Beyond the bucket list: the adventure stories destinations want to tell
By Pru Goudie
From Peru to Arkansas, Jordan to South Africa and Catalonia, five destinations share the new experiences, emerging trends and untold stories they want on the media radar.
Strong relationships between destinations, travel media and tour operators are at the heart of a thriving adventure travel community. ATN’s twice-yearly Media Meetup events bring key tourist boards face to face with leading travel journalists and operators, creating space to share news, exchange ideas and uncover the stories that will inspire travellers.
At our latest gathering, five destinations offered a glimpse of what’s new, what’s emerging and what deserves a closer look in 2027 and beyond.
If you want to know what’s coming next in adventure travel, it’s often worth asking the people whose job it is to spot the stories before they hit the headlines.
At ATN’s latest Media Meetup, Pippa Jacks of TTG Media brought together destination representatives from Peru, South Africa, Jordan, Catalonia and Arkansas to explore what’s new, what’s emerging and - importantly - what they want journalists to be talking about in 2027 and beyond.
The conversation quickly moved beyond the usual headline attractions. Yes, iconic experiences still matter. But increasingly, destinations are looking for ways to take travellers deeper: into nature, communities, landscapes and lesser-known regions.
Peru: beyond Machu Picchu
For Peru, biodiversity is a huge part of the story.
With an extraordinary variety of ecosystems, the country is positioning itself as a destination for nature-led adventure, including birdwatching and wildlife experiences. But Aldo from PromPerú also highlighted the opportunity to combine nature with culture and local communities.
One standout was Choquequirao, an archaeological site reached on foot and increasingly seen as a compelling alternative to the better-known Machu Picchu. The multi-day experience combines hiking, dramatic landscapes, local communities and Inca history — offering exactly the kind of immersive, slower adventure that many travellers are now seeking.
And there’s another side of Peru that deserves more attention: its Pacific coast. From desert landscapes in the south to more tropical-feeling beaches in the north, the coastline offers a completely different perspective on the country — and a potential add-on to a more adventurous itinerary inland.
Arkansas: the adventure story is only just beginning
If one destination wanted to make sure journalists were paying attention, it was Arkansas.
Peter Hannaford of Arkansas Tourism admitted that the state can still be something of a mystery to UK travellers - and that’s precisely why there’s a story to tell.
Historically associated with southern US music, food and culture, Arkansas has been investing heavily in its outdoor offering, from cycling and kayaking to hiking and other active experiences.
Northwest Arkansas is particularly interesting. Around Bentonville and Fayetteville, an extensive network of trails and cycling infrastructure has transformed the region into an outdoor playground. One example highlighted during the discussion was the 25-mile Razorback Regional Greenway, with visitors increasingly using e-bikes to cycle between Fayetteville and Bentonville, stay overnight and cycle back.
For UK travellers, Arkansas is still relatively undiscovered territory. And perhaps that’s its biggest selling point: there are plenty of stories to uncover before everyone else gets there.
Jordan: getting under the skin of the destination
Jordan may have Petra and Wadi Rum firmly established on the adventure travel map, but Alex from the Jordan Tourism Board highlighted a growing focus on experiences that allow visitors to connect more closely with local communities.
The Jordan Experiences programme is developing curated, locally rooted experiences around heritage, culture, food and adventure.
The northern sections of the Jordan Trail offer a particularly strong story, bringing together walking, local food, homestays, women-led heritage experiences and opportunities to learn more about everyday life in Jordan.
There are also wonderfully personal stories emerging: from staying in a local home and learning to cook and collect eggs, to meeting craftspeople and trying traditional mosaic-making.
It’s adventure travel with a strong human element and a reminder that sometimes the most compelling stories are about the people you meet along the way.
South Africa: listen, slow down and look up
South Africa is also seeing adventure evolve beyond the traditional safari.
Ewelina from South African Tourism highlighted the emergence of multi-sensory safari experiences, where the focus shifts from simply spotting animals to listening to the sounds of the landscape and paying greater attention to the wider natural environment.
Stargazing, sound experiences and active wellness are also becoming part of the mix, with meditation or sound bathing combined with more traditional outdoor activities.
And then there are new ways to explore the country. The Trail of Two Lakes in KwaZulu-Natal is a new slackpacking route combining hiking with kayaking, snorkelling and other experiences, while allowing luggage to be transported between stops.
For a destination as well known as South Africa, the challenge - and opportunity - is to keep finding new reasons to return.
Catalonia: from ski resorts to mountain playgrounds
Catalonia is seeing a similar shift in its mountain regions.
In the Pyrenees, ski resorts are increasingly becoming four-season mountain destinations, with new hiking and trail-running routes, restaurants and experiences designed to attract visitors beyond the winter season.
Gravel cycling is another rapidly growing opportunity. This year Catalonia launched the Grand Tour of Catalonia Gravel, creating a multi-stage route designed to be ridden at the visitor’s own pace, stopping in villages and discovering the region along the way.
But perhaps one of the most interesting stories is happening across borders.
Catalonia has joined forces with neighbouring regions in France and Andorra to promote the Pyrenees collectively, working with local operators to develop 12 cross-border itineraries. Travellers can spend part of their trip in Spain and part in France, experiencing different landscapes, cultures and communities in one journey.
It’s a good example of destinations thinking beyond traditional borders to create more compelling, joined-up travel experiences.
And what do destinations actually want from the media?
Perhaps the most useful part of the conversation came towards the end, when the panel turned the question around: what stories are you looking for from journalists?
The answer was refreshingly consistent.
Not necessarily the biggest attraction. Not always the obvious itinerary. And certainly not another story everyone else will be writing.
Instead, the destinations are looking for new angles, lesser-known places, human stories and emerging experiences.
South Africa pointed to the Northern Cape, where fewer than 1% of UK visitors currently travel, despite its dramatic desert landscapes, wildflowers and very different character.
Jordan highlighted community-led experiences along the Jordan Trail.
Catalonia has opportunities around its cross-border Pyrenees project, while Arkansas is keen to introduce UK media to the outdoor experiences developing around Fayetteville and Bentonville.
And all five destinations were clear about one thing: they want to work with media.
There are opportunities for both individual and group press trips, with support available for journalists who have a strong story angle or are developing a feature. Arkansas is also looking ahead to a media summit in the state in 2027, while Catalonia, South Africa and Peru all highlighted forthcoming press opportunities.
The message from the panel was simple: if you have an idea, ask.
The message from the panel was simple: if you have a story idea, ask. The best travel stories of 2027 may not be the ones already sitting in every press release. They could be the lesser-known trail, the small community, a new way of experiencing nature or a destination waiting to be discovered.
And that’s what ATN is all about: bringing people together, building relationships and creating opportunities across a thriving adventure travel community. Our spring and autumn Media Meetups give tourist boards, leading travel media and tour operators the chance to connect face to face, share news and ideas, and uncover stories that deserve to be told.
Because sometimes, the best stories start with a conversation.
-ENDS-
Thanks to all our participating destinations
If you would like to participate in the next ATN Media Meetup event please contact pru@adventuretravelnetworking.com to discuss opportunities.
