Global Adventure Tourism Market Report and Forecast 2024-2032

Global Adventure Tourism Market Outlook

The global adventure tourism market size reached approximately USD 336.03 billion in 2023. The market is assessed to grow at a CAGR of 19.9% between 2024 and 2032 to attain a value of around USD 998.37 billion by 2032.

Key Trends in the Market

Adventure tourism refers to a type of tourism that involves travelling to exotic and remote locations to engage in physical and cultural activities. Some popular adventure tourism activities include scuba diving, trekking, hiking, sailing, river rafting, skiing, and paragliding, among others. Adventure tourism can reduce stress levels of individuals, enhance their physical fitness and confidence, and improve their mental health, among others.

• The rising spending on domestic and international travel is one of the leading adventure tourism market trends. Besides, the growing trend of remote work is also likely to surge interest in adventure tourism as individuals are increasingly seeking local connection and cultural immersion, boosting the popularity of leisure adventure travel.

• The adventure tourism market growth can be attributed to the rising demand for new and personalised experiences by travellers. Travellers are increasingly seeking unique travel experiences, new wellness activities such as spas and saunas, and deeper engagement and interaction with local cultures to enhance their experiences.

Adventure tourists are also preferring authentic and exciting experiences, immersive cultural encounters, and active engagement as a means of self-exploration and self-improvement.

• The rising interest in sustainable tourism due to growing environmental concerns is further driving the adventure tourism market demand. Travellers are increasingly adopting environmentally friendly adventurous activities and prioritising waste reduction, recycling, energy efficiency, and the usage of renewable resources while preserving the biodiversity and cultural heritage of a destination.

Market Analysis

Based on type, the market is segmented into hard adventure and soft adventure. On the basis of activity, the market can be divided into land-based activity, water-based activity, and air-based activity. By type of traveller, the adventure tourism market segmentation includes friends/group, couple, solo, and family.

Based on age group, the market is segmented into below 30 years, 30 years-41 years, 42 years-49 years, and 50 years and above. On the basis of sales channel, the market is bifurcated into travel agent and direct. The major regional markets for adventure tourism include North America, Europe, the Asia Pacific, Latin America, and the Middle East and Africa.

The comprehensive EMR report provides an in-depth assessment of the market based on the Porter's five forces model along with giving a SWOT analysis. The report gives a detailed analysis of the following key players in the global adventure tourism market, covering their competitive landscape and latest developments like mergers, acquisitions, investments and expansion plans.

• Abercrombie & Kent USA, LLC 

• Butterfield & Robinson Inc. 

• Austin Adventures Inc. 

• Discovery Nomads LLC 

• Cox & Kings 

• G Adventures Inc.

• Interpid Group Pty Ltd.

• Geographic Expeditions, Inc.

• Row Adventures

• Mountain Travel Sobek

• Others

Market Share by Type

As per the adventure tourism market analysis, soft adventure is witnessing significant growth as it offers a blend between luxury travel and hard adventure. It enjoys substantial popularity among families, beginners, and differently-abled individuals seeking thrilling experiences with low risks and hazards. The increasing interest in cultural-related adventure tourism in countries like India, Spain, the Netherlands, Italy, and Sweden, is further aiding the segment’s development.

Market Share by Region

Europe accounts for a substantial portion of the adventure tourism market share due to the growing interest in exploring offbeat places in the region. High education levels and rising disposable incomes of Europeans are also fuelling interest in adventure tourism. Moreover, the growing number of ecologically and socially responsible travellers is fuelling interest in sustainable adventure tourism activities in the region.

Meanwhile, the Asia Pacific represents a significant market share as the region encompasses diverse experiences, cultures, and landscapes. Countries like India are emerging as hotspots for air, water, and land-based adventure tourism activities due to their diverse geographical ecosystems. Governments in the region are also actively promoting adventure tourism activities to enhance their revenues, aiding the market.

Competitive Landscape

Butterfield & Robinson Inc. is a company that is engaged in designing, guiding, and planning trips. Since its operations in 1966, it has offered hyper-personalised and one-on-one services to provide enhanced experiences to customers. The company’s trips combine active adventure with cultural immersion in different destinations around the world.

Abercrombie & Kent USA, LLC, founded in 1962, is a leading luxury travel company that is headquartered in Illinois, the United States. The company creates inspiring and memorable journeys for customers in over 100 countries across seven continents. With more than 55 offices across the world, the company is recognised for its exceptional luxury travel services by both guests and professionals.

Cox & Kings is a leading travel company. Its history dates back to 1758, and since then it has emerged as a prominent provider of services such as outbound tourism, conference and incentive solutions, trade fairs, domestic holidays, and business travels in the Indian subcontinent.

Other adventure tourism market players include Austin Adventures Inc., Discovery Nomads LLC, G Adventures Inc., Interpid Group Pty Ltd., Geographic Expeditions, Inc., Row Adventures, and Mountain Travel Sobek, among others.

Key Highlights of the Report