Data specialist Spike Insight told delegates at Adventure Travel Networking 2023 that adventure operators had reported an overwhelmingly positive start to the year.

Director Roy Barker presented findings from a survey of 100 adventure suppliers, which showed group tours have seen the greatest resurgence this year, with more than a third of companies (36%) identifying this as their fastest growth sector.

Solo travel has also seen growth, but was the fastest-growing sector for only 13% of companies. Walking holidays have proven to be the most popular activity, followed by iconic bucket list experiences.

“If you thought 2023 was good, just wait til 2024,” Barker urged. “We might be moving towards a post-pandemic, post-downturn world where we’ll see a roaring 20s and real economic growth and expansion of travel.”

Almost two-thirds of suppliers (62%) reported that their average booking window has shrunk, with the majority of bookings now being made just two-to-six months before departure.

Joe Ponte, chief executive of Inghams, Explore and Inntravel parent Hotelplan UK, reported “fantastic” sales in January and February. “I talk to other similar companies and they’re all seeing strong growth, and a cracking start to the year,” he said.

“I do wonder to what extent this pent up demand will eventually subside though,” he added. “There will be a time when it will normalise and we need to be ready for that.”

Gergana Nikolova, regional director of the Adventure Travel Trade Association, said that global trends in adventure travel broadly matched those of the research, and pointed out that even cruise passengers are being introduced to adventure travel through increasingly adventurous shore excursions. “It’s becoming more mainstream,” she said.

The third Adventure Travel Networking conference took place on Thursday 23 February, alongside a day of virtual meetings between buyers and suppliers, and with TTG Media as media partner.