Over the previous decade, journey journey has undergone a profound transformation. As soon as thought of a distinct segment sector outlined by technical actions and adrenaline-fueled pursuits, it has broadened to draw a a lot wider viewers of vacationers who’re “Open to Journey.”
Immediately’s adventurers are curious, intentional, and motivated by greater than bodily problem. They search immersive experiences that foster significant connections with nature, tradition, and place. Whereas mountain climbing, biking, and kayaking stay widespread, vacationers are simply as compelled by genuine delicacies, culinary traditions, and the tales of the individuals they encounter alongside the way in which.
New analysis from the Journey Journey Commerce Affiliation (ATTA), supported by EF Adventures and CBI, underscores this shift. Journey is now not solely about strenuous exercise—it’s about openness, curiosity, and transformation. By embracing a extra inclusive definition, the business has expanded the profile of the journey traveler, the place motivations are formed much less by exercise stage and extra by mindset and conduct.
In keeping with Heather Kelly, ATTA’s Director of Analysis and Information, “Journey journey has turn out to be a defining drive in world tourism, rising right into a market price practically one trillion {dollars}. What’s most fun is how this development displays a shift in mindset—at this time’s vacationers are motivated by curiosity, connection, and cultural immersion as a lot as by bodily exercise. Our analysis reveals that the financial impression of those vacationers is profound, and their desire for significant, experience-driven journeys is reshaping the business.”
“Our analysis reveals that the financial impression of those vacationers is profound, and their desire for significant, experience-driven journeys is reshaping the business.”
A Market Nearing One Trillion {Dollars}
The headline determine is putting: the worldwide outbound journey journey market reached $966 billion USD in 2023 (the latest full-year figures obtainable). ATTA’s analysis reveals that 67 p.c of worldwide outbound vacationers fall into this class, a transparent signal that journey is now not a sub-sector, however a mainstream traveler mindset. Earlier ATTA analysis discovered this quantity to be $683 billion in 2017, displaying a compound annual development fee (CAGR) of 6 p.c. This places journey journey firmly among the many largest and fastest-growing segments of tourism.
Vacationers open to journey spend a mean of $265 per individual, per night time, with journeys lasting about 11 days, leading to roughly $3,000 per traveler per journey. Multiplied throughout tens of millions of vacationers, this spending sample explains the big worth of the phase. It additionally demonstrates how journey journey drives above-average per-capita spending in comparison with extra commodified types of tourism.
The $966 billion journey market is an element of a bigger $1.1–$1.3 trillion customer expertise economic system. Each are fueled by the identical demand: significant, story-rich actions that create lasting reminiscences. In apply, this implies the financial potential of journey journey is even higher than ATTA’s conservative core definition suggests.
One of the necessary shifts highlighted by ATTA’s analysis is the transfer towards direct spending in vacation spot communities, reaching a mean of 76% in keeping with the 2025 Journey Journey Developments & Insights: State of the Journey Journey Business report. Vacationers within the journey segments usually tend to ebook experiences instantly with native suppliers, buy domestically made items, and prioritize sustainability practices. This conduct channels cash into small companies, guides, and artisans, amplifying the group impression of every journey.
Traveler Evolution
Traveler motivations and behaviors have shifted dramatically, shifting away from the standard “flop and drop” fashion of leisure towards deeper types of connection. Immediately’s vacationers wish to be energetic contributors of their journeys, pursuing experiences which are distinctive, story-rich, and memorable. Cultural immersion, gastronomy, and alternatives to have interaction authentically with native traditions are more and more on the coronary heart of journey planning.
Whereas journey vacationers could be described by distinct personas, in apply these classes are fluid. Journey conduct shifts with context—vacation spot, journey companions, life stage, and even temper. A single traveler could search cultural immersion on one journey, adrenaline actions on one other, and rest or indulgence on the following. These overlapping tendencies reinforce that the “Open to Journey” traveler defies inflexible segmentation, as a substitute embracing a multifaceted method to exploring the world.
“Vacationers are extra energetic than ever, and the market alternative for journey experiences continues to develop globally – particularly in North America,” mentioned Heidi Durflinger, CEO, EF World Journeys USA, operator of EF Adventures, “We launched EF Adventures to serve vacationers more and more all in favour of exploring the world by hike, bike or by quite a few energetic actions, whereas additionally studying one thing concerning the superb locations, cultures and locals we go to alongside the way in which.”
“Vacationers are extra energetic than ever, and the market alternative for journey experiences continues to develop globally – particularly in North America.”
Provide-Facet Evolution
As demand for experiences has accelerated, provide has grown exponentially in response. Locations that when supplied solely a handful of domestically centered actions now present dozens, generally tons of, of choices. Small tour operators, community-led initiatives, and cultural organizations have flourished, guaranteeing that genuine experiential journey is accessible nearly in every single place and firmly established as mainstream.
Concurrently, world distribution platforms have amplified this development. On-line journey companies (OTAs) specializing in experiences have expanded quickly, connecting tens of millions of vacationers with excursions, actions, and native guides. This digital attain has not solely elevated visibility however has additionally democratized entry to journey and experiential journey, making it simpler than ever for vacationers to create significant journeys tailor-made to their pursuits.
Core Journey and the Wider Market
Throughout the broad adventure-minded traveler market, ATTA identifies a core adventure-first traveler base of about 40 p.c of outbound vacationers. These vacationers prioritize journey, nature, and experiential components on the middle of their journey planning.
“The journey journey market is not only increasing—it’s main the way in which in redefining what journey means. As two-thirds of worldwide vacationers establish as being open to journey, the alternatives for locations and companies are extraordinary,” says Shannon Stowell, CEO, ATTA, “This can be a name to motion for the business to put money into genuine, sustainable experiences that enrich communities and create lasting worth for vacationers world wide.”
“This can be a name to motion for the business to put money into genuine, sustainable experiences that enrich communities and create lasting worth for vacationers world wide.”
Experiences because the Core of Journey Demand
Current analysis from Skift and McKinsey reinforces the important function experiences play in shaping world journey demand. Their work highlights that experiences are among the many high drivers of vacation spot choice, encompassing the standard and number of native actions, eating, authenticity, alternatives for exploration, and even buying choices. Of their research, “journey experiences” had been outlined as actions, points of interest, and excursions (excluding multiday excursions) obtainable to guests at a vacation spot.
When vacationers select the place to go, they’re more and more weighing the standard and number of native actions, with tradition rising to the highest as a major motivator. ATTA’s latest analysis reveals that cultural immersion is a number one driver for vacationers open to journey. Gastronomy performs an outsized function inside this development, as meals and eating are among the many hottest and memorable methods to attach with a vacation spot’s heritage. This shift strikes decision-making away from merely choosing a vacation spot for its landmarks or seashores, and towards locations that may ship a wealthy portfolio of cultural experiences, anchored by genuine delicacies and group traditions.
The Market Segments
Sustainability as a Market Expectation
Although not all the time the first driver of decision-making, sustainability is persistently highlighted in traveler preferences. Throughout ATTA’s analysis, sizable parts of every journey traveler phase report altering behaviors to scale back waste, assist native sourcing, and journey low season.
This means that whereas not each traveler labels sustainability as their high precedence, many are nonetheless adopting sustainable practices when handy or inspired. For locations and companies, this gives a aggressive benefit: making sustainability seamless and built-in will increase traveler satisfaction and deepens the long-term resilience of the market.
Strategic Takeaways for Locations and Operators
For locations, the lesson is obvious: competing in world tourism now means competing within the expertise economic system. Pure property, infrastructure, and accessibility matter, however the final differentiator is the portfolio of experiences a vacation spot can provide.
For operators, the chance is to design itineraries and merchandise that talk to each the core journey traveler and the broader adventure-minded majority. Success will come from providing versatile, layered experiences that mix tradition, exercise, and authenticity.
Each should additionally embrace sustainability and digital fluency as strategic imperatives, not afterthoughts. Journey vacationers are digitally savvy, values-driven, and prepared to pay for depth and that means.
ATTA President Gustavo Timo says, “This analysis makes clear that the business should act now to align with traveler expectations. Locations ought to prioritize creating experience-rich itineraries, operators ought to put money into digital platforms to satisfy vacationers the place they’re, and all stakeholders must embed sustainability into their choices. By doing so, we not solely seize the financial potential of a trillion-dollar market but in addition be certain that development advantages communities and ecosystems worldwide.”
“The business should act now to align with traveler expectations. Locations ought to prioritize creating experience-rich itineraries, operators ought to put money into digital platforms to satisfy vacationers the place they’re, and all stakeholders must embed sustainability into their choices. By doing so, we not solely seize the financial potential of a trillion-dollar market but in addition be certain that development advantages communities and ecosystems worldwide.”
Wanting Forward to Future Enlargement
The trajectory of journey journey factors towards continued development. A number of elements assist this outlook:
- World accessibility: Increasing flight routes and digital discovery platforms make once-remote locations reachable.
- Cultural demand: Curiosity in genuine, immersive cultural trade is rising worldwide.
- Sustainability consciousness: As local weather and group impacts turn out to be extra seen, vacationers search accountable choices.
Journey journey has grown far past its authentic boundaries. With a market price practically one trillion {dollars}, encompassing 67 p.c of worldwide vacationers, and comprising a part of a $1.1–$1.3 trillion expertise economic system, it is without doubt one of the defining forces of contemporary tourism.
Vacationers at this time aren’t simply visiting locations; they’re looking for experiences that join them with tradition, nature, and group. They’re spending extra, staying longer, and shaping their selections round authenticity and that means.
For locations and operators, the trail ahead is obvious: embrace the journey traveler as the brand new mainstream, put money into experiences because the core product, and design with sustainability in thoughts. Those that do won’t solely seize their share of a trillion-dollar market, but in addition assist outline the following chapter of worldwide journey.