The Adventure Travel Trade Association (ATTA) has unveiled the 2024 Adventure Travel Industry Snapshot, offering a comprehensive analysis of the industry’s health, future prospects, and global trends impacting the adventure travel industry.
Data for the report was gathered via a survey conducted March through May 2024, which asked a global audience of tour operators in the ATTA community about their 2023 business operations and sales, 2024
booking expectations, travel trends, and consumer motivations.
This 17th annual survey was expanded in 2024 to be offered in English, Spanish, Portuguese, French, Italian, and German.
Among the key takeaways from the survey is the impact of climate change on adventure travel. While top destinations for adventure travelers remain consistent with past years, cooler weather destinations (like Canada and Norway) are becoming more popular due to the increase in global temperatures.
Climate change is not just impacting where adventure travelers are visiting, but why. The ‘Last Chance Travel’ trend is a top motivator for adventure travel this year, showing increased awareness of the effects of climate change and a desire to experience a destination before it’s too late. These results also serve as a critical reminder to the industry to step up and protect the delicate ecosystems in which adventure travel operators live and work – a charge that ATTA and its global community of tour operators and destinations have led for 20 years.
“Our core belief is that adventure travel inspires sustainable and regenerative approaches to tourism development,” says Shannon Stowell, CEO of ATTA.
“It is encouraging that 48 percent of respondents have or are pursuing sustainability certification, but we need this number to increase. As a global leader, the ATTA has a responsibility to address the social, economic, and environmental challenges facing the industry.
“In 2024, the ATTA launched the Sustainability Resource Center, which includes a detailed Sustainability Policy and Fund. By providing tools and resources for sustainability and climate action, we’re helping to ensure that adventure travel is a force for good.”
Other key findings include:
- Top trending adventure travel activities continue to lean towards accessible soft adventure including hiking/trekking/walking, culinary/gastronomy, cultural, safaris/wildlife viewing, electric bike cycling, and wildlife/nature photography.
- Regarding climate-related actions, 53 percent of respondents are reducing emissions by purchasing from more sustainable suppliers, 45 percent disseminate climate-conscious travel education, 41 percent are reducing emissions by conserving water and 40 percent are reducing emissions by sustainably sourcing food.
- Respondents’ most popular itineraries are priced at a median of US$2,813 (for 8 nights), 75 percent of which (US$2,110 on average) is spent with local suppliers. This demonstrates the economic impact of adventure travel and is consistent with 2023.
- The most popular consumer motivations for traveling were new experiences, to go off the beaten track, and to travel like a local.
- The hottest trending destinations were the Mediterranean, Western Europe, Scandinavia, and North-East Asia.
- Respondents are diversifying their market base primarily by increasing their focus on families, women, travelers aged 50 and over, regional and local travelers, and LGBTQIA+ travelers.
- Globally, 85 percent of respondents expect their 2024 net profit to be equal to or better than
2023, and 80 percent expect it to be the same or higher than 2019.
