New Study Says Adventure Travel is a Booming, Nearly Trillion-Dollar Market

“Adventure travel is no longer a fringe segment of tourism.” That’s one of the major takeaways from the 2025 Adventure Travel Market Sizing Report produced by the Adventure Travel Trade Association (ATTA).

The report, which surveyed almost 5,000 travellers in 13 countries, is described as the organization’s most comprehensive analysis of the global outbound international traveller landscape since 2018. 

The study contends that adventure travel, once considered a niche sector dominated by technical activities and adrenaline-fueled pursuits, now attracts a much broader audience: travellers who are “Open to Adventure.” 

“Today’s adventurers are curious and intentional, seeking immersive experiences that forge meaningful connections with nature, culture, and place,” the study states. “While hiking, biking, or kayaking remain popular, travellers are equally drawn to authentic cuisine, local traditions, and the stories of the people they meet along the way.”

Key insights of the report include:

• Adventure travel represents a nearly trillion-dollar market.
• Market growth is accelerating. Globally, the core adventure-first traveller base has risen from 30% to 40%, and 67% of all international travellers are considered “Open to Adventure.”
• Sustainability is the heart of adventure travel. Small-scale, capped-group, and locally owned activities are increasingly preferred.
• Cultural experiences have moved into the mainstream.
• Luxury and bespoke experiences are on the rise.

The reports says adventure travel has evolved into a powerful driver of spending, destination appeal, and sustainability. 

“Companies and destinations that embrace this shift not only attract a broader and more engaged audience but also gain a long-term competitive advantage. It enables a form of tourism that has the potential to bring more benefits than harm. By investing in authentic, locally rooted, and sustainable experiences, the industry has the opportunity to secure relevance, strengthen communities, and position adventure as a defining force in the future of travel.”

ATTA says traveller motivations and behaviors have shifted significantly, moving away from the traditional “flop and drop” style of travel toward a deeper desire for connection. The group says today’s travellers want to be active, seek out unique experiences, and immerse themselves in moments that feel authentic and memorable.

This change, ATTA suggests, is fuelled by a growing middle class eager to take centre stage in their own leisure time, positioning themselves as storytellers who return home with experiences worth sharing.

The international travel and tourism industry is responding quickly to the increased demand, the ATTA study found. 

“Destinations that once offered only a few locally focused activities now present travellers with dozens, if not hundreds, of options. Small tour operators and community-led initiatives have flourished alongside larger providers, ensuring that experiential travel is accessible almost everywhere and firmly established as mainstream.” 

ATTA says online travel agencies such as TourRadar, GetYourGuide, Evaneos, KimKim, and Airbnb Experiences have also expanded quickly, amplifying both the reach and visibility of this growing market.