2026 Market Insights & Adventure Travel Trends

As business accelerates into the New Year, we open our conference with the ATN26 Market Insights panel, sharing findings from our survey of Adventure Travel Show attendees and key industry reports from business owners to help gauge the state of adventure travel in 2026.

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Keynote Speaker - Bruce Poon Tip, founder of G Adventures

We welcome back Bruce Poon Tip, CEO of G Adventures, to share lessons on company culture, strategy and his concept of “communityship” - acting with shared care, responsibility and trust to create value for all. The Canadian company’s success, approaching a billion dollars in annual sales, shows this approach works.

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Demystifying the USA market - who they are and what their expectations are

The USA is the UK’s most valuable tourism market, fuelled by shared language, history, and iconic culture. But how do we attract the American adventure traveller? What should we understand about their expectations in the UK, and how do we serve them well enough to keep them coming back?

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Video Content - is it worth it? 

From start-ups to seasoned brands, companies often ask whether video is the key to building a strong brand. In this session, we’ll explore the do’s and don’ts, what’s possible and effective and how to ensure you’re creating meaningful content - not just content for content’s sake.

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Indigenous Tourism - genuine cultural exchange or exploitative? 

Indigenous tourism is often described as a way to empower local communities - allowing them to design, manage and benefit from tourism while preserving culture and protecting the environment. But how do we ensure this promise is truly delivered? How can we tell the difference between genuine cultural exchange and staged or exploitative experiences? In this dynamic panel we explore these questions together. Paula Amos, Chief Marketing and Development Officer at Indigenous Tourism British Columbia (ITBC) will share how British Columbia’s Indigenous tourism experiences are being showcased globally. We’ll also hear from Hannah Lejon, who will speak about the Sámi-led tourism programme in Swedish Lapland.

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Technology  & AI

This session explores key issues in the complex world of AI and technology, featuring expert guests who help navigate the current challenges and offer practical takeaways for travel industry businesses. With the traditional google search model undergoing a significant transformation due to the rise of AI and changing user behaviour, how can travel companies be managing this?

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Rethinking tourism -  focusing on impact and measuring what truly matters

We often talk about the powerful benefits of adventure travel to local economies and communities, but can we prove them? This fireside chat unveils Much Better Adventures’ AI-powered pilot model measuring local economic impact and leakage at a trip level. We’ll discuss how it works, why this matters, and debate whether local impact measurement should become standard practice for our industry.

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Emerging adventure travel destinations - what are they and what are they offering? 

Adventure travel is booming with sustainable, low-carbon trips, hiking, cycling, e-biking, niche athletic adventures, dark sky tourism and set-jetting set to rise in 2026. This session explores emerging destinations, uncovering how off-the-beaten-path locations are positioning themselves in the adventure space, and what they offer the immersive traveller.

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Worst case scenario - protecting your business when the world shifts 

As the political landscape becomes increasingly turbulent, how prepared is your business for a worst-case scenario? How can you continue delivering exceptional experiences while protecting your reputation—while also responding to FCDO guidance, airspace closures, refund pressures, currency fluctuations, cashflow disruptions, and growing geopolitical instability? In this panel session, we’ll explore practical, proactive ways to identify, assess and mitigate risk in adventure travel, helping you future-proof both your operations and your reputation.

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Please note: Panel sessions may be subject to change ​

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