2025 Adventure Travel Trends & Insights: State of the Adventure Travel Industry

For over 18 years, the ATTA has surveyed its growing database of tour operators and produced an annual Adventure Travel Trends & Insights: State of the Adventure Travel Industry (formerly known as Snapshot) report. Adventure travel tour operators are invited to share information about their business operations as well as trends they are experiencing with respect to traveler demographics, destinations, and activities.

To gather data for this report, a survey was conducted from mid-February through mid-April 2025, asking tour operator respondents about their 2024 business operations and sales, 2025 booking expectations, travel trends, and consumer motivations. 

Some key findings in the 2025 report include:

• On average, trips were 65% full, unchanged from 2023 and 2022
• Approximately 73% of respondents saw a revenue increase from 2023, showing slow and steady growth across the sector
• The median price of respondents’ most popular itinerary was $3,000 (for 8 nights), with 76% (about $2,280) spent with local suppliers
• The top consumer motivations for travel were new experiences, going off the beaten path, and traveling like a local, while “Last Chance Travel” remained a meaningful motivator
• Leading trending destinations included North-East Asia, Scandinavia, the Mediterranean, and Antarctica, with climate-conscious travelers increasingly seeking cooler regions
• Top trending activities were culinary/gastronomy, safaris and wildlife viewing, hiking/trekking/walking, e-bike cycling, cultural experiences, and nature photography
• Respondents served an average of 4,141 travelers in 2024, reflecting a 37% decline from 6,553 in 2023 as demand stabilized post-pandemic and returned to near-2019 level
• 66% of operators expect higher net profits in 2025, with an average projected increase of 26%, largely driven by new customers, market expansion, and new product development

The 2025 Annual State of the Adventure Travel Industry Snapshot Report offers essential benchmarks for those working in the sector and provides external observers with a data-informed view of the health, direction, and unique values driving the global adventure travel industry today.

Please note that the full report is only available for Business and Professional ATTA members. Learn more about membership and join here.