Although adventure tourism is recognized as important, growing tourism segment, primary research to quantify the size and scope of this market in the U.S. or internationally (Schneider2006) has been lacking. For this reason, George Washington University, along with its partners, the Adventure Travel Trade Association(ATTA) and Xola Consulting, sought to better understand the adventure traveler. This study's focus area was limited to three major markets:Europe,Latin America and North America, which comprise 70% of overall international departures, according to the UNWTO