Adventure travel took center stage at ITB Asia 2025, one of the largest editions in the show’s history, spanning five full exhibition halls and drawing increased global representation. Among the most notable shifts this year was the growing presence of African and Central Asian exhibitors, including Wesgro and Visit Almaty, signaling rising regional investment in adventure-forward development.
New data from Tourism Economics reinforced APAC’s crucial role in shaping that growth: 75% of outbound travel from the region stays within APAC, underscoring the importance of Asian travelers as both a near-term demand driver and long-term catalyst for adventure expansion.
Global Trends Show Adventure Travel Rising
The Adventure Travel Trade Association’s (ATTA) speaking sessions drew strong attendance and highlighted the sector’s continued momentum. In her keynote presentation State of Adventure Travel 2025: Global Trends & Market Outlook, Hannah Pearson, ATTA’s APAC Regional Director, shared findings from ATTA’s market sizing research along with Asia-specific insights. The message was clear: adventure travel is accelerating worldwide, and Asian travelers increasingly identify as adventure travelers.
Beyond growth metrics, discussions surfaced deeper shifts in traveler motivations, from cultural curiosity and nature immersion to wellness and purpose-driven itineraries. These trends echo broader APAC market changes, where travelers are seeking meaningful connections, learning experiences, and active engagement with local landscapes and cultures.
Sustainability Takes the Stage
The panel Bridging Sustainability, Parks, and Tourism – Protecting Nature While Inspiring Travel, moderated by ATTA’s Miya Liu, Partner & Project Manager APAC, brought together destinations and tour operators for a wide-ranging conversation on conservation, community participation, and responsible growth. In this panel discussion, the vital intersection of sustainability, protected areas, and responsible travel was explored. Panelists shared innovative approaches to conserving ecosystems, designing eco-friendly tourism experiences, and fostering collaborations that benefit both nature and local communities.
Panelists were Batiste Pilet of Switzerland Tourism, Aye Mya Mya Soe of Intrepid, and Jacinta Lim of Seek Sophie. Topics ranged from increasing female guide participation to strengthening park-tourism coordination to deliver both ecological protection and exceptional visitor experiences.
Luxury Redefined: Depth Over Opulence
One of the most talked-about themes of the 2025 show was that luxury is no longer defined by five-star hotels and white-gloved service - it’s about access, connection, and once-in-a-lifetime moments as the line between adventure and luxury travel is increasingly blurred. This cross-over means private access to remote landscapes, personalised itineraries shaped around passions, and seamless logistics that allow travellers to focus on the experience, not the details.
ATTA’s session moderated by Pearson, Where Luxury Meets Adventure Travel, highlighted how expedition cruise operators, destinations, and payment providers are responding to this shift. Panelists were Joe Zou of HX Expeditions, Willy Wibamanto of Flywire, and Wayne Kum of the Japan National Tourism Organisation.
Key takeaways included:
- Travelers—especially in Asia’s luxury segment—are younger, tech-savvy, and eager for experiences rooted in curiosity and discovery.
- Luxury now means once-in-a-lifetime trips that travelers take more than once in a lifetime.
- Comfort still matters, but it serves as a foundation for deeper, more immersive adventure.
- Five-star hotels alone no longer define the category; access, exclusivity of experience, sustainability, and storytelling play an increasingly central role.
A Strong Showing for Adventure at ITB Asia
For the fourth consecutive year, the Adventure Travel Trade Association (ATTA) partnered with ITB Asia to host the AdventureConnect gathering—an informal, energetic meetup that once again exceeded expectations. Between 60 and 80 delegates flowed through the event, representing a diverse mix of destinations including Ecuador, Mongolia, Cambodia, Sarawak, Kenya, and Japan. The group lingered long after the official program wrapped—the AV and lights were turned off, but conversations kept going, reflecting the energy and connectivity of the adventure community.
The event was supported by longstanding partners Flywire and Switzerland Tourism, the latter marking its fourth year of continuous partnership since the inaugural session.
Looking Ahead
Adventure travel’s resilience and rising cultural relevance were unmistakable across ITB Asia 2025. With strong regional demand, expanding global representation, and shifting luxury values, the adventure sector continues to shape the future of travel—driven by curiosity, connection, and a desire to explore more meaningfully.