Adventure Tourism Market

Adventure Tourism Market Size by Activity Type (Soft, Hard, Others), Booking Mode (Travel Agent, Direct, Marketplace Booking), Regions, Global Industry Analysis, Share, Growth, Trends, and Forecast 2023 to 2032

Base Year: 2022 Historical Data: 2019-21
  • Report ID: TBI-13912
  • Published Date: Dec, 2023
  • Pages: 238
  • Category: Information Technology & Semiconductors
  • Format: PDF
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The global adventure tourism market was valued at USD 295.37 Billion in 2022, which is anticipated to grow at a CAGR of 17.56% from 2023 to 2032. The market for adventure tourism is expected to rise steadily as a result of both the expansion of the adventure travel trend and economic growth. Adventure seekers are mostly driven by life-changing experiences. Moreover, the expansion of the market is encouraged by the tightening competition among airlines, the availability of reasonably priced carriers, and relaxed travel and immigration regulations.

Market Introduction:

Adventure tourism is the migration of individuals from one location to another outside their comfort zone for exploration or travel to far-flung, exotic, and probably hazardous locations. Travelling that involves activities like skydiving, mountain climbing, trekking, rafting, scuba diving, and other activities is referred to as adventure tourism. Typically, these tasks are carried out with the assistance of professionals and safety equipment to prevent accidents. Young travellers are big fans of adventure travel. By pushing tourists to step outside of their comfort zones, adventure tourism creates a lot of excitement. This could be brought on by experiencing culture shock, carrying out risky or physically dangerous activities, or developing a stronger bond with the natural world. Among other things, it entails visiting far-flung locales, exploring the wilderness, and touring exotic locations. The demand from youthful travellers and the tourism industry's explosive growth are key factors propelling the global adventure tourism market. Young people have a tendency to travel to less-traveled places. The growing popularity of adventure sports, the increase in disposable income, and the availability of trip packages are further significant factors. The government's increasing efforts to promote tourism and the popularity of travel-related social media trends should create new, lucrative opportunities that will fuel the expansion of the adventure tourism market. Additionally, a number of travel companies offer packages at low costs. Additional prospects exist in the use of virtual worlds and simulators in adventure travel, as well as ongoing innovation through the integration of artificial intelligence into adventure travel operations. As a result, the market has lots of potential to grow. There are, however, certain limitations, such as weather patterns that are unexpected, potential hazards, and the likelihood of accidents.

Adventure Tourism Market Size

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Recent Development
  • The upscale travel company Abercrombie & Kent introduced a new expedition trip in April 2023 that will allow passengers to visit the northernmost point of Earth.
  • Driven by feedback from partners, staff, and guests, Active Adventures and Austin Adventures relaunched their brands in December 2022 with an emphasis on providing outstanding international adventure travel experiences.
  • The world's largest travel company, TUI Group, partnered with Trivago, a top global platform for finding lodging, in April 2021 to offer users of Trivago direct access to over 55,000 trips, events, and tickets.

Market Dynamics:


Growing consumer interest in immersive tourismThe travel and tourism sector is being significantly impacted by the trend towards prioritising experiences over tangible possessions. When it comes to adventure tourism, this shows up as a rising desire among travellers for experiences that go beyond simple relaxation or sight-seeing in search of life-changing opportunities. Adventure sports, like hiking in wild forests or scuba diving in unique underwater habitats, offer these life-changing opportunities by testing people's physical and mental limits. The need for meaningful experiences is not merely a passing trend; numerous market research studies and consumer surveys support this desire. The experiences that are desired frequently promote personal development, present fresh viewpoints, and foster deep interpersonal relationships. Travel companies, tour companies, and destination marketers are realising this change and, in response, increasing the range of adventure tourism products they provide to satisfy the rising demand. The adventure tourism market is not an exception to the rule that social media platforms have become effective instruments for shaping customer behaviour. In addition, social media sites are overflowing with travel-related content that highlights both well-known and lesser-known adventures. Activities related to adventure tourism, being naturally visual and shareable, often become viral and generate a kind of virtual 'word-of-mouth' effect. In addition, social media gives prospective explorers a place to post evaluations and suggestions, which increases their reputation and sense of confidence. Moreover, the sense of community that these platforms promote can encourage people to engage in activities that they might not have previously thought about.


Technological developments- The adventure tourism business is becoming considerably more accessible to consumers as a result of ongoing technological advancements. Mobile apps and booking platforms offer customers a variety of options catered to their individual interests and capabilities, simplifying the planning process. These platforms lessen the logistical difficulties that are typically connected with adventure travel by offering features like real-time availability, consumer evaluations, and secure payment channels. Furthermore, technology is enhancing safety precautions. Adventure activities are becoming more secure due to technologies like emergency communication systems, sophisticated weather forecasts, and global positioning system (GPS) monitoring, which lowers one of the major obstacles that potential travellers may encounter. More people are taking part in adventure tourism activities as a result of the use of these technologies.

Regional segmentation analysis:

The regions analyzed for the market include North America, Europe, South America, Asia Pacific, the Middle East, and Africa. Europe emerged as the most significant global adventure tourism market, with a 37.65% market revenue share in 2022. It is fueled by an improving business environment, growing income levels, and government attempts to promote tourism and travel activities. 100 million travels are made in Europe each year. Because Europeans enjoy discovering new places, there is a huge demand for adventure tourism. It is expected that this element would drive market expansion across the European continent. Furthermore, it is anticipated that the growing number of independent and solitary travellers will lead to an increase in online travel companies in the next years.

Europe Region Adventure Tourism Market Share in 2022 - 37.65%

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Activity Type Segment Analysis

The activity type segment is divided into soft, hard, and others. The soft segment dominated the market, with a market share of around 35.96% in 2022. The increasing popularity of soft adventure sports among tourists, such as cycling, hiking, trekking, camping, and scuba diving, is what is fueling the segment's rise. Due to their low risk, the activities in this category have grown in popularity with adventure seekers and grazers looking for amazing adventure experiences that involve little to no risk. Furthermore, the older adult population's growing desire for soft adventure activities is anticipated to propel market expansion.

Booking Mode Segment Analysis

The booking mode segment is divided into travel agent, direct, and marketplace booking. The direct segment dominated the market, with a market share of around 38.52% in 2022. Because they offer a more individualised and convenient experience, more adventure travellers are choosing to book their tours and packages through direct channels, which is fueling the segment's rise. Furthermore, major initiatives implemented by industry participants, like social media advertising and internet campaigns, are anticipated to draw potential clients and encourage them to make direct reservations.

Some of the Key Market Players:
  • Butterfield & Robinson Inc.
  • Geographic Expeditions Inc.
  • Mountain Travel Sobek
  • Row Adventures
  • Cox & Kings Ltd.
  • Austin Adventures, Inc.
  • Intrepid Group, ltd.
  • Tui Group
  • G Adventures
  • Discovery Nomads

Report Description:

Attribute Description
Market Size Revenue (USD Billion)
Market size value in 2022 USD 295.37 Billion
Market size value in 2032 USD 1,489.23 Billion
CAGR (2023 to 2032) 17.56%
Historical data 2019-2021
Base Year 2022
Forecast 2023-2032
Region The regions analyzed for the market are Asia Pacific, Europe, South America, North America, and Middle East & Africa. Furthermore, the regions are further analyzed at the country level.
Segments Activity Type, Booking Mode

Frequesntly Asked Questions

As per The Brainy Insights, the size of the adventure tourism market was valued at USD 295.37 Billion in 2022 & USD 1,489.23 Billion by 2032.

Global adventure tourism market is growing at a CAGR of 17.56% during the forecast period 2023-2032.

Europe region emerged as the largest market for the adventure tourism.

Growing consumer interest in immersive tourism is a significant driving factor for the growth of the adventure tourism market.

Technological development is a significant opportunity for the growth of the adventure tourism market.

Key players are Butterfield & Robinson Inc., Geographic Expeditions Inc., Mountain Travel Sobek, Row Adventures, Cox & Kings Ltd., Austin Adventures, Inc., Intrepid Group, ltd., Tui Group, G Adventures, Discovery Nomads, among others.

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This study forecasts revenue at global, regional, and country levels from 2019 to 2032. The Brainy Insights has segmented the global adventure tourism market based on below mentioned segments:

Global Adventure Tourism by Activity Type:

  • Soft
  • Hard
  • Others

Global Adventure Tourism by Booking Mode:

  • Travel Agent
  • Direct
  • Marketplace Booking

Global Adventure Tourism by Region:

  • North America
    • U.S.
    • Canada
    • Mexico
  • Europe
    • Germany
    • France
    • U.K.
    • Italy
    • Spain
  • Asia-Pacific
    • Japan
    • China
    • India
  • South America
    • Brazil
  • Middle East and Africa  
    • UAE
    • South Africa


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