In an article on changes to the buying activities of middle-aged Americans, the ATTA was used as a resource for the size of the market for adventure travelers in their 40s and 50s. The article also includes mention of ATTA Member Mountain Travel Sobek.
"...But industry watchers say those have become increasingly old hat for restless boomers, more of whom are seeking pristine natural settings and exotic adventures. According to the Adventure Travel Trade Association, folks in their 40s and 50s now make up nearly half of those who book trips in the $52 billion adventure-tourism industry..."
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