Almost three-quarters (73%) of international outbound travellers from Europe – representing an estimated $464 billion market — are considered “open to adventure” according to a newly released study by the Adventure Travel Trade Association (ATTA), supported by EF Adventures and CBI.
The study examined outbound adventure travellers from France, Germany, Italy, the Netherlands, Spain, and the United Kingdom who represent some of Europe’s largest and most influential outbound travel markets, while also reflecting a diversity of travel cultures within the region.
While adventure has become mainstream across Europe, the motivations and travel styles behind it vary significantly from country to country, and being ‘open to adventure’ doesn’t mean the same thing everywhere.
ATTA President Gustavo Timo observed: “With an estimated $464 billion in outbound spending, Europe represents one of the largest adventure travel markets in the world. But it’s not a single, uniform market. Each country brings its own travel culture and motivations, and destinations that recognize those differences will be best positioned to capture this opportunity.”
Across Europe, the largest traveller segment falls into the category of Cultural Explorers, travellers who prioritize heritage, local cuisine, and immersive experiences over high-adrenaline pursuits. However, the balance between culture, activity, and exploration differs significantly across countries.
ATTA Director of Research and Knowledge Heather Kelly pointed out that: “One of the most interesting findings is how differently adventure is interpreted across Europe.”
Kelly said that: “In southern markets like Spain and Italy, cultural immersion sits at the heart of adventure travel, while in countries like the Netherlands and the UK travellers often prioritize active exploration.”
And she added: “Understanding those nuances helps destinations design experiences that resonate with each market.”
Despite these national differences, several themes unite Europe’s adventure travellers:
- Value matters everywhere. Cost and affordability consistently rank as the top decision factor across all six countries. However, travellers are not necessarily seeking the lowest prices. Instead, they want trips that feel worthwhile, comfortable, and well designed.
- Adventure is increasingly defined by experience rather than intensity. Travellers respond most strongly to trips that combine exploration, culture, and meaningful engagement with destinations.
- Responsible travel is widely accepted and expressed through practical actions. Many travellers report willingness to consume local products, reduce waste, or travel outside peak seasons when those options are easy to incorporate into the experience.
ATTA Regional Director for Europe, Russell Walters said: “European travellers are highly experienced and increasingly motivated by meaningful travel. They want to connect with local culture, spend time in nature, and feel that their travel choices benefit the places they visit.”
Go to www.adventuretravel.biz for more.
