From Alaska to Antarctica and from Christchurch to Cape Town, there is an increasing rush of tourists seeking a slice of adventure, which has emerged as the fastest growing segment of tourism around the world in the recent years, especially in the post-pandemic world.

According to Statista, total spending on adventure tourism in the world was already at a dizzying USD 700 billion in 2019 and in the past three years, with the reopening of global borders, it is believed to have crossed USD 1 trillion in value.

The demand for adventure tourism globally seems to be coming from various parts of the world and is driven by the younger travellers, with those under 28 years of age being amongst the fastest growing age group of adventure travellers.

According to Adventure Travel Industry Snapshot: State of the Adventure Travel Industry by Adventure Travel Trade Association, which brings together stakeholders in adventure travel from around the world, globally couples are the largest segment of adventure travellers, accounting for 36 pc of the total tourists, while families come at second spot with 21 pc and solo travellers 17 pc. In terms of gender, the traveller profile is fairly even with 53 pc men and 46 pc women.

While 19 pc of adventure travellers head to the United States, 7 pc each to Chile and Italy, 5 pc to France and 4 pc each to Mexico, the Netherlands and the United Kingdom. The United States dominates the list of top source markets for adventure travel, with 56 of all travellers hailing from the US. Far behind the US, three countries, France, Germany and the United Kingdom, share the second spot with 6 pc each and with 4 pc, India has emerged as the fifth largest source market for adventure travellers.

Indian travel professionals register strong uptick

Travel agents say that rather than being an after-thought, adventure travel is now a principal factor behind the choice of destinations and itineraries

Rajesh Kakade

Indian travel agents say that demand is rising vertically and horizontally. “I think yes, there is a rise in Indian travellers willing to seek adventurous experiences. Majority of the Indian travellers can now afford to travel internationally. Moreover they love to engage in out of the box experiences for lifetime rather than going in for the same set of traditional sightseeing. Social media gives us a lot of exposure nowadays. Recently we had a general analysis of the categories of travel inquiries received, through which we found out that 27-30 pc travellers love to do something offbeat and adventurous. There is a possibility of a rise in this number in the near future due to exposure to social media, accessibility and increased travel budgets,’’ Rajesh Kakade, Founder & Global Director of Red Carpet Travels, a Mumbai-based agency tells India Outbound.

Meha Vashi

Meha Vashi, Founder & Director, Nivalink, another Mumbai-based agent agrees. “Yes, the Indian traveller is increasingly seeking adventure activities overseas. With rising disposable incomes, greater exposure to global travel trends, and a growing appetite for unique experiences, more Indians are venturing beyond traditional sightseeing to engage in adventure sports and activities such as trekking, scuba diving, skiing and wildlife safaris. It reflects a shift towards experiential travel, where the focus is on creating memorable and thrilling experiences,’’ Vashi tells India Outbound.

Travel agents say that rather than being an after-thought, adventure travel is now a principal factor behind the choice of destinations and itineraries.

Harjit Singh

Adventure has become an increasingly vital component of our guests’ overall travel experience. Many travellers now place adventure activities at the forefront of their itineraries, choosing destinations specifically for the experiences they offer. Whether it is the thrill of outdoor sports, the challenge of trekking, or the excitement of water-based activities, adventure is no longer just an add-on, it often serves as the primary motivation for their travel,” Harjit Singh, Founder, Travel Twist, a Delhi-based travel firm, tells India Outbound.

Adl Karim

Adl Karim is Director of FlyCreative Online, one of the oldest travel agencies in India. He says that the demand for adventure travel is mainly coming from the younger travellers. “It has definitely seen a growing demand, especially among youngsters travelling with friends and solo travellers. It has increased our demand and operations for small group tours consisting especially of young men on their “Boys trip”, most travellers are between the age groups of 25-40 years and it is among the top five requirements, the other interests being food, nightlife, history and shopping,’’ Karim tells India Outbound.

Destinations seek Indian adventure seekers

The emergence of Indian adventure travellers on the global scenario has hardly gone unnoticed by tourism destinations from around the world, which have been increasingly targetting the Indian market, with roadshows, marketing campaigns as well as informing and training the Indian travel agents about the options for Indian travellers to experience unique adventure activities in their countries.

Kakade of Red Carpet says that the market is already welldiversified and reels off a long list of destinations and experiences that his clients have been enjoying, from zip lining in Las Vegas to hot air ballooning in the Napa Valley in California.

Just like travellers from other parts of the world, the Indian visitors are also attracted, in a significant manner, to the United States and the destination tourism promotion organisation, Brand USA is keen to keep the momentum growing.

Jackie Ennis

Adventure and the great outdoors are major tourism offerings in the United States of America. The country offers a diverse range of thrilling and unique experiences, from family-friendly escapades to solo experiences. The US beckons with its iconic parks, like the Grand Canyon in Arizona, the majestic sequoias in California and the striking red rocks of Arches National Park in Utah. But those are just the tip of the iceberg. The country’s white-sand beaches, high mountains like the Rockies, and lush forests promise a tapestry of adventure. We have noticed a significant surge in millennial travellers to the US, where the outdoors and adventure have become a non-negotiable part of their itineraries,’’ Jackie Ennis, Vice President, Global Trade Development for Brand USA, tells India Outbound.

She says that Brand USA has observed a rising trend of younger travellers from India heading to the US for adventure.

“For young Indian travellers, the outdoors and adventure are great inspirations for their travel to the US. With the pent-up demand of millennials travelling and the US offering many outdoor activities, there is a greater interest in adventure experiences. We have also seen the trend of young Indian travellers looking for adventure experiences, whether travelling solo, in groups, with their family, or as couples. Indian tour operators, too, have stepped up their adventure and experiential product offerings and are doing their bit to create awareness and demand,’’ she adds.

Utah in western US, is best known for its national parks and millions of acres of wilderness waiting to be explored

It is not just at the national level that Brand USA is targetting Indian travellers, but many states are also eager to tap the Indian market. Take Utah in western US, best known for its national parks and millions of acres of wilderness waiting to be explored. The state has a wide range of adventure related activities with extremely intense thrills, notably skydiving over red rock country, backcountry skiing on untouched powder in pristine wilderness and canyoneering through deep desert slot canyons.

Zach Fyne

“In 2023, India registered as our 7th largest market in terms of visitation with 13,000 visitors, an increase of 56 pc compared to 2019, and a spend of about USD 16.6 million, about 115 pc increase compared to 2019. We have been able to make large strides in this market within a limited time by leaning on more soft adventure and low impact activities. This generally translates to ATV guided tours of the backcountry, horseback riding in the national parks and dark sky viewing. While the typical Indian traveller, who constitutes most of our visitation from this market, is still relatively new to nature, there appears to be a gradual increase in familiarity with adventure, which will develop over time,’’ Zach Fyne, Global Markets Specialist, Utah Office of Tourism, tells India Outbound.

Fyne adds that the diversity and the sheer dimensions of adventure-related terrain in Utah make it an ideal destination for travellers.

“With five national parks and millions of acres of wilderness waiting to be explored, the toughest part about exploring Utah is deciding where to begin. Our Mighty 5 national parks are the main tourism draw that brings international attention to our state, but some of the best adventure activities can be found in the neighbouring state parks and areas designated as national monuments that have higher thrills and less visitation,’’ Fyne adds.

Rockaway Beach, Queens, NYC

Beyond the National Parks and wilderness, a number of metropolises, too, are pitching themselves in the market and one such destination is New York City, which is promoting adventure as a bulwark against the fast-paced everyday life that NYC is known for.

Makiko Matsuda Healy

“New York City can be overwhelming to some and adventure activities provide a refreshing break from the city’s fast pace. These activities can encourage visitors to explore different neighbourhoods and areas they might not have considered, for instance, surfing in the Rockaways, City Climb at Hudson Yards, engaging in cultural exploration through a neighbourhood food tours, meeting animals through a “wild encounter” at the Bronx Zoo. It also adds a layer of excitement and diversity to the NYC itinerary, making it a more well-rounded trip,’’ Makiko Matsuda Healy, Senior Vice President, Tourism Market Development, New York City Tourism + Conventions, tells India Outbound.

“Adventure tourism has seen a significant rise in popularity, and New York City, despite its urban character, has successfully positioned itself as a destination that offers thrilling experiences. While traditionally known for its iconic sites and cultural, culinary and shopping attractions, NYC has recognised the potential of adventure tourism and has been actively developing options to cater to this growing market,’’ Healy adds. “In NYC, the Beast speedboat is one of the activities which is extremely popular among Indian tourists,’’ she says.

Oodles of options in Oceania

Across the Pacific from the United States, Oceania is another region that packs multiple options for adventure travellers

Across the Pacific from the United States, Oceania is another region that packs multiple options for adventure travellers. In fact, for most travellers, New Zealand and Australia are all about outdoors, nature, fresh air and adventure activities. The destinations, too, in their promotions and communication highlight these aspects over any other.

Gregg Wafelbakker

“Adventure is one of New Zealand’s aspirational offerings to Indian travellers and is a part of most travel itineraries. Our reputation as the ‘Home of Adventure Tourism’ is a testament to the pivotal role it plays in shaping destination appeal. Indian visitors are drawn to New Zealand’s stunning landscapes, which are well complemented by the plethora of adventure activities for visitors to choose from. From the adrenaline-inducing exhilaration of bungy jumping to the serene exploration of our vast wilderness, adventure activities cater to a diverse range of travellers,’’ Gregg Wafelbakker, General Manager Asia, Tourism New Zealand, tells India Outbound.

“Thrill-seekers flock to Queenstown for heart-pounding experiences like bungy jumping, jet boating, skydiving, and canyoning. For those who prefer their adrenaline fix with a side of nature, Franz Josef & Fox glaciers in the West Coast or the fiords at Milford Sound & Doubtful Sound offer captivating landscapes and outdoor experiences,’’ says Wafelbakker.

Across the Tasman Sea from New Zealand, in Australia, the state of Western Australia is also making a strong pitch for Indian travellers to come and explore the vast territory that sits on a load of adventure experiences.

Steph Underwood

“Adventure is undeniably a key element of the Western Australian (WA) experience, as our state offers visitors the chance to immerse themselves in awe-inspiring natural beauty. Western Australia is a dreamlike destination renowned for its breathtaking, surreal landscapes and rich cultural heritage, offering an array of extraordinary experiences. For travellers from India, adventure tourism plays a pivotal role in experiencing the best of WA. The state boasts a 12,500 km coastline and offers a wealth of opportunities for adventure with activities like camping, canoeing, kayaking, bushwalking, and cycling available within a short 40-minute drive from Perth,’’ Steph Underwood, Acting Managing Director, Tourism Western Australia, tells India Outbound.

Underwood goes on to list the top adventure activities that are popular with Indian travellers to Western Australia.

“The list is endless, however, we know a handful of standout experiences are most sought after by visitors from India. Swimming or snorkelling with gentle whale sharks, the world’s largest of their species, is a once in a lifetime experience in the turquoise water of Ningaloo Reef. Matagarup zip + Climb in Perth is no ordinary walk up a bridge, this is a true climb of 314 steps on a 45-degree angle and a shimmy, slide and squeeze through tight spaces to reach the Sky View Deck overlooking the glittering Swan River and award-winning Optus Stadium. The Stadium’s Vertigo experience is another option for the fearless, as a 90-minute rooftop walking experience 42 metres off the ground with stunning city views. At the nearby Rottnest Island, you can take a beach tandem skydive from 15,000 feet. Once there, you can meet our friendly quokkas and when in Western Australia, dolphin sightings are virtually guaranteed,’’ says Underwood.

An indication of the importance of the Indian market for Tourism Western Australia is the recent launch of a key marketing campaign tailored exclusively for the Indian audience and using legendary Australian cricketer Adam Gilchrist as a guide taking Indian visitors to explore the numerous wonders that lie just a day’s trip away from Perth.

Our ongoing marketing efforts are a key part of our strategy to promote WA in India. We have recently launched our Drive the Dream campaign in India, featuring Aussie cricket legend Adam Gilchrist and his son Harry, aimed at promoting day trips from Perth to coincide with the upcoming Border-Gavaskar Trophy, or ‘West Test’ in Perth. This campaign, along with strategic partnerships with Indian travel companies namely Thomas Cook, Clear trip, VeenaWorld and TBO and high-impact marketing in Mumbai and Delhi, will boost awareness of WA in the market and drive booking intent,’’ says Underwood.

The importance of Indian market for Western Australia is also evident from ministerial visits that take place regularly. Incumbent Tourism Minister of Western Australia, Rita Saffioti had made it a point to visit India soon after she took charge of the portfolio.

“India is certainly a priority tourism market for us, and our strong and proud Indian community in WA has no doubt had a big influence on the fast-increasing visitor numbers, with people coming to visit family and friends in WA. A lot of countries are chasing Indian tourists, but we believe our unique experiences, our proximity and our very active and successful diaspora put us in a very good position. The other feedback we get is they want to try something different,” Saffioti tells India Outbound.

“We are hoping the Drive the Dream campaign with Adam Gilchrist will encourage those people in India to come out to WA to visit relatives or grab some mates and book their tickets to The West Test in November, and then go on to enjoy the easily accessible day trips Adam and his son Harry enjoyed,” she adds.

Serene South Africa

Gcobani Mancotywa

Across the Indian Ocean, lies another destination that is popular for its adventure activities, from its mountains, vast forests and a long coastline that attract visitors from across the globe.

“Over the years, we have witnessed the emergence of South Africa as a leading adventure destination worldwide. Experiencing the thrills of adventure activities in South Africa, which are deeply intertwined with the country’s rich diversity in landscapes, wildlife, and culture. Whether it is embarking on a thrilling safari, hiking through the dramatic mountain ranges, or exploring the rugged coastline, adventure is an integral part of what makes South Africa a unique and memorable destination,” Gcobani Mancotywa, Regional General Manager for Asia, Australasia and the Middle East, South African Tourism, tells India Outbound.

Shark-cage diving is one of the most popular adventure activities in South Africa

“Among the top experiences that attract both Indian and international tourists is the unforgettable encounter with the Great White Sharks, whether through shark spotting or Shark Cage Diving in KwaZulu-Natal. For those seeking adrenaline pumping adventures, the world’s highest bungee jump at Bloukrans Bridge is a must-try, as is the high-speed zip-lining through the stunning landscapes of Cape Town and Tsitsikamma. For a deeper exploration, Simons Town provides incredible deep-sea diving opportunities. Aerial adventure seekers can opt for skydiving or ballooning over the magnificent Kruger National Park,’’ says Mancotywa.

Alluring Antarctica

Antarctica is certainly a pure-play adventure trip

An emerging destination is Antarctica, which is certainly a pure-play adventure trip. Antarctica21 is a specialist firm that operates fly and cruise expeditions and is targetting the Indian market.

Juan Cristobal Del Pedregal Bravo

“For Indian travellers, the journey itself is part of the adventure. From the moment of booking, guests are introduced to a curated selection of literature and recommendations to enrich their understanding of this extraordinary destination, igniting their imagination even before they set foot on Antarctic soil. Upon reaching Chile, travellers are welcomed at Antarctica21’s exclusive Explorers House, a private club nestled in a converted heritage building. Here, they can unwind in relaxing lounges, stroll through the tranquil garden and prepare for the upcoming adventure with interactive touchscreens that bring the icy continent to life, offering detailed insights and real-time updates. The journey then continues with a flight from Punta Arenas to Frei Station, providing a breathtaking aerial view of Antarctica’s majestic landscape,’’ Juan Cristobal Del Pedregal Bravo, Senior Commercial Director, Antarctica21, tells India Outbound.

“Each expedition is meticulously curated to provide a unique and immersive experience, tailored to weather conditions and individual interests. Whether it is navigating through an active volcano or landing at Cape Perez, every moment in Antarctica is a memorable adventure,’’ he adds.

Kazakhstan calling

Like Antarctica, another emerging destination for the Indian visitors is Kazakhstan in Central Asia and seasoned Indian travellers head there for unique experiences.

Kairat Sadvakassov

“Adventure is at the heart of the Kazakhstan travel experience, defining much of what makes it a unique destination. With its vast landscapes, from the rugged peaks of the Tien Shan Mountains to the expansive steppe, Kazakhstan offers a playground for adventure enthusiasts. Whether you are
trekking through the wild terrain of the Altai Mountains, exploring the remote deserts of Mangystau, or embarking on a horseback journey across the grasslands, the sense of adventure is unmistakable,’’ Kairat Sadvakassov, Chairman of Kazakhstan’s Tourism Board tells India Outbound.

Indian visitors who engage in adventure activities are becoming an increasingly significant segment of our overall visitor numbers, especially in Almaty that has become a focal point for these travellers due to its proximity to major adventure tourism destinations like the Trans-Ili Alatau mountains and popular spots for skiing, hiking, and mountain biking,’’ Sadvakassov adds.

Across the border in Russia, the city of Saint Petersburg is also popular with Indian visitors and is now developing new tourism products to broaden its appeal to visitors.

Sergey Azarenkov

“Saint Petersburg, known for its stunning architecture, rich history and vibrant cultural scene, offers many adventures for travellers seeking for unique experiences. Here everyone can find rich tapestry of experiences meeting various interests, whether you are into art, history, food or nature. Each adventure provides a unique way to appreciate the city’s charm and depth, making it an unforgettable destination for travellers. Tourists from India definitely will find something special for themselves, combining classic tourist spots with new ones that have recently appeared on the map. One of the main trends in the development of Saint Petersburg’s tourism environment in the last few years is creating the ‘New Tourist Geography’. Its goal is to rethink the approach to the traditional perception of Saint Petersburg as an open-air museum. The tourism industry has begun to emphasise the integration of new places into the existing classic map of attractions,’’ Sergey Azarenkov, Director, Saint Petersburg Convention Bureau, tells India Outbound.

Courchevel Calls

Night Views Of Courchevel

It is not just destinations seeking visitors, even hotels are now targetting Indian adventure travellers. One such hotel is Aman Le Mélézin located in Courchevel, a chic French ski destination that attracts thousands of upscale visitors from around the world.

Alexandra Vesin

With mountain adventures for all ages, whether tobogganing down to Courchevel Village or taking to the skies with a relaxing hot air balloon or helicopter ride, Aman Le Mélézin offers the finest adventures in the region. Guests can ride through the snow-covered landscapes at dusk on a snowmobiledrawn sledge or horse-drawn carriage to Les Prés de la Croix, where a traditional Savoyard dinner of cheese fondue or hotpot awaits beside a roaring log fire in a picture postcard mountain chalet. A bespoke five-course menu created by a private chef can also be arranged on Friday evenings. Children can play games in the chalet’s mezzanine,’’ Alexandra Vesin, General Manager, Aman Resorts, tells India Outbound.

“Aman Le Mélézin has also introduced new exhilarating outdoor experiences like First Tracks where an experienced ski instructor takes guests to the highest point within the valley. Skiers enjoy the panoramas of Mont Blanc and La Grande Casse and can then embark on a breathtaking solo glide down La Combe de la Saulire,” Vesin adds.

A promising future

For the travel trade, the future growth is almost limitless as Indian travellers seek more and more off-beat experiences

Most destinations say that working with tour operators in India would be key to plans for developing the promising Indian market further.

“Tour operators are essential to being our top brand ambassadors for transmitting slow travel that focuses on quality experiences more than trying to drive through our state quickly. We have made concerted efforts to partner with operators that share these same values to ensure our outreach is going towards the clients who want to stay longer, prioritize quality experiences, and support our local tourism partners.’’ says Fyne of Utah Office of Tourism.

New York City Tourism + Conventions says it has been actively promoting the city’s adventurous side to the Indian market, including organising annual sales missions to key Indian cities, forming partnerships with local travel agents and tour operators.

Additionally, we create compelling content, presentations on NYC products to participate in travel trade shows and emphasise the city’s cultural appeal to attract Indian tourists. To further enhance accessibility, we offer Travel Trade Academy programmes with Hindi subtitles for travel agents to learn about New York City’s offerings. Through these concerted efforts, we aim to establish New York City as a top adventure destination for Indian travellers,’’ says Matsuda Healy of the tourism board.

Our robust marketing and communication strategies are designed to promote regions beyond the major gateways, including the great outdoors. We leverage the power of storytelling to showcase our destinations, focusing on experiential travel, adventure, and living like a local. By aligning our international storytelling pillars with the experiences we offer, we ensure that Indian travellers feel a solid connection and warm welcome that awaits them in the US,’’ says Ennis of Brand USA.

Digital promotions are key, says Wafelbakker of Tourism New Zealand. “We are focused on strengthening our digital presence and engaging discerning travellers through targeted online campaigns and virtual experiences, keeping the allure of New Zealand alive, as well as collaborating closely with Indian travel agents and leveraging social media platforms that keep New Zealand visible to the right audiences,’’ he adds.

“We recently concluded our flagship trade event Kiwi Link which reunited New Zealand tourism businesses with Indian travel sellers after a five year hiatus. This event was crucial in showcasing New Zealand as a year-round destination and emphasising the importance of off-peak travel,’’ he says.

Western Australia is banking on sustained growth on the back a healthy performance in the past year, says Underwood of Tourism Western Australia.

“India is a priority market for Western Australia with a total of 34,000 visitors arriving in WA and spending AUD 128 million in year ending March 2024. India has leapt to become Western Australia’s seventh largest market by visitor numbers, up from 11th largest in 2019. Tourism Research Australia forecasts that the number of visitors from India to Australia will grow at an average annual rate of 10 pc over the five years from 2023 to 2028,” she adds.

South African Tourism, too, has enhanced its activities with the Indian market. “Through strategic media and marketing campaigns, in addition to collaborations with our partners enabling us in offering lucrative travel deals we have successfully maintained a top of the mind recall amongst Indian travelers. Recognising the emerging demand from Tier-2 and Tier-3 cities, we organised multi-city roadshows complemented by consumer activations and workshops with our trade partners.

Similarly, with a focus on corporates engaged in MICE and business travellers we concluded our proprietary Corporate Think Tank programmes across key Indian cities aimed at informing and addressing their corporate travel needs,’’ says Mancotywa.

“We actively promote our adventure destinations in India through organising B2B meetings, and participating in MICE (Meetings, Incentives, Conferences, Exhibitions) events to directly connect with potential clients and industry professionals, participation in travel exhibitions and fairs, partnerships with local tour operators, and the use of digital platforms, including social media. We also conduct press tours and organise promotional events to better showcase the adventure opportunities in our country to Indian travellers,’’ says Sadvakassov of Kazakhstan.

For Antarctica21, the future lies in launching new, small-capacity ships that allow smaller groups to travel and this is a potential source in India as well.

“As long-haul cruising gains popularity among Indian travellers, Antarctica21 offers a truly intimate, personal, and immersive experience aboard our small-capacity ships. For Indian travellers, this experience is a true ‘quiet luxury’, a rare opportunity to disconnect from the world and reconnect with nature, themselves, and fellow adventurers. The launch of the Magellan Explorer in 2019 was met with great success, leading us to commission a sister ship, the Magellan Discoverer, which we are excited to introduce to the Indian market for future Antarctic expeditions,’’ says Cristobal.

For the travel trade, the future growth is almost limitless as Indian travellers seek more and more off-beat experiences.

“Africa and the Indian Ocean Islands are emerging destinations for active holiday travellers and adventure seekers. Reunion Island has become a hotspot for hiking and trekking around its active volcano. Madagascar offers a wide range of adventures and activities in some of the most serene and offbeat locations. The Kilimanjaro Trek is gaining popularity, and Gorilla Trekking is emerging as a sought-after mix of adventure and wildlife experience. Additionally, there is a rapid rise in adventure cruises. Icebreaker cruises in the Arctic region and expedition cruises in the Antarctic region are seeing significant traction among the elite for the ultimate experience,’’ says Vashi of Nivalink in Mumbai.

Kakade of Red Carpet Travels says that the emerging destinations are also sprinkled around the world, be it the Lake Tahoe in California, the Freycinet Peninsula in Tasmania, Australia as well as the Kimberley or Ningaloo Reef in Western Australia.

“There needs to be a fair balance between both leisure and adventure is what I think is advised for my clients. In case we get a request for pure leisure or pure adventure, we customize it as per their requirement. Adventure travel is always something that gives a ‘wow’ feeling to the clients and adds on to the treasure of  their life cherishing memories,’’ says Kakade.

Singh of Travel Twist says that emerging destinations include Peru and Colombia in South America, Madagascar as well as destinations closer home like Vietnam and Sri Lanka. “These emerging destinations offer fresh and exciting options for adventure travellers seeking new and unique experiences,’’ he says.