The Influence & Impact of Women in Adventure Travel

This report describes the findings of a 2022 survey on women in adventure travel, as it concerns women employees, women travelers, and women in local communities. This report is the second in a series from the Adventure Travel Trade Association (ATTA) and Switzerland Tourism that discusses how the adventure travel industry can use the current interruption in travel to reassess their impact on the world around them and put sustainability first. 

A few key findings from survey respondents in the adventure travel industry include:

• The percentage of board members identifying as women (34%), and the percentage of boards that have at least one woman (74%) have both decreased in the past 5 years.
• Only 33% of companies with 2021 revenue of $5-10 million are led by women, and a slim 11% of companies with 2021 revenue over $10 million have a female CEO/top leader.
• 35% of respondents have experienced sexual harassment or assault at work by a coworker. 30% have experienced sexual harassment or assault at work by a client or guest.
• Overall, respondents were pleased with the level of equality in their own organizations. However, many view the adventure tourism industry and the overall tourism industry as only being “somewhat equal” in opportunities for men and women.
• 23% of respondents have personally experienced or witnessed instances of gender bias in their own organization and 53% have personally experienced or witnessed instances of gender bias in the adventure industry.
• Women comprise 57% of respondents’ clients on average, showing a clear demand for adventure travel. Products and marketing need to support this demand by listening to what women want and encouraging equity in all areas.

The report discusses these findings in more detail, and spotlights ATTA member businesses that showcase the dedication and innovation that happens when focusing on women as guides, hosts, and as unique travelers with specific values and needs.