The Adventure Travel Trade Association (ATTA) has released its 2025 Adventure Travel Trends & Insights report, offering vital insights into traveler behavior, business performance, sustainability efforts, and market trends in the global adventure travel industry. The report draws on data collected in early 2025 from tour operators, based on their operations and sales during the 2024 calendar year.
Now in its 18th year, the annual Adventure Travel Trends & Insights (formerly known as Snapshot) report continues to be a key industry benchmark, helping operators, destinations, and media professionals better understand the pulse of the adventure travel sector. Data was gathered between February 19 and April 16, 2025, through a multilingual survey available in English, Spanish, Portuguese, French, Italian, and German.
Stabilization After Pandemic Rebound
The 2025 edition reflects a year of stabilization following a dramatic post-pandemic recovery. Respondents served an average of 4,141 travelers in 2024, down from 6,553 in 2023, marking a 37% decrease that indicates a return to more sustainable operating levels. Despite this drop, demand levels remain consistent with those of 2019, suggesting the industry has normalized after years of volatility.
Trip fill rates remained steady at 65%, the same as in 2022 and 2023, and substantially higher than the 52% average reported in 2021, showing growing demand for adventure travel.
Most Popular Adventure Trip
The most popular adventure itineraries offered by tour operators in 2024 shared several defining characteristics: they were moderately priced, culturally immersive, and often centered on active exploration. The median trip price rose to $3,000 for an eight-night itinerary, with 76% of that amount—about $2,280—spent with local suppliers, reinforcing the industry’s long-standing commitment to community-based economic benefit.
These trips predominantly catered to travelers from the United States, Brazil, and Western Europe, with destinations like the U.S., Brazil, Italy, and Japan ranking among the most commonly cited host markets. The typical guest on these trips was between 45 and 64 years old, suggesting a mature demographic with both the means and motivation to seek out immersive, active travel experiences.
Notably, there was a strong presence of customized and small-group itineraries, often guided by experts or designed for specific interests like gastronomy, nature photography, or women-focused travel. These trends signal not only a maturing adventure travel audience but also a growing emphasis on specialization and deeper traveler engagement.
The median trip price rose to $3,000 for an eight-night itinerary, with 76% of that amount—about $2,280—spent with local suppliers, reinforcing the industry’s long-standing commitment to community-based economic benefit.
Top Trends: Culinary, Climate, and Customization
Culinary travel topped the list of trending activities, having steadily increased in the past 5 years. This was followed closely by safaris and wildlife viewing, hiking/trekking, e-bike cycling, wildlife/nature photography, and the always-popular cultural activities. Travelers’ leading motivations included the desire for new experiences, to go off the beaten path, and to travel like a local. “Last Chance Travel” reemerged in 2024 as a notable motivator, linked to travelers’ increasing awareness of climate change and the urgency to see fragile destinations before they shift or disappear.
Cooler climate destinations such as North-East Asia, Scandinavia, the Mediterranean, and Antarctica, are gaining popularity as travelers seek relief from heat and demonstrate growing concern about environmental impacts.
Customization also continues to define the market. Operators reported growing demand for expert-led, women-focused, family-oriented, and low-impact itineraries, showing a preference for meaningful, well-curated experiences. Custom itineraries, soft adventures, and remote destinations were also ranked highly by respondents.
Sustainability Efforts Continue, But With Room to Grow
Sustainability remains a core value for adventure operators, though the report reveals a subtle drop in certification pursuit. Roughly 49% of respondents either hold or are working toward a sustainability certification, consistent with last year but lower than pre-pandemic levels. The top reason cited for pursuing certification remains protecting the natural environment, while cost and capacity remain key barriers.
On the climate front, the industry is taking tangible action:
- 50% educate travelers about climate-conscious travel
- 49% are shifting suppliers to more sustainable options
- 47% are conserving water, and
- 40% are restructuring itineraries to reduce fossil fuel use
Wildlife protection, community livelihoods, and climate change are respondents' top sustainability concerns as they relate to tourism.
Additionally, 81% of operators have a documented safety and risk management plan, an encouraging increase from 72% last year.
Business Outlook: Cautious Optimism
Financially, the sector showed modest but meaningful growth. Nearly three-quarters (73%) of operators reported increased revenue, with the majority citing gains under 25%. Only 18% experienced a decrease. Expectations for 2025 are optimistic: 66% of respondents forecast higher net profits, with an average projected increase of 26%. This optimism is largely driven by new customer acquisition, product innovation, and expanded access to new markets.
Final Thoughts & Looking Forward
“The 2025 report shows an industry that has stabilized after years of disruption and is now entering a new phase of growth, marked by a stronger focus on long-term resilience,” said Heather Kelly, ATTA’s Director of Research. “We’re seeing cautious confidence across the sector as operators adapt to changing global conditions and respond to shifting traveler expectations.”
The adventure travel industry is entering a new chapter. Not one defined by growth for growth's sake alone, but by thoughtful, values-driven evolution,” said Shannon Stowell, CEO of the Adventure Travel Trade Association. “What we do now matters more than ever. By staying committed to sustainability in travel, supporting local communities, and working together across borders and sectors, we can shape a future that’s not only resilient, but deeply meaningful—for travelers, for the planet, and for the people who call these places home. And in a time of extreme division globally, travel offers some cure as a way for people to understand each other better.