How Lucrative is Adventure Travel?

Adventure travel is a lucrative and growing segment for Travel Leaders Network agents, according to survey results released during the company’s annual EDGE conference at Caesars Palace.

“It’s a growing segment globally for the industry, but also for Travel Leaders,” said Perry Lungmus, vice president of Travel Leaders Network.

The survey was conducted in a partnership with the Adventure Travel Trade Association (ATTA). Travel Leaders Network also offers members a certification course in adventure travel in conjunction with the association.

According to Russell Walters, regional director for the ATTA, adventure travel has been steadily growing. In 2009, it was an $89 billion industry, and in 2017, it was a $683 billion industry. About 30% of global tourism spending is in adventure travel.

Walters defined adventure travel as a trip where a traveler interacts with nature, has some form of physical activity or some form of cultural exchange. Any time two of those three things intersect, the travel is considered active and adventure.

Lungmus said 85% of Travel Leaders Network agents who sell adventure travel have reported growth in the past year. Demographically, their travelers are split evenly between men and women, with women being the decision-maker 60% of the time.

As to the type of active and adventure trips agents are booking, cultural tours are the most popular, followed by hiking, walking and trekking; culinary or foodie; scuba diving and snorkeling; small ship expedition cruises; sea kayaking or kayak touring; biking; safari; whitewater rafting; and multisport (hike, bike, raft).

Lungmus said the hottest destinations are Western Europe, North America, Central America and the Caribbean. The majority of travelers are ages 29-60 (22% are 51-60, 30% are 42-50 and 30% are 29-40). And, it can be a lucrative segment: 22.5% of agents said clients typically spend more than $5,000 per person on a trip (33% reported spending of $3,000 to $5,000, while 30% reported spending of $2,000 to $3,000).

Culled from


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s