North American Adventure Travelers: Seeking Personal Growth, New Destinations, and Immersive Culture

The ATTA, East Carolina University, and Outside magazine collaborated on an in-depth study to examine a number of developments related to today’s adventure travelers, identifying shifts in traveler preferences, priorities, and mindset. This is a follow-up to the 2006 research, with the goal of understanding whether and how adventure traveler attitudes and preferences have shifted in the previous 10 years.

The results presented in this report provide a perspective on adventure traveler motivations, personality traits, leading activities, and destinations of interest.

Download the report to understand:

• Current activity and destination preferences that resonate with adventure travelers today and should be considered for your products;
• Adventure travelers’ personality characteristics and how they perceive themselves;
• How activity types and adventures have changed or stayed the same since 2006;
• The complex relationship adventure travelers have with risk on their travels;
• The most recent definition of adventure travel.