What exactly is adventure travel?

Adventure is one of the fastest-growing sectors of travel, but is often misunderstood to only include high-risk / high-adrenaline activities. But adventure tourism and travel is not only climbing mountains or skydiving.

Adventure travel can include anything which takes clients out of their comfort zone, either on a physical, geographical or cultural level. Adventure travel encompasses experiential journeys and soft adventure experiences as integral components.

The industry is now a mature market and it is possible to choose the level that most suits customer preferences. Some examples are:

• Driving high into the mountains to share a meal with local people in a remote village
• Wine tasting in the Tuscan hills
• Kayaking along the dramatic coastline of Croatia
• Cycling ancient trails like the Camino de Santiago
• Rafting wild rivers in Sweden
• Walking with bears in the Tatras Mountains
• Exploring the mountains and lochs of the Scottish Highlands
• Venturing beyond the tourist-trodden routes and uncovering the charm of off-the-beaten-path towns

Adventure travel has always been closely linked to sustainability, community tourism, interactions with local people and environmental protection.

Typical Clientele

• Small groups
• FITs
• Adventurous families
• Wildlife and nature seekers
• Adventurous 50+
• Charity challenge groups

Seasonality & Geography

• All seasons (especially shoulder seasons)
• Mountains, lakes, rivers, coast…
• Second tier destinations off the beaten track
• Known destinations are often the starting point (adventure clients usually like a mix of activities and culture).

Product Diversification

• Less famous attractions and museums
• Food and drink experiences
• Meet the locals
• Activity focused experiences
• Adventure in style
• Nature travel
• Interactive local experiences