Global Adventure Tourism Market Outlook, 2028

Adventure tourism is a niche within the broader travel industry that revolves around unique, thrilling, and often physically demanding activities. Unlike traditional tourism, which may focus on leisure and relaxation, adventure tourism draws participants who are eager to step out of their comfort zones, challenge themselves, and explore the world in unconventional ways. Activities span a diverse spectrum, including but not limited to rock climbing, white-water rafting, trekking, safari tours, zip-lining, and paragliding. The adventure tourism industry has witnessed a remarkable surge in popularity in recent years, as more and more travelers seek experiences that go beyond the ordinary. This dynamic sector caters to the adventurous spirit within individuals, offering a wide array of activities that range from adrenaline-pumping exploits to immersive cultural experiences.

The adventure tourism industry has experienced robust growth in recent decades, driven by changing consumer preferences and an increasing desire for authentic, transformative experiences. Regions such as Latin America, Asia, and Africa have emerged as hotspots for adventure tourism, offering diverse landscapes and cultural richness that appeal to intrepid travelers. A variety of companies, ranging from small local operators to international conglomerates, contribute to the vibrancy of the adventure tourism industry. These businesses offer a wide range of services, including guided tours, equipment rental, and accommodation tailored to the adventurous traveler.

Notable players in the market include REI Adventures, Intrepid Travel, and G Adventures. The market dynamics are influenced by several factors, including advancements in adventure gear and technology, the rise of eco-friendly and sustainable practices, and the growing accessibility of remote destinations.

The industry has also seen an uptick in solo travelers seeking personalized adventure experiences, leading to the development of tailored packages and itineraries. Adventure tourism encompasses activities such as skydiving, mountain climbing, trekking, rafting, scuba diving, and others. These operations are normally carried out under the supervision of specialists and with the use of safety equipment to avoid catastrophes. Adventure tourism is very popular with youthful vacationers. By pushing people to leave their comfort zones, adventure tourism produces a lot of excitement. This could be due to cultural shock or the execution of tasks involving some level of risk or bodily danger, as well as the development of a deeper connection with nature. It entails visiting foreign locations, traveling to remote areas, and exploring the wilderness, among other things.

According to the research report, “Global Adventure Tourism Market Outlook, 2028”, the market is anticipated to cross USD 750 Billion by 2028, increasing from USD 328.29 Billion in 2022. The market is expected to grow with more than 15% CAGR by 2023-28. One of the primary drivers of market expansion is the growing need for authentic and personalized travel experiences, which is being driven by expanding urbanization, rising disposable incomes, the impact of social media, and low-cost airline tickets. Furthermore, travel providers are developing speedy, mobile-friendly websites that are easy to use on smartphones. These platforms offer peer reviews, 360-degree video tours, and plain pricing comparisons to help tourists plan and book their vacations online. This, together with the increasing internet penetration, provides a profit forecast for the company and allows them to grow their operations.

Rising demand for adventure tourism, rising popularity of authentic and personalized travel experiences, increasing preference for sustainable adventure tourism, rising income levels, favorable government policies, expanding social media influence, and increasing smartphone penetration are some of the major factors driving the market. Because of the growing consumer preference for experienced travel over material items, more individuals are seeking out unusual, off-the-beaten-path experiences, which are boosting the demand for adventure tourism. Furthermore, the emergence of social media platforms is influencing the adventure tourism business by providing travelers with a platform to discuss and promote their experiences, unknowingly promoting the thrill and beauty of adventure activities.

Furthermore, substantial technological improvements, like as booking platforms, mobile applications, and digital payment alternatives, are simplifying the planning and execution of adventure trips, lowering consumer barriers to entry and adding to market growth. Aside from that, rising engagement in adventure tourism is being encouraged by a growing knowledge of the physical and mental health benefits of outdoor activities like as hiking, kayaking, and mountain climbing, which range from enhanced cardiovascular health to stress reduction. Furthermore, government actions to promote tourism, notably adventure tourism, are helping to drive industry growth.

Europe captured the largest market share in 2022 driven by an improving business environment, rising income levels, and government initiatives to promote tourism and travel activities.

The continent's enormous diversity of landscapes and habitats provides an excellent playground for a wide range of adventure activities, from alpine skiing in the Swiss Alps to hiking in the Scottish Highlands, explaining Europe's dominance in the adventure tourism sector. Furthermore, Europe's geographical diversity attracts adventure seekers from all over the world, creating a positive outlook for industry expansion. Accordingly, Europe's well-developed infrastructure, which includes large trail networks, well-maintained national parks, and efficient transportation systems, makes it easy for travelers to reach and enjoy these adventurous activities. Aside from that, Europe's strong dedication to sustainability and environmental conservation resonates with the ethical and eco-friendly mentality frequently associated with adventure tourism, adding to its allure.

More European travelers are initiated by European countries with significant tourist attractions, such as London, Amsterdam, Rome, and others. According to the European Commission, the new budget, Multiannual Financial Framework 2021-2027, and Next Generation EU for travel and tourism are sponsoring a wide range of financial projects to enhance tourism in the region. Europe records over 100 million trips every year on average. Europeans value the experience of traveling to new areas; hence there is a high demand for adventure tourism. This aspect is expected to fuel market growth in the European area. Furthermore, an increase in the number of online travel agents due to an increase in the number of independent/solo travelers is expected to accelerate market expansion in the future years.

Skiing, mountaineering, and mountain biking fans go to the European Alps, while water sports enthusiasts flock to coastal locales. Europe also has a wealth of cultural and historical attractions, which contribute to cultural adventure tourism. The region's well-connected transportation networks and good safety laws make it an appealing location for all kinds of adventure seekers.

Based on the type, soft activities are projected to grow with prominent CAGR of over 15% during the forecast period as adventure travelers focus on less risky adventure activities and are more open to other elements such as the natural environment, learning, and meaningful lifelong experience.

The term"soft adventure," sometimes known as"social adventure" or"human-powered travel," is relatively new in the tourist business. It refers to a new type of recreational activity that focuses on experiences rather than monetary products. Hiking, cycling, and snorkeling are examples of soft adventure activities that are more accessible to a wide range of people, including those with varied fitness levels and ages. This inclusion broadens the market population, encouraging market growth. Concurrently, these activities typically necessitate less specialized equipment and training, making them more convenient and cost-effective for the average tourist, hence bolstering industry growth. Furthermore, compared to hard adventure sports such as rock climbing or white-water rafting, soft adventure tourism frequently carries fewer hazards, making it more enticing to safety-conscious travelers, offering a favorable outlook for industry expansion.

All age groups are showing an interest in activities like as trekking, hiking, cycling, camping, and scuba diving, which is contributing to the expansion of soft adventure. Soft adventure activities are low-risk and have grown in popularity among adventurers and grazers. People that are open to trying and traveling are becoming more interested in soft adventure. Soft adventure tourism seeks exceptional adventure experiences with little or no risk. Market growth will be driven by an increase in demand for soft adventure activities among the elderly. On the other hand, a hard adventure is a physical activity that carries significant hazards that are greater than those encountered in everyday life. It involves, among other things, skydiving, rock climbing, bungee leaping, and white water rafting. To participate in various types of adventurous activities, players must be at least 18 years old.

Based on activity the land-based activity segment dominated the market and accounted for around half of the global adventure tourism market in 2022 and is expected to retain its dominance during the forecast period.

Land-based sports such as hiking, trekking, and mountain riding are more accessible than water-based or air-based activities. These activities frequently necessitate less specialized equipment and training, making them more accessible to a wider audience. In addition, due to natural factors such as mountain ranges, woods, and deserts, many famous tourist places are better positioned to offer land-based activities. This extensive availability increases participation rates, hence assisting market expansion. Another element is the adaptability of land-based adventures, which may accommodate to a wide range of skill levels and preferences, drawing a diverse range of participants. Furthermore, increased interest in archeological expeditions, attending local fairs, and bird watching is projected to fuel demand for land-based activities. These factors are expected to fuel market expansion in the coming years.

Mountainous locations such as the Swiss Alps, Himalayas, Andes, and Rocky Mountains attract adventure seekers interested in mountaineering, trekking, skiing, and snowboarding. Water-based activities such as scuba diving, snorkeling, surfing, and sailing are available in coastal regions and islands such as Hawaii, the Great Barrier Reef, and the Maldives. Dense jungles and wilderness areas, such as the Amazon rainforest, Borneo, and the African savannah, draw visitors interested in wildlife safaris, jungle trekking, and immersive nature experiences; these activities give raw natural experiences, which are predicted to drive market expansion.

Group trips have become a significant driving force behind the booming adventure tourism industry, offering a myriad of benefits and unique experiences that cater to the preferences and interests of diverse travelers.

Adventure activities often involve an element of risk or challenge, and sharing these experiences with a group enhances the overall enjoyment. Whether conquering a mountain summit or navigating white-water rapids, the camaraderie is developed during these shared endeavors creates lasting bonds among group members. Group dynamics provide a built-in support system, encouraging individuals to push their limits and overcome obstacles. The collective encouragement and shared triumphs contribute to a sense of achievement and community. Group trips often result in cost savings due to economies of scale. Accommodations, transportation, and guided activities can be more affordable when expenses are divided among multiple participants, making adventure tourism more accessible to a broader range of travelers. Adventure activities often require specialized knowledge and skills.

Group trips typically include experienced guides who ensure the safety of participants and provide valuable insights into the environment and activities. This professional guidance enhances the overall experience, especially for those less familiar with the chosen adventure. Tour operators organizing group trips often have better negotiating power with activity providers and local services. This can lead to access to exclusive or premium experiences that may not be readily available to individual travelers, enhancing the overall adventure. Group adventures attract individuals with similar interests and passions.

This provides an opportunity for solo travelers or those seeking new connections to meet like-minded individuals, fostering a sense of community and shared enthusiasm for adventure. Planning an adventure trip, especially in remote or challenging environments, can be complex. Group trips alleviate the logistical burden by offering pre-arranged itineraries, transportation, and accommodations, allowing participants to focus on the adventure itself.

The below 30 years age group is playing a pivotal role in boosting the adventure tourism industry, driving a surge in demand for unique and exhilarating travel experiences.

Younger travelers often prioritize novel and unique experiences over traditional sightseeing. Adventure tourism provides them with the opportunity to engage in activities that are thrilling, challenging, and unlike anything they might encounter in their daily lives. The rise of social media has significantly impacted travel trends, especially among the younger generation. Adventure activities provide visually appealing and shareable content, making them popular choices for those seeking Instagram-worthy moments and the opportunity to showcase their adventurous spirit to friends and followers. The under-30 demographic tends to be health-conscious and values physical fitness. Adventure tourism activities, which often involve outdoor pursuits like hiking, rock climbing, and water sports, align with the desire for active and health-focused travel experiences. Younger travelers often view adventure tourism as a means of personal growth and self-discovery.

Facing challenges, pushing physical limits, and conquering fears during adventure activities contribute to a sense of accomplishment and self-confidence. The below 30 age group is often characterized by more flexible lifestyles, including fewer professional and familial commitments. This flexibility allows for extended travel durations and the pursuit of adventure activities that may require more time. Younger travelers are typically tech-savvy and adept at using online platforms to research and plan their trips. The ease of access to information and the ability to connect with adventure tourism operators online contribute to the growing popularity of these experiences. The rise of adventure sports culture, including events, competitions, and media coverage, has inspired the younger demographic to explore adventure tourism.

The appeal of activities likes extreme sports, mountain biking, and snowboarding contributes to the overall allure of adventure travel. The under-30 age group often places a strong emphasis on sustainable and responsible travel. Many adventure tourism operators are aligning with these values by incorporating eco-friendly practices, promoting conservation efforts, and engaging in community-based tourism initiatives.

Based on the booking mode, the direct booking mode captured the largest revenue share and accounted for a revenue share in 2022 driven by the rising number of adventure tourists booking their tours and packages through direct channels due to the tailored experience and convenience.

Direct sales channels give tour operators and adventure firms more control over their products, allowing them to tailor experiences to their target audience's specific wants and tastes. This customization increases client pleasure and loyalty, which aids in market growth. Furthermore, by eliminating third-party commissions and fees associated with intermediaries, direct channels allow these enterprises to optimize their profit margins. This cost-effectiveness enables competitive pricing and appealing package offerings, attracting more clients and driving industry growth. With a rising emphasis on authenticity and one-of-a-kind experiences in adventure tourism, direct sales channels are well-positioned to maintain their market dominance. Because of the tailored experience and ease, an increasing number of adventure visitors throughout the world prefer to purchase their trips and packages through direct channels.

Key initiatives implemented by market participants, such as internet campaigns and social media advertising, among others, are likely to entice prospective clients to make direct bookings. Consumers may compare, examine, and assess exciting packages on their own. As a result, more people are turning to direct routes. Furthermore, market participants are expected to take major efforts, such as internet campaigns and social media advertising, to attract potential consumers and encourage them to book their vacation packages through direct booking channels.

Market Drivers

• Rising Consumer Demand for Experiential Travel: The primary driver behind the global adventure tourism market is the escalating demand among consumers for experiential and transformative travel. Modern travelers, especially the younger demographic, are increasingly seeking unique and immersive experiences that go beyond traditional sightseeing. This shift in consumer preferences is fueled by a desire for personal growth, cultural immersion, and a break from routine. Adventure tourism, with its diverse range of activities such as trekking, zip-lining, and wildlife safaris, caters to this demand by providing opportunities for individuals to challenge themselves, explore unfamiliar landscapes, and create lasting memories. The quest for authenticity and a deeper connection with destinations is propelling adventure tourism to the forefront of the travel industry.
• Advancements in Accessibility and Transportation: Advancements in transportation and increased accessibility to remote destinations are significant drivers for the global adventure tourism market. Improved infrastructure, better connectivity, and the growth of budget airlines have made once hard-to-reach locations more readily available to adventurous travelers. The ease of online booking and travel planning further facilitates the exploration of diverse landscapes and activities. This increased accessibility not only broadens the geographic scope of adventure tourism but also attracts a wider demographic of participants who can now embark on thrilling journeys with greater convenience, contributing to the expansion of the market.

Market Challenges

• Safety Concerns and Risk Management: Many adventure activities inherently involve an element of risk, ranging from physical exertion to more extreme pursuits like rock climbing or paragliding. Ensuring the safety of participants requires meticulous planning, adherence to safety standards, and well-trained guides. Striking a balance between providing exhilarating experiences and minimizing potential hazards is crucial for sustaining consumer trust and the industry's long-term viability.
• Environmental Impact and Sustainability: The increasing popularity of adventure tourism has raised concerns about its environmental impact. Destinations with fragile ecosystems and biodiversity can face negative consequences due to the influx of tourists engaging in activities like hiking, camping, and wildlife viewing. Sustainable and responsible tourism practices are paramount to mitigating these environmental challenges. Balancing the economic benefits of adventure tourism with the need to preserve natural habitats, wildlife, and local cultures poses a complex challenge that requires collaboration between industry stakeholders, governments, and environmental organizations.

Market Trends

• Wellness Integration into Adventure Experiences: Travelers are increasingly seeking holistic well-being, and adventure tourism operators are responding by incorporating activities such as yoga retreats, mindfulness practices, and spa experiences into their itineraries. This trend reflects a broader shift toward wellness-focused travel, where physical adventure and mental rejuvenation are seamlessly combined to provide a comprehensive and enriching travel experience.
• Tech-Enhanced Adventures and Digital Platforms: The advent of technology is transforming the landscape of adventure tourism. Virtual and augmented reality experiences, along with innovative digital platforms, are gaining prominence in the industry. These technologies enhance the pre-trip and on-site experiences, allowing travelers to preview destinations, simulate activities, and share their adventures in real-time. The use of technology not only enhances the overall adventure experience but also opens up new avenues for storytelling, education, and community building within the adventure tourism sector.

COVID-19 Impact

The COVID-19 pandemic had a negative impact on the growth of the worldwide adventure travel market in 2020. According to the World Travel and Tourism Council (WTTC), the number of adventure travelers has significantly decreased as a result of global lockdown and travel restrictions. However, following the COVID-19 epidemic, the worldwide industry will increase at a high rate as market leaders adopt new techniques for safer travel. Abercrombie & Kent, for example, enhanced their offering in Alaska and the American West in May 2020 by adding six new tailor-made adventure experiences and two new great American road trips.

The company also provided new tailor-made tours throughout the United States. The program includes visits to national parks in California, Arizona, and Utah, as well as wildlife encounters in Wyoming and Alaska, as well as culinary tours and inspired wine tours in the Sonoma and Napa valleys. The ability to customize travel will drive industry expansion in the next years.

Measures taken to restrict and reduce the virus's spread have had a severe negative impact on travel and tourism around the world. Although governments are gradually relaxing restrictions, there is still a considerable risk of abrupt changes to air travel, visa requirements, quarantine laws, and long-term consequences on traveler trust, especially among older and more affluent travelers. The financial and social effects of the pandemic are likely to have a considerable impact on tourism-dependent countries, resulting in a"new normal" post-pandemic.

Competitive Landscape

The worldwide adventure tourism market is characterized by a dynamic and competitive landscape, with existing businesses and emerging entrants competing to meet the growing demand for adventurous and experiential travel. The market's major companies are actively changing the industry through strategic efforts. They also place a premium on sustainability, using eco-friendly techniques and responsible tourism concepts to reduce their environmental impact. Furthermore, these main businesses are investing in technology, utilizing digital platforms to expedite bookings, improve client experiences, and supply explorers with real-time updates. Collaborations with indigenous organizations and local communities are becoming increasingly widespread, ensuring that the benefits of adventure tourism are shared with the population of the regions.

Major companies profiled in the market includes Globus Tours, Topdeck Travel, World Expeditions, Recreational Equipment, Inc, Thomson Family Adventures, International Expedition, Make My Trip Pvt.Ltd., Austin Adventures, G Adventures, Cox & Kings Ltd., Intrepid Travel, ROW Adventures, Expedia, Inc., Lindblad Expeditions, Abercrombie & Kent, MT Sobek - Mountain Travel-Sobek, TUI Group, Logistur DMC, CVC Corp, Wild Frontiers.

Key Developments

• In January 2023, Austin Adventures Inc. announced special packages for families planning holidays in the U.S. with free visits to national parks, including adventure sports such as water activities trekking, and many others.
• In April 2023, Abercrombie & Kent, luxury Travel Company launched a new expedition cruise that will give guests a chance to venture to Earth's northernmost point.
• In December 2022, the Maharashtra government of India introduced Adventure Tourism Activities Policy for travellers across the globe. The new policy implementation is mandatory for all the camps, hotels, adventure companies, and other adventure activity conductors to follow the Directorate of Tourism (DoT) guidelines.
• In October 2022, Row Adventures announced a four-day trip of water-based adventure sports like river rafting with the lodge to lodge row adventures in Oregon. The marketing strategy is considered to initiate consumer footfall during peak seasons.
• In December 2022, Active Adventures and Austin Adventures launched their revamped brands, driven by feedback from guests, employees, and partners, with a focus on delivering inspiring global adventure travel experiences.

Considered in this report:

• Geography: Global
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report:

• Global market with its value and forecast along with its segments
• Region & Country-wise Adventure Tourism market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Regions & Countries covered in the report

• North America (United States, Canada, Mexico)
• Europe (Germany, United Kingdom, France, Spain, Italy, Russia)
• Asia-Pacific (China, Japan, India, Australia, South Korea)
• South America (Brazil, Argentina, Colombia)
• Middle-East & Africa (UAE, Saudi Arabia, South Africa)

By Type

• Hard
• Soft

By Activity

• Land Based Activity
• Water Ways Activity
• Air Ways Activity

By Type of Traveller

• Solo
• Group
• Family
• Couples

By Age Group

• Below 30 Years
• 30-50 Years
• Above 50 Years

By Sales Channel

• Travel Agents
• Direct

The approach of the report:

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and list out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, and annual reports of companies, analyzing the government-generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers into regional aspects, tier aspects, age groups, and gender. Once we have primary data with us we started verifying the details obtained from secondary sources.

Intended audience:

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the Adventure Tourism industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.


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