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2024 Adventure Travel Industry Snapshot


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Year Published


2024 Adventure Travel Industry Snapshot


To gather data for this report, a survey was conducted from late March through early May 2024, asking tour operator respondents about their 2023 business operations and sales, 2024 booking expectations, travel trends, and consumer motivations. The survey was available in English as in all prior years, and this year it could also be taken in Spanish, Portuguese, French, Italian, and German. 

Some key findings in the 2024 report include:

  • On average, trips 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 travelers served by respondents was 6,553, a 54% increase from 4,243 in 2022 and up 384% from 1,355 in 2021
  • 17% of respondents had some reduction in revenue compared to 2022. 12% had a 2023 gross annual revenue of less than $50,000, down from 14% last year, 30% in 2021 and 45% in 2020.
  • 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
  • Respondents’ most popular itinerary is priced at $2,813 (for 8 nights), 75% of which ($2,110 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, 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
  • Respondents are diversifying their market base primarily by increasing their focus on families, women, travelers aged 50 and over, regional and local travelers, and LGBTQIA+ travelers

The 2024 Annual State of the Adventure Travel Industry Snapshot Report offers those working in adventure travel critical industry benchmarks, and gives those outside the industry a perspective on the health, outlook, and characteristics of this dynamic sector.