The 2024 Adventure Tourism Development Index (ATDI) shines a light on the performance of top global regions in adventure travel, offering a comparative lens on how North America and Western Europe stack up. While both regions benefit from strong governance, developed infrastructure, and cultural and natural wealth, Western Europe has emerged as the global benchmark in adventure tourism readiness. This article explores where these two powerhouse regions excel, where challenges persist, and what it will take to lead in a fast-evolving adventure travel landscape.
Editor’s Note: It is important to note that this report is based on data collected in 2024 and does not account for 2025's current global state of affairs, including U.S. political policies.
Methodology Behind the Rankings
The ATDI evaluates 186 countries using a blend of objective data and expert opinion, structured around three weighted categories: Enabling Environment (30%), Resources (40%), and Readiness (30%). These categories are further broken down into nine pillars, including Sustainable Development, Safety, Health, Climate Resilience, Natural Resources, Cultural Resources, Entrepreneurship, Infrastructure, and Image. Scores are measured on a 0 to 10 scale, with a global average of 3.9.
It is also interesting to note that although the U.S. and Canada are much larger than Western European countries in terms of land mass, that does not give them any real advantage in the current ATDI. Western European countries do very well in the categories counting UNESCO heritage sites, even with their smaller areas. The other factors, like protected areas, account for size by using percentages, therefore also maintaining a level playing field.
Western Europe Leads the Group
Western European countries dominate the top of the ATDI. Germany ranks #1 among all advanced economies, standing out for its Cultural and Natural Resources, as well as Climate Resilience. France follows closely at #2 with high marks in Infrastructure and Cultural Resources, while Switzerland, in 3rd place, blends efficiency with stunning alpine environments. Norway ranks 4th, offering pristine wilderness and strong Sustainable Development practices. Austria, Spain, and the UK round out the region's leading performers.
Canada Holds Strong, U.S. Faces Hurdles
Canada, ranked 8th overall, stands out for its excellent Infrastructure, Entrepreneurship, and expansive Natural Resources. Its positive international Image and commitment to environmental stewardship place it in close alignment with top Western European peers.
Meanwhile, the United States ranks 24th overall with all countries included, and 19th in the set of Western European and North American countries as shown in the chart above. Despite excelling in Infrastructure and global brand visibility, it underperforms in critical pillars like Safety, Sustainable Development, and Health. These gaps limit its competitiveness in a tourism market increasingly driven by traveler values around responsibility, resilience, and wellness.
Shared Strengths Across Regions
Both North America and Western Europe are global leaders in:
- Infrastructure: Advanced transport systems and accommodations make adventure accessible and efficient.
- Cultural and Natural Wealth: From the Alps to the Rockies and from castles to coastlines, both regions offer rich, immersive experiences.
- Image: Countries like Canada, Switzerland, France, and the U.S. have cultivated strong reputations that enhance international appeal.
Shared and Diverging Challenges
Despite their advantages, both regions face several development hurdles:
- Safety and Health: While Canada and many European nations rank high, the U.S. lags due to safety concerns and health care disparities.
- Climate Resilience: Environmental pressures from climate change are testing even the most developed destinations. Alpine and coastal regions are particularly vulnerable.
- Overtourism: Popular destinations like Banff, Paris, and Barcelona experience seasonal congestion and strain on resources, risking long-term sustainability.
Recommendations for Future Growth
To stay competitive and preserve their edge, North America and Western Europe should:
- Strengthen Climate Resilience: Invest in nature-based solutions and adaptive infrastructure to safeguard destinations.
- Diversify Offerings: Encourage travel beyond overcrowded sites and promote lesser-known regions to spread impact.
- Prioritize Safety and Health: Bolster communication, infrastructure, and services to increase traveler confidence and well-being.
Editor’s Note: Obviously during this current moment of early 2025, there is significant discord between the US and many other countries. To avoid longer term relational damage which will continue to impact tourism significantly and negatively, efforts should be made to reduce this discord quickly.
Moving Forward
Western Europe remains the benchmark for adventure tourism, with countries like Germany, France, and Switzerland delivering consistent excellence across all pillars. Canada proves itself a strong North American contender, offering a model of sustainable, safe, and well-managed tourism development. The U.S., while a leader in infrastructure and branding, must address foundational issues in safety, sustainability, and public health to climb the ranks.
For tourism leaders, these insights present a clear roadmap: embrace a holistic approach to development that integrates environmental stewardship, community engagement, and visitor experience. With focused effort, both regions can continue shaping a future of adventure tourism that is competitive, inclusive, and resilient.