New Survey Finds Soaring Sales For Active Adventure Vacations

Safaris and wildlife viewing is number six on the list of top actives preferred by active and specialty travelers.

Active and adventure travel is hot, reports a new study by travel network Virtuoso. Almost all (95%) of the group’s travel specialists report an increase in their active, adventure and specialty travel sales in the past 12 months—and another 95% see demand for this style of travel increasing even more over the next two to three years.

The top adventure destinations gaining in popularity are, in order, (1) Iceland; (2) Galapagos/Ecuador; (3) Costa Rica and Chile/Patagonia (tie); (4) New Zealand; (5) Peru; (6) Cuba; (7) Antarctica; (8) Arctic/North Pole; (9) South Africa; and (10) Australia.                                                             

The survey also found that adventure travelers are moving beyond well-known European cities to seek off-the-beaten-path destinations. Latin America is especially popular, because they offer active travelers a combination of nature and culture. Remote and unspoiled destinations like Antarctica and the Arctic also are highly desired by upscale adventurers. 

The top activities preferred by active and specialty travelers are: 1) hiking/trekking; 2) biking; 3) kayaking; 4) small-ship expedition cruising; 5) food and wine; 6) safaris/wildlife viewing; 7) walking; 8) photography; 9) scuba diving; 10) arts and culture. 

The survey also found that adventure travelers like authentic experiences and immersing themselves in destinations to learn, not merely sightsee. Today’s health-conscious travelers want to maintain their lifestyle away from home. They like trips where they can indulge personal passions, including athletic, artistic or gourmet activities.

The survey also revealed that all ages enjoy adventure and experiential travel, though the category skews older. The largest number (41%) of adventure travelers are between 50 and 65; 24% are between 35 and 50; 21% are 65 and over; and just 14% are under 35.

Couples (including honeymooners) are the most common adventure travelers, followed by immediate families, friends traveling together, solo travelers and multigenerational family members.

Several factors are driving adventure travel’s popularity, according to survey respondents, including communing with nature, checking experiences off a bucket list, spending quality time together on family and multigenerational trips, and the ability for older travelers to be more active due to improved longevity and health.

Respondents also provided their top tips for a successful adventure travel experience. These include: Challenge yourself by stepping out of your comfort zone and being open to new activities; familiarize yourself with the culture of the destination by meeting interesting locals; look at the world in a new way; gain a fresh perspective and possibly even change an opinion; travel now, because some of these destinations are changing fast and may not be in this state in just a few years; and don’t try to do too much, keep travel distances manageable, and build in rest days and free time.

The survey was conducted between February and April 2016, with input from 125 travel advisors and preferred partners participating in the Virtuoso Active and Specialty Travel (VAST) program.