Over the past decade, adventure travel has undergone a profound transformation. Once considered a niche sector defined by technical activities and adrenaline-fueled pursuits, it has broadened to attract a much wider audience of travelers who are “Open to Adventure.”
Today’s adventurers are curious, intentional, and motivated by more than physical challenge. They seek immersive experiences that foster meaningful connections with nature, culture, and place. While hiking, biking, and kayaking remain popular, travelers are just as compelled by authentic cuisine, culinary traditions, and the stories of the people they encounter along the way.
New research from the Adventure Travel Trade Association (ATTA), supported by EF Adventures and CBI, underscores this shift. Adventure is no longer solely about strenuous activity—it is about openness, curiosity, and transformation. By embracing a more inclusive definition, the industry has expanded the profile of the adventure traveler, where motivations are shaped less by activity level and more by mindset and behavior.
According to Heather Kelly, ATTA’s Director of Research and Knowledge, “Adventure travel has become a defining force in global tourism, growing into a market worth nearly one trillion dollars. What’s most exciting is how this growth reflects a shift in mindset—today’s travelers are motivated by curiosity, connection, and cultural immersion as much as by physical activity. Our research shows that the economic impact of these travelers is profound, and their preference for meaningful, experience-driven journeys is reshaping the industry."
"Our research shows that the economic impact of these travelers is profound, and their preference for meaningful, experience-driven journeys is reshaping the industry."
A Market Nearing One Trillion Dollars
The headline figure is striking: the global outbound adventure travel market reached $966 billion USD in 2023 (the most recent full-year figures available). ATTA’s research shows that 67 percent of international outbound travelers fall into this category, a clear sign that adventure is no longer a sub-sector, but a mainstream traveler mindset. Previous ATTA research found this number to be $683 billion in 2017, showing a compound annual growth rate (CAGR) of 6 percent. This puts adventure travel firmly among the largest and fastest-growing segments of tourism.
Travelers open to adventure spend an average of $265 per person, per night, with trips lasting about 11 days, resulting in approximately $3,000 per traveler per trip. Multiplied across millions of travelers, this spending pattern explains the enormous value of the segment. It also demonstrates how adventure travel drives above-average per-capita spending compared to more commodified forms of tourism.
The $966 billion adventure market is part of a larger $1.1–$1.3 trillion visitor experience economy. Both are fueled by the same demand: meaningful, story-rich activities that create lasting memories. In practice, this means the economic potential of adventure travel is even greater than ATTA’s conservative core definition suggests.
One of the most important shifts highlighted by ATTA’s research is the move toward direct spending in destination communities, reaching an average of 76% according to the 2025 Adventure Travel Trends & Insights: State of the Adventure Travel Industry report. Travelers in the adventure segments are more likely to book experiences directly with local providers, purchase locally made goods, and prioritize sustainability practices. This behavior channels money into small businesses, guides, and artisans, amplifying the community impact of each trip.
Traveler Evolution
Traveler motivations and behaviors have shifted dramatically, moving away from the traditional “flop and drop” style of leisure toward deeper forms of connection. Today’s travelers want to be active participants in their journeys, pursuing experiences that are unique, story-rich, and memorable. Cultural immersion, gastronomy, and opportunities to engage authentically with local traditions are increasingly at the heart of trip planning.
While adventure travelers can be described through distinct personas, in practice these categories are fluid. Travel behavior shifts with context—destination, travel companions, life stage, or even mood. A single traveler may seek cultural immersion on one trip, adrenaline activities on another, and relaxation or indulgence on the next. These overlapping tendencies reinforce that the “Open to Adventure” traveler defies rigid segmentation, instead embracing a multifaceted approach to exploring the world.
"Travelers are more active than ever, and the market opportunity for adventure experiences continues to grow globally - especially in North America," said Heidi Durflinger, CEO, EF World Journeys USA, operator of EF Adventures, "We launched EF Adventures to serve travelers increasingly interested in exploring the world by hike, bike or through numerous active activities, while also learning something about the amazing destinations, cultures and locals we visit along the way."
"Travelers are more active than ever, and the market opportunity for adventure experiences continues to grow globally - especially in North America."
Supply-Side Evolution
As demand for experiences has accelerated, supply has grown exponentially in response. Destinations that once offered only a handful of locally focused activities now provide dozens, sometimes hundreds, of options. Small tour operators, community-led initiatives, and cultural organizations have flourished, ensuring that authentic experiential travel is accessible almost everywhere and firmly established as mainstream.
Simultaneously, global distribution platforms have amplified this growth. Online travel agencies (OTAs) focusing on experiences have expanded rapidly, connecting millions of travelers with tours, activities, and local guides. This digital reach has not only increased visibility but has also democratized access to adventure and experiential travel, making it easier than ever for travelers to create meaningful journeys tailored to their interests.
Core Adventure and the Wider Market
Within the broad adventure-minded traveler market, ATTA identifies a core adventure-first traveler base of about 40 percent of outbound travelers. These travelers prioritize adventure, nature, and experiential elements at the center of their trip planning.
"The adventure travel market is not just expanding—it’s leading the way in redefining what travel means. As two-thirds of international travelers identify as being open to adventure, the opportunities for destinations and businesses are extraordinary,” says Shannon Stowell, CEO, ATTA, “This is a call to action for the industry to invest in authentic, sustainable experiences that enrich communities and create lasting value for travelers around the world."
“This is a call to action for the industry to invest in authentic, sustainable experiences that enrich communities and create lasting value for travelers around the world."
Experiences as the Core of Travel Demand
Recent research from Skift and McKinsey reinforces the critical role experiences play in shaping global travel demand. Their work highlights that experiences are among the top drivers of destination selection, encompassing the quality and variety of local activities, dining, authenticity, opportunities for exploration, and even shopping options. In their study, “travel experiences” were defined as activities, attractions, and tours (excluding multiday tours) available to visitors at a destination.
When travelers choose where to go, they are increasingly weighing the quality and variety of local activities, with culture rising to the top as a primary motivator. ATTA’s newest research shows that cultural immersion is a leading driver for travelers open to adventure. Gastronomy plays an outsized role within this trend, as food and dining are among the most popular and memorable ways to connect with a destination’s heritage. This shift moves decision-making away from simply selecting a destination for its landmarks or beaches, and toward places that can deliver a rich portfolio of cultural experiences, anchored by authentic cuisine and community traditions.
The Market Segments
This research highlights four key traveler segments within the adventure market: Adventure Intensives (14%), who prioritize high levels of activity and exploration; Nature Enthusiasts (12%), who are motivated by the outdoors and environmental connection; Cultural Explorers (27%), who center their journeys on heritage, traditions, and iconic sites; and Experience Samplers (14%), who seek variety and balance across cultural, adventure, and purposeful travel. Together these comprise the 67 percent of the international outbound market that is Open to Adventure. While distinct in motivation, all four groups share a common desire for meaningful, story-rich experiences, underscoring the breadth and inclusivity of today’s adventure travel market.
Sustainability as a Market Expectation
Though not always the primary driver of decision-making, sustainability is consistently highlighted in traveler preferences. Across ATTA’s research, sizable portions of each adventure traveler segment report changing behaviors to reduce waste, support local sourcing, and travel off-season.
This suggests that while not every traveler labels sustainability as their top priority, many are nonetheless adopting sustainable practices when convenient or encouraged. For destinations and businesses, this offers a competitive advantage: making sustainability seamless and integrated increases traveler satisfaction and deepens the long-term resilience of the market.
Strategic Takeaways for Destinations and Operators
For destinations, the lesson is clear: competing in global tourism now means competing in the experience economy. Natural assets, infrastructure, and accessibility matter, but the ultimate differentiator is the portfolio of experiences a destination can offer.
For operators, the opportunity is to design itineraries and products that speak to both the core adventure traveler and the broader adventure-minded majority. Success will come from offering flexible, layered experiences that combine culture, activity, and authenticity.
Both must also embrace sustainability and digital fluency as strategic imperatives, not afterthoughts. Adventure travelers are digitally savvy, values-driven, and willing to pay for depth and meaning.
ATTA President Gustavo Timo says, "This research makes clear that the industry must act now to align with traveler expectations. Destinations should prioritize developing experience-rich itineraries, operators should invest in digital platforms to meet travelers where they are, and all stakeholders need to embed sustainability into their offerings. By doing so, we not only capture the economic potential of a trillion-dollar market but also ensure that growth benefits communities and ecosystems worldwide."
"The industry must act now to align with traveler expectations. Destinations should prioritize developing experience-rich itineraries, operators should invest in digital platforms to meet travelers where they are, and all stakeholders need to embed sustainability into their offerings. By doing so, we not only capture the economic potential of a trillion-dollar market but also ensure that growth benefits communities and ecosystems worldwide."
Looking Ahead to Future Expansion
The trajectory of adventure travel points toward continued growth. Several factors support this outlook:
- Global accessibility: Expanding flight routes and digital discovery platforms make once-remote destinations reachable.
- Cultural demand: Interest in authentic, immersive cultural exchange is rising worldwide.
- Sustainability awareness: As climate and community impacts become more visible, travelers seek responsible options.
Adventure travel has grown far beyond its original boundaries. With a market worth nearly one trillion dollars, encompassing 67 percent of international travelers, and comprising part of a $1.1–$1.3 trillion experience economy, it is one of the defining forces of modern tourism.
Travelers today are not just visiting places; they are seeking experiences that connect them with culture, nature, and community. They are spending more, staying longer, and shaping their choices around authenticity and meaning.
For destinations and operators, the path forward is clear: embrace the adventure traveler as the new mainstream, invest in experiences as the core product, and design with sustainability in mind. Those who do will not only capture their share of a trillion-dollar market, but also help define the next chapter of global travel.