2025 Market Insights & Adventure Travel Trends

As business accelerates into the New Year we kick off our conference with our ATN25 Market Insights panel session. Our findings are based on a number of bellwether reports conducted, that help us to take the pulse of the industry and gain an understanding of how things are shaping up for adventure travel in 2025.

Includes; Survey Presentation and discussion with Roy Barker, SPIKE Insight; Richard Skinner, Responsible Travel; & Jae Hopkins, Explore Worldwide.

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In Conversation With Bruce Poon Tip - founder of G Adventures

Lyn Hughes is joined by entrepreneur, leader and philanthropist, Bruce Poon Tip, for an intimate fireside chat, exploring how he grew G Adventures from a small start up in a garage in Toronto to a leader in the adventure space. Bruce will discuss the transformative power of travel, the importance of ‘going local’, the value of innovation and some of the many lessons he has learnt over his years as an entrepreneur.

We are delighted to welcome Bruce to the ATN stage, in conversation with Lyn Hughes, Founding Editor at Wanderlust Travel Media.

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All aboard the train

Operators are increasingly offering rail travel as an option for European product but there are challenges, such as multiple tickets, pricing, ticketing windows, bottlenecks at border controls, plus the additional challenges presented by the forthcoming EES and ETIAS. In this panel, we will discuss the experience of incorporating rail travel, plus we'll hear from rail guru Mark Smith of The Man in Seat 61, on how he sees the opportunities for rail travel developing, particularly in Europe, over the next 5 years or so.

Moderated by Richard Hammond, Green Traveller Media; includes Mark Smith, The Man in Seat 61 & Sarah Fussey, InnTravel.

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Geopolitics and the Impact on Adventure Travel 

Geopolitics is already impacting how and where we travel. In this presentation, Lloyd Figgins will identify the key areas of concern and explore ways we can reduce the impact of global threats on our business and customers. Lloyd will take us on a tour of the current geopolitical risks and the measures needed to effectively mitigate them.

Lloyd Figgins is the CEO of the TRIP Group and has advised many organisations on travel risk, including corporations, NGO’s and tour operators. He is the former Overseas Security Advisor to the British Government and author of The Travel Survival Guide.

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Communicating Impact: Why, What, and How

Sustainability expert Holly Tuppen and Founder & CEO of B Corp PR agency Lemongrass Marketing, Mirjam Peternek McCartney, will lead us through a presentation outlining why communicating impact is so important but more challenging than ever. This session will touch on authenticity versus greenwashing, educating and inspiring travellers, the importance of data, and measuring success.

A Q&A will follow the presentation, so bring along your questions! 

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To B or Not To B

So many travel businesses are signing up to B Corp certification but is it worth the time and investment? Does the fact that so many are signing up to it, devalue its currency? Are there alternatives worth considering, if so, what are they? In this panel, we'll hear from Tom Power from Pura Aventura (and Travel by B Corp) and Swoop Adventures about their B Corps journeys, plus we'll hear from Nadine Pinto from The Travel Corporation on why her organisation has gone down a different route.

Moderated by Richard Hammond, Green Traveller Media; includes Thomas Power, Pura Aventura;

Nadine Pinto, The Travel Corporation; Luke Errington, Swoop Travel.

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From Clicks to Compass: Technology’s Impact on the Adventure Traveller’s Journey

Recent technological advancements have transformed the entire customer journey in adventure travel, from inspiration to the final experience. With AI's potential to disrupt traditional business models can the industry adapt? To address this subject we invite Peter Syme to present.

​Peter Syme has been involved with the travel industry extensively since the 1980's and is now a consultant for the travel industry, focusing on Business Consulting and Technology for tour operators & DMCs. 

 

Driving impact through the power of behaviour change techniques 

Did you know that you can advance sustainability (and improve your bottom line) by harnessing the power of human psychology? In this session, BehaviorSMART will present its unique behaviour-based techniques to tackle everything from food waste to overtourism, and we'll hear from two destinations that have successfully used the tool to influence consumer choices and drive change on the ground. A panel discussion and audience Q&A will follow. 

Moderated by Holly Tuppen; Includes: Gergana Nikolova; BehaviorSmart, Élise Bouhélier; Turizem Bohinj and Monica Price; BikesPlus

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Marketing Adventure Travel in 2025 - who, how and what?

Adventure travel is more just a holiday type; it’s a lifestyle. But who are adventure travellers, and how can brands connect with them? Join us as we delve into the hearts and minds of the adventure traveller, explore the most effective channels to reach them, and showcase marketing campaigns that are setting the standard for success.

Jas Ahmad, Strategy Director of Accord Marketing presents insights on the who, how and what.​​​

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Beyond the Bedrock of Traditional Tourism

In this panel session we discuss how Jordan, South Africa and Rwanda are building on the bedrock of traditional tourism, and offering new and exciting adventure experiences to travellers.

Moderated by Jono Vernon-Powell; includes Hakim Al-Tamimi, Jordan Tourism Board; Rachel Lewis, South African Tourism and Visit Rwanda.

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 ​​NB: Panel sessions may be subject to change​​​