What is Adventure Travel?

Adventure travel isn’t just about adrenaline, distance, or physical challenge. Adventure travelers are seeking to learn about history and culture, to immerse themselves in nature, and to engage deeply with your destination. We’re not looking for theme parks or mass group tours—we want connection, insight, history, and depth. And we understand the value of it.

ATTA believes adventure is for everybody—anyone, at any age, with any ability—and that it means something different to every traveler. For some, it may be a walking food tour with a local chef in Latin America. For others, it might be a short hike in a new city close to home or a long-distance trek on the other side of the world. Some call themselves adventurers, and others don’t. But the way we see it, an adventure is an experience that involves the combination of nature, culture, and physical activity.

Adventure travel covers a diverse array of activities ranging from birdwatching to surfing to culinary and language exploration. It can mean outdoor travel, nature travel, ecotourism, active adventure, and so much more. ATTA sees adventure travel as a sustainable form of tourism that supports conservation of nature and historical resources while investing in local, community-driven economic development.

ATTA’s team is made up of experienced travel practitioners who have been in the business for years and travel for adventure in their own free time. Through decades of experience, we’ve seen firsthand how the adventure community can transform tourism for good, and support a more sustainable supply chain in destinations throughout the world. On average, adventure travelers visit for longer, spend more money, and are more likely to spend with small, locally-grown businesses than with multinational chains operating in dozens of markets.

Adventure travel is for everybody. It opens up your senses. It breaks your routine in a positive way. It transforms people for good.

Shannon Stowell



Adventure travelers want to visit less-known corners of your destination, bringing significant income to small businesses in rural areas. Our destination partners have seen high returns on investment in positioning their suppliers to meet interest from adventure travelers. In Jordan, for example, which hosted a multi-year AdventureNEXT program, adventure travelers spend about $300 per person per day for multi-day itineraries. It has been calculated that investing in adventure travel could yield up to $10 million per year for the Jordanian economy.

We can help you activate new markets. ATTA has a full range of services to help destinations and brands build credibility and improve competitiveness in the adventure travel market. Take a look at our offerings and reach out to our team.