New Data Reveals Strong Adventure Travel Trend in Asia Pacific

17.09.2024 - 21:11 / travelpulse.com / Noreen Kompanik

Adventure travel is showing a recovery in the APAC region.

The Adventure Travel Trade Association (ATTA) has announced that the 2024 State of the Adventure Travel Industry Snapshot is showing strong recovery in the Asia Pacific (APAC) region following the pandemic.

In 2023, the average number of guests per operator with a headquartered country in Asia was 2,636, a strong upward trend approaching the 2019 average number of 3,263. Trip fill rates are strong, with APAC’s 2023 62 percent rate nearing the global average of 65 percent.

The composition of guests for Asia-based tour operator guests has also seen a jump toward FITs, made up of families (increasing to 26 percent from 17 percent in 2022) and couples (33 from 20 percent).  

India has emerged as an important adventure travel source market over the past two years, with 4 percent of responding tour operators identifying it as a primary source of guests, making it the fifth largest source market.

No APAC destinations were in the top seven host markets this year, however, Japan featured in 4th place in 2023’s report. This aligns with Japan moving up to 4th place in the top 5 global travel markets, with travel contributing $297 billion to its economy in 2023.

Destinations like primary host markets become popular for various reasons. North-East Asia climbed from 14^th to 4^th place, influenced by the reopening of China in March 2023 and the depreciation of the Japanese yen vs the US Dollar. South-East Asia moved from 10^th to 7^th place.

South Asia and Oceania both decreased in popularity in 2023 as an adventure travel destination possibly due to higher airfares, natural leveling-off from the post-COVID border reopening surge last year, or a swing in popular culture and consumer preferences.

Hiking/trekking/walking are consistently top adventure activity across the globe, and 2024 is no exception. Cultural activities are also popular in the APAC region, seeing strong growth from 2021. In 2024, it shares its popularity with other activities like camping and climbing.

Culinary adventures trended downward in the APAC region compared to worldwide despite gastronomy as a popular reason to visit many APAC destinations.

“Japan in particular stands out as a destination that has seen a huge surge in popularity since it fully re-opened in Spring 2023,” noted ATTA member Matt Blench, Director of EXO Adventure. “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 percent growth in 2024 when compared to 2019."

Tour operators in the APAC region have seen more interest in sustainability