The Adventure Travel Trade Association (ATTA) has released its 2024 State of the Adventure Travel Industry Snapshot, providing a detailed look at the current and future landscape of adventure travel in the Asia Pacific (APAC) region. The report, based on survey data collected from March to May 2024, reveals a strong comeback for adventure tourism in the region, following the disruption caused by the COVID-19 pandemic.
The Asia Pacific adventure travel market has shown remarkable recovery, with several key trends emerging. Since the pandemic, the number of guests per operator has increased dramatically, and the composition of travelers has shifted significantly. Families and couples are driving the demand, with group travel declining. Hiking, trekking, and cultural activities remain top choices for adventure travelers, while cycling and camping are gaining popularity, especially in countries like Japan and Indonesia.
The report indicates that in 2023, adventure travel companies headquartered in Asia averaged 2,636 guests per operator, a substantial increase from the pandemic years of 2020-2022 and approaching pre-pandemic levels (2019 average: 3,263 guests). Trip fill rates in 2023 were also strong, reaching 62% for the region, closely aligning with the global average of 65%. These figures point to a clear resurgence of interest in adventure travel in the APAC region, where the appeal of natural landscapes, cultural heritage, and outdoor activities remains high.
A Shift in Traveler Demographics
The pandemic has influenced traveler preferences, leading to a noticeable shift in the type of travelers engaging in adventure tourism. Families now account for 26% of adventure travelers, up from 17% in 2022, while couples represent 33%, compared to 20% in previous years. The percentage of group travel has decreased to 24% from 49% in 2019, possibly reflecting a growing preference for personalized and intimate travel experiences in the wake of the pandemic.
India’s Emerging Role as a Source Market
One of the standout trends in the 2024 report is the increasing importance of India as a source market for adventure travelers. Over the past two years, India has risen to become the fifth largest source market, with 4% of tour operators identifying it as their primary market. This growth is significant for a region already home to some of the world’s most sought-after adventure destinations, positioning India as a key player in the global adventure tourism sector.
Japan’s Resurgence and Indonesia’s Boom
While no APAC destinations made the top seven in terms of host markets in this year’s survey, Japan featured prominently in last year’s report, taking fourth place. The fluctuations in rankings may reflect short-term market trends, particularly with Japan reopening to international travel in March 2023 after extended pandemic-related closures. This reopening, combined with the yen’s depreciation against the U.S. dollar, has significantly boosted Japan’s appeal to international travelers.
Japan is also experiencing a surge in cycling and trekking tours, with demand outpacing supply in 2024. Similarly, Indonesia has witnessed a remarkable resurgence in adventure travel, especially for trekking, climbing, and camping tours. According to EXO Adventure Director Matt Blench, Indonesia’s adventure travel segment has grown by 100% in 2024 compared to 2019, further highlighting the region’s continued recovery and growth.
Sustainability Takes Center Stage
Another key finding from the ATTA 2024 snapshot is the increasing focus on sustainability within the adventure travel industry. Operators headquartered in the APAC region have shown a slightly higher interest in pursuing sustainability certifications compared to their global counterparts. 57% of APAC respondents reported either holding or actively pursuing a sustainability certification, compared to 51% globally. This emphasis on sustainability reflects the growing importance of eco-friendly travel practices in the post-pandemic world, where travelers are more conscious of their environmental impact.
Looking Ahead: Opportunities and Challenges
According to Hannah Pearson, Regional Director APAC at ATTA, the future of adventure travel in the region looks promising. Hiking and cultural activities are expected to remain top adventure activities for the APAC region well into 2025. Pearson also anticipates that Oceania will make a comeback as a popular destination, driven by a growing focus on adventure travel from countries in that region. However, Pearson cautions that it will be interesting to see whether camping and climbing continue their upward trajectory or if they are merely short-term trends.
With new activities entering the spotlight, the adventure travel landscape in APAC continues to evolve, presenting both opportunities and challenges for tour operators and destination managers. To foster growth and collaboration within the adventure travel community, the Adventure Travel Trade Association will be hosting several important events over the coming months. One such event is AdventureConnect, a gathering on the show floor of ITB Asia on October 24, 2024. Held at the Knowledge Theatre, this session will focus on critical topics such as over-tourism, sustainability, and partnerships that can contribute to a more sustainable tourism industry. The event will also provide valuable networking opportunities for industry professionals, allowing them to share insights and explore potential collaborations.
Additionally, the ATTA is working closely with the Japan National Tourism Organisation and Tourism Fiji to organize adventure-focused events such as AdventureWeek in Okinawa and AdventureNEXT in Fiji. These events underscore the continued importance of APAC as both a destination and source market for adventure travel.
The 2024 State of the Adventure Travel Industry Snapshot paints an optimistic picture of the Asia Pacific adventure travel sector. With strong recovery trends, increasing demand for outdoor activities, and a growing emphasis on sustainability, APAC is well-positioned to become a global leader in adventure tourism. As travel restrictions continue to ease and consumer interest in unique, eco-friendly travel experiences grows, the region is set to attract more adventure seekers in the coming years. By focusing on innovation, sustainability, and strategic partnerships, APAC destinations and tour operators have the potential to capitalize on the growing interest in adventure travel, ensuring that the industry continues to thrive in 2025 and beyond.
