Adventure tourism on the rise

But operators warn that unlike conventional tours, it comes with more risks

- Sarah Stanley

Behind the glossy Instagram shots of sweeping valleys and snow-capped peaks lies the heart of adventure tourism: hours under the sun, days on the road, and months of discipline and preparation.

Such trips may include activities such as trekking, canyoning and long-distance hikes, with tours set in remote destinations such as Kyrgyzstan, Bhutan and parts of Africa like Tanzania and Madagascar.

Once seen as niche, these tours are becoming more mainstream, with established travel agencies seeing a surge in demand and a wave of newcomers entering the market over the past few years.

Sotravel, launched in December 2023, has conducted over 300 trips, most of them featuring outdoor activities like skiing and diving.

In September 2024, the company ran its first Mongolia trip — a 12-day tour featuring horseback riding, hiking and kayaking. It launched three other Mongolia itineraries in March — two seven-day trips and an eight-day trip — and has 16 confirmed trips in 2025.

"There's a demand for travel to more exotic destinations," says Sotravel chief executive Edmund Goh, 33. "This is especially so among travellers in their 30s and 40s. They've gone to popular destinations like Japan and South Korea and are asking what's next? What will make them feel alive?"

The Untold Direction, started in August 2022 by Singaporean Ganesha Balakrishnan, 27, is a travel agency based in Kyrgyzstan that organises trips largely in Central Asia.

With most of his staff from that region, Mr Balakrishnan found that it made more sense to set up shop there.

Around 80 per cent of his customers are Singaporean females aged between 21 and 35. He says women tend to prioritise safety and would rather travel in a group with like-minded people. In 2024, the company ran 30 trips. As at August, it has around 60 confirmed trips for 2025.