The era of the “fly and flop” holiday may be losing ground as a new breed of experience-led travel takes off.
According to data from sports travel insurance provider SportsCover Direct, so-called “darecations” – trips centred around adrenaline, challenge and personal achievement – are rapidly reshaping the global sports tourism landscape.
The company reports a 182% increase in travellers purchasing sports travel insurance policies over the past two years, signalling a sharp rise in demand for active, risk-involving holidays. The trend is being mirrored across the wider travel sector, with Pinterest naming “darecations” as one of its top trends for 2026, alongside a 75% surge in searches for adventure tourism.
This shift aligns with the continued expansion of sports tourism, which now accounts for approximately 10% of global tourism spending. With the sector forecast to grow by 17.5% by 2030, challenge-based travel is increasingly becoming a key driver of that growth.
Fastest growing ‘darecation’ activities worldwide
Analysing policy data across thousands of travellers, SportsCover has identified the 10 fastest growing adventure activities. This table looks at key activities, year-on-year growth and the destinations to try them according to travel writer Veronika Primm.
- 1. Trekking & mountaineering 69% – Himalayas
- 2. Marathon running 56% – Prague
- 3. Sailing 54% – Croatia
- 4. Hiking 44% – Patagonia/Pyrenees/Alps
- 5. White water rafting 38% – Sjoa River, Norway
- 6. Ironman 36% – Port Macquarie, New South Wales, Australia
- 7. Duathlon 34% – Great Britain
- 8. Cricket 33% – Sri Lanka
- 9. Safari 28% – South Africa/Uganda
- 10. Archeological digging 26% – Peloponnese, Greece
The breadth of activities reflects how “darecations” are no longer confined to extreme sports, but instead span endurance events, cultural immersion and nature-based experiences.
Travel writer Veronika Primm comments on the trend: “In my opinion, people seek adventurous experiences to ‘feel more’ on their travels. If your heart pumps with adrenaline or you feel a genuine connection to nature, you’re going to remember that experience for a lifetime.
“The pandemic years played a role too, leaving people hungry for experiences that make them feel fully alive and present. And with the cost of travel rising, it simply makes more sense to invest in something truly memorable rather than a pure change of scenery.”
Destinations driving the trend
From high-altitude trekking in the Himalayas to endurance racing in Australia, destinations are increasingly positioning themselves around these experience-led offerings. Prague’s historic backdrop is attracting marathon runners in growing numbers, while Croatia’s sailing infrastructure continues to draw both novice and experienced sailors.
Meanwhile, long-haul adventure hotspots such as Patagonia and Norway are benefiting from demand for remote, nature-based challenges. Closer to home, Great Britain’s accessibility and established event calendar are fuelling growth in duathlon participation, while Sri Lanka is emerging as a cricket tourism hub.
Safari experiences in South Africa and Uganda are also gaining traction, offering a blend of wildlife encounters and active exploration. At the same time, more niche experiences such as archaeological digs in Greece’s Peloponnese highlight how travellers are seeking hands-on, story-driven adventures.
Chris Trotman, underwriting manager at SportsCover Direct, said: “We’re seeing a clear rise in travellers building entire trips around experiences that push them physically or mentally, whether its endurance challenges such as marathon running or embracing nature with a safari trip. That shift is incredibly exciting and it’s great to see the traditional model of a holiday diversifying, however it does also mean that people need to plan a little differently.”
As destinations, tour operators and event organisers adapt to this demand, “darecations” look set to become a defining trend within sports tourism. Rather than passive relaxation, travellers are increasingly prioritising purpose, challenge and personal fulfilment.
Image credits: sportscoverdirect.com / Veronika Primm travelgeekery.com