1. Adventure Travel
Trends
Chris Chesak, ATTA
Christina Heyniger, Xola Consulting

2. Agenda
• What is adventure?
• Who are adventure travelers?
• What are current top destinations for adventure travelers?
• What are the trends in spending?
• Why is adventure travel important?

3. Who is the Adventure Travel Trade
Association?
Global trade network of tour operators, suppliers, tourism boards and other
companies dedicated to sustainable industry growth.
• More than 650 members representing 70+ countries
• Consumer initiatives to promote adventure travel: media relations,
www.Adventure.Travel
• Research on trends, destinations, marketing, industry impact
• Online networking community, ‘The HUB’, of nearly 1200 professionals
engaged in sharing information, partnerships, professional development,
best practices, and more
• Knowledge resources - white papers and webinar series on sustainability
issues, back office management, marketing & PR, etc.
• 2011 Adventure Travel World Summit - Oct. 17-20, Chiapas
Mexico - 600 professionals attend for networking, personal & professional
development, best practices, Marketplace, media outreach, and more

4. Who is Xola?
• Xola is a consulting and research services firm specializing in adventure
tourism product development and entrepreneurship

5. What is Adventure Travel?

6. Pioneer Companies

7. Mainstream Companies Embrace
Adventure

8. Adventure and Volunteer Market Statistics
SOURCE: Adventure Tourism Market Report, Study by George Washington
University, Adventure Travel Trade Association, Xola Consulting; 2010
• $89 Billion in global spending
• 16% of all departures from Latin America,
North America and Europe are for “Adventure
Travel”
• 26% of all travelers from these regions
engage in adventure activities
In Scotland:
• Nature tourism = £ 1.4 billion ; 39,000 full-
time jobs. Mountain biking and kayaking are
worth £ 178m. Wildlife tourism brings in
£ 127 million

9. Demographics
• 50/50 male/female ratio
• 40% are aged 30-41 (37% of
this age group use tour
operators)
• 19% are aged 50-74 (63% of this
group use tour operators)

10. Demographics
• 50/50 male/female ratio
• 40% are aged 30-41 (37% of
this age group use tour
operators)
• 19% are aged 50-74 (63% of this
group use tour operators)