As I write, the sun has just crested a mountain ridge framing the small Colorado mountain town in which I live. Sunrise certainly is one of the most amazing and well worn reminders of hope - that no matter what happened yesterday or yesteryear, there is always the dawn of a new day with all the opportunity that we can pursue. The opportunity to better the world around us.
“There was never a night or a problem that could defeat sunrise or hope.” — Bernard Williams
I chose to write a Beginning of Year letter to the adventure travel industry as I feel it is more important to look forward with hope as we see 2025 in the rear view mirror.
And I truly believe the active and adventure travel community has many reasons for hope despite all the insanity and turmoil in the world right now. Travel patterns are shifting as demand for the U.S. wanes in light of political actions, surprise charges and visa challenges, and the appeal of other parts of the world to adventure travelers.
The trends highlighted from our research for 2026 confirm that the traveler is moving toward exactly what YOU are built to deliver: curated, low-friction trips that relieve planning fatigue; deeper experiences in secondary and rural destinations; luxury defined by meaning and transformation rather than excess; itineraries woven through experiential retail and cultural immersion; regenerative practices that reward long-term community and conservation investment; agile, small-scale models that can adapt to geopolitical shifts; and wellness-infused adventures that make nature, rest, and recovery central trip drivers rather than add-ons.
In short, we are positioned well for the future. Of course the most prominent double-edged sword in our world right now is Artificial Intelligence, with many experts predicting how it will disrupt everything. And there will be winners and losers. And of course because it’s so difficult to predict exactly what will happen with AI, it’s easy to drop into the trap of imagining being one of those losers. I don’t think it will play out that way for our community.
Yes, AI is powerful. Yes, it will change a lot. Yes, you should learn to use it to your advantage. But at the end it delivers knowledge. Important, but that’s not enough. Adventure travel has a natural immunity to full tech-driven disruption because AI simply cannot and will not be able to replace what our industry offers! Sipping a coffee on a cold morning in Namibia watching elephants lumber by. Sharing kava with locals on a beach in Fiji. Watching a flock of red-crowned cranes in a field in Hokkaido. Howling and back-slapping friends and strangers while freezing in a polar plunge in Chilean Patagonia. Laying on a roof-top in Jordan at night watching the stars. Hearing the haunting singing of Canadian Indigenous women throat-singing. Discussing global politics in a smoky back room of a restaurant in Bhutan … These experiences bring something AI cannot. Wisdom. Tranquility. Insight. A sense of connecting and belonging.
Adventure travel offers the antidote to today’s digital overload, fatigue and disconnectedness. My friends and colleagues: Keep up your great work as you bring awe, beauty, wisdom and joy to the world when it needs it most. We are here for you. And keep building community whenever and wherever you can to remind yourself that not only are you not alone, you’re part of a huge, beautiful global community of like minded people and friends. What a place to be!