The touring and adventure sectors are experiencing significant growth, presenting lucrative opportunities.
- James Thornton highlights the sector’s evolution over the last two decades at the ATAS conference.
- Intrepid Travel, a significant player, is recognised by Time magazine for its influence.
- Sustainability remains a critical theme, with a push for low-carbon travel options.
- Touring can counteract loneliness, fostering community and personal connections.
In recent years, the touring and adventure sectors have emerged as vibrant components of the travel industry, with industry experts noting their rising appeal. At the Association of Touring and Adventure Suppliers (ATAS) conference, James Thornton, CEO of Intrepid Travel, described this segment as increasingly ‘trendy’ and ‘sexy,’ reflecting on its evolution over the past two decades. He stressed the bright future for this niche, which is transitioning from the fringes to being a mainstream choice in travel.
Thornton shared Intrepid Travel’s journey, marked by growing influence and recognition, including being named as one of the 100 most influential companies by Time magazine in 2023. He underlined the importance of these developments, noting Intrepid’s increasing presence as a speaker at global events, such as the World Travel & Tourism Council’s summit in Perth, which affirms the sector’s expanding horizon and relevance.
A major theme at the conference was sustainability. Thornton’s optimism about combating the climate crisis was evident as he outlined the travel industry’s varied commitment levels—one third are fully engaged in sustainable travel, another third are interested but unsure of implementation, while the final third remain unconvinced. Despite these challenges, he believes that changes are underway, driven by an increase in consumer demand for sustainable options.
Thornton highlighted the distinction between short-term profit-focused strategies and those balancing environmental responsibility with stakeholder interests. He advocated for a broader industry commitment to sustainability, suggesting it should be an inherent part of all travel rather than a competitive differentiator. The implementation of low-carbon itineraries, such as rail travel over flights, exemplifies the steps Intrepid Travel is taking to lead this shift.
Besides environmental concerns, Thornton addressed the social implications of travel, particularly loneliness. He cited statistics indicating that 60% of adults experience loneliness, which has significant health consequences. The touring and adventure travel style, offering shared experiences among like-minded individuals, provides a remedy—strengthening communal and personal bonds through engaging experiences. According to Thornton, tackling issues like climate change and loneliness could be transformative, advocating for travel’s potential to generate positive global impact.
Touring and adventure sectors offer potent solutions to modern challenges, promoting sustainable and socially enriching travel experiences.
