New Research Shows Growth in Adventure Travel Despite 37% Decline in Travelers

The post-pandemic surge in adventure travel has now stabilized; however, the segment has continued to grow in revenue thanks to new product development and market expansion.

This is according to the new Adventure Travel Trade Association (ATTA) Adventure Travel Trends & Insights report, which was made public this week. The ATTA report provides insight into the adventure travel segment, including data on traveler behavior, destinations, spending, and industry trends.

Available for free to ATTA Business and Professional members, the report draws on data collected from adventure tour operators around the world from Feb. 19 to April 16, 2025. The survey was provided in multiple languages, including English, Spanish, Portuguese, French, Italian, and German. In total, 259 tour operators participated in the survey.

Traveler Numbers Are Down, Revenue Is Up

One of the key findings in ATTA’s 2025 report is post-pandemic segment stabilization. The survey found that respondents on average served 4,141 travelers in 2024, down 37% from 6,553 travelers in 2023 and 2% from 4,243 in 2022. Although this represents a decline from the last two years, the numbers are slightly above 2019 (3,974).

The survey also found that revenue and profit growth have remained steady. Almost three-quarters (73%) of respondents saw a year-over-year revenue increase, and two-thirds (66%) are predicting higher net profits in 2025. The average estimated increase is 26%.

This indicates that the pandemic-driven boom of revenge travel has leveled off, but not plateaued. Although the number of travelers is down, demand is consistent—and clients are willing to pay a bit more to have those unforgettable adventure experiences. Shannon Stowell, CEO, ATTA, concludes the adventure travel industry “is no longer rebounding, but recalibrating.”

According to ATTA, the revenue increase is being driven by new customers, market expansion, and new product development. The median price of the most popular itineraries saw a slight bump, from $2,813 in 2023 to $3,000 in 2024.

Key Trends Driving Adventure Travel in 2025

ATTA’s Adventure Travel Trends & Insights report also examines key drivers for traveler motivation. The survey found that new experiences, local immersion, and cultural encounters remain top reasons for booking adventure travel.

According to the survey, culinary/gastronomy activities are now the leading “hot” consumer trend for adventure travel. This interest has been rising steadily over the last five years, and has overtaken safaris/wildlife viewing and hiking/trekking/walking.

Another notable adventure travel trend is the significant rise of running activities, which ranked 20th in 2023 and eighth in 2024.

Looking at consumer demand, custom itineraries, expert- or specialist-guided trips, and “soft” adventure were the most popular trips in 2024. Two categories, women-focused (sixth) and solo travelers (10th), broke the top 10 for the first time.

“Last Chance Travel” has also remained a significant motivator for travel. The report suggests that some travelers are driven to visit destinations under threat “before it’s too late” (typically due to environmental degradation or climate change).

“Amid mounting climate pressures, global economic shifts, and evolving traveler behaviors, adventure travel businesses are proving their resilience through steady adaptation and long-term thinking,” said Stowell. “Rather than chasing short-term growth, many operators are doubling down on what makes this industry distinct: meaningful human connection, deep respect for place, and a sense of responsibility toward local communities.”