A recent report by the Adventure Travel Trade Association (ATTA)
indicates a robust recovery in the adventure travel sector across the
Asia Pacific (APAC) region following the pandemic.
The '2024 State of the Adventure Travel Industry Snapshot', based on a
survey conducted between March and May, highlights significant growth
trends in the industry.
Asia-based tour operators reported an average of 2,636 guests in
2023, approaching pre-pandemic levels of 3,263 in 2019. Trip fill rates
in APAC reached 62%, nearly matching the global average of 65%.
Shift in traveller demographics: The composition of
adventure travellers has shifted, with a notable increase in families
(26% from 17% in 2022) and couples (33% from 20%) opting for independent
travel. Group travel has decreased to 24% from 49% in 2019.
Emerging markets and destinations: India has emerged
as a key source market, ranking fifth globally. In terms of
destinations, North-East Asia climbed to fourth place, while South-East
Asia rose to seventh. This shift is attributed to China's reopening and
the depreciation of the Japanese yen. However, South Asia and Oceania
saw a decline in popularity.
Popular activities: Hiking, trekking, and walking
remain the top adventure activities globally and in APAC. Cultural
activities have seen strong growth since 2021, alongside camping and
climbing, which are particularly popular in the region.
Matt Blench, Director of EXO Adventure, noted, "Japan in particular
stands out as a destination that has seen a huge surge in popularity
since it fully re-opened in Spring 2023. Cycling and trekking tours are
by far the two most popular adventure activities and demand is
outstripping supply."
Focus on sustainability: The report also highlighted
a greater focus on sustainability certifications among APAC tour
operators, with 57% holding or pursuing certification compared to 51% in
other regions.
Future outlook: Looking ahead, Hannah Pearson,
Regional Director APAC at ATTA, predicts, "Looking into 2025, I think we
can expect to see hiking and cultural activities stay in the top five
most popular adventure activities for APAC. I also expect to see Oceania
trending as a destination once more, driven by a greater focus on
adventure travel in general from the region."
The ATTA is actively promoting adventure travel in the region, with
upcoming events in Japan, Fiji, and Singapore, aiming to foster growth
and sustainability in the sector.