The Adventure Travel Trade Association (ATTA) has released its 2024 State of the Adventure Travel Industry Snapshot, revealing a robust recovery in the Asia Pacific (APAC) adventure travel sector.
Based on survey data collected from the ATTA community between March and May of this year, the report indicates that Asia-based tour operators averaged 2,636 guests in 2023, approaching pre-pandemic levels of 3,263 in 2019. Trip fill rates in APAC reached 62% in 2023, close to the global average of 65%.
The composition of guests for Asia-based operators has shifted, with an increase in FIT travel for families (now at 26%, up from 17% in 2022) and couples (33%, up from 20%), while group travel decreased to 24% (from 49% in 2019).
India has emerged as the fifth-largest source market for adventure travel, with 4% of responding tour operators naming it as their primary guest source. Japan has risen to fourth place among global travel markets, with travel contributing $297 billion to its economy in 2023.
The report also highlights changes in popular destinations within APAC. Northeast Asia climbed from 14th to 4th place, influenced by China's reopening and the depreciation of the Japanese yen. Southeast Asia also saw an increase in popularity, moving from 10th to 7th place. However, South Asia and Oceania experienced decreases in popularity as adventure travel destinations.
Hiking, trekking, and walking remain the top adventure activities globally and in APAC. Cultural activities have seen strong growth since 2021, while camping and climbing have gained unique popularity in the region. Culinary adventures ranked lower in APAC (fourth) compared to worldwide (second).
"Japan in particular stands out as a destination that has seen a huge surge in popularity since it fully re-opened in Spring 2023,” said Matt Blench, Director of EXO Adventure and ATTA member. “Cycling and trekking tours are by far the two most popular adventure activities and demand is outstripping supply. Indonesia has exploded back onto the scene, especially as a trekking and climbing destination combined with camping. We've seen 100% growth in 2024 when compared to 2019."
Cycling and trekking tours are by far the two most popular adventure activities and demand is outstripping supply.
The report also notes that 57% of APAC tour operators are holding or pursuing sustainability certifications, compared to 51% in other regions.
“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,” said Hannah Pearson, regional director APAC at ATTA. "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.
However, it will be interesting to watch if camping and climbing maintain their popularity, or if they are a flash in the pan for the region, being new entrants in 2024."
The ATTA is planning several events in the region, including an AdventureWeek in Okinawa, Japan, and an AdventureNEXT in Fiji this November.
This article was generated by AI and based on a press release distributed by ATTA. It was reviewed by a TravelAge West editor.
