Attracting both international and domestic tourist dollars is the key objective for any tourism-related business. In this program we investigate four emerging tourism markets: adventure tourism, ecotourism, indigenous tourism and MICE (meetings, incentives, conferences and exhibitions). Starting with the definition of a number of industry-related terms, this informative program then examines each of these emerging tourism markets and looks at the typical characteristics of tourists likely to seek these experiences. We also explore various ways in which the Australian industry is positioning itself to cater for growing demand in these niche areas. Our presenter takes us to a number of different locations, including the offices of Lonely Planet, and the program features a range of spectacular footage, illustrating the diversity of experiences Australia has to offer. This enthralling program delivers an excellent overview of these four important growth areas in tourism.