With some time between the last article I wrote about industry trends in February 2024, and the release of ATTA’s 2024 Annual State of the Adventure Travel Industry Snapshot Report in May, now is a good time for a check-in on the newest trends in the adventure travel industry. Let’s have a look at what was predicted to happen in 2024, and what we are currently observing.
In a January 2024 poll conducted by the ATTA, the top issues identified by community respondents were sustainability and climate change, overtourism, off-season travel/off-the-beaten-track destinations, and war/conflict. While the majority of these concerns are big-picture, long-term issues facing all or most of the globe, war/conflict was a prime concern due to the wars in Ukraine and Palestine and the impacts on the surrounding regions. Unfortunately, neither of these conflicts has seen any real resolution. While many destinations in these regions are perfectly safe, it is also no surprise that travelers, even adventure travelers who typically have a higher tolerance for risk, hesitate to visit at this time.
This “halo effect of war,” along with other global impacts and current trends, is shifting adventure travelers’ preferred destinations to other parts of the world. Climate change, big-picture sustainability concerns, overtourism, and distributing demand are all affecting both adventure travelers and destinations.
Climate Change
As the earth’s temperature continues to rise, travelers are feeling the heat and many are opting for cooler-weather destinations. This is manifesting in several ways:
- Growing interest in "last chance" tourism to see changing landscapes and endangered wildlife
- Shift in destination preferences, with some travelers avoiding areas prone to extreme weather events. For example, Scandinavia is seeing high demand in tour and activity bookings for the summer, likely due at least in part to a desire to visit somewhere cooler, known as “coolcationing.”
- Increased demand for eco-friendly travel options, including rail travel and electric vehicle tours
- More travelers are seeking to understand and engage with climate issues during their trips
The adventure travel industry is responding to travelers’ concerns and preferences by developing more climate-conscious itineraries and educating travelers about the impacts of climate change on destinations.
Sustainability
On a broader level, adventure travelers and destinations alike are continuing to seek ways to develop more sustainable travel. When delegates at ATTA’s AdventureELEVATE North America held in Asheville, North Carolina last May were asked what topics they would like to be discussed further, the number one response was Overtourism & Responsible Traveling, followed closely by Trends & Research and Sustainability & Conservation Practices.
Exploring Off-the-Beaten-Path Destinations
The desire to discover new and less-traveled locations is driving a significant trend in adventure travel. In January, 53% of respondents to an ATTA survey noted increased interest in exploring off-the-beaten-path destinations. This trend is fueled by several factors:
- Travelers seeking unique experiences away from crowded tourist hotspots
- The desire for bragging rights and social media-worthy content from lesser-known places
- A growing awareness of the negative impacts of overtourism on popular destinations
- The appeal of authentic cultural experiences in less commercialized locations
This trend is benefiting emerging destinations and encouraging the development of new adventure travel routes and experiences in previously overlooked areas. It is also contributing to a more even distribution of tourism benefits across different regions.
Overtourism
Overtourism has clearly been an issue in recent years, and has emerged as a key issue this summer with media outlets reporting on impacts and responses in destinations. The rapid recovery of tourism in many destinations has brought the challenges of overcrowding and environmental strain back into focus. Protestors in many parts of Europe are actively telling travelers not to visit, and destinations are attempting tactics such as increasing visitor fees to reduce demand. There are some strategies to mitigate these issues:
- Shift towards off-season travel to distribute visitor numbers more evenly throughout the year
- Growing interest in lesser-known destinations to reduce pressure on popular tourist spots
- Implementation of visitor management systems and capacity limits at popular sites
- Increased promotion of alternative attractions and experiences within destinations
Reducing overtourism is closely linked to sustainability efforts, as managing visitor numbers is crucial for preserving natural and cultural heritage sites.
Emphasis on Responsible Wildlife Tourism
As awareness of animal welfare issues grows, there's an increasing emphasis on responsible wildlife tourism within the adventure travel sector. This includes:
- Shift away from activities that involve direct contact with wild animals
- Growing popularity of conservation-focused wildlife experiences
- Increased demand for ethical wildlife viewing practices
- Rise in volunteer opportunities related to wildlife conservation
- This trend is driving improvements in wildlife tourism practices and contributing to conservation efforts in many destinations.
Focus on Authentic Cultural Experiences
It remains clear that adventure travelers are increasingly seeking deep, authentic cultural interactions as part of their journeys. This trend is characterized by:
- Growing interest in community-based tourism initiatives
- Increased demand for experiences that provide genuine insights into local ways of life
- Rising popularity of homestays and cultural immersion programs
- More travelers seeking to learn traditional skills or participate in local customs
This trend reflects a desire for more meaningful and educational travel experiences that go beyond surface-level tourism, and continues to be especially important for adventure travelers.
Challenges Facing the Adventure Travel Community
In ATTA’s January 2024 community poll, when asked what challenges are most affecting their business in 2024, respondents chose marketing strategy (55%), growth challenges (38%), and educating consumers about responsible travel (38%) (respondents could select as many answer choices as they wanted). There is no indication that this has changed, as attendees to ATTA’s AdventureELEVATE event in Asheville, NC in May 2024 mentioned creative marketing content and business management as key priorities.
Other Trends to Watch
Premium and Luxury Adventure Travel
A growing segment of the market is combining high-end amenities with thrilling experiences, catering to those who want comfort alongside adventure, and includes:
- Glamping and luxury eco-lodges in remote locations
- High-end expedition cruises to polar regions or other hard-to-reach destinations
- Private guided adventures with premium accommodations and services
- Customized itineraries blending adventure activities with luxury experiences
This trend is blurring the lines between traditional luxury travel and adventure tourism, creating new opportunities for operators and destinations.
Cycling and e-Bikes
ATTA’s 2024 Annual State of the Adventure Travel Industry Snapshot Report called out cycling as a continued popular trend in adventure travel, particularly e-Bikes. As a result of these findings, ATTA conducted deeper research on the cycling industry in partnership with the European Cyclists’ Federation and CycleSummit, and a comprehensive report on cycling will be released in late September 2024.
Looking Ahead
This article provides a mid-year check-in and recap of key trends and focus items. For more details on these trends and others affecting the adventure travel industry in 2024, see ATTA’s 2024 Industry Outlook. As noted above, additional research is forthcoming throughout the rest of 2024, including an analysis of the cycling industry, an updated Adventure Tourism Development Index (ATDI), and a much-anticipated revised market sizing analysis.