Cool Weather Destinations and 'Last Chance Travel' Dominate 2024 Adventure Travel Trends

by Mia Taylor
Last updated: 5:50 PM ET, Wed June 26, 2024

As the impacts of climate change become more severe around the world, travelers, particularly adventure travelers, are increasingly taking notice.

The 2024 Adventure Travel Industry Snapshot report, published by the Adventure Travel Trade Association (ATTA), shows that while top destinations for adventure travelers remain consistent with past years, cooler weather destinations (such as Canada and Norway) are becoming more more popular due to the increase in global temperatures.

The report also reveals that climate change is not just impacting where adventure travelers are visiting. The global climate crisis is also impacting why travelers are making travel plans.

To that end “Last Chance Travel” has become a top motivator for adventure travelers this year amid increased awareness of the effects of climate change and a desire to experience specific destinations before its too late, says the report.

“These results also serve as a critical reminder to the industry to step up and protect the delicate ecosystems in which adventure travel operators live and work - a charge that ATTA and its global community of tour operators and destinations have led 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 industry's health and future prospects, while also offering a snapshot of global trends impacting the adventure travel industry.

Data for the report was gathered through a survey conducted from March through May 2024. The survey asked global tour operators in the ATTA community about their 2023 business operations and sales, 2024 booking expectations, travel trends, and consumer motivations.

The report identifies some of the top trending adventure travel activities, which continue to lean towards accessible soft adventure including:

Hiking/trekking/walking
Culinary/gastronomy
Cultural, safaris/wildlife viewing
Electric- bike cycling
Wildlife/nature photography

When it comes to spending on adventure travel, respondents’ most popular itineraries are priced at a median of $2,813 for 8 nights of travel, according to the report.

About 75 percent of that spending —about $2,110 on average — is spent with local suppliers, the report adds.

The most popular consumer motivations for traveling, meanwhile, were new experiences, getting off the beaten track, and traveling like a local.

The hottest trending destinations among adventure travelers, per the report, include the Mediterranean, Western Europe, Scandinavia, and North-East Asia.

Adventure travel tour operators also appear to be diversifying their market base primarily by increasing their focus on families, women, travelers aged 50 and over, regional and local travelers, and LGBTQIA + travelers, the report reveals.

Net profit among adventure tour operators is also holding firm. Globally, 85 percent of respondents expect their 2024 net profit to be equal to or better than 2023, and 80 percent expect it to be the same or higher than 2019.

Regarding climate-related actions, 53 percent of tour operator respondents are reducing emissions by purchasing from more sustainable suppliers, 45 percent disseminate climate-conscious travel education, 41 percent are reducing emissions by conserving water and 40 percent are reducing emissions by sustainably sourcing food.

"Our core belief is that adventure travel inspires sustainable and regenerative approaches to tourism development," says Shannon Stowell, CEO of ATTA. "It is encouraging that 48 percent of respondents have or are pursuing sustainability certification, but we need this number to increase.”

Stowell added that ATTA has a responsibility to address the social, economic, and environmental challenges facing the industry.

To help achieve that 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're helping to ensure that adventure travel is a force for good,” added Stowell.