Ahead of her sessions at WTE Miami, Eva Mossberg, Regional Director Europe & North America at the Adventure Travel Trade Association, shares her perspective on the changing face of adventure travel. She looks at evolving traveler expectations, emerging destinations and the trends shaping the sector.

How has the definition of “adventure travel” evolved in recent years?
Adventure has moved from a niche to the mainstream. It’s no longer about adrenaline for its own sake. Our 2026 market sizing research describes it as a mindset. Travelers who are willing to incorporate active, cultural, or nature-based experiences into their trips even when adventure is not the primary motivation. Together these travelers make up a global adventure-oriented outbound market valued at approximately $1.16 trillion. Adventure today is less about extremes and more about curiosity. Culture is now central to the definition. Cultural Explorers emerge as the largest segment globally, reflecting a strong interest in learning, discovery, and authentic local experiences.

Are American travelers becoming more adventurous in the destinations and experiences they choose overseas?
They’re more adventurous in how they travel, but still fairly measured in where they go. Our 2026 market sizing research confirms that adventure-oriented travel is firmly mainstream among U.S. and Canadian outbound travelers. Hiking and wildlife still matter, but they are rarely standalone drivers. North American travelers increasingly expect layered experiences: a scenic trek paired with local storytelling, a wildlife encounter complemented by community interaction, or a culinary experience embedded in heritage.

On destinations, travelers tend to favor established and well-connected destinations. Travelers seek discovery and depth, but also accessibility, infrastructure, and perceived ease. Value is the lens for everything. Travelers are willing to spend, often significantly, but they expect a clear return on that investment. Enrichment must feel proportionate to price.

Adventure isn’t a niche product for thrill-seekers

What is driving interest in off-the-beaten-path destinations?
Travelers want fewer crowds, more resilience to climate, and deeper connection. In our recent Adventure Travel Trends and Insights’ report, North-East Asia and Scandinavia emerged again as top trending regions, reinforcing demand for less crowded, climate-resilient destinations. Canada, southern South America, and Western Europe also ranked highly. Travelers’ own behavior points the same way. Common responsible-travel actions include choosing locally owned businesses, reducing waste, and traveling during less crowded seasons.

How are younger travelers influencing adventure travel products and destinations?
The core North American market is millennial and family-stage: the majority are ages 26 to 45, traveling as a couple or family, and have a middle to upper-middle household income.

Only 9% of adventure travelers are between the ages of 18 and 25. A more accurate framing is that working-age travelers are shaping product. Most adventure travelers are employed full-time (68%), with just 16% identifying as retired. That helps explain the demand operators report for customized trips, soft adventure, and expert-led experiences, alongside growing interest in low-impact itineraries and women-focused travel.

Which adventure travel trends do you think the wider industry is currently underestimating?
There are several shifts happening in adventure travel.

One trend the industry may be underestimating is the move toward smaller, better trips rather than bigger ones. The median price of operators’ most popular itineraries declined in 2025, alongside a decrease in average group sizes, pointing to a shift in how trips are structured rather than a drop in demand. Success is not about running bigger trips, it is about running better ones.

Food as adventure is another important trend. Culinary and gastronomy experiences climbed to second place, continuing their upward trajectory, while cycling with electric bikes, cultural experiences and wellness rounded out the top five. Electric bike cycling continues to lead in Europe and North America.

The economic impact of adventure travel is also becoming a stronger selling point. Approximately 75% of trip revenue for adventure travelers stays within the local economy, with travelers also spending an average of $263 on handicrafts and souvenirs. Leakage from other types of travel is significantly higher.

The trade channel is another area to watch. Direct bookings continue to make up the majority, while partnerships and agents represent a significant and growing share of bookings.

Finally, sustainability is increasingly being built into the trip rather than added on. It resonates most strongly when it is integrated seamlessly into the trip design rather than presented as an abstract add-on.

What would you like attendees to leave your WTE Miami session understanding differently about adventure travel?
Adventure isn’t a niche product for thrill-seekers. It’s the way most of their clients already want to travel. As our Director of Research & Knowledge, Heather Kelly puts it, the destinations investing in this space understand this isn’t a niche anymore. In practical terms, experience design must take precedence over activity volume. Cultural context, storytelling, and community connection enhance competitive differentiation. Even the most active segment expects polish. Rugged does not mean rough around the edges; high-energy travel must still feel professionally executed and worth the investment.

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CONFERENCES

The Adventure Travel Boom
What Travel Trade Professionals Need to Know
Tuesday, October 27
1:15 PM – 1:45 PM
Stage 1

Adventure Trends
An update on adventure travel trends in Florida and new marketing resources
Tuesday, October 27
4:45 PM – 5:00 PM
Stage 2

Adventure Trends
Update on Adventure & Experiential Travel Trends
Wednesday, October 28
10:30 AM – 11:00 AM
Stage 1