The Adventure Travel Trade Association’s (ATTA) annual industry snapshot indicates that on the whole the global adventure travel industry has recovered from the economic effects of COVID-19, with revenue, trip fill rates, and staffing increasing and approaching 2019 numbers.
The survey, conducted in April in both English and Spanish, reached 144 of ATTA’s member tour operators, and is a report that the ATTA has been doing for the past 16 years. The ATTA’s research team invited adventure industry tour operators to share information about their company’s wellbeing; their 2022 guest profile; and which consumer motivations, activities, and destinations are trending for 2023.
Demonstrating the economic impact of adventure travel, respondents’ most popular itinerary is priced at a median of US$3,000 (for 8 nights), 76% of which (US$2,280 on average) is spent with local suppliers; representing the highest numbers the ATTA has seen to date and shows the importance of valuing community engagement and forward-looking environmental practices while traveling.
Adventure operators are also taking steps to ensure future success, with 85% having a documented safety and risk management plan and 68% holding or working toward a sustainability certification (up from 45% last year).
Other key findings include:
- The most popular consumer motivations for traveling were new experiences, to go off the beaten track, and to travel like a local
- The hottest trending destinations were the Mediterranean, Western Europe, South America, Scandinavia, and Central America
- Top trending activities remain hiking/trekking/walking, cultural, culinary/gastronomy, mountain biking, and safaris/wildlife viewing
The future of adventure travel is also looking up:
- Globally, 74% of respondents expect their 2023 net profit to be equal to or better than 2022, and 63% even expect it to be higher than 2019
- 43% of respondents are seeing an improvement in domestic travel demand for 2023, down from 73% in 2022, showing a stabilization in demand
- 87% of respondents are seeing an improvement in international travel demand for 2023.
“I am relieved to see such a momentous change in our operators’ focus on sustainability and also to see that cultural travel moved from #6 to #2 as a trending activity,” says CEO Shannon Stowell. “Safety continues to be a priority and there is renewed concentration on employee retention. These are all indicators that businesses are building smarter, leaner and strengthening again despite constant human resource and climate change challenges.”
Another impact from COVID is that 79 % of the respondents say they have created new cancellation policies, while their marketing has diversified with an increased focus on families, women, travelers aged 50 and older as well as LGBTQ+ travelers and regional visitors.
The full 2023 Industry Snapshot may be downloaded HERE.
About the ATTA:
Established in 1990, the Adventure Travel Trade Association is the largest global network of adventure travel leaders. Our community is made up of ~30,000 individual guides, tour operators, lodges, travel advisors, tourism boards, destination marketing and management organizations, outdoor educators, gear companies and travel media who share a belief and commitment to sustainable tourism. The connections and creativity of this vibrant community come together both virtually and in person to create and deliver the solutions that propel our businesses and our communities toward a responsible and profitable future.
About ATTA’s Research:
The ATTA strives to produce regular reports that take the pulse of the industry through our membership as well as the global travel industry. In addition, consumer research studies lend insight into the fast paced and changing world of travel and travelers' perceptions of it. At adventuretravel.biz, our Research Reports can be located that dive deeply into the motivations of adventure travelers, the size of the industry, the landscape and health of the industry at large, as well as other targeted reports on subjects ranging from Travel Agents to adventure travel in specific destinations.
Further information
Jessica Harcombe Fleming