As we move into 2026, the global adventure travel landscape has reached a historic milestone. According to the ATTA 2025 Adventure Travel Market Sizing Report, the sector is now valued at $1.16 trillion, with 67% of international travelers identifying as “Open to Adventure”.
This shift is further reflected in our annual Adventure Travel Trends & Insights research, which shows that adventure travel is no longer a fringe segment but a defining force in global tourism. Travelers are moving away from traditional "flop and drop" vacations in favor of culturally immersive, human-centered journeys that emphasize sustainability and local connection.
Elevating the Community in Catalonia
This year sees the awaited return of our signature regional event to Europe: AdventureELEVATE Europe 2026 is taking place from 19–21 May in Val d’Aran, Catalonia. Nestled in the heart of the Pyrenees, this gathering serves as a critical stage for tour operators and media to explore deeper connections with nature. By exploring the region’s legendary cycling routes and mountain heritage, while engaging in expert keynotes and peer-to-peer exchange, industry leaders will find the inspiration to create authentic, year-round offerings that support vibrant local communities.
Exploring the Peloponnese
Adding to our European lineup, we are thrilled to announce AdventureWEEK Peloponnese 2026. Two itineraries will allow participants to dive deep into Greece's rugged southern peninsula, highlighting its potential for e-biking, coastal kayaking, and cultural heritage experiences. AdventureWEEK is designed to connect international buyers with local suppliers, showcasing the region’s readiness to host high-value, active travelers seeking authentic Greek hospitality.
Unlocking Unexpected Experiences
In line with these regional efforts, ATTA is proud to support the European Travel Commission (ETC) in its “Unlock an Unexpected Upgrade” campaign. This initiative encourages travelers to discover Europe’s "hidden gems" during the shoulder seasons. By shifting the focus to off-peak travel, we are helping tour operators inspire travelers to support local businesses and make choices that benefit the environment and the local inhabitants.
A Unified Voice: The Active Tourism Coalition
In addition to our continuing collaboration with different European associations, In a significant move for the industry, ATTA and several key organizations are now part of the newly formed Active Tourism Coalition. This group is working closely to provide input on the upcoming European Strategy for Tourism (scheduled for early 2026), ensuring that active and adventure tourism are recognized as strategic priorities for the EU’s green and digital transition. Stay tuned for more detailed news on this coalition and its specific policy goals, which will be soon released.
Connect with our team in London and Berlin
Our CEO Shannon Stowell will be attending the ATN Conference on February 26 in London.
The ATTA team will be out in full force this spring. Join us at ITB Berlin (3–5 March 2026), where we will be hosting an AdventureCONNECT gathering on Wednesday, 4 March at the Green Stage in Hall 7.1. It’s a prime opportunity to meet the team, network with peers, and discuss the latest trends in responsible travel.
Engage with the ATTA Community
Our work in Europe and beyond is driven by a passionate team. Whether you are looking for community support or strategic insights, feel free to reach out to Russell Walters (Regional Director), Eva Mossberg (Regional Business Development & Partnership Manager), Monica Gazzera (Regional Manager, Europe), or Serena Manfroni (Community and Sustainability Manager).
We encourage all current ATTA members to stay active on the Member HUB and continue submitting your news, documents, and offers to share with our global network.
If you are not yet a member, we invite you to join our community: not just as a business move (and to find new friends among fellow professionals) but to contribute to a sustainable future for the travel industry we all love.