The global adventure travel industry has entered a new era – stable, focused, and increasingly connected to the fast-rising world of sports tourism. That’s one of the big takeaways from the 2025 Adventure Travel Trends & Insights Report, the annual benchmark study released by the Adventure Travel Trade Association (ATTA). Now in its 18th year, the report reveals how active, immersive travel experiences are not just bouncing back from the pandemic, but helping define a more meaningful future for global tourism.
Drawing from multilingual survey responses between February and April 2025, the report reflects the real-world data and insights of hundreds of tour operators worldwide, based on their business activity during 2024. It’s a clear snapshot of what today’s adventure traveller wants – and where the industry is headed.
A stabilised market with deepening impact
After a period of rapid post-pandemic growth, 2024 marked a year of stabilisation. Tour operators served an average of 4,141 travellers – down 37% from 2023, but in line with 2019 levels, suggesting the sector has returned to a more sustainable operating rhythm. Trip fill rates remained steady at 65%, significantly higher than the 52% average seen in 2021.
Crucially, this recalibration isn’t a sign of decline – it’s a signal that the industry is maturing, with travellers seeking more specialised, higher-value experiences that deliver long-term meaning over short-term thrills.
Culture, customisation, and active exploration
According to the ATTA report, the most popular adventure trips in 2024 were moderately priced, culturally immersive, and physically active. The median trip cost was $3,000 for an eight-night experience, with 76% of that spend – about $2,280 – channeled directly to local suppliers, highlighting the sector’s strong commitment to community-driven tourism.
Top markets included the US, Brazil, Italy, and Japan, with travellers mostly aged 45-64 – experienced, curious, and increasingly prioritising health, purpose, and personalisation. Customised and small-group experiences led the way, catering to niche passions like gastronomy, nature photography, and women-led adventures.
Sports tourism’s adventure-driven surge
Adventure travel’s focus on active, physically engaging travel is increasingly aligning with the global rise of sports tourism. The 2025 report highlights a growing number of travellers booking trips around performance-oriented activities such as hiking, e-biking, kayaking, and long-distance treks – many of which blur the line between sport and adventure.
This crossover is fueling a boom in purpose-driven travel. Whether it’s amateur athletes preparing for a cycling race abroad, marathoners seeking altitude training camps, or wellness-focused individuals joining yoga-hike retreats, sports travellers are gravitating toward the adventure travel model – experiential, locally immersive, and physically demanding.
Operators are responding with itineraries that support this evolution: expert-led training tours, eco-conscious endurance events, and multi-sport packages that blend competition, community, and cultural immersion.
Key trends: culinary paths, cooler places, and climate awareness
Among the most notable shifts in traveller behaviour:
- Culinary travel topped the activity trends for the first time – an adventure in taste, heritage, and sustainability.
- Cooler destinations such as Scandinavia, North-East Asia, and the Mediterranean are gaining popularity as travellers seek relief from global heatwaves and the impacts of climate change.
- “Last Chance Travel” emerged as a powerful motivator, with travellers drawn to see fragile environments – like glaciers and reefs – before they vanish.
- Customisation also reigns. The report noted a surge in expert-led, women-centric, and family-focused trips, plus strong demand for soft adventures and remote locations, demonstrating a preference for well-curated, lower-impact travel.
Business outlook: measured confidence
Financially, the outlook is cautiously optimistic.
- 73% of operators reported revenue growth in 2024
- 66% expect higher net profits in 2025 (average projected gain: 26%)
- Key drivers include product innovation, new market expansion, and first-time adventure travellers
What the experts say
Heather Kelly, ATTA’s Director of Research: “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. We’re seeing cautious confidence across the sector as operators adapt to changing global conditions and respond to shifting traveler expectations.”
Shannon Stowell, CEO of the Adventure Travel Trade Association (ATTA), said: “The adventure travel industry is entering a new chapter. Not one defined by growth for growth’s sake alone, but by thoughtful, values-driven evolution. What we do now matters more than ever. By staying committed to sustainability in travel, supporting local communities, and working together across borders and sectors, we can shape a future that’s not only resilient, but deeply meaningful – for travellers, for the planet, and for the people who call these places home. And in a time of extreme division globally, travel offers some cure as a way for people to understand each other better.”
Read more at adventuretravelnews.com
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