FROM THE PUBLISHER
DIVE TRAVEL FOR RETAILERS: HOW GROUP TRIPS BOOST SALES
Last month I calculated the size of our industry. If there’s one message the latest in- dustry data makes crystal clear, it’s this: dive travel is the true engine of our business . Globally, travel spending drives more than 60% of all scuba revenues – over $5.1 billion annually. That makes it, by far, the largest segment of our sport, outpacing equipment and training combined. Travel isn’t just a product; it’s the heartbeat of scuba. In the U.S., the numbers tell a slightly different but equally important story. Of our $1.02 billion market, nearly half is tied to travel ($459M, 45%), with equipment
Scuba Diving Industry ™ Magazine: (Print: ISSN 2996- 1416, Digital: ISSN 2996-1424) Published monthly by Cline Group LLC, 1740 Airpark Lane, Plano, TX 75093. Printed copies are mailed within the USA to select dive retailers & advertisers. Subscriptions are free to dive pro- fessionals & distributed digitally to 165 countries. POST- MASTER send address changes to Scuba Diving Industry Magazine, 1740 Airpark Ln., Plano, TX 75093. Any part of this publication may be reproduced, as long as the source is quoted “Scuba Diving Industry Magazine.” For ed- itorial requests, email william@williamcline.com or 972-267- 6700. The views and opinions expressed in this magazine are those of the contributors and do not necessarily reflect the offi- cial policy or position of Cline Group LLC or any of its af- filiates. © 2025, all rights reserved by Cline Group LLC. Cathryn Castle Garcia, Azores, Portugal Shelli Hendricks, Ph.D., Sun City West, AZ Al Hornsby, Singapore Carlos Lander, Caracas, Venezuela Amos Nachoum, Pacific Grove, CA Dan Orr, Driggs, ID Michael Connors & Rachael Scott, MI Joel Silverstein, Havasu City, AZ Marty Snyderman, Solana Beach, CA Peter Symes, Denmark Gil Zeimer, San Rafael, CA William Cline, Publisher Patty Cline, Associate Publisher Amber Wagenknecht, Executive Editor Betty Orr, Copy Editor Neal Watson, Sr., Editor-at-Large Britain Cline, Advertising Sales Manager Carlos Lander, Latin America Ad Sales June Cline, Social & Podcast Producer Contributors: Wayne B. Brown, Augusta, GA Alex Brylske, Ph.D., Avon Park, FL William Cline, Plano, TX Jeff Cinciripino, Rocky Hill, CT SCUBA DIVING INDUSTRY™ MAGAZINE AUGUST 2025 VOL. 2, NO. 8
contributing $431M (42%) and training $134M (13%). This balance reveals something powerful: American divers are not only gear buyers or students – they are travelers. A single trip can trigger a cascade of eco- nomic activity : refresher or specialty courses, new equipment purchases, service and maintenance, and, most importantly, a strengthened relationship with the dive shop that organized the adventure. And yet, the data also highlights a missed opportunity.
TRAINING 9%
EST, GLOBAL SALES
RETAIL 29%
TRAVEL 62%
Globally, only about 30% of travel dollars flow through retailers. The rest bypasses local shops entirely, booked directly with resorts, liveaboards, or online travel plat- forms. That means billions in potential revenue are slipping through our hands. For shops that do embrace travel sales and group trips, the benefits are undeni- able. Not only does travel generate significant margins, it cements long-term loyalty. Divers who share life-changing trips with their local retailer are far more likely to return for future purchases, training, and more travel. The lesson for 2025 and beyond is straightforward: travel isn’t an “extra” in the retail toolbox – it’s the most powerful lever we have. Retailers that put travel at the center of their business strategy won’t just survive; they’ll lead the in- dustry into its next chapter.
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William Cline, Publisher
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