REPORT
Adventure Travel Market Sizing and the New Adventure Traveler
This report examines the rapid expansion of the adventure travel market, which has surged to nearly $1 trillion in value. Once a niche category, adventure travel is now a powerful driver of global tourism, attracting a wider and more diverse audience than ever before. Within this growing market, the "Open to Adventure" traveler can be understood across four key segments: Adventure Intensives, Cultural Explorers, Nature Enthusiasts, and Experience Samplers.
Market Value of Global Outbound Travelers:
The Size of the Market =
$966 billion
in 2023
Overview:
Adventure travel has undergone a profound transformation in the past decade. Once considered a niche sector dominated by technical activities and adrenaline-fueled pursuits, it now attracts a much broader audience: travelers who are “Open to Adventure.” Today’s adventurers are curious and intentional, seeking immersive experiences that forge meaningful connections with nature, culture, and place. While hiking, biking, or kayaking remain popular, travelers are equally drawn to authentic cuisine, local traditions, and the stories of the people they meet along the way.
The Adventure Travel Trade Association (ATTA) has released new insights into this shift, highlighting how adventure travel is no longer just about physical activity but about openness, curiosity, and transformation. By adopting a more inclusive definition, the industry has widened the profile of the adventure traveler, with motivations shaped more by attitude and behavior than activity level.
TRAVELER EVOLUTION
Traveler motivations and behaviors have shifted significantly, moving away from the traditional “flop and drop” style of travel toward a deeper desire for connection. Today’s travelers want to be active, seek out unique experiences, and immerse themselves in moments that feel authentic and memorable.
This change is fueled by a growing middle class eager to take center stage in their own leisure time, positioning themselves as storytellers who return home with experiences worth sharing. At the same time, the expansion of the high-end market underscores the appeal of adventure and experiential travel, where luxury is increasingly defined not just by comfort, but by access to meaningful and transformative experiences.
While adventure travelers can be described through distinct personas, in practice these profiles often blur together. Travel behavior is highly situational—shaped by destination, travel companions, life stage, and even mood. A single traveler may prioritize cultural immersion on one trip, adventure activities on the next, and relaxation or luxury on another. These segments highlight preferences, not fixed categories, reminding us that the “Open to Adventure” traveler defies rigid categorization and embraces a fluid, multifaceted approach to exploring the world.
SUPPLY-SIDE EVOLUTION
With demand for experiences on the rise, the supply side has multiplied rapidly. Destinations that once offered only a few locally focused activities now present travelers with dozens, if not hundreds, of options. Small tour operators and community-led initiatives have flourished alongside larger providers, ensuring that experiential travel is accessible almost everywhere and firmly established as mainstream. At the same time, online travel agencies such as TourRadar, GetYourGuide, Evaneos, KimKim, and Airbnb Experiences have expanded quickly, amplifying both the reach and visibility of this growing market.
Key Findings Include:
- Market growth is accelerating. New small and mid-sized operators are stepping up to meet demand. Globally, the core adventure-first traveler base has risen from 30% to 41%, and 67% of all international travelers are considered “Open to Adventure.” This marks a global movement toward authentic, human-centered travel.
- Adventure travel represents a nearly trillion-dollar market. The value of global outbound adventure travelers reached $966 billion in 2023, highlighting both the scale and momentum of the sector. This confirms adventure travel’s position as one of the most significant drivers of growth within the global tourism economy.
- The definition of the adventure traveler has broadened. Motivation is no longer tied to a single activity like cycling or birdwatching. Instead, many travelers incorporate an adventure element into broader itineraries focused on culture, leisure, and personal transformation.
- Sustainability is the heart of adventure travel. Small-scale, capped-group, and locally owned activities are increasingly preferred, emphasizing human connection, conservation of nature, and preservation of culture. This positions adventure tourism as a driver of sustainable economic development.
- Cultural experiences have moved into the mainstream. Destinations that once offered only a handful of locally focused activities now feature dozens or even hundreds. Travelers want to meet local people, share in traditions, and explore culinary heritage—from street food to cooking lessons—as a central part of their adventure.
- Luxury and bespoke experiences are on the rise. A growing middle class is willing to invest in meaningful, shareable travel moments. At the same time, high-end offerings are expanding, blending exclusivity and comfort with authentic, locally rooted experiences.
- Adventure travelers span four segments. Adventure Intensives, Nature Enthusiasts, Cultural Explorers, and Experience Samplers capture the diverse ways travelers engage with adventure.
Adventure travel is no longer a fringe segment of tourism. It is a powerful driver of spending, destination appeal, and sustainability. Companies and destinations that embrace this shift not only attract a broader and more engaged audience but also gain a long-term competitive advantage. It enables a form of tourism that has the potential to bring more benefits than harm. By investing in authentic, locally rooted, and sustainable experiences, the industry has the opportunity to secure relevance, strengthen communities, and position adventure as a defining force in the future of travel.
This global study was conducted in Q1 2025, supported by EF Adventures and developed in partnership with CBI for the European research component. With approximately 5,000 international travelers surveyed across 13 countries, the report draws on one of the most comprehensive and diverse samples available in adventure travel research today.
The study captures perspectives from some of the world’s largest and most influential travel source regions. This approach provides a representative lens on evolving traveler motivations, behaviors, and preferences, while also allowing for meaningful comparisons between regions.
See the bottom of this page for more detailed methodology information.
The Market Segments
Open to Adventure = 67%
14%
Adventure Intensives
Focus on adventure and exploration, seeking high-energy, thrill-oriented, or physically immersive activities.
12%
Nature Enthusiasts
Prioritize nature and wildlife experiences, like safaris, hiking in national parks, or ecotourism.
27%
Cultural Explorers
Strong desire for cultural immersion, such as local cuisine, history, arts, and heritage.
14%
Experience Samplers
Select multiple adventure travel styles, blending elements like nature, exploration, and active experiences.
We also found that 40% of global outbound international travelers form the core adventure travel market. This includes Adventure Intensives (14%), Nature Enthusiasts (12%), and Experience Samplers (14%). This definition is more aligned with the traditional definitions of eco-traveler or nature traveler, but is only part of the story of adventure.
Open to Adventure travelers are generous with both time and money. They average 11 days per trip, spending $265 per person per night, resulting in approximately $3,000 per traveler per trip. This combination of extended trips and strong per-night spending underscores their value as a high-impact segment for destinations and operators alike.
An overview of each segment is available to all readers;
ATTA members must be logged in to view more detailed information.
Adventure Intensives
Key Takeaways - Adventure Intensives
- The Adventure Intensive traveler seeks a dynamic blend of challenge, comfort, and connection.
- They are deeply motivated by adventure, cultural immersion, and personal growth, yet they value quality, flexibility, and affordability in trip planning.
- Their activity set is wide-ranging, spanning camping, cultural experiences, and city escapes.
- While sustainability isn’t a top planning priority, they are willing to adopt responsible practices.
- This traveler segment is bold but thoughtful—looking for meaningful, memorable, and well-rounded experiences both near and far.
ATTA Business and Professional members are able to read additional details about these segments. If you are a member and do not see a Read More About Adventure Intensives dropdown immediately below this text, be sure you are logged in. If you are not currently a member and would like access, learn more about membership here.
Nature Enthusiasts
Key Takeaways - Nature Enthusiasts
- Nature Enthusiasts are curious, conscientious travelers who value nature, culture, and connection.
- They are drawn to destinations that allow adventure and immersion without sacrificing comfort, safety, or affordability.
- While sustainability isn’t always a deciding factor, their openness to responsible travel is high—making them highly receptive to well-designed eco-messaging.
- They prefer slower, deeper experiences over adrenaline-fueled itineraries, and they respond best to options that blend natural landscapes with cultural insight.
- This segment is ideal for experiences that emphasize eco-adventure, local interaction, conservation impact, and access to nature through comfort and quality.
ATTA Business and Professional members are able to read additional details about these segments. If you are a member and do not see a Read More About Nature Enthusiasts dropdown immediately below this text, be sure you are logged in. If you are not currently a member and would like access, learn more about membership here.
Cultural Explorers
Key Takeaways - Cultural Explorers
- The Cultural Explorer traveler is not just seeking thrills—they are motivated by culture, connection, and value.
- Their priorities lean toward affordability and quality, but they’re equally driven by deep cultural engagement and culinary exploration.
- They are highly experienced and globally ambitious travelers, with a growing interest in Asia, Europe, and the Americas.
- While sustainability isn’t top-of-mind, the majority are willing to take action when given accessible, cost-effective options.
- Booking behavior underscores digital savviness and a mix of DIY and trusted referrals, making them a prime audience for multi-channel marketing and content strategies that highlight rich experiences, value, and local culture.
ATTA Business and Professional members are able to read additional details about these segments. If you are a member and do not see a Read More About Cultural Explorers dropdown immediately below this text, be sure you are logged in. If you are not currently a member and would like access, learn more about membership here.
Experience Samplers
Key Takeaways - Experience Samplers
- Experience Samplers are globally curious, culturally motivated travelers who seek a diverse range of meaningful, flexible, and immersive travel experiences.
- While cost and comfort are essential, they are motivated by learning, purpose, and cultural connection more than luxury or adrenaline.
- They’re highly adaptable—comfortable in cities or wilderness, hostels or hotels—and have broad interests spanning cultural, culinary, adventure, and community-based activities.
- Their openness to sustainability is strong, especially when paired with local impact and ease of adoption.
- With strong digital planning habits, this segment is ideal for campaigns that showcase variety, authenticity, and depth, while emphasizing value and local relevance.
ATTA Business and Professional members are able to read additional details about these segments. If you are a member and do not see a Read More About Experience Samplers dropdown immediately below this text, be sure you are logged in. If you are not currently a member and would like access, learn more about membership here.
Recommendations:
Destination and Tour Operator Strategies
For Destinations:
Highlight Authentic, Story-Rich Experiences
Showcase local traditions, cuisine, and culture—not just adventure activities—to appeal to broad segments like Cultural Explorers and Experience Samplers.
Create Layered Offerings
Develop experiences that combine active, nature, and cultural elements to engage all traveler types, especially the “Open to Adventure” majority.
Embrace and Market Sustainability
Support small-scale, locally-run offerings and ensure stories of cultural or environmental stewardship are woven into your messaging.
Promote Longer-Stay Value
With average trips around 11 days, emphasize multi-day, high-value itineraries that encourage deeper immersion and higher economic returns.
For Tour Operators:
Design Tiered Adventure Products
Offer both adrenaline-rich packages for Adventure Intensives and more immersive, culture-forward itineraries for Experience Samplers and Cultural Explorers.
Prioritize Local Partnerships
Collaborate with local artisans, chefs, guides, and conservation groups to enrich authenticity and support sustainability goals.
Segment Marketing by Traveler Type
Use tailored messaging: high-energy and exploration for Adventure Intensives; heritage and depth for Cultural Explorers; blended, value-driven experiences for Experience Samplers.
Build Sustainable Credentials
Emphasize small group sizes, local hiring, and responsible practices in marketing to attract the growing sustainability-conscious traveler.
Detailed Methodology
This research was a global undertaking, and required a customized and flexible approach along with multiple partners and supporters.
Focus Countries
Countries were carefully selected as proxies for their wider regions, ensuring balanced representation and actionable insights at both the global and regional level. To qualify, respondents had to be active international travelers, defined as having traveled abroad in the past 12 months or with plans to do so within the coming year. This approach ensures the data reflects the attitudes and behaviors of travelers who are shaping today’s market, rather than aspirational audiences.
Regional distribution of respondents included:
- North America (924): Canada (440), United States (484)
- Asia (1,393): China (460), Japan (464), India (468)
- South America (924): Mexico (459), Brazil (465)
- Europe (1,540): France (252), Germany (255), Italy (228), Netherlands (281), Spain (254), United Kingdom (270)
Data Collection
Acorn Tourism Consulting was contracted by CBI to collect data from European travelers for an independent research project. They graciously partnered with ATTA to modify their existing survey to gather additional data during this process. Sample sizes for European markets were determined by Acorn / CBI.
With support from EF Adventures, ATTA collected data through a third-party panel company from the non-European countries.
Survey Language
The survey was developed in English, then translated as needed by native speakers. The final survey was delivered in the following languages:
- Canada - English
- USA - English
- China - Simplified Chinese
- Japan - Japanese
- India - English
- Mexico - Spanish
- Brazil - Brazilian Portuguese
- France - French
- Germany - German
- Italy - Italian
- Netherlands - Dutch
- Spain - Spanish
- United Kingdom - English
Income
Income was collected by dividing respondents into 6-7 brackets per region depending on what salary range and reporting is common for that region. Then they were coded 1-6 to equate roughly to the equivalent in $USD of:
- <$25,000
- $25,000-$49,999
- $50,000-$74,999
- $75,000-$99,999
- $100,000-$149,999
- $150,000+