Tornos News | Adventure Travel

The global adventure travel market is now worth $1.16 trillion, according to new figures from the Adventure Travel Trade Association (ATTA). The revision follows the publication of UN Tourism’s World Tourism Barometer, which forecast international tourism receipts to reach a record $1.73 trillion in 2024 – an 11% increase on 2023 and 14% above pre-pandemic levels. Based on the ATTA’s 67% market share, the value of adventure travel has been adjusted from $966 billion in 2023 to $1.16 trillion today.

Adventure travel has evolved dramatically over the past decade. From a niche category focused primarily on adrenaline-fueled activities, it has become a central driver of global tourism growth. Today, the traveler profile is not only defined by hiking, biking or kayaking, but also by the search for authentic experiences of culture, nature and local culture.

The ATTA study, conducted in collaboration with EF Adventures and CBI, was based on surveys of 5,000 travelers in 13 countries. The findings show that 67% of international travelers identify as “Open to Adventure”, while the base of “purebred” adventure travelers has increased from 30% to 41%.

Travelers who spend more

The economic importance of the industry is equally impressive. The average adventure traveler spends $265 per night and takes trips lasting 11 days – that’s about $3,000 per trip. Extended stays and high daily budgets make this audience valuable to destinations and providers.

Four key categories

The ATTA divides the market into four groups:

Adventure Intensives (14%): seek intense action and personal development.

Nature Enthusiasts (12%): focus on wildlife and landscapes.

Cultural Explorers (27%): prefer cultural experiences and gastronomy.

Experience Samplers (14%): combine elements of culture, activities and exploration.
Although the categories differ, travelers often move between them, depending on the destination, the company and the stage of life.

Sustainability as a priority

The research shows that sustainability is now a determining factor. Travelers prefer small-scale, locally organized experiences, with limited groups and an emphasis on preserving nature and strengthening communities. Meanwhile, online platforms such as GetYourGuide, TourRadar, Evaneos and Airbnb Experiences have given new impetus to small and medium-sized operators.

As ATTA notes, “by investing in authentic, locally rooted and sustainable experiences, the industry can secure long-term value and social benefits, while reducing negative impacts.”

Challenges and opportunities

To capitalize on growth, destinations are called upon to foster longer stays, showcase local traditions and cuisine, and shape products for different types of travelers. Operators, on the other hand, need to build sustainable credentials and invest in partnerships with local communities.

The emerging middle class and the luxury segment are gaining particular importance, as the concept of luxury shifts from comfort to access to unique, transformative experiences.

Global dimension

The survey was conducted in the first quarter of 2025 with the participation of travelers from the United States, China, India, Brazil, Mexico, France, Germany and the United Kingdom, among others. This multinational approach demonstrates that the shift towards adventure and experiential travel is not a trend limited to one continent but a global phenomenon.

With a value of 1.16 trillion dollars and growing social and economic importance, the adventure travel industry is no longer considered “alternative”. On the contrary, it is now a decisive force shaping the future of international tourism.

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