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2017 Adventure Travel Trends Snapshot


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Year Published


2017 Adventure Travel Trends Snapshot


The 2017 Industry Snapshot focuses on trends including information about destinations, activities, and industry business practices.

Example key findings in this year’s report include:

  • The most in demand adventure activities mentioned were ecotourism, cultural, environmentally sustainable, hiking, and culinary. Also popular for specific regions were cycling and safari activities.
  • Adventure tour operators say destinations receiving interest from adventure travelers are Scandinavia, South America, Southern Africa, and the Mediterranean.
    Trip types receiving more interest from clients included “shorter duration” and “long haul/overseas” trips, along with “custom itineraries” and “family/multi-generational” trips.
  • Tour operators estimate that customers traveling with adventure travel companies spend approximately $142 USD per trip on local handicrafts or souvenirs. This is down three dollars from 2016. However, 67 percent of the per guest trip cost is estimated to remain in the local region, and this is up two percent from 2016.
  • In terms of adventure traveler demographics, the largest group of adventure travel tour operator clients (40 percent) are between the ages of 50-70. The average age of the adventure traveler reported is 47 years old.

The report also reveals details about increased trip prices and average trip price per region as well as feedback on online booking trends and tour operators average audiences per marketing channel.

The ATTA Industry Snapshot offers those working in adventure travel with a useful benchmarking tool, and those outside the industry with perspective on the health, outlook, and characteristics of this dynamic industry.