Global Destinations Invest in Experience-Driven Travel at ATTA Events

As global demand for experience-driven travel continues to grow, the Adventure Travel Trade Association (ATTA) says it is partnering with destinations around the world to strengthen sustainable tourism economies through a newly expanded lineup of international events.

The upcoming events are a reflection of the growing global investment in adventure travel as destinations increasingly partner with ATTA to attract travellers seeking meaningful experiences rooted in nature, culture, and local engagement. 

The momentum aligns with new ATTA research, supported by EF Adventures and CBI, which estimates that travellers “Open to Adventure” – those seeking trips that combine nature, cultural exchange, and physical activity – represent a $1.16 trillion global outbound market.

“The scale of this market is no longer a surprise. What’s notable is how deliberately destinations are now positioning themselves within it,” said Heather Kelly, ATTA;s Director of Research and Knowledge.

“Our research puts the global ‘Open to Adventure’ market at $1.16 trillion, and the destinations expanding their partnerships with ATTA are the ones that understand this isn’t a niche anymore. ATTA events are where that opportunity becomes real.”

The research also underscores a larger shift in traveller behavior with adventure increasingly defined by immersive and experience-driven travel versus extreme activities. These changes are helping fuel demand for tourism models that prioritize sustainability, local connection, and community impact.

One of the most significant findings identified in ATTA’s 2026 Adventure Travel Trends & Insights: State of the Adventure Travel Industry report is that 75% of money spent on an adventure travel itinerary stays with local suppliers. 

Adventure travelers are more likely to purchase locally made goods and support businesses that reflect local culture and sustainability values — channelling tourism revenue into guides, artisans, rural entrepreneurs, and small tourism businesses.

“Adventure travel is the fastest-growing segment in global tourism, and the destinations that recognize this early are the ones winning market share,” said ATTA president Gustavo Timo. 

“Our expanded event slate is both a response to that demand and a reflection of ATTA’s role as the industry’s organizing force. It’s where destinations, operators, and media come together to build what comes next.”

Upcoming ATTA events include:

Adventure Travel World Summit – Quebec City, Quebec, Canada | September 14-17, 2026

AdventureWEEK – Banos, Ecuador | October 21-28, 2026

AdventureWEEK – San’in and Setouchi, Japan | November 11-19, 2026

AdventureWEEK – Coquimbo, Chile | December 7-13, 2026

AdventureELEVATE – Bentonville, Arkansas, USA | April 20-22, 2027

AdventureELEVATE – Chiapas, Mexico | May 18-20, 2027

To learn more about upcoming events visit ATTA’s events page.