The value of adventure travel outbound from Europe has been calculated at $464bn with 73pc of travellers open to adventure.
The study covers France, Germany, Italy, the Netherlands, Spain and the England. Cultural Explorers form the largest segment prioritising heritage and cuisine. Motivations vary with Germany balancing activity and social connection, the Netherlands emphasising active experiences and relaxation. Shared priorities include value, meaningful experiences and responsible actions such as local sourcing.
Gustavo Timo shared “With an estimated $464bn in outbound spending, Europe represents one of the largest adventure travel markets in the world.”
Heather Kelly shared “One of the most interesting findings is how differently adventure is interpreted across Europe.”
Russell Walters shared “European travellers are highly experienced and increasingly motivated by meaningful travel.”
