As the impacts of climate change worsen around the world, travelers, especially adventure travelers, are becoming increasingly aware of them.
THE Overview of the Adventure Tourism Industry in 2024 A report released by the Adventure Travel Trade Association (ATTA) shows that while the top destinations for adventure travelers remain consistent with past years, destinations with cooler climates (like Canada and Norway) are becoming increasingly popular due to rising global temperatures.
The report also reveals that climate change The global climate crisis isn’t just impacting where adventurous travelers go. It’s also impacting why travelers plan their trips.
To this end, “Last Chance Travel” has become one of the key motivators for adventure travelers this year, amid increased awareness of the importance of travel. effects of climate change and a desire to discover specific destinations before it's too late, the report says.
“These findings also serve as a critical reminder to the industry to engage and protect the delicate ecosystems in which adventure travel operators live and work – a mission that ATTA and its global community of tour operators and destinations have been pursuing for 20 years,” ATTA said in a statement accompanying the report’s release.
The annual report is compiled to provide a comprehensive analysis of the health and future prospects of the industry, while also offering insight into global trends impacting the adventure travel industry.
Data for the report was collected through a survey conducted from March to May 2024. The survey asked global tour operators in the ATTA community about their business operations and sales in 2023, their booking expectations for 2024, Travel trends and consumer motivations.
The report identifies some of the top trending adventure travel activities that continue to move toward soft, accessible adventure, including:
- Hiking/trekking/walking
- Culinary/gastronomy
- Cultural, safaris/wildlife observation
- Electric bike
- Wildlife and Nature Photography
When it comes to adventure travel spending, respondents' most popular itineraries come with a median price of $2,813 for an eight-night trip, according to the report.
About 75 percent of this, or about $2,110 on average, is spent with local suppliers, the report adds.
The most popular consumer motivations for traveling were to have new experiences, get off the beaten path, and travel like a local.
According to the report, the hottest destinations among adventure travelers include the Mediterranean, Western Europe, Scandinavia and Northeast Asia.
Adventure travel tour operators also appear to be diversifying their market base, primarily with a greater focus on families, women, travelers aged 50 and above, regional and local travelers, and LGBTQIA+ travelers, the report reveals.
The net profit of adventure tour operators is also holding up. Globally, 85% of respondents expect their net profit in 2024 to be equal to or higher than in 2023, and 80% expect it to be equal to or higher than in 2019.
When it comes to climate-related actions, 53% of tour operators surveyed reduce emissions by purchasing from more sustainable suppliers, 45% provide climate-conscious travel education, 41% reduce emissions by conserving water, and 40% reduce their emissions by sourcing their food sustainably.
“We believe adventure travel inspires sustainable and regenerative approaches to tourism development,” says Shannon Stowell, CEO of ATTA. “It’s encouraging to see that 48% of respondents have achieved or are seeking sustainability certification, but we need to increase that number.”
Stowell added that ATTA has a responsibility to address the social, economic and environmental challenges facing the industry.
To help achieve this goal, ATTA launched the Sustainability Resource Center, which includes a detailed sustainability policy and fund.
“By providing tools and resources for sustainability and climate action, we are helping to ensure adventure travel is a force for good,” added Stowell.
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