ATN25 Adventure Travel Roundup; 2025 highlights, how travel evolved and what’s coming in 2026

By Pru Goudie

2025 has been a strong year for travel, with operators across the UK reporting growth, record bookings, and renewed interest in both classic and emerging destinations. As we look ahead to 2026, trends are pointing toward immersive, off-the-beaten-path experiences, wellness and solo travel and a growing emphasis on responsible, culturally enriching journeys. At the same time, businesses are navigating challenges such as climate change, overtourism, and geopolitical uncertainty, highlighting the evolving landscape of the travel industry.

Photo Credit - Walkers' Britain & Europe

We spoke to four ATN adventure companies to gather the latest insights; Intrepid Travel, TransIndus, Walkers' Britain & Europe and Much Better Adventures. We put a number of questions to them to complete our latest ATN Adventure Travel Trends Roundup!

Overall, how has this year been for trading, compared to 2024?

We spoke to Joanna Reeve, General Manager, UK & Ireland at Intrepid Travel. Intrepid Travel has been a world leader in responsible travel for 35 years, offering 900+ small-group adventures across 100 countries, from active trips and cultural journeys to family holidays and premium itineraries, all designed for curious, responsible travellers seeking authentic, locally led experiences.

Reeve reported that overall, 2025 has been a strong year for trading, with all four operators reporting growth compared to 2024. Intrepid Travel saw UK sales tracking 18% ahead year-on-year, driven by strong demand for destinations including Morocco, Japan, Vietnam and Egypt, alongside record trading days and a particularly successful Black Friday Sale period.

Next up was Megan Devenish, Head of Adventure at Much Better Adventures. The company curates active small-group holidays worldwide, including hiking, cycling, multi-activity, kayaking trips, and epic challenge itineraries led by local guides and hosts. Much Better Adventures also reported a record year, supported by the launch of new trips, an expanded cycling collection and the introduction of its Premium range.

Amrit Singh, founder of TransIndus - the UK’s leading Asia specialist for 35 years, confirmed that growth has been especially notable in long-haul and experiential travel. She highlighted a strong year-on-year growth in Asia, underpinned by improved aviation capacity and recovering destinations such as India, Vietnam and Sri Lanka, with forward bookings pointing to a strong finish into 2026.

TransIndus creates tailor-made cultural and adventure journeys that combine iconic sights with off-beat experiences, from Himalayan treks and jungle wildlife to luxury river cruises and remote community visits.

Meanwhile, Fiona Marshall, Chief Product Officer at Walkers’ Britain & Europe reported increased demand from US travellers, with UK and European walking holidays, particularly in England and Scotland where it's booming. Despite ongoing cost-of-living pressures, demand for high-quality, experience-led travel remains resilient.

Walkers Britain & Europe offers guided and self-guided walking holidays across the UK and Europe, combining scenic trails with cultural discovery for independent, active travellers. Popular routes include Wainwright’s Coast to Coast, the Cotswolds, Provence, the Dolomites, and the Alps.

Image Credits - Much Better Adventures, Intrepid Travel, Inside Asia

Client Markets at a Glance

Client markets vary by operator, but all report a strong international mix. TransIndus remains predominantly UK-focused, supported by smaller numbers from the US and Australia, with repeat and referral business forming its strongest segment alongside trade and growing online bookings.

Intrepid Travel draws from a broad global audience, led by Australia and New Zealand (46%), followed by Europe, the Middle East and Africa (29%), and the US and Canada (25%).

Much Better Adventures also reports an international customer base, primarily UK-led with a significant US share and a long tail from other markets.

Walkers' Britain & Europe, meanwhile, is most heavily weighted towards North America, with around 50% of customers from the US and Canada, followed by Australia (25%), the UK (20%) and 5% from elsewhere.

What travel trends are you seeing for 2026?

Looking ahead to 2026, operators are seeing a decisive move towards more immersive, experience-led travel, with travellers increasingly seeking out remote and lesser-visited destinations.

TransIndus reports a shift “towards more remote, immersive and experiential destinations, away from traditional tourist hotspots,” alongside growing interest in places such as Nepal, where clients are choosing “community-based tourism, homestays and locally run lodges to connect with nature and local communities.”

Much Better Adventures echoes this trend, noting “more demand for off-the-beaten-path destinations, especially from repeat travellers who’ve already ticked off the classics,” with Kyrgyzstan continuing to perform strongly.

Season spreading is another major theme shaping 2026 travel plans. Intrepid Travel highlights the rise of so-called “coolcations,” with travellers seeking “alternatives to the typical European summer holiday destinations,” and growing demand for northern locations including Iceland, Norway and Greenland.

Shoulder-season travel is also accelerating, with Intrepid Travel reporting that “half of our travellers are now choosing to visit popular destinations like Spain and Portugal during the shoulder season.”

Much Better Adventures similarly points to “more interest in shoulder season and winter departures” driven by better value and fewer crowds.

Softer adventure and culturally rich itineraries are gaining traction, particularly in walking and active travel. Walkers' Britain & Europe says demand for “easier hiking trips, with more cultural experiences included, is really growing,” with strong interest in gentler regions such as the Cotswolds and Portugal’s Douro Valley, even as classic trails remain popular.

Travellers are also spending more and becoming increasingly selective about how they travel. TransIndus notes a “noticeable increase in average trip spend, with travellers prioritising comfort, meaningful experiences and responsible travel,” alongside rising interest in wellness-focused holidays, sustainable lodges and standout experiences such as luxury rail journeys.

Meanwhile, iconic trips “aren’t going anywhere,” according to Much Better Adventures, but customers want “more choice around them such as different comfort levels and durations.”

Demographic shifts continue to influence demand, particularly the sustained growth of solo female travel. Intrepid reports that there is “no sign of it slowing down,” with a notable rise in women over 50 travelling alone and strong demand for its Women’s Expeditions, which are “designed to provide travellers with a glimpse into the daily lives of women from different cultures, while supporting women guides and business owners.”

Overall, the picture for 2026 is one of more thoughtful, personalised and responsible travel, with travellers prioritising depth, flexibility and authenticity over traditional, high-volume tourism.

Image Credits - Much Better Adventures, Walkers Britain, Unsplashed

Are you seeing any new destinations emerging? 

Operators are seeing a variety of emerging destinations, both internationally and within familiar regions. TransIndus highlights growth in Asia, with Central Asia “showing a strong resurgence, particularly Uzbekistan,” and identifies China as “the most notable rising star,” noting that tourism authorities have been “exceptionally proactive in retraining and preparing the industry for its reopening.” Within India, there is “a tremendous rise in the popularity of river cruising in the remote northeastern regions” and increasing interest in “luxury train holidays.”

Intrepid Travel reports West Africa as “an exciting emerging destination,” having launched trips to Senegal and Ghana, with Sierra Leone planned for 2026. The region’s “incredible mix of culture, history, and stunning landscapes” is attracting growing interest, alongside European hidden gems such as Bosnia and Albania. New offerings include a hiking adventure in Romania, where travellers explore “ancient villages, forests, and past 12 UNESCO World Heritage Sites.”

Much Better Adventures points to Georgia, Tajikistan, and Oman as “success stories for us this year,” reflecting growing demand for off-the-beaten-path destinations.

Walkers' Britain & Europe notes that while there are “no new countries,” interest is rising in new areas within existing markets, citing Northumberland in the UK and northern Portugal as examples of regions “growing in popularity.”

Image Credit - Much Better Adventures

What have been the pressure points in the last 6-months?

Operators reported several key pressure points over the past six months. TransIndus highlighted the impact of economic conditions, noting that “instability in UK economic conditions, particularly the softening domestic climate” has made consumers cautious about booking too far in advance, even though demand for Asia remains strong.

Overtourism and capacity constraints are a notable concern for Walkers’ Britain & Europe, particularly on popular Alpine routes. They explained that “10 years ago you could book these tours in the spring to travel in the summer. Now, with classic UK trails like the Coast to Coast, West Highland Way and the Fife Coastal Path, if you haven’t booked the year before, you aren’t going,” The hotels and the huts are all fully booked.  

Much Better Adventures adds that their younger demographic “continues to press the last-minute booking button,” which keeps them on their toes when it comes to capacity planning.

Intrepid Travel points to the conflict in the Middle East as having had had an impact on the region with a downturn in travel to Egypt and Jordan. However, as the situation has calmed they have seen buoyant bookings to both countries in recent months. 

Image Credits - Shutterstock

What business concerns do you have for 2026?

Operators cited a mix of geopolitical, environmental, and tourism-related concerns for 2026.

Walkers' Britain & Europe highlighted the impact of global instability, noting that “the perilous state of the world and Europe’s border with Russia, is always of concern.” They also emphasised seeing destinations they’ve travelled to responsibly for years changing rapidly, with overtourism becoming a growing challenge. Madeira is a clear example: its popularity has surged, fuelled in part by influencers, to the point where hikes that were once open and free now require advance bookings to manage overcrowding. As a result, the island has become a victim of its own success, forcing operators to work harder to steer travellers towards quieter, but equally beautiful areas. Rising demand is also driving costs across the UK and Europe, with summer hotel rates in places like Inverness now often higher than in Edinburgh (blaming this on the TV competition series The Traitors!).

TransIndus shares geopolitical concerns, particularly in the Middle East, which “affects flight availability and routing” for Asia-bound travellers, though new direct routes to India have somewhat mitigated the issue.

Climate change was highlighted by both Much Better Adventures and Intrepid Travel.

Image Credits - Shutterstock

Intrepid noted that “151 climate-related incidents affected operations” last year, prompting adjustments to itineraries, including shifting active trips away from peak summer months and emphasising shoulder-season departures.

Overtourism also remains a shared challenge, according to Intrepid, who stress the importance of guiding travellers to lesser-known destinations. Their “Not Hot List” aims to “inspire travellers to discover different and unique experiences, with communities that can truly benefit from more visitors.”

Final Comments

Operators reflected positively on the travel market while highlighting their priorities for the year ahead.

Walkers' Britain & Europe shared that “we love what we do, and hearing great feedback from our customers keeps us going,” noting that interest in active travel “continues to grow” and that discovering new trips, whether in new locations or by reinventing existing tours, remains one of the joys of their work.

They also acknowledged future challenges from AI and growing demand for popular hiking routes.

Intrepid Travel highlighted a shift in traveller expectations, observing that people “want a deeper connection to the places and communities they visit” and seek experiences that are culturally immersive and contribute positively to local communities. They added that travellers continue to prioritise holidays, even amid broader economic challenges, and value travelling with like-minded people in an increasingly digital world.

TransIndus emphasised the enduring appeal of Asia, noting that “demand shows no sign of slowing” and that the region continues to offer “extraordinary depth, diversity and value for money for British travellers.” With over three decades of experience, they remain committed to creating journeys that are “culturally enriching, environmentally responsible and genuinely transformative” for both clients and local communities. They also highlighted ongoing innovation, strengthened partnerships across Asia, and a focus on responsible tourism, noting that “this year we have introduced a number of new journeys into these principal markets.”

Image Credits; Much Better Adventures, Wild Frontiers, Walkers' Britain & Europe

ATN Conclusion

Taken together, these insights paint a picture of an adventure travel sector that is resilient, evolving and full of opportunity. Demand for meaningful, experience-led travel remains strong, but operators are increasingly required to navigate complex challenges, from climate change and geopolitics to overtourism and rising costs. As travellers seek deeper connections and more responsible ways to explore the world, the role of thoughtful, well-designed adventure travel has never been more important, offering the chance to deliver lasting value for both travellers and the communities they visit.

Join the ATN26 Conference in Central London to hear engaging conversations and network in person with the UK’s leading adventure travel brands.

WATERLOO | Thursday 26 February 2026

Thanks to Intrepid Travel, TransIndus, Walkers' Britain & Europe and Much Better Adventures for participating in the ATN Adventure Travel Roundup.

-ENDS-

If you would like to take part in our next ATN Adventure Travel roundup article,

in June 2026 contact pru@adventuretravelnetworking.com