International report shows general recovery of adventure tourism

July 3, 2022

The Adventure Travel Trade Association's Annual Industry Snapshot Report has revealed that COVID-19 is still a concern for travellers and is having an impact on adventure travel businesses, but finds that the industry is generally recovering.

For over 15 years, the ATTA has surveyed its growing database of tour operators and produced an annual State of the Industry Snapshot report. In these reports, adventure travel tour operators are invited to share information about their business operations as well as trends they are experiencing with respect to traveller demographics, destinations, and activities.

For the 2022 report, a survey was conducted between February and March this year, asking operators about their business operations 2021 sales, 2022 booking expectations, travel trends and consumer motivations.

In addition to finding on the continued impact of COVID-19, this year’s survey results show that top trending destinations are places with higher vaccination rates, while socially distanced itineraries and activities remain popular.

All regions served more guests on average in 2021 than 2020, but none returned to pre-COVID-19 levels, and overall respondents saw 66% fewer guests than in 2019. 9% of respondents had zero guests in 2021, down from 16% in 2020.

The report also found that sustainability is being treated as a priority for the adventure tourism industry, following on from last year’s Industry Snapshot report which found that 40% of respondents were working toward a sustainability certification.

That figure has increased to 45% this year while maintaining community livelihoods has also increased in importance in the past year, showing a dedication to social and economic sustainability.

Some key findings include:

The Impact of COVID-19

On average, trips were 52% full (up from 36% in 2020)
The average number of travellers served by respondents was 1,355, a 142% increase from 560 in 2020
Staffing in various departments has remained relatively stable over the past year
81% of respondents had some reduction in revenue compared to 2020, but it was much less extreme than the 2019-2020 decrease. 30% had a 2021 gross annual revenue of less than $50,000, down from 45% in 2020.

Popular Trip Itineraries, Destinations and Activities

Respondents’ most popular itinerary is priced at US$2,900 (for 8 nights), 70% of which ($2,030 on average) is spent with local suppliers
The most popular consumer motivations for traveling were new experiences, to go off the beaten track, and to travel like a local
The hottest trending destinations were the Mediterranean, Western Europe, the United States, Scandinavia and the Caribbean.

Marketing Trends

Globally, approximately two-thirds (62%) of bookings are made directly with the service provider
62% of respondents have an online reservation system that takes credit cards, up from 50% in previous years

Future Outlook

Globally, 82% of respondents expect their 2022 net profit to be equal to or better than 2021
73% of respondents are seeing an improvement in domestic travel demand for 2022
62% of respondents are seeing an improvement in international travel demand for 2022

Commenting on the report, ATTA Chief Executive, Shannon Stowell stated “the need for, and power of responsible adventure travel is higher than ever. All of you in the industry have been asked to stretch and hang in there longer than would have even been imaginable in 2019."
Click here to download the report.

Image: Surf N Dirt Adventure Tours on Western Australia's Margaret River.

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