Michael Dower (1965) referred to people’s demand for leisure and recreation as the Fourth Wave, following the Industrial Revolution, the development of railways, and the development of automobiles. When a country’s per capita GDP reaches $5,000, consumer spending power continues to increase, and people's leisure needs evolve toward greater depth and diversified consumption, eventually leading to a new era of a national leisure economy. Mark Penn.MJ., in his 2008 book *Microtrends*, pointed out that microtrends are the hidden forces that drive major changes. At present, the outdoor leisure community is undoubtedly a microtrend force, and this trend shows signs of gradually evolving into a major industry in the future.
According to a research report by the Outdoor Industry Association of the United States (2016), more than 140 million people participate in outdoor activities in the U.S. each year, creating jobs for over 6 million people and generating an economic impact of $730 billion. Under China’s 12th Five-Year Plan, the Chinese mainland placed emphasis on the development of the sports and leisure industry, successively formulating the *12th Five-Year Plan for Sports Development* and the *Guiding Opinions on Accelerating the Development of the Sports Industry* to promote awareness of leisure sports and support related industries. In 2015, the outdoor gear market size in the Chinese mainland reached 45.4 billion RMB. Based on the European outdoor gear sales accounting for 0.1% of GDP, it is estimated that the potential market size for outdoor gear in the Chinese mainland exceeds 68 billion RMB. Emerging countries such as Indonesia are also experiencing rapid growth in their outdoor leisure industries, with the bicycle and accessories market reaching $5.1 billion in 2017. The outdoor industry has given rise to a wealth of niche markets, among which marathon running, snow and ice outdoor sports, and water-based outdoor sports offer significant investment opportunities. In recent years, with the rise and promotion of global island tourism, diving has emerged as a blue ocean market ripe for exploration. The world’s largest diving training organization, PADI, noted that since 2014, the market size of experiential diving services has been growing at 15% annually, while the experiential diving market in the Chinese mainland is growing at an even faster rate of 36.5% per year. Surrounded by the sea and home to world-class underwater scenery, can Taiwan secure a slice of this diving pie?
Currently, the diving industry in Taiwan operates primarily around retail dive shops, maintaining connections with customers, diving certification systems, scuba diving manufacturers, dive tourism, and specialized diving apparel. However, without the support of dive sites/centers, all industry players, including dive resorts and dive boats, would be affected. It can be said that dive sites/centers hold the lifeline of the entire diving industry’s development. Although Taiwan boasts a uniquely advantageous geographical location and being surrounded by the sea—providing excellent conditions for promoting recreational diving—climate limitations have a significant impact. For example, the northeastern waters of Taiwan, where divers often train and engage in diving activities, are affected by large waves caused by the northeast monsoon for about six months of the year. Factoring in typhoon impacts, only three to four months remain each year for diving activities.
Moreover, diving into the sea is not an everyday activity; just learning to dive involves certain risks, which deters many who are interested but hesitant. But in February of this year, Asia’s first urban diving concept center, with an investment of 200 million RMB, opened in Taichung, bringing a turning point. Bringing the ocean into the city allows eager consumers to enjoy a clean, professional, and safe diving experience. For beginners, urban diving eliminates concerns about ocean currents, reducing fear and allowing them to focus more on learning. Unlike traditional open-water diving, which requires a license to experience, the dive center offers constant water temperature and a safe, convenient environment, expanding its target audience from professional divers to general leisure sports enthusiasts. This shift has gradually transformed diving from a niche sport into a cool and fashionable new way to experience urban tourism.
Spotting the goldmine in the diving business opportunity, internationally renowned real estate developer JLL hopes to join hands with Power Cube (波力潜立方) to promote the urban diving concept across China, Asia, and even the world, jointly building the top urban diving brand. The overall development model integrates various industrial chains within the ecosystem—including diverse geographical environments and land assessments in different cities, architectural design, water-based leisure activities, and fashion elements—each brimming with business potential. The Year of Diving is about to arrive. Are industry players ready to ride this new wave of gold mining?