2026 ATN Adventure Travel Roundup: Industry Data Points to Resilience Despite Growing Pressures

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 pressure on consumer spending. While many travel businesses report that profitability remains under strain and almost half are currently trading behind expectations, there remains a strong sense of cautious optimism about future demand.

Importantly, PwC's consumer research suggests that travel continues to be a priority for many people. However, travellers are becoming more price-conscious and selective in their booking behaviour, often delaying decisions while seeking better value, waiting for offers, or monitoring wider economic and geopolitical developments. Concerns around affordability, conflict in the Middle East and potential travel disruption are all influencing decision-making.

Against this backdrop, feedback from ATN members across the adventure travel sector paints a remarkably consistent picture. Despite geopolitical uncertainty and economic pressures, demand for active and experiential travel remains resilient. From open-water swimming holidays and walking adventures to cultural immersion journeys across Asia and self-guided explorations of the UK, travellers continue to prioritise meaningful experiences, although many are becoming more deliberate about where, when and how they book.

Image credits: Trotting Soles, Inside Travel, S-Cape Partners UK

Strong Trading Despite Global Challenges

Among the strongest performers is SwimTrek, the pioneer of open-water swimming holidays, which operates across more than 50 destinations worldwide.

Managing Director Ash van Wensveen reports that the company has achieved year-on-year growth of 12%.

"By February we were already 94% sold for 2026," he says, highlighting the continued strength of demand for specialist activity holidays.

Similarly, Alexandra Greenwood, Managing Director of inbound specialist S-Cape Partners UK and a board member of Cumbria Tourism, reported that the company had enjoyed a particularly positive start to 2026.

"The year began exceptionally well, with trading up 34% year-on-year. Ongoing instability in the Middle East appeared to divert demand our way, resulting in strong bookings through to the end of April."

Inside Travel, parent company of InsideJapan and InsideAsia, has also recorded growth despite a more challenging operating environment.

Global PR Manager James Mundy says: "The year has not been as successful as hoped, however, there has been a 9% growth year on year – a lot of that driven in the first couple of months of the year."

Image credits: Inside Japan

Meanwhile, bespoke specialist Trotting Soles Travel enjoyed a particularly strong start thanks to advance bookings and a healthy level of last-minute demand.

Founder Sunita Sindhwani Ramanand explains: "With a strong head start driven by advance bookings, we had a higher number of passengers travelling during the first half of the year. There were few last-minute bookings too, so the year got off to a very promising start."

For Ramble Worldwide, trading has been slightly softer than last year, although demand remains steady across its core walking programme.

Managing Director Wayne Perks says: "Customers are being more considered in their booking decisions, but the desire to travel, stay active and connect with others remains strong."

Active Travel and Slow Travel Continue to Thrive

One of the clearest themes emerging across the sector is the ongoing strength of active and experiential travel.

At SwimTrek, seven-night holidays remain the most popular product, while premium travel continues to perform strongly.

Image credits: SwimTrek

"Open-water swimming holidays are a niche and more considered purchase," says van Wensveen. "Premium travel is still in demand."

For Trotting Soles Travel, the rise of slow travel is particularly evident.

"We are seeing more and more of our clients choosing to spend longer periods in the destinations they visit, allowing for deeper, more meaningful travel experiences," says Ramanand.

S-Cape Partners UK is also seeing growing demand for self-guided active travel.

"Travellers want independence, fresh air, and good value," says Greenwood. "We're also seeing a rise in clients committing to longer, iconic routes, especially the South West Coast Path. People want journeys that feel meaningful, not just holidays."

Alexandra Greenwood - walking John Muir Way, one of Scotland's great trails

Ramble Worldwide reports similar motivations among walkers.

Customers continue to prioritise wellbeing, outdoor experiences and social connections, while the company's Cruise & Walk programme is proving particularly popular as travellers seek holidays that combine comfort with exploration.

Premium and Cultural Experiences Driving Growth

Several operators report increasing demand for higher-value, experience-led travel.

Inside Travel has seen particularly strong growth in premium cultural adventures across Japan and Asia.

Mundy says: "A lot of the growth has been seen coming from higher-end cultural adventure bookings. These trips include exclusive private experiences, meeting craftspeople, geisha, private guiding, access to communities and higher-end accommodation."

Image Credit: Inside Travel, Trotting Soles, SwimTrek

The trend suggests travellers are increasingly willing to invest in authentic, immersive experiences that provide deeper engagement with local culture.

Trotting Soles Travel is seeing similar demand for carefully curated journeys through culturally rich destinations, while SwimTrek's customers remain highly committed to pursuing their passion despite wider economic concerns.

Emerging Destinations and the Rise of Undertourism

A growing desire to escape crowded hotspots is creating opportunities for lesser-known destinations and regions.

Trotting Soles Travel reports strong interest in Tunisia, while demand for Moldova is increasing as traveller confidence returns. The company is also seeing growing interest in lesser-visited regions of India and China.

Ramble Worldwide highlights customers increasingly looking for destinations closer to home, with strong demand for the UK, Switzerland and West Europe. Slovenia, Croatia and Albania as also emerging favourites among walking holiday clients seeking spectacular scenery and authentic experiences.

Inside Travel continues to champion "undertourism" within Japan, encouraging visitors to explore destinations beyond the country's best-known locations. The strategy is proving successful, with room nights increasing significantly in destinations such as Toyama, Nagasaki and Nagoya.

Image credit: Inside Japan - beyond the best-known locations

South Korea is currently InsideAsia's fastest-growing destination, driven by global interest in Korean culture, food and entertainment, while India continues to gain momentum as travellers seek experiences beyond the traditional Golden Triangle.

Taiwan is also emerging as an exciting addition to the company's portfolio.

Closer to home, S-Cape Partners UK is seeing growing demand for overlooked regions of Britain, while feedback from the company's European offices highlights how traveller behaviour is evolving across key source markets.

"This year we welcomed our first Dutch, Swedish and Austrian clients to the west coast of Cumbria, drawn specifically by the opportunity to explore a region largely untouched by mainstream tourism," says Greenwood.

Image credit: The Yan, the Lake District - local winter cuisine menu

However, she notes that sentiment varies across Europe. "I've been speaking with several of our European partners this week. One of our Dutch partners mentioned that the Netherlands' response to the ongoing war has led to a recent rise in people choosing a klusvakantie – literally a 'house-chores holiday'. Meanwhile, our Austrian partners say that both the Austrian and German markets have seen a noticeable shift away from flying over the past month, even to the UK, due to fears of cancellations, with travellers instead opting for destinations within Europe that they can reach by car."

The feedback suggests concerns around flight disruption and geopolitical uncertainty are influencing how some European travellers choose to holiday.

Geopolitical Uncertainty Influencing Decisions

Every company interviewed reported some degree of impact from ongoing geopolitical tensions and conflict in the Middle East, although the effects vary significantly.

The most immediate challenge has been disruption to air travel routes and rising flight costs.

For SwimTrek, the Australian market has been particularly affected due to reliance on Middle Eastern flight connections to Europe.

"Flights via Asia to Europe have already increased in price and will remain high due to supply and demand," says van Wensveen.

Image credit: Shutterstock

Inside Travel reports a similar trend.

"Flights to Japan are approximately 30-40% up on pre-Middle East crisis levels," says Mundy.

Trotting Soles Travel has seen some enquiries pause altogether as travellers wait for greater certainty.

"Bookings have slowed down. Some ongoing enquiries have been put on hold as clients are hesitant to commit until the situation stabilises," says Ramanand.

Ramble Worldwide has seen some customers favour destinations closer to home, while S-Cape Partners UK believes the UK's reputation as a safe and stable destination has benefited inbound demand.

Booking Behaviour Continues to Evolve

Interestingly, operators are reporting contrasting booking-window trends.

SwimTrek says booking windows are extending, with seven-night packages remaining their highest viewed trip type and customers planning further ahead than ever before.

Image Credit: Trotting Sole, SwimTrek, Inside Travel

By contrast, Ramble Worldwide and S-Cape Partners UK are seeing much shorter booking lead times, with some travellers committing only weeks before departure.

Greenwood notes that even long-haul travellers are now enquiring as little as one month before travel.

This divergence may reflect differences between niche specialist holidays, which often require longer-term planning, and more flexible walking or self-guided itineraries.

Looking Ahead

While uncertainty remains, all five companies express confidence in the long-term resilience of travel demand.

Travellers may be more cautious, but their curiosity and desire for experiences remains undiminished.

"Holidays are sacrosanct within the markets we sell to," says van Wensveen. "Our clients are incredibly passionate about open-water swimming. They will continue to get their fix wherever they can and will adapt travel plans accordingly."

Image credit: Inside Travel, Travel Trade Consultancy, Crown Copyright - The Llŷn Peninsula

For Ramble Worldwide, the outlook remains positive despite challenges.

"The desire to travel remains incredibly resilient," says Perks. "People continue to value experiences, wellbeing and meaningful connections. Our Cruise & Walk programme is performing particularly well, reflecting growing interest in holidays that combine comfort and exploration."

Mundy believes cultural adventure travel will continue to attract travellers seeking meaningful escapes.

"Travel is an escape for many people and remains a priority despite challenges. People see the value of cultural adventure and exploring beyond the obvious. They are prepared to spend a little more to travel with specialists who offer less tourist-trodden itineraries.”

Ramanand expects personalised service and expert advice to become increasingly valuable as travellers navigate uncertainty.

"Personalised travel planning, expert guidance and adaptability will become even more important as travellers seek reassurance, flexibility and seamless support."

And for Greenwood, the future may ultimately favour destinations such as the UK.

Image Credits: Cumbria Tourism, Paul Hearne - The Yan, Rhys Beddoe

"Cooler, greener holidays are only going to grow in appeal," she says. "The UK is exceptionally well positioned to meet growing demand for authentic, active experiences in nature."

The Big Picture

The message from ATN members is clear: while geopolitical events and economic pressures are influencing booking behaviour, they are not suppressing the desire to travel.

This closely reflects the findings shared by PwC in its latest travel industry and consumer research. Consumers continue to prioritise holidays, but are increasingly delaying booking decisions, seeking greater value and waiting for more certainty around costs, finances and global events. At the same time, travel businesses continue to navigate rising costs, tighter margins and ongoing uncertainty.

What is changing is how travellers make their decisions. They are becoming more thoughtful, seeking trusted operators, meaningful experiences, authentic destinations and greater value from their holidays. There is also growing interest in destinations closer to home, as travellers weigh affordability, safety considerations and the risk of travel disruption alongside their holiday choices. For adventure travel businesses able to adapt to these changing expectations through expertise, flexibility and distinctive experiences, the outlook remains encouraging.

Demand remains resilient, but traveller behaviour is evolving.

-ENDS-

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WATERLOO | Thursday 25 February 2027