Adventure Travel Trade Association (ATTA) revealed, in their 2017 Industry Snapshot, that today’s adventure travellers are now seeking transformative and meaningful experiences that bring learning opportunities where they can immerse themselves in nature.

What are Travellers Looking For?

According to the Snapshot, the most in-demand adventure activities travellers are currently seeking: • Hiking • Cultural opportunities • Ecotourism • Environmentally sustainable activities • Cycling • Safari activities

Adventure travellers have not been seeking out hunting, motor sports, orienteering, and paragliding.

What Destination are Travellers Interested in?

Just as adventure travellers have shifted their interests over the last several years, they’ve also changed course slightly when it comes to choosing travel destinations.

North Americans seeking adventure travel in…

• Canada • The United States • Peru • Ecuador

Since 2014, Italy has made it onto this top five list, but right now, travellers are more interested in pursuing trips to Cuba.

Europeans are looking to travel to…

• Italy • Spain • France • Portugal • Albania

Adventure travellers are now turning to tour operators for “custom itineraries” and “family/multi-generational” experiences. Tour operators have reported travellers are seeking out both “shorter duration” and “long haul/overseas” trips.

What does this mean for the industry?

Some activities and destinations continue to top the popularity charts, but as the adventure traveller profile changes, so do interests and priorities. Activities, destinations, and travel styles evolve, and tour operators and others working in the industry need to evolve with them.

Shifts in culture, politics, media, and the environment play a role in the choices adventure travellers make, and only the most diligent, flexible adventure operators will be able to survive and thrive as they meet the needs of today’s adventure traveller.