With the effects of climate change increasingly evident, adventurous travellers are embracing the notion of ‘last chance travel’ – that they may not be able to do it again – according to the Adventure Travel Trade Association in its just-released 2024 State of the Adventure Industry Snapshot report.
For the past 17 years, the ATTA has produced the report, based on a survey of its adventure industry tour operator members, with the aim of better understanding the current state of the adventure travel industry, while at the same time identifying changes over time.
Members are asked about their 2023 business operations and sales, 2024 booking expectations, travel trends, and consumer motivations.
While generally forecasting continued growth of the industry, this year’s survey suggests that cooler weather destinations (such as Scandinavia) are specifically becoming more popular due to the increase in global temperatures.
On the other hand, parts of the world embroiled in regional conflicts, such as the Middle East, Russia, and Eastern Europe (near Russia) are seeing a decrease in popularity.
According to the report, top activities and motivations for adventure travel remain relatively steady, with a few exceptions, including the surging popularity of electric bikes (e-bikes) especially in Europe, plus culinary/gastronomy activities.
Approximately consistent with last year, respondents’ most popular itinerary is priced at a median of US$2,813 (for eight nights), 75% of which (an average of $2,110) is spent with local suppliers.
Some other key findings in this year’s report include:
- On average, trip departures were 65% full, and only 1% of respondents had zero guests in 2023 (both numbers are the same as last year)
- The average number of travellers served by respondents was 6,553, a 54% increase from 4,243 in 2022 and up 65% from 3,974 in 2019
- The most popular consumer motivations for travelling were new experiences, to go off the beaten track, and to travel like a local
- The hottest trending destinations were the Mediterranean, Western Europe, Scandinavia, and North-East Asia
- Top trending activities are hiking/trekking/walking, culinary/gastronomy, cultural, safaris/wildlife viewing, electric bike cycling, and wildlife/nature photography
Marketing trends
- Respondents are diversifying their market base primarily by increasing their focus on families, women, travellers aged 50 and over, regional and local travelers, and LGBTQIA+ travellers
- 68% of respondents have an online reservation system that takes credit cards, roughly the same as last year.
Future outlook
Globally, 85% of respondents expect their 2024 net profit to be equal to or better than 2023, and 80% expect it to be the same as or higher than 2019