- 95% of adventure travellers remain keen to travel abroad in 2021.
- Italy surprisingly tops the list of post-lockdown travel destinations, followed by Norway, France, Spain and Croatia.
- The UK adventure travel market survey, conducted in July by travel company Much Better Adventures, had 3,080 respondents, 2,858 UK-based.

A new UK adventure travel market survey conducted by adventure travel company, Much Better Adventures, has found travel intentions are still very high after finding that 95% of people hoped to travel abroad next year. 

The survey sought to understand what the future holds for the UK adventure travel market by finding out how soon people will want to travel again and if their approach will have fundamentally changed. The results of interviews and a survey of 3,080 adventure travellers provided a surprisingly positive picture of where things could be heading.

Much Better Adventures also polled destinations that adventure travellers were most keen to travel to, with Italy topping the list. The top ten countries UK adventure travellers were considering in the next year or two were, in order of preference:

1. Italy
   
   
2. Norway
   
   
3. France
   
   
4. Spain
   
   
5. Croatia
   
   
6. Greece
   
   
7. Canada
   
   
8. Slovenia
   
   
9. Sweden
   
   
10. Iceland
    
    

This suggests that long-haul destinations have been pushed down traveller's bucket lists as they seek out countries perceived to be a safer proposition for the time being. Interviews conducted suggested that this shift is also attributable both to a temporary aversion to extended flight times and destinations where the healthcare infrastructure is less comprehensive.

The results also suggest that opinions on group travel have not fundamentally changed either, nor have the reasons for doing it with 80% of respondents saying that they were likely to book a group adventure holiday in the next 12 months. 

Sam Bruce, co-founder of Much Better Adventures, said, “It is incredibly heartening to see the sentiment coming out of this survey. It reflects the uptick in booking activity we're seeing on our platform at the moment and hopefully this gives our friends in the industry some much needed optimism. It's vitally important that we get our industry back to supporting the many local communities around the world who so heavily rely on adventure tourism.”

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Assets:

Company Boilerplate/Bio

Much Better Adventures was founded with the goal of building a travel company that could play a significant role in the fight to protect the world's wild places. The company offers 140+ adventures in 48 countries with 5% of revenues from all bookings going into funding conservation and supporting remote families who have been affected by COVID-19.

Survey conducted by Nik Martin, Product Manager at Much Better Adventures.
Sam Bruce, quoted, is co-founder of Much Better Adventures.

Resources:

Download the full UK Adventure Travel Market Survey results

Read the Whitepaper

Note: Results and analysis taken from 14 remote interviews plus a survey of 3080 people. 62.1% of respondents had never booked a trip with Much Better Adventures. 

Images:

https://d36euxcbeiqfla.cloudfront.net/api/file/ufpVVQrQSeSmMdKKLbx4 (Credit: Much Better Adventures)

https://d36euxcbeiqfla.cloudfront.net/api/file/bSr7iPWTT66ywvGp4Zhj (Credit: Much Better Adventures)

https://downloads.ctfassets.net/m5us57n7qfgl/QlPG1PmQZwY6rDvqUwRdU/e5299ca096fa78d5d151dab4be02dbe9/GettyImages-521430248.jpg (Credit: Getty)

Contact:

For more information please contact Sam Bruce (sam@muchbetteradventures.com).