Adventure travel is said to be down—but that is being touted as a positive, with a new report saying this shows the sector is stabilising after a post-pandemic surge; plus those travel ling are spending more.
The Adventure Travel Trade Association’s 2025 Adventure Travel Trends & Insights report, which surveyed tour operators globally, found that while the number of adventure travellers dropped 37% in 2024 year-on-year, it represented a return to a more sustainable operating level, with demand levels now consistent with those of 2019. The study found that trip fill rates remain steady at 65%, up on the 52% average reported in 2021; and that the median trip prices are rising, now USD3000 for an eight-night itinerary. “The 2025 report shows an industry that has stabilised after years of disruption and is now entering a new phase of growth, marked by a stronger focus on long-term resilience,” says Heather Kelly, ATTA’s director of research. “We’re seeing cautious confidence across the sector as operators adapt to changing global conditions and respond to shifting traveller expectations.”
. . . Trends
The reports notes that the most popular destinations for adventure travel were the US, Brazil, Italy and Japan, as well as cooler climate destinations such as Scandinavia and Antarctica. Customised and small-group itineraries are said to be trending, often guided by experts or designed for specific interests like gastronomy, nature photography, or women-focused travel. Culinary travel topped the list of adventure activities, followed closely by safaris and wildlife viewing, hiking/trekking, e-bike cycling, wildlife/nature photography, and the always-popular cultural activities. As for what drives adventure travellers, the top motivator in 2024 was the desire for new experiences, followed by the desire to go off the beaten path, and to travel like a local, shows the report. Among the more interesting drivers was ‘last chance travel’ which the report states is linked to travellers’ increasing awareness of climate change and the urgency to see fragile destinations before they shift or disappear.
See the full report HERE.
