More than 13 years ago, the editorial team at TravelAge West launched Explorer. From the very beginning, we realized that we had to qualify how the magazine was related to adventure — it was “soft,” “experiential,” “sustainable” and “culturally immersive.” We weren’t summiting Mount Everest; we were huffing and puffing to Everest Base Camp. We weren’t roughing it in a tent in cold climes, though we were perfectly content to watch the northern lights from the bed of our heated glass dome.
In other words, this publication has always seen “adventure” in the way
most travel advisors sell it: safaris, expedition cruises and immersive experiences where clients can meaningfully, but comfortably, interact with a destination’s local culture, people, natural landscape and wildlife.
Of course, we still cover one-off superlative experiences. Increasingly, though, adventure has gone from niche to mainstream, creeping into tried-and-true categories. In 2013, when we launched, the Adventure Travel Trade Association (ATTA) valued the adventure market for outbound travelers from North America, South America and Europe at $263 billion. The same organization now values the market at $688 billion (and $1.16 trillion if adding in Asia). Earlier this year, Gustavo Timo, president of the ATTA, said that “adventure travel today is less about extremes and more about connection.” The organization now focuses on a more layered trip that includes immersion in nature, physical activity and cultural exchange.
It’s no wonder, then, that classic “adventure” brands are turning to river cruising, which has always incorporated those three components.
For example, National Geographic-Lindblad Expeditions launched its first river sailing in April, with a second ship following in 2027. This issue’s cover story shows how it works both ways, with the original river brands expanding their focus on cultural, active and culinary experiences.
For travel advisors, the message is clear: Reexamine how you view adventure. Chances are, your clients are adventure clients — whether or not they realize it.
