; Malaysia; Thailand; Brazil; South Africa
Key companies profiled
The Natural Travel Collection Ltd; Dive-The-World.com; Bluewater Travel; Scuba Travel; Divers Den; Dive Adventures; Fly & Sea Dive Adventures; Ultimate Diving; ZuBlu, PADI
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This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global diving tourism market report based on diving type, tourist type, age group, gender, and region:
Diving Type Outlook (Revenue, USD Million, 2018 - 2030)
Tourist Type Outlook (Revenue, USD Million, 2018 - 2030)
Age Group Outlook (Revenue, USD Million, 2018 - 2030)
40 & above
Gender Outlook (Revenue, USD Million, 2018 - 2030)
Regional Outlook (Revenue, USD Million, 2018 - 2030)
Central and South America
Middle East and Africa
b. The global diving tourism market size was estimated at USD 3,993.7 million in 2022 and is expected to reach USD 4,552.8 million in 2023.
b. The global diving tourism market, in terms of revenue, is expected to grow at a compound annual growth rate of 10.4% from 2023 to 2030 to reach USD 8,831.3 million by 2030.
b. Europe dominated the diving tourism market with a revenue share of 38.2% in 2022. This can be attributed to the availability of popular diving destinations such as Guadeloupe in France, Capri, in Italy, and Pembrokeshire in U.K. Moreover, developed infrastructure, and a growing number of domestic and international tourists driving the region growth in diving tourism market.
b. Some of the key players operating in the diving tourism market include The Natural Travel Collection Ltd, Dive-The-World.com, Bluewater Travel, Scuba Travel, Divers Den, Dive Adventures, Fly & Sea Dive Adventures, Ultimate Diving, ZuBlu, PADI, among others.
b. The key factors that are driving the global diving tourism market are the increase in disposable income, growing interest in eco-tourism, development of new dive sites, and increasing popularity of adventure sports among the different age groups.
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