According to the 2024 Annual Report of the Adventure Travel Trade Association – Industry Snapshot Report, three of the ten trending adventure activities are linked to the hashtag #BICYCLE. This confirms a clear trend and aligns with data from other reports, such as the one presented at the last edition of the Cycle Tourism Show, which confirms the good health of cycle tourism.
But what is happening globally in the field of active travel? In general, the ATTA report highlights the following key points:
- 85% of the operators surveyed expect their net profit in 2024 to be the same as or better than in 2023, and 80% expect it to be the same as or better than in 2019.
- The most popular travel motivations for customers include new experiences, off-the-beaten-path routes, and traveling like a local.
- The most desired destinations are the Mediterranean, Western Europe, Scandinavia, and Northeast Asia.
- Among the most popular trending activities are hiking, gastronomy, cultural experiences, safaris/wildlife watching, and e-bike cycle tourism.
Business Health
On average, trips were 65% full, and only 1% had zero guests in 2023 (both figures are the same as last year). The average number of travelers managed by the surveyed operators was 6,553, a 54% increase from 4,243 in 2022 and a 65% increase from 3,974 in 2019.
As for staffing, all sectors maintained stability or even saw an increase in staff between 1% and 25% since 2022.
And what about revenue? 17% of respondents experienced a decline in revenue compared to 2022. 12% had an annual gross turnover of less than $50,000 in 2023, down from 14% last year, 30% in 2021, and 45% in 2020. Looking ahead, 85% of respondents expect their net profit in 2024 to be the same as or better than in 2023, and 80% expect it to be the same as or better than in 2019.
New marketing trends
Globally, about two-thirds (62%) of bookings are made directly with the service provider, the same as in the previous two years.
However, operators are diversifying their market base by increasing their focus primarily on families, women, travelers over 50, regional and local travelers, and LGBTQIA+ travelers.
How and why people travel
The most popular consumer motivations for traveling fall into the realms of new experiences, going off the beaten path, and traveling like a local.
The most requested trending destinations are confirmed to be the Mediterranean, Western Europe, Scandinavia, and Northeast Asia. However, it is worth noting that the top three “adventure” destinations sold by operators in 2023, considered top destinations, were the United States, Chile, and Italy.
The trending activities are hiking, gastronomy, cultural experiences, wildlife watching, e-bike cycle tourism, and nature photography.
Sustainability in the Active Travel Market
48% of the operators surveyed either have or are working towards obtaining a sustainability certification. The most common motivation for obtaining the certification is to help protect the natural environment. The most common challenge to obtaining the certification is its cost.
What sustainable actions are being implemented? 53% are reducing emissions by purchasing from more sustainable suppliers, 45% promote education on responsible travel, 41% are reducing emissions by conserving water, and 40% are sourcing more sustainable food.
