If you are an adventurous traveler always seeking the most incredible and memorable experiences, this article is for you. However, if it’s the statistics related to adventure tourism you are keen to dive deeper into; this list will be beneficial and informative in showing you just how popular this style of travel has become.
Adventure tourism has gained massive popularity in recent years, but this type of traveling existed long before it became a trend. For years adventure seekers have taken it upon themselves to undertake exciting trips like off-roading through Africa, driving the Pan American highway, seeking out wildlife in remote destinations, and embarking on long treks through otherworldly landscapes.
Because of these incredible stories, we have heard throughout the years, adventure tourism trends have become increasingly popular, with many wanting to experience more than just the norm. Many of us travel to feel alive, gain life experiences, learn about cultures, and sometimes push ourselves out of our comfort zone, and that is precisely the point of adventure tourism.
So, in this article, I will explore adventure tourism trends and the statistics that prove this type of travel is here to stay.
What is Adventure Tourism?
Let me break it down for those unfamiliar with the term adventure tourism. Adventure tourism involves engaging in various physical and adventurous activities during our travels. Gone are the days when travelers were happy to stick to the tourist trail or spend a week lazing by a pool in a popular town; adventure travelers now seek more off-the-beaten-path routes and once-in-a-lifetime experiences that prove to be memorable.
This type of travel style strongly emphasizes exploration, excitement, local experiences, personal growth, and exposure to things you might not have considered at first thought. Adventure tourism includes trekking, off-roading, extreme sports, remote camping, scuba diving, and more. You might even be shocked to know that there are some obscure forms of adventure tourism, like visiting ghettos and disaster zones, which attract many curious travelers.
Why Has Adventure Tourism Become Popular?
With travel becoming a part of life for many people, whether it be full-time travel, taking a gap year, embarking on a yearly challenge, or ticking off bucket list destinations, adventure tourism has become a popular way of fulfilling the needs of modern-day travelers. While plenty of people still love visiting holiday resorts, taking popular excursions, and staying within tourist hot spots, others want a little more – sometimes a lot more for their time abroad.
That is where adventure tourism comes in! Adventure tourism trends have become more apparent because people demand unique experiences, and once-in-a-lifetime adventure has become more vital than ever. Many of us use travel as an excuse to embark on adventures and undertake challenges that we might never consider by staying at home, and this is the beauty of this captivating travel style.
With health and wellness trends, social media influences, and a desire to escape the rat race, many people crave these adventurous experiences, which can test their limits and create lifelong memories. With this trend continuing to rise, it is fascinating to take a deeper look at the statistics related to adventure tourism to give us better insight.
Adventure Tourism Main Statistics
- The market size of global adventure tourism was estimated at $288 billion in 2021and this figure was forecast to grow steadily during the following years, peaking at $2,824 billion in 2030. (Statista)
- Recent research shows that the age group that is forecast to deliver the most rapid increase by 2032 is the 30–41-year-olds due to health and financial stability (Report)
- By 2032, direct sales are forecast to witness higher growth than booking with a travel agent (Report)
- In 2022, Europe was the region that dominated the adventure tourism market due to its rich diversity, climate, and transport (Report)
- The adventure tourism market registered a CAGR (Compound annual growth rate) of 28.7% between 2023 and 2032. (Report)
What Are Some Examples of Adventure Tourism?
- Mountain Climbing
- Hiking and Trekking
- Wildlife Safaris
- Extreme Sports
- Cultural Immersion
- Watersports
- Cycling Adventures
And many more!
What Are the Top Destinations for Adventure Tourism?
- The Mediterranean
- Western Europe
- South America
- Scandinavia
- Central America
- Central Asia
1. The market size of global adventure tourism was estimated at $288 billion in 2021and this figure was forecast to grow steadily during the following years, peaking at $2,824 billion in 2030. (Statista)
2. Research shows that the 30-41 age group is set to have the most substantial growth for adventure tourism until 2032 (Report)
3. The same report shows that this age group will be the fastest growing because of health and financial stability (Report)
4. According to Intrepid Travels’ latest Index, the leading adventure tourism destination for Australians was Vietnam (Intrepid Index)
5. This Index showed that social media influenced the travel plans of 33% of Australians aged 18-24 (Report)
6. While 27% of Australians aged 25–30 were influenced by social media (Report)
7. G Adventures reported that 70% of their respondents want to be physically active on their next vacation (G Adventures)
8. While 64% of people said that their physical and mental well-being is a top priority and a hike or something similar is necessary (G Adventures)
9. In 2022, the soft segment dominated the adventure tourism market, with travelers preferring to enjoy less risky adventures, more nature, and more meaningful experiences, and is forecast to rapidly grow (Report)
10. According to this report, the key players in adventure tourism are Intrepid Travel, Contiki, G Adventures, AAT Kings, Discovery Nomad, and Trafalgar Travel (Report)
11. According to a global report by UNWTO, Adventure operators have reported an average of $3,000 spent per person, with an average trip length of eight days (UNWTO)
11. This same report showed that a small portion of adventure travelers travel alone (UNWTO)
12. While it showcased that 21% of travelers like to travel with friends (UNWTO)
13. 37% travel with a spouse or a partner (UNWTO)
14. Finally, 30% prefer to travel with their families, including children (UNWTO)
15. Land-based adventure activities dominated the adventure tourism market in 2022 since these are more accessible than air or water-based activities (Report)
16. With that in mind, air-based activities are forecast to see the highest growth between 2023 – 2032 – an increasingly popular style catering to thrill seekers. (Report)
17. UNWTO reported that 56% of adventure travelers handle bookings and planning on their own (UNWTO)
18. This same report showed that 69% researched online, 64% consulted friends and family, and 36% booked their flights or hotel online (UNWTO)
19. According to this Bloomberg article, nature remains a top priority for adventure travelers, with many opting for outdoor activities to explore the natural surroundings (Bloomberg)
20. Adventure travelers spend an average of $2500 per person in the local economy, compared to just $1,100 for overnight package tourists. (ATTA)
21. Regarding the recovery from the pandemic, this report showed that adventure trips were 65% full (up from 52% in 2021) (ATTA)
22. While only 1% of respondents had zero guests in 2022 (down from 9% in 2021 and 16% in 2020) (ATTA)
23. The average number of travelers served by respondents was 4,243, a 213% increase from 2021 and up 658% from the year before (ATTA)
24. Most adventure travel departments have seen an increase in staff members over the previous year (ATTA)
25. Only 10% of respondents had a reduction in revenue compared to 2021. (ATTA)
26. While 14% had a 2022 gross annual revenue of less than $50,000, down from 30% in 2021 and 45% in 2020 (ATTA)
27. According to this ATTA report on adventure tourism trends, outbound adventure tour operators reported that the regions of South America, Antarctica, Western Europe, Central Asia, and the Mediterranean experienced significantly increased client interest in 2019 (ATTA)
28. The same report showed that 80% of adventure travel tour operator clients are between the ages of 45-64 (ATTA)
29. And the average cost per day of a trip in North America in 2019 was $447 (ATTA)
30. According to this ATTA survey regarding women in adventure tourism, findings showed that 34% of board members were women and 74% of boards have at least one woman; both decreased in the past five years. (ATTA)
31. Regarding adventure travelers, respondents said their clients comprise 57% of women, showing an apparent demand for adventure travel. (ATTA)
32. In 2020, Statista ranked the best countries for adventure travel, which included Brazil, Costa Rica, Greece, Argentina, Portugal, Italy, New Zealand, Spain, Indonesia, and Norway (Statista)
33. According to a survey conducted by Contiki, one of the world leaders in adventure tours, 43% of U.S. travelers choose their destination based on the experiences they could have during their visit (Contiki)
34. While 36% have a ‘vacation bucket list’ full of would-be moments for them to cross off (Contiki)
35. 36% of these adventurers felt that stepping out of their comfort zone was necessary for an unforgettable trip (Contiki)
36. The survey revealed that 36% of the 2000 18-34-year-olds surveyed said they consider vacations more critical than ever. (Contiki)
37. 34% said that increased work pressures had made them more eager to make every moment count during their travels. (Contiki)
38. In addition, 47% of respondents said they would be prepared to quit their job if they weren’t given enough vacation time to accommodate their travel dreams. (Contiki)
39. Regarding adventure tourism trends, a Statista global survey revealed that 93 percent of respondents believed hiking and walking were their countries’ predominant mountain-related tourism activities. (Statista)
40. While 16% of survey participants said that other activities like birdwatching, adventure, climbing, and mountaineering were their countries’ predominant mountain tourism activities. (Statista)
41. Mount Everest in Nepal was the most expensive mountain to climb worldwide as of November 2022, costing $84,123. (Statista)
42. Mount Vinson in Antarctica was the second highest-priced ascent that year, with a hefty price tag of $46,618 (Statista)
43. Between 2020 – 2022, the global revenue of the outdoor equipment market increased from $19.76 billion to over $23 billion, and this figure is set to continue rising at a stable rate and reach $31.43 billion in 2027. (Statista)
44. Regarding mountain adventure tourism trends, a 2022 survey revealed that 10% of respondents believed that mountain tourism brought in more than 60 percent of tourists in the country where they were based. (Statista)
45. Meanwhile, 28% of global participants said that less than 5% of tourists visited their countries because of mountain tourism. (Statista)
46. In terms of marketing, this ATTA report shows that 62% of bookings are made directly with the service provider and not through a travel agent (ATTA)
47. While 68% of respondents have an online reservation system that takes credit cards, up from 62% last year and 50% in previous years (ATTA)
48. In terms of Chile as an adventure destination, this report showed that most respondents in the adventure travel industry send 100-499 people to Chile each year (ATTA)
49. Chile is the primary destination for 73% of trips, where it is included in the itinerary (ATTA)
50. With Chile being an in-demand adventure destination, 38% of respondents that do not currently offer trips to Chile plan on adding it to itineraries in the future, 33% do not, and 28% are unsure. (ATTA)
51. The report showed that it is primarily soft adventures, activity-based adventures, and custom adventures are the most popular activities offered in Chile (ATTA)
52. The ATTA report showed that the trending adventure tourism destinations were the Mediterranean, Western Europe, South America, Scandinavia, and Central America. (ATTA)
53. Globally, 74% of respondents associated with the adventure travel industry expected their 2023 net profit to be equal to or better than 2022 (ATTA)
54. While at the same time, 63% expect it to be higher than 2019 (ATTA)
55. 43% of adventure travel respondents are seeing an improvement in domestic travel demand for 2023, which is down from 73% the year before (ATTA)
56. Finally, 87% of these respondents are seeing an improvement in international travel demand for 2023 (ATTA)
Conclusion
As you can see, the world of adventure tourism is a rapidly growing industry, with more travelers adamant about making the most of their vacations and getting out of their comfort zone.
The statistics shed light on ever-changing trends related to adventure tourism, and with a pandemic playing a massive part in how people perceive and value travel and unique adventures, there is no doubt that this is an industry and a trend that is here to stay.