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North American Adventure Travelers: Seeking Personal Growth, New Destinations, and Immersive Culture

The ATTA, East Carolina University, and Outside magazine collaborated on an in-depth study to examine a number of developments related to today’s adventure travelers, identifying shifts in traveler preferences, priorities, and mindset. This is a follow-up to the 2006 research, with the goal of understanding whether and how adventure traveler attitudes and preferences have shifted in the previous 10 years.

The results presented in this report provide a perspective on adventure traveler motivations, personality traits, leading activities, and destinations of interest.

Download the report to understand:

  • Current activity and destination preferences that resonate with adventure travelers today and should be considered for your products;
  • Adventure travelers’ personality characteristics and how they perceive themselves;
  • How activity types and adventures have changed or stayed the same since 2006;
  • The complex relationship adventure travelers have with risk on their travels;
  • The most recent definition of adventure travel.
Page Count: 33
Published in 2017
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