Adventure tourism is one of the fastest growing sectors in the world and involves physical activity, interaction with the natural environment, and cultural immersion. It has a significant economic impact by creating jobs and investment in local communities. Adventure tourists tend to be younger, male, and enjoy outdoor activities like hiking, backpacking, and trekking. While adventure tourism provides exciting experiences, it also carries risks that require tourists to plan appropriately and take safety precautions. The future of adventure tourism is strong as the market continues to broaden and attract more participants internationally.

1. Running Head: ADVENTURE TOURISM 1
Adventure Tourism
Mackenzie L. DeMuth
University of Northern Iowa

2. ADVENTURE TOURISM 2
Adventure tourism is one of the fastest growing sectors in the world. The
definition of adventure tourism is not fully official because there are so many
definitions. However, the Adventure Travel Trade Association defines it as a trip
that includes at least two of the following three elements: physical activity, natural
environment, and cultural immersion (World Tourism Organization, 2014, p. 10).
There are so many different components of adventure tourism that will be discussed
including the economic impact of adventure tourism, the typical adventure traveler,
the different types of adventure tourism, the risks, how it’s different than other
types of tourism, and what the future holds for adventure tourism.
Economic impact is extremely important. Tourism can impact an economy in
so many different ways whether it’s good or bad. The World Tourism Organization
(UNWTO) states “that tourists are willing to pay a premium for exciting and
authentic experiences. Trip lengths and costs depend on the person. The average
length is eight days and the average cost is $3,000 US dollars per person (p. 11).
Joyce from USA Today states that adventure travel creates the opportunity for both
local and outside investment to support the economy. Employment in tourist
destinations is very common. The locals can get jobs providing meals, making crafts,
running tour guides, and many more. The possibility of employment may increase
the want for a good education. Community image could be good or bad because of
the tourists. If the destination is over populated with tourists, it may become dirty
and crime ridden. If the destination is under populated with tourists there may not
be as many jobs for people (Joyce, 2006).

3. ADVENTURE TOURISM 3
According to the Adventure Tourism Market Study (2013), “The typical
adventure tourists have an average age of 36” (p. 2). They are usually younger than
a non-adventure tourist. A majority of adventure travelers are male (57 percent)
and are single. The female adventure tourists make up the other 43 percent. ATMS
(2013) states that the average income of an adventure tourist is $46,800. They like
to read magazines such as National Geographic, Men’s health etc. (p. 9). They are
more likely to use professional services such as guides or instructors. Adventure
travelers plan their trips and really look into fun places to go in magazines and
online. The percentage of them on Facebook is 78 percent. That has doubled since
2010 (ATMS, 2013). These statistics will continue to grow in the future. They like to
be outdoors and enjoy the natural environment. Adventure tourists can be soft
adventurers or hard adventures or both. Soft adventure means that the tourist likes
to do things relaxing and somewhat easy like taking a nice hike, backpacking, or
canoeing. Other tourists like to do things a bit more challenging and that would be
hard adventures or extreme tourism. This would include ice climbing or bungee
jumping. While some tourists like to do both, it all depends on where they are going
and possibly whom they are going with. If they are going with family it may be more
relaxing and safe. If they are going with friends it could be a bit more daring and
scary. The next paragraph goes into a bit more detail about this topic.
There are so many different types of adventure tourism. According to the
World Tourism Organization (2006), there are two main categories: hard adventure
and soft adventure. People often debate on which activities go into which categories.
Some examples of hard adventure tourism are trekking, climbing (rock, ice), caving,

4. ADVENTURE TOURISM 4
and many more. Some examples of soft adventure tourism are hiking, canoeing,
camping, backpacking and so much more (p. 12). Whether adventure tourists are
going on a soft adventure or hard adventure, they are still participating in adventure
tourism. Backpacking/Trekking/Hiking are all growing in activities to do. People
love to explore new places and these three are all a tourist can do on foot and on a
budget. “The USA Adventure Traveler Profiles (2014) confirms that these are the
most popular activities for the United States of America adventure travelers.” (p.
26).
Risks are something people have to watch out for in anything that they do.
Adventure tourism comes with many risks especially if the tourist is participating in
a hard adventure. According to Evija of the Tourism Student’s Virtual Conference
(2014), risk is one of the areas of adventure tourism that is explored and pushed to
the limits. People are attracted to this tourism because of the risk it may entail (p. 1).
Adventure tourists like the idea of doing something that could possibly be beyond
their limits. They like to prove other people and themselves wrong by completing
such daunting tasks (Evija, 2014). Safety is very important when it comes to the
potential risks in adventure tourism. Evija’s (2014) article states, “that tourists must
plan their itinerary and is important to plan a worst evacuation scenario just in case
if something goes wrong. They should watch the weather when they are going on
the trip to make sure it’s safe and to bring the right equipment they will need along
with them. Travellers should always leave a trail so if they go missing, people could
hopefully find them.” (p. 2).

5. ADVENTURE TOURISM 5
Tourism has so many different categories. Some of the other types of tourism
are: recreation, cultural, nature, pleasure, sports, medical or health tourism, etc.
Adventure tourism is different than other types of tourism because tourists want to
do more than just visit regular tourists sites. They usually want to challenge
themselves and get out of the ordinary way of travelling. Many types of tourism
overlap. You could be doing more than one type at a time on the same vacation
(World Tourism Organization, 2006). Extreme tourism and adventure tourism go
hand in hand. The difference is that extreme tourism is just doing extreme things or
visiting dangerous places, while adventure tourism could be extreme or could be
relaxing but still adventurous and outdoors.
Adventure tourism has grown and will continue to grow in the future. “The
UNWTO reported that in 2012 global tourism hit an all-time record of more than
one billion international tourist arrivals. An expansion in the overall global tourism
market has contributed significantly to the growth in the adventure market” (ATMS,
2013). Adventure Tourism Market Study (2013) states, “The rise of new source
markets for international travel could have a significant impact on the future of
adventure travel. Adventure tourism is strong, broadening, and growing.” (p. 14).
According to the World Tourism Organization (2006), “It is one of the fastest
growing sectors of the tourism sector, attracting high value customers, supporting
local economies, and encouraging sustainable practices.” (p. 16).
In conclusion, adventure tourists are fun and love to enjoy themselves
outdoors while exploring new places or hanging out with friends/family in an
adventurous way. What tourists consider to be adventure tourism and what they

6. ADVENTURE TOURISM 6
are willing to do is up to them (Weber, 2001). Adventure tourism will continue to
grow and broaden in the future. Leisure time and enjoying oneself or challenging
oneself and having fun are very important in human life. Adventure tourism gives
people an escape from reality and a chance to explore this beautiful world.

7. ADVENTURE TOURISM 7
Adventure Tourism Market Study (2013). Adventure Travel Trade Association.
Retrieved from
http://files.adventuretravel.biz/docs/research/adventure-tourism-market-study-
2013-web.pdf
Evija, S. (2014). Tourism Student’s Virtual Conference. Retrieved from
http://www.travel-conference.co.uk/commentries.php?paper=251#.VkE6yq6rQU0
Joyce, K. (2006). USA Today. Retrieved from
http://traveltips.usatoday.com/economic-benefits-adventure-tourism-2348.html
Weber, K. (2001). Elsevier Science Ltd. Retrieved from
http://www.sciencedirect.com/science/article/pii/S0160738300000517
World Tourism Organization (2014). Global Report on Adventure Tourism. Retrieved
from
http://affiliatemembers.unwto.org/publication/global-report-adventure-tourism
World Tourism Organization (2014). Global Report on Adventure Tourism. Retrieved
from
https://s3-eu-west-1.amazonaws.com/staticunwto/Affiliate-members/1-
GLOBAL+REPORT+ON+ADVENTURE+TOURISM_online.pdf