Tuesday 10 November 2026
Adventure travel is no longer all about how high, how far or how hard you can go. That’s the headline from the State of Adventure Travel Report 2026/2027, described as the biggest-ever consumer study into adventure travel, commissioned by Exodus Adventure Travels and drawing on research with YouGov among more than 1,700 UK adults aged 35+. The findings suggest Britain’s adventurers now value curiosity, cultural immersion, comfort, variety and the people who bring a place to life. Here are five things to know from the report.
1. Adventure has grown up
Almost half of adventure travellers are now aged 55 or over, and the research shows that experienced travellers are looking for enrichment, perspective and meaningful exploration rather than a test of endurance. Nearly three quarters (74%) say a “real adventure” means exploring somewhere new, while fewer than one in five are influenced by physical challenge. Among adventure travellers aged 55+, three quarters (75%) say a knowledgeable guide increases the value of an international holiday. Sally Cowdry, Managing Director of Exodus Adventure Travels, said: “Our customers are showing us that adventure isn’t about being the youngest or the fittest, it’s about staying curious.”
2. New frontiers and quieter seasons
Curiosity is changing where and when Brits want to travel. Eight in ten would visit a country they have never been to before, while 79% would consider a lesser-known destination or region. Off-peak travel is becoming mainstream, with 84% likely to travel outside the busiest season, and at least half now choosing cooler destinations as a direct reaction to extreme heat. Exodus’s own booking data backs up this appetite for discovery, with Uzbekistan, Albania and Namibia emerging as growth destinations for 2027, alongside renewed growth in established favourites Japan and China.
3. Wild days, comfortable nights
The report challenges the cliché that an authentic adventure has to be uncomfortable. For Britain’s adventure travellers, distinctive or high-quality accommodation (61%), high-quality food and drink (60%), seamless travel arrangements (59%) and comfort and convenience (56%) all help a trip feel premium. Luxury is increasingly about access, too: 45% say access to experiences not usually available to visitors makes an adventure feel premium, while 43% value exceptional local guides. Exodus’ Signature adventures are built around this idea, combining extraordinary places to stay with standout local experiences, exceptional food and expert local leaders.
4. In the age of AI, trust remains human
Technology may be changing how people discover and plan holidays, but human expertise is proving hard to replace. More than seven in ten (71%) say a knowledgeable guide increases the value of an international holiday. When something unexpected happens, 78% of adventure travellers would trust a knowledgeable person or travel adviser, compared with just 2% who would trust an AI tool. Michele Quaresimin, Exodus leader in Italy, said: “Travellers often arrive having read everything online. What they can’t find online are the stories, relationships and local context that bring a destination to life.”
5. Variety, and solo but not alone
Seven in ten adventure travellers want their next main holiday to combine relaxation with active experiences, and 67% find multi-activity holidays appealing, led by walking and hiking, culture and history, wildlife and nature, and food and drink. Exodus is expanding its multi-activity collection in response. Solo travel is changing too: more than half of women (56%) cite personal safety as a concern when travelling abroad alone, compared with 21% of men, while solo travellers are more likely than the wider UK traveller population to travel to improve their mental wellbeing (47% vs 38%) and connect with others (25% vs 19%).
Find out more
Report: The State of Adventure Travel Report 2026/2027, by Exodus Adventure Travels
Research: conducted with YouGov in September 2026, with a Core sample of 1,095 and an Adventure sample of 618 UK adults aged 35+ (figures unweighted)
About Exodus: more than 300 itineraries across over 90 countries, and a certified B Corporation
Where to find it: the full report is available on the Exodus website
Sally Cowdry sums it up: “People haven’t stopped seeking adventure. They’ve simply changed what adventure means. It’s becoming less about conquering places and more about connecting with them; less about collecting destinations and more about understanding them. Curiosity, not conquest, is shaping the future of adventure travel.”