For billions of tourists around the world - those who want to travel in search of unique experiences - adventure
travel has become a cornerstone of the tourist experience. Indeed, as we move towards a more globalized world, consumers
are increasingly looking for authentic experiences, and adventure tourism is undoubtedly one of the segments in high
demand.
For travelers, adventure tourism means an experiential holiday; adding value as they learn and interact with local
people and connect with their core values.
For companies and travel destinations, adventure tourism attracts off-peak visitors, highlights a destination's
natural and cultural values, thereby promoting conservation, helping to differentiate destinations from competitors and
creating resilient and engaged travelers. These are just some of the reasons why it is essential that businesses understand
and work with adventure tourism professionals.
