Today's adventure travellers are more interested in discovering new destinations than conquering mountains, according to a study from Exodus Adventure Travels.
The operator's State of Adventure Travel Report 2026/27 found that 75% of adventure travellers see a "real adventure" as visiting a new place, while only 26% define it by the physical achievement they complete.
Adventure travel isn't just for Gen Z: the average age of adventure travellers in the study, which used a YouGov survey of more than 1,000 US adults aged 35 and up, is 53.
"Our customers are showing us that adventure isn't about being the youngest or the fittest, it's about staying curious," said Sally Cowdry, Managing Director of Exodus Adventure Travels.
The numbers are similar to a survey conducted by Flight Centre Canada earlier this year, which found that 78% of Canadians want adventure travel defined by discovery, not adrenaline. Only 28% of respondents associated adventure with high-adrenaline or physically intense activities.
“Five or ten years ago, adventure meant pushing your limits physically,” said Anita Emilio, executive vice president for Flight Centre Canada in April.
“Now, it’s about stepping into the unknown — intellectually, emotionally and spiritually. Canadians are choosing places that are not just farther away, but also feel different because that’s what makes a trip feel like an adventure today.”
Nine out of ten people surveyed said they would visit a country they haven’t been to before, and 78% would try a less popular destination or region. Another 90% said they’re likely to travel outside peak season, and at least half are choosing cooler destinations to avoid extreme heat.
Exodus noted that its own bookings show the same trend, with destinations such as Uzbekistan, Albania, Namibia, Japan and China becoming more popular for 2027.
And despite the stereotype of a punishing trip and a lofty physical goal, adventure travellers generally aren’t looking to rough it.
When asked what makes a trip feel premium, they mentioned food and drink (63%), comfort and convenience (59%), smooth travel plans (59%), and unique places to stay (52%). About half (51%) also value having great local guides.
About 81% of people also said that having a knowledgeable guide makes an international trip better. If something went wrong, 73% would trust a travel advisor to help them, while only 4% would trust an AI tool.
Almost two-thirds (63%) want their next big vacation to combine relaxation and activity, and 84% prefer trips that offer a variety of activities.
For those interested, the most popular choices are culture and history (75%), walking or hiking (74%), food and drink (72%), and wildlife and nature (72%).
"Travellers increasingly tell us they want to hike in the morning, explore local communities in the afternoon and enjoy great food in the evening," said Michele Quaresimin, an Exodus leader in Italy.
As for solo travel, survey respondents cited freedom and flexibility (56%) and the ability to follow their own interests (55%) as their top reasons to book a solo adventure vacation.
Of those considering a solo trip, 71% said they would go completely on their own, and 54% would join a small group of strangers.
