New Tour Brand EF Adventures Blends Physical Activity and Cultural Immersion

Tour operator EF World Journeys has launched a new brand, EF Adventures, and unveiled more than 20 itineraries in 16 countries. 

After surveying travelers, EF found that many of them desire trips that involve both physical activity and cultural immersion. EF Adventures was created to meet the demand for this growing travel market. 

In EF’s survey of more than 1,000 world travelers, 75% said they want to be more active on vacation, and 79% said they would enjoy an active vacation that pairs education about the destination. 

“Travelers are getting more active than ever before, telling us directly they want more adventure in their vacation where they can also learn about the people, history, culture and cuisine of the destinations they’re visiting,” said Heidi Durflinger, president of EF World Journeys Inc., which oversees EF Adventures. “We can better serve these adventure seekers who want a combination of movement and cultural immersion. We will deliver a more active travel experience and offer a deeper understanding of global cultures we visit on tour.” 

EF’s new tour brand offers 23 hiking, walking, biking, and multi-adventure tours (which add kayaking and yoga to the mix) in Europe, Asia, Central and South America, and the Pacific Islands. Itineraries include multi-adventures in Costa Rica, Iceland, Bali, Italy, Thailand, Greece, Portugal, and Slovenia & Croatia; hiking in the Swiss Alps, Italy, Bhutan, Peru, Spain, and Ireland; and biking in Spain, France, and Italy. 

These tours will begin departing in October 2024, and more new itineraries are on the way. Each tour includes elevated lodging, dining experiences, and Tour Directors who guide the groups, giving insights along the way about local culture. 

EF Adventures will offer a range of tours for varying ages and skill levels. The tours will be scored from 1 to 5 – easiest to most challenging based on fitness level – so travelers can ensure they’re suited for the intensity of the activities. They’ll also accommodate guests with e-bikes, walking excursions, and flexible schedules that allow for downtime. 

Tours will follow sustainable practices, as well, factoring in overtourism by visiting off-the-beaten-path destinations and stopping at local businesses.