By Pru Goudie Last week I had the opportunity to present at an Innovation Norway event, alongside PwC, whose latest travel industry research provides valuable context for many of the trends currently being reported by ATN members across the adventure travel sector. Image credit: Rhys Beddoe, SwimTrek, Trotting Soles, Inside Travel PwC's May 2026 travel trade survey highlights an industry navigating a complex landscape of rising costs, geopolitical uncertainty and increasing p

By Pru Goudie As we approach the European summer, short-haul travel appears to be back, but what challenges are we facing, and what about...