Where Adventure Travel Is Going In 2022

Adventure travel has taken a big hit during the pandemic but there are indications that it could be a bright light in 2022. I caught up with Shannon Stowell, the CEO of the Adventure Travel Trade Association (ATTA), to get his take on what we can expect next year.

Everett Potter: What is the state of adventure travel as we begin 2022?

Shannon Stowell: Well, it depends on who is reporting. Domestic adventure travel in strong markets like the US have had a generally good year. Anyone dependent on international travel has had a very hard 18 months. And different destinations had different challenges based on a lot of factors including governmental regulations, vaccination rates and so on. That being said, I think there’s been a clear increase in interest in outdoor activities and travel, so there is a silver lining. The World Bank even is predicting Adventure Travel as being the most important sector in travel for industry recovery.

Potter: What kinds of new requirements have tour operators instituted to handle Covid-19?

Stowell: Many have followed protocols created by organizations such as the WTTC’s and our own organization put together protocols with input and advice from tour operators and the Cleveland Clinic. Most are based on the platform of distance, sanitation and masks but many operators have gotten very specific based on the sports and equipment that people use. Thankfully most adventure travel is in the open air, so we have a huge advantage for customers seeking adventure safely.

Potter: Are there places that seem to be more accessible as we begin to ease out of the pandemic?

Stowell: It changes constantly but for Americans, the great road trip has been on seemingly everyone’s minds. Costa Rica and Mexico seem to be hotspots from my observation but I’m also seeing a lot of colleagues popping up in Africa.  Obviously the new Covid variant is throwing some concern into the equation but I hope by now we’ve learned that we will have to live with a degree of uncertainty.

Potter: You’re in touch with the best adventure outfitters in the world. Are there activities that have proven to be better choices for adventurous travelers during the past year?

Stowell: The funny thing we saw shift was between the #1 and #2 activities. Historically hiking and trekking are the top choice with cycling next. I saw more than one source that showed cycling eclipsing everything during the pandemic but I would bet it will settle back into its historical order soon. People love to bike.

Potter: There have been a lot of domestic biking, hiking and rafting trips in 2021, but fewer international departures given travel restrictions. Do you see that balance shifting next year?

Stowell: We believe it will start to come back in 2022 as people get vaccinated and also make the decision to live with our new realities. 2023 and 2024 should be very strong years due to the pent up demand as well.

Potter: Are there regions of the world where adventure tourism is developing and will blossom in 2022? 

Stowell: It’s hard to pinpoint because it’s popping up everywhere. I honestly can’t say there is a hotspot, but Africa, the Middle East, Latin America and Asia are all seeing blossoming of adventure travel because it really is what people increasingly want- to be in nature and to learn about local cultures.  

Potter: The ATTA had ts first in-person conference in at Sedona last month. Next year, the Adventure Travel World Summit will be held in Lugano, Switzerland in October. Are these signs that we’re finally emerging from the restrictions of the last two years?

Stowell: Yes! Our event in Sedona sold out, packed with media, buyers, suppliers, tourism boards, gear companies and more. It was electric and we cannot wait to get back to Switzerland, our first destination that we’ve gone back to twice for a Summit as we held our 2012 Summit there in Lucerne. Adventure travel will survive and thrive despite the difficulties presented by the pandemic.