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Adventure & Active Travel Market

Sponsored by Tour Colorado

What is Adventure & Active Travel?

Adventure and active travel experiences include physical activity, cultural engagement or interaction with nature. Hard adventure involves strenuous physical exertion and an increased element of risk. A higher level of fitness and gear or equipment are often required. Soft adventure is not excessively physically demanding and involves minimal-risk activities.

Facts about Adventure & Active Travel Market

  • Nearly 40 percent of NTA tour operators offer adventure or active travel product and services.
  • Adventure travel is an estimated $263 billion market. (Source: Adventure Travel Trade Association)
  • 26 percent of travelers participate in adventure activities. (Source: Xola Consulting)
  • Top adventure and active trip activities are hiking, biking, other outdoor activities, water sports and rafting/kayaking. (Source: MMGY Global Study)
  • According to multiple studies, soft adventure makes up an estimated two-thirds of the adventure travel marketplace.

Colorado is “king” when it comes to adventure, whatever time of year.  Tour operators can appeal to all adventure types with beautiful scenic itineraries that include mountain biking and hiking, photography, rock or ice climbing, snowshoeing, horseback-riding, zip-lines, rafting, dog-sledding, train rides, wildlife watching, or hot-air ballooning.  Let us help plan your adventure packed tour in Colorado. | colorado.com/meetings-and-tours

  • NTA has provided us the research and atmosphere to brainstorm new ways of doing things and fresh additions to trips, which has led to successful business development. Rachel Ranck, WorldStrides, NTA member since 1985
  • What NTA does is provide the right buyers. They provide the right people who make decisions. This is what makes this organization one I can’t afford to take off my list. John Stachnik CTP, Mayflower Tours, NTA member since 1979
  • I came to NTA to build a business, and that’s exactly what it did for us, as sales came in. For me, it’s the only outlet for new ideas. Matthew Squire, Select Travel Service (UK), NTA member since 2002
  • NTA membership and our attendance at the convention have provided us with more clients, more business relationships and more ideas. We are proud to belong to NTA. Daniele Panzarin, Target Travel (Italy), NTA member since 2007
  • The No. 1 member benefit of NTA has to be all the great professional and personal connections we’ve made over the past decade. Taunya Wolfe Finn, CTP, Wolfe Adventures & Tours, NTA member since 2005
  • We have not found a more reliable, more profitable or more consistent tourism venue in which to acquire new business than NTA. Diane Hohnstein, Hospitality Management Services, NTA member since 1999
  • I believe attending the NTA conferences allow me to create valuable relationships and work together with U.S. operators in creating great Scotland product. Maggie Anderson, VisitScotland, NTA member since 2003
  • NTA events provide us with beneficial networking with many top tour operators. It’s national and international in scope providing a global perspective. Tim and Elaine Moulder, Brilliant Edventures, NTA member since 2015