Japan, India, and Indonesia Set for Strong Recovery in Adventure Tourism Market Making a Boost in Global Travel Industry

Tuesday, September 17, 2024

The Adventure Travel Trade Association (ATTA) has released its 2024 State of the Adventure Travel Industry Snapshot, offering an in-depth look at the current and future state of adventure travel in the Asia Pacific (APAC) region. Based on survey results from ATTA’s community conducted between March and May 2024, the report indicates that the region is seeing a strong rebound after the disruptions caused by the COVID-19 pandemic. Adventure travel, particularly in key markets like Japan, India, and Indonesia, is bouncing back, with both demand and guest numbers rising steadily.

The Asia Pacific adventure travel market has shown significant recovery, with several key trends emerging. Not only has the number of guests per operator grown impressively since the pandemic, but there is also a shift in the composition of travelers, with families and couples driving the demand. Additionally, hiking, trekking, and cultural activities remain among the top adventure activities for tourists, with cycling and camping also gaining popularity.

Impressive Growth in Asia Pacific’s Adventure Travel Sector

The ATTA’s report highlights that 2023 saw an average of 2,636 guests per operator for adventure travel companies headquartered in Asia. This marks a substantial increase from the pandemic years of 2020-2022 and is approaching pre-pandemic levels, with the 2019 average being 3,263 guests. The region’s trip fill rates in 2023 were also strong, reaching 62%, closely aligning with the global average of 65%. These numbers point to a clear resurgence of interest in adventure travel in the APAC region, where the appeal of natural landscapes, cultural heritage, and outdoor activities remains high.

Moreover, there has been a shift in the type of travelers engaging in adventure tourism. Families now make up 26% of adventure travelers, up from 17% in 2022, while couples account for 33%, compared to 20% in previous years. In contrast, the percentage of group travel has decreased, making up only 24% of the total compared to 49% in 2019. This shift may reflect the growing trend towards more personalized and intimate travel experiences in the wake of the pandemic.

Here is a table of Asia Pacific countries:

Emerging Markets and Adventure Travel Hotspots

One of the standout trends in the 2024 report is the growing importance of India as a source market for adventure travelers. In the last two years, India has climbed to become the fifth largest source market, with 4% of tour operators naming it as their primary market. This growth is significant for a region that is already home to some of the world’s most sought-after adventure destinations, and it positions India as a key player in the global adventure tourism sector.

While no APAC destinations made the top seven in terms of host markets in this year’s survey, Japan featured prominently in last year’s report, taking fourth place. The fluctuations in these rankings may reflect short-term market trends, especially with Japan reopening to international travel in March 2023 after extended pandemic-related closures. This reopening, combined with the depreciation of the yen against the U.S. dollar, has significantly boosted Japan’s appeal to international travelers. Japan is also seeing a rise in cycling and trekking tours, with demand outstripping supply for these activities in 2024.

Similarly, Indonesia has experienced a remarkable resurgence in adventure travel, particularly for trekking, climbing, and camping tours. According to EXO Adventure Director Matt Blench, Indonesia’s adventure travel segment has grown by 100% in 2024 compared to 2019, further highlighting the region’s continued recovery and growth.

Key Adventure Activities and Trends in APAC

The report underscores that hiking, trekking, and walking remain the most popular adventure activities, not just in APAC but across the globe. In APAC, however, these activities are closely followed by cultural experiences, which have grown in popularity since 2021. In 2024, camping and climbing are also emerging as key trends, setting APAC apart from other regions.

Interestingly, while culinary adventures have declined in popularity in APAC, where they rank fourth, they are the second-most popular activity globally. This is somewhat surprising given that many APAC destinations, such as Japan, Thailand, and Vietnam, are known for their rich culinary heritage. Nevertheless, the diversity of adventure activities available in the region means there is something for every type of traveler, from adrenaline junkies to those seeking more immersive cultural experiences.

Sustainability Certifications Leading the Way

Another important finding from the ATTA 2024 snapshot is the growing focus on sustainability in the adventure travel industry. Operators headquartered in the APAC region have shown slightly higher interest in pursuing sustainability certifications than their global counterparts. 57% of APAC respondents reported either holding or actively pursuing a sustainability certification, compared to 51% globally. This emphasis on sustainability reflects the increasing importance of eco-friendly travel practices in the post-pandemic world, where travelers are more conscious of their impact on the environment.

Looking Ahead to 2025 and Beyond

According to Hannah Pearson, Regional Director APAC at ATTA, the future of adventure travel in the region looks promising. Hiking and cultural activities are expected to remain top adventure activities for the APAC region well into 2025. Pearson also anticipates that Oceania will make a comeback as a popular destination, driven by a growing focus on adventure travel from countries in that region.

However, Pearson cautions that it will be interesting to see whether camping and climbing continue their upward trajectory or if they are merely short-term trends. With new activities entering the spotlight, the adventure travel landscape in APAC continues to evolve, presenting both opportunities and challenges for tour operators and destination managers.

Upcoming Industry Events and Collaborations

To foster growth and collaboration within the adventure travel community, the Adventure Travel Trade Association will be hosting several important events over the coming months. One such event is AdventureConnect, a gathering on the show floor of ITB Asia on October 24, 2024. Held at the Knowledge Theatre, this session will focus on critical topics such as over-tourism, sustainability, and partnerships that can contribute to a more sustainable tourism industry. The event will also provide valuable networking opportunities for industry professionals, allowing them to share insights and explore potential collaborations.

Additionally, the ATTA is working closely with the Japan National Tourism Organisation and Tourism Fiji to organize adventure-focused events such as AdventureWeek in Okinawa and AdventureNEXT in Fiji. These events underscore the continued importance of APAC as both a destination and source market for adventure travel.

Conclusion: A Bright Future for Adventure Travel in APAC

The 2024 State of the Adventure Travel Industry Snapshot paints an optimistic picture of the Asia Pacific adventure travel sector. With strong recovery trends, increasing demand for outdoor activities, and a growing emphasis on sustainability, APAC is well-positioned to become a global leader in adventure tourism. As travel restrictions continue to ease and consumer interest in unique, eco-friendly travel experiences grows, the region is set to attract more adventure seekers in the coming years.

By focusing on innovation, sustainability, and strategic partnerships, APAC destinations and tour operators have the potential to capitalize on the growing interest in adventure travel, ensuring that the industry continues to thrive in 2025 and beyond.

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