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Adventure Travel Shows Strong Rebound in Asia and the Pacific

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The Adventure Travel Trade Association (ATTA) has released its 2024 State of the Adventure Travel Industry Snapshot, revealing a robust recovery in the Asia Pacific (APAC) adventure travel sector.

Based on survey data collected from the ATTA community between March and May of this year, the report indicates that Asia-based tour operators averaged 2,636 guests in 2023, approaching pre-pandemic levels of 3,263 in 2019. Trip fill rates in APAC reached 62% in 2023, close to the global average of 65%.

The composition of guests for Asia-based operators has shifted, with an increase in FIT travel for families (now at 26%, up from 17% in 2022) and couples (33%, up from 20%), while group travel decreased to 24% (from 49% in 2019).

India has emerged as the fifth-largest source market for adventure travel, with 4% of responding tour operators naming it as their primary guest source. Japan has risen to fourth place among global travel markets, with travel contributing $297 billion to its economy in 2023.

The report also highlights changes in popular destinations within APAC. Northeast Asia climbed from 14th to 4th place, influenced by China’s reopening and the depreciation of the Japanese yen. Southeast Asia also saw an increase in popularity, moving from 10th to 7th place. However, South Asia and Oceania experienced decreases in popularity as adventure travel destinations.

RELATED: 10 Must-See Attractions in Nanjing, China

Hiking, trekking, and walking remain the top adventure activities globally and in APAC. Cultural activities have seen strong growth since 2021, while camping and climbing have gained unique popularity in the region. Culinary adventures ranked lower in APAC (fourth) compared to worldwide (second).

“Japan in particular stands out as a destination that has seen a huge surge in popularity since it fully re-opened in Spring 2023,” said Matt Blench, Director of EXO Adventure and ATTA member. “Cycling and trekking tours are by far the two most popular adventure activities and demand is outstripping supply. Indonesia has exploded back onto the scene, especially as a trekking and climbing destination combined with camping. We’ve seen 100% growth in 2024 when compared to 2019.”

Cycling and trekking tours are by far the two most popular adventure activities and demand is outstripping supply.

The report also notes that 57% of APAC tour operators are holding or pursuing sustainability certifications, compared to 51% in other regions.

“Looking into 2025, I think we can expect to see hiking and cultural activities stay in the top five most popular adventure activities for APAC,” said Hannah Pearson, regional director APAC at ATTA. “I also expect to see Oceania trending as a destination once more, driven by a greater focus on adventure travel in general from the region.

However, it will be interesting to watch if camping and climbing maintain their popularity, or if they are a flash in the pan for the region, being new entrants in 2024.”

The ATTA is planning several events in the region, including an AdventureWeek in Okinawa, Japan, and an AdventureNEXT in Fiji this November.

This article was generated by AI and based on a press release distributed by ATTA. It was reviewed by a TravelAge West editor. 



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A Nero Crossing Into New Hampshire (ECT Day 184)

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  • Hiked Today: 8.9 miles

    • Appalachian Trail (1,747.8 – 1,756.7)

  • Total Hiked: 3,689.5 miles
  • Total Paddled: 99.5 miles

Weather: 65 – 82 °F, mix of sun and clouds, very humid

Elevation: 384 – 1,611 feet

Podunk Brook Site to Holiday Inn Express White River Junction 

I had about 2 miles of foggy glasses uphill to get to the Happy Hill Shelter cutoff.

After that, things brightened up some. Even though the air remained breezeless, it felt less stuffy and more open with glimpses of sunlight sneaking below the canopy.

The last bits of trail leading down to Norwich, Vermont were quite pleasant in a quiet and peaceful way, the big pines leaving a pathway full of needles. The trail popped out to a quaint road and I was thankful it was all downhill.

Once in town, I took a left off the AT route to visit Dan and Whit’s General Store. And a general store it was, offering not only a good supply of groceries, but toys and board games and local crafts too. And it had a hardware section, which was my main purpose for visiting. I even found the item I wanted, which I was surprised about, but I’ll show that when/if it ever comes to use.

The store was a bit pricey, so I didn’t get my full resupply there, but instead picked out a few select items including a Vermont maple syrup infused coffee, breakfast sandwich, and a jelly-filled twisted sugar donut haha. I sat on the bench outside to feast, but after a nice little break continued my sidewalk mosey through town. 

From Norwich it was downhill to the mighty Connecticut River. And crossing the bridge to the other side, Sumi and I said goodbye to Vermont and were welcomed into New Hampshire!

I have been hearing about how New Hampshire has the most difficult trail of the entire AT even before starting on this adventure. Well, it didn’t seem so bad starting out, nice sidewalk through the college town of Hanover.

All of a sudden I was walking through the campus of Dartmouth College. Well, sort of, maybe on the fringe of it, where it meets the town full of quirky restaurants and shops. Students milled about all fashionable and clean with backpacks of a different slightly smaller varit than my own. Or, maybe I just mistook them for students and they were all super ultra light hikers? This area, maybe just as much as when I hopped into New York City, felt so surreal to me. It was bizarre coming straight from the woods and all of a sudden being in the middle of fancy Hanover.

Maybe you’re like me and have heard of Dartmouth before, but never knew it was in Vermont or really why I knew of it. All I can think is that it’s an Ivy League school and has that reputation of being top notch, I’m guessing. As I crossed the bridge, the view of the river with a dock for crew really fit the image of the school’s high distinction in my mind haha. I could imagine a foggy morning, the squad rowing in perfect unison cutting through the smooth glass waters like a knife through soft butter.

The trail continued through Hanover where it would eventually go out and up and away from town. I stopped today’s jaunt by the Food Co-op store though, a little over a mile into New Hampshire. I went for another round of shopping, but here too thought prices were quite steep (like the mountainous trail ahead 😅). I wondered where the students shop. Piecing together some items, I left and headed to the bus stop.

There’s the Dartmouth campus.

Do Not Enter… Apparently they don’t want hikers to enter 😅

The rest of the day was dedicated to resting up and prepping for the next leg of the journey. I used my “free” hotel night I get once a year through my credit card and it was amazing. There was a little snafu with not getting checked in on time (I’d hopped for early check-in, but things were quite disheveled there when I arrived), but once showered and laundered, I cared not. Plus, I just hung out in the lobby in the air conditioning while waiting.

That night, I stayed busy cleaning and organizing and writing blogs and looking ahead on FarOut, but I also had a movie on and got a pizza delivered straight to my room. All was well in my little hotel room world! So good and necessary to stop and regroup.

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Dubai, Bali, Bangkok were top picks for Indians who travelled in 2025 so far: Oyo

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Dubai, Bali and Bangkok have emerged as the most preferred international destinations for Indians who travelled between January and June 2025, according to travel tech firm OYO. The company reported a 65% year-on-year growth in bookings for destinations offering simplified visa processes, reflecting evolving travel trends shaped by accessibility and convenience.

Findings from the company’s latest ‘OYO Travelopedia 2025’ report, are based on insights drawn from 20,000 bookings made through the OYO app. The report revealed that Dubai led the list, with bookings by Indian families tripling over the same period last year.

Bali witnessed a significant uptick in interest from couples and honeymooners, highlighting its appeal as a romantic and leisure destination.
Also read | Schengen visa rules relaxed for citizens of this country: Check details here

“The report highlights 65% YoY growth in visa-easy destination bookings by Indian travellers in H1 2025, underscoring a shift in preferences driven by relaxed visa policies, enhanced air connectivity, and a growing appetite for premium experiences. Some of the most popular destinations on this list include Dubai, Bali, and Bangkok, among others,” the company said.

According to data, average travel durations varied by region. trips to Southeast Asian countries such as Bali and Bangkok typically lasted between five to seven days, while visits to Middle Eastern destinations like Dubai averaged three to five days. Long-haul travel to Europe and the United States tended to extend over 10 to 15 days, suggesting a higher spending and extended travel in those regions.

Also read | Beauty of India: 10 places to make a trip and enjoy the unique charm they offer

OYO, which is currently preparing for its initial public offering (IPO), noted that it operates a network of 50 premium hotels in popular destinations. Of these, 23 are located across Southeast Asia and 27 in the Middle East, primarily under its SUNDAY and Palette brand portfolios.

The company added that it is planning to expand its premium offerings in emerging international hotspots, with a particular focus on aspirational properties and personalised guest experiences tailored to evolving traveller expectations.



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Tourism Prince Rupert transforms Atlin Terminal into bustling adventure hub

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The newly-renovated space will provide a wide variety of outdoor activities for residents and visitors

An exciting seasonal hub for outdoor adventure in the heart of Prince Rupert is now open for North Coast guests.

On July 12, Tourism Prince Rupert announced the opening of a newly-transformed space in Atlin Terminal at Cow Bay called The Outpost, an initiative that makes it easier for residents and visitors to get outside and explore everything the region has to offer. The hub will be open Fridays to Tuesdays from 9 a.m. to 5 p.m.

The space offers a wide variety of activities from local businesses for everyone to enjoy, such as bike, e-bike and e-scooter rentals from G-Bikes, and fishing rods, crab traps and hiking packs through Tourism Prince Rupert’s partnership with SeaSport.

Visitors can also book Zodiac Tours with Ribtide to see whales, seals and eagles, rent kayaks and paddleboards from Skeena Kayaking, and join fly fishing and foraging excursions with experienced local guides.

The Outpost also has a retail space with a vintage penny souvenir machine that has quickly become a crowd favourite, according to Tourism Prince Rupert executive director Jaimie Angus.

“Whether you’re casting a line, paddling the harbour or just popping by for a keepsake from our locally inspired retail section, The Outpost is designed to help both locals and visitors connect more deeply with this place,” she said.

Angus added that at its core, the project is about lowering barriers for small business owners and giving them a high-traffic platform to connect with new audiences while collaborating under the same roof.

“The space is always evolving, with new partners and offerings joining as the season unfolds, so come on down and check it out,” she said.



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