Australia Adventure Tourism Market Report and Forecast 2024-2032

Australia Adventure Tourism Market Outlook

The Australia adventure tourism market size was valued at USD 32.75 billion in 2023. The market is further projected to grow at a CAGR of 18.20% between 2024 and 2032, reaching a value of USD 147.5 billion by 2032.

Key Takeaways

• The rise of social media networking and travel blogging/video logging platforms (such as Instagram and Twitter) continues to pique the interest of travellers worldwide.

• Australia’s popularity as a tourist destination is expected to grow, further boosting the adventure tourism industry in the coming years.

• Notably, the Australian tourism sector employed 621,000 people in 2020, constituting approximately 4.8% of the total Australian workforce.

The Australia adventure tourism market share has experienced rapid growth due to increased expenditure on adventure tourism activities. The positive impact of this trend includes economic stimulation, job creation, infrastructure development, and enhanced tourism experiences, positioning adventure tourism as a key contributor to Australia's tourism sector.

Moreover, the presence of attractive landscapes and diverse natural environments in Australia serves as a magnet for adventure travellers seeking unique experiences like water-based activities (e.g., diving), land-based activities (e.g., hiking), and air-based activities (e.g., skydiving).

Additionally, strategic marketing initiatives by industry players coupled with government initiatives to promote adventure tourism contribute to Australia adventure tourism market growth. Moreover, factors like social media networking and travel blogging on platforms like Instagram and Twitter are expected to boost traveller interest in Australian adventure destinations.

The demographics of adventure tourism in Australia play a significant role in contributing to the market growth. In the historical period, the 30-41 years age group dominated the market, driven by financial stability and energy levels conducive to adventure travel. Additionally, the couple segment was the highest contributor to the market, indicating a preference for shared adventure experiences. The direct booking mode was the most prominent, attributed to its cost-effectiveness compared to alternatives. These factors influence Australia adventure tourism market development and drives growth by catering to specific age groups, traveller types, and sales channels within the adventure tourism sector.

Australia’s adventure tourism offers diverse experiences across water, land, and air activities tailored to different traveller preferences and interests. For instance, water-based activities like diving, snorkelling, surfing, and kayaking cater to travellers seeking aquatic adventures in Australia's pristine waters, whereas land-based activities such as hiking, camping, rock climbing, and wildlife safaris offer thrilling experiences amidst Australia's diverse landscapes. In addition, air-based activities like skydiving, hot air ballooning, scenic flights, and helicopter tours provide aerial views of Australia's iconic landmarks and remarkable sceneries. 

Market Segmentation  

Australia Adventure Tourism Market Report and Forecast 2024-2032 offers a detailed analysis of the market based on the following segments:

Market Breakup by Type

• Soft Adventure

• Hard Adventure

• Others

Market Breakup by Age Group

• Below 30 Years

• 31- 41 Years

• 42 - 49 Years

• 50 Years and Above

Market Breakup by Activity

• Water- based Activity

• Air- based Activity

• Land- based Activity

Market Breakup by Type of Traveler

• Family

• Friends/Group

• Couple 

• Solo 

Market Breakup by Booking Mode

• Travel Agent

• Direct

• Others

Market Breakup by Region

• South Wales

• Victoria

• Queensland

• Western Australia

• Australian Capital Territory

• Others

Competitive Landscape

Market players are focused on providing different adventurous experience to travellers to capitalise their gains and strengthen their position

• AAT Kings Tours Pty Ltd.

• Ultimate Adventure Travel Pty Ltd

• Insight Vacations Pty Limited

• Australian Adventure Group Holdings Pty Ltd.

• Exodus Travels Ltd.

• Others

Key Highlights of the Report