The Adventure Travel Trade Association (ATTA) released its 2025 Adventure Travel Market Sizing Report, which surveyed nearly 5,000 travelers in 13 countries.
ATTA, which said the report is its “most comprehensive analysis of the global outbound international traveler landscape since 2018,’ noted that the market has broadened over the last 10 years.
“Today’s adventurers are curious and intentional, seeking immersive experiences that forge meaningful connections with nature, culture and place,” ATTA said. “While hiking, biking or kayaking remain popular, travelers are equally drawn to authentic cuisine, local traditions and the stories of the people they meet along the way.”
The report also found that the $3 trillion adventure is continuing to blossom.
“Globally, the core adventure-first traveler base has risen from 30% to 40%, and 67% of all international travelers are open to the idea of opting for a trip that incorporates adventurous elements.”
“Sustainability is the heart of adventure travel,” ATTA added. “Small-scale, capped-group and locally owned activities are increasingly preferred.”
Cultural experiences, meanwhile, have become significantly more mainstream, while luxury and curated experiences are rising in popularity.
TTA categorizes adventure travelers into four categories: Adventure Intensives, Nature Enthusiasts, Cultural Explorers and Experience Samplers.
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