« Research

2023 Adventure Travel Industry Snapshot


Number of Pages
Year Published


2023 Adventure Travel Industry Snapshot


It is clear from this year’s survey results that the adventure travel industry has on the whole recovered from the economic effects of COVID-19, with revenue, trip fill rates, and staffing increasing and approaching 2019 numbers. Operators are taking steps to ensure future success, with 85% having a documented safety and risk management plan and 68% holding or working toward a sustainability certification (up from 45% last year).

Again demonstrating the value of adventure travel, respondents’ most popular itinerary is priced at a median of $3,000 (for 8 nights), 76% of which ($2,280 on average) is spent with local suppliers; these are the highest numbers we have seen to date and show the importance of valuing community engagement and forward-looking environmental practices while traveling.

Some key findings in this year's report include:

  • On average, trips were 65% full (up from 52% in 2021), and only 1% of respondents had zero guests in 2022 (down from 9% last year and 16% in 2020)
  • The average number of travelers served by respondents was 4,243, a 213% increase from 1,355 in 2021 and up 658% from 2020
  • Most departments have seen an increase in staffing over the previous year, especially the guides, sales, and operations teams
  • Only 10% of respondents had some reduction in revenue compared to 2021. 14% had a 2022 gross annual revenue of less than $50,000, down from 30% in 2021 and 45% in 2020
  • Respondents’ most popular itinerary is priced at $3,000 (for 8 nights), 76% of which ($2,280 on average) is spent with local suppliers
  • The most popular consumer motivations for traveling were new experiences, to go off the beaten track, and to travel like a local
  • The hottest trending destinations were the Mediterranean, Western Europe, South America, Scandinavia, and Central America
  • Globally, 74% of respondents expect their 2023 net profit to be equal to or better than 2022, and 63% expect it to be higher than 2019
  • 43% of respondents are seeing an improvement in domestic travel demand for 2023, down from 73% in 2022, showing a stabilization in demand
  • 87% of respondents are seeing an improvement in international travel demand for 2023

The Industry Snapshot Report offers those working in adventure travel with critical industry benchmarks, and those outside the industry with perspective on the health, outlook, and characteristics of this dynamic environment.