this study illustrates that the adventure market is sizable,at 26% of the traveling population. In addition to revealing the actual size of this market, this study calls into question the often, generally accepted industry profile of the adventure traveler. A common assertion from within the adventure industry is that the typical adventure traveler today is likely to be over 50,with a secure income and desire to explore and experince new places. Based on this research and other, however, we find the average adventure traveler age might be closer to 40, and although these people engage in adventure actives, they might not be paying tour operators and guides for their experiences, and hence not recognized,or served as an important market segment by the industry.