EF World Journeys, operator of the leading immersive and guided tour brands EF Go Ahead Tours and EF Ultimate Break, is proud to launch a new tour operator that will change the way world explorers are moved when traveling.
The launch of EF Adventures was inspired by the culture of staying active and prioritizing wellness at the company overall. EF World Journeys is part of EF Education First, which is the leading educational learning company that also owns a men's and women's pro cycling team. Combining a company culture that values wellness with market trends in the travel sector, EF Adventures launches with a passion for active travel and will meet a still unfilled market need for adventure travel that also focuses on cultural immersion. At launch, EF Adventures will offer more than 20 tours with departures starting in October 2024 to more than 16 countries across the world, with numerous additional hiking, biking and multi-adventure tours in development.
“Travelers are getting more active than ever before, telling us directly they want more adventure in their vacation where they can also learn about the people, history, culture and cuisine of the destinations they’re visiting. One of the many reasons we’re launching EF Adventures is to better serve this growing marketplace demand,” said Heidi Durflinger, President of EF World Journeys Inc., which oversees EF Adventures.
“We can better serve these adventure seekers who want a combination of movement and cultural immersion. We will deliver a more active travel experience and offer a deeper understanding of global cultures we visit on tour. Our decades in business as an experiential, guided tour operator will benefit diverse age groups of adult travelers with varied fitness levels booking with EF Adventures, and we look forward to creating new ways to help them experience and learn about the world we live in.”
Tour selection and design prioritizes sustainability, factoring in overtourism concerns, as more intimate groups of travelers are brought to off-the-beaten-path locales with a focus on engaging local businesses.
“More than half of the international travelers we surveyed have recently booked an adventure-oriented trip, yet nearly a third of travelers felt these tours lacked cultural immersion within the destinations visited. Similarly, travelers are expressing disappointment about lodging and food quality. We aim to change that. No matter if it is by a bike ride in Spain, on a hike in the Alps, or by way of a kayak in Costa Rica, we believe EF Adventures can and will deliver a better adventure tour experience for these travelers craving a better understand this world,” added Durflinger.
The Survey Says: A Better Adventure Tour is in Demand
EF Adventures worked with Qualtrics Research in July 2024 to query over 1000 North American travelers who have traveled internationally within the last three years, the vast majority (84%) who plan to travel internationally again in the next 24 months.
Are travelers getting more active when traveling abroad?
- 75% of travelers said they want to be more active while on vacation.
- 79% of travelers said they liked the idea of an active vacation where they are also learning about the destination (people, history, culture and cuisine) they’re visiting.
- 80% of travelers said the idea of adventure travel was exciting to them.
More than half of international travelers surveyed (55%) said they had previously booked adventure travel activities with a tour operator or a do-it-yourself online travel company, with 85% of those travelers saying they would consider booking another more active/adventure tour in the future (with the same or a different travel provider).
What’s holding travelers back from booking adventure travel with a tour operator? Any hesitation?
When asked what was missing from their adventure travel experience, 30% of international travelers surveyed said that their immersion into the local culture could have been better. Over one-third of travelers surveyed (34%) said the overall quality of the tour was lacking, inclusive of lodging, food, transportation and equipment. And finally, 28% wanted more free time on tour to explore on their own.
Takeaway: Adventure + cultural immersion is key!
Pushing past our physical limits, overall well-being and overcoming personal fears is a part of the adventure travel experience, but these elements are only part of the equation – and not even the most important aspect of these trips for travelers surveyed. The number one reason adventure travelers want to book a trip is to “immerse myself in new cultures.”
78% of travelers strongly agreed that they would like to engage more directly with the people, places and cultures they encounter when traveling abroad. While on an adventure tour, 84% of travelers also expect to see the iconic and historical landmarks.
Traveler affinity matters
Nearly half of international travelers surveyed (48%), said they prefer to engage in adventure travel activities with a group they most identify with or feel most connected to, e.g., solo travelers, gender-specific groups, LGBTQIA+, immediate family, existing friend or friends. The stats:
- 44% identify as women
- 24% identify as men
- 14% identify as members of the LGBTQIA+ community
- 21% of travelers want to travel with families
- 20% of travelers identify as singles
- 17% of Travelers identify as couples
- 7% of travelers identify as divorced
- 6% of travelers identify as widowed
About EF Adventures
EF Adventures is a new culturally immersive, guided adventure tour operator with more than 20 tours in 16 countries across the world. Launching in September 2024 as part of the EF World Journeys family of experiential travel brands, the company brings more than 30 years of operational experience running tours for adults of all ages. EF Adventures will offer varied forms of active travel focused on well-being and cultural immersion accessible to varied levels of fitness and age groups, including of biking and e-biking tours, hiking and walking tours, and tours with a blend of adventure activities, inclusive of yoga, watersports like kayaking, and multitude of other experiences in development.