According to the Adventure Tourism Market Study 2013,
57% of adventure travelers were male and 43% were female.
However, the 2014 annual global trade study, which
is specific to tour operators, reflected that 53% of their travelers
were female and 47% of them male.26 The 2013 study
further revealed that 37% of adventure travelers have at
least a four-year degree, 11% have a professional degree,
and the average individual income of an adventure traveler
is USD 46,800 per year.28
Adventure travelers continue to value international travel,
with 71% of all adventure travelers (79% of hard adventure
travelers) having a valid passport. A small portion of adventure
travelers travel alone, 21% travel with friends, 37%
travel with a spouse or partner, and 30% travel with their
families, including children.
Adventure travelers rank areas of natural beauty as the
most important factor in choosing their most recent destination,
followed by the activities available and the climate.
Non-adventure travelers ranked having friends and family
at the destination as the most important factor, followed by
areas of natural beauty and climate.
The reasons people engage in adventure travel are diverse,
but the most often cited motivations are relaxation, exploring
new places, time with family, and learning about different
cultures.
When compared with non-adventure travelers, adventure
travelers were more likely to use professional services, such
as guides, tour operators and boutique service providers. In
examining only adventure travelers, however, it is found that
56% of still handle everything on their own.
Research online 69%
Consulted friends and family 64%
Booked airfare or hotel online 36%
Watched a travel program about the destination 28%
Consulted newspapers & magazines 26%
Visited a travel agent 25%
Purchased a guide book 25%
Booked througn a tour operator 17%
Booked through a travel agent 17%
Visited a DMO or tourism promotion organization 12 %
Did not prepare prior to going on the trip 12 %
Other 9%
How did you prepare for your last trip?
( Adventure Travelers )
Source: ATTA (2013)