How meaningful journeys are transforming exploration

ADVENTURE travel is experiencing a remarkable resurgence, with the recent 2025 Adventure Travel Market Sizing Report from the Adventure Travel Trade Association (ATTA) revealing that an impressive 67% of international travellers are now considered “open to adventure”.

- ZAMANDOSI CELE

This shift marks a departure from the traditional definition of adventure, expanding the narrative surrounding what it means to venture beyond the ordinary.

The report, which surveyed nearly 5 000 travellers across 13 countries, suggests that adventure travel has undergone a profound transformation over the past decade.

Once regarded as a niche sector, dominated by extreme activities and high-octane pursuits, adventure travel now encompasses a much broader spectrum of experiences.

Heather Kelly, ATTA’s director of research, elaborated on this evolution.

“Today’s adventurers are curious and intentional, seeking immersive experiences that forge meaningful connections with nature, culture and place,” she said.

Other key findings:

Broadening horizons

The traditional image of an “adventure traveller” has evolved significantly.