Curiosity, Not Conquest: How North America's Idea of Adventure Travel Is Changing

New research from Exodus Adventure Travels finds adventure travelers are prioritizing discovery, cultural immersion and human connection over physical challenge.

KEY FINDINGS: 75% say a real adventure means exploring somewhere new | 90% would consider visiting a country they've never visited before | 90% would consider traveling outside the busiest season | 73% would trust human expertise over AI when things go wrong

NEW YORK, Nov. 10, 2026 /PRNewswire/ -- Adventure travel is being redefined by travelers seeking discovery, cultural immersion and human connection, according to the biggest-ever consumer study into adventure travel commissioned by Exodus Adventure Travels.

The State of Adventure Travel Report 2026/27, combining YouGov research among more than 1,000 U.S. adults ages 35+ with decades of Exodus expertise, finds adventure is becoming less about physical challenge and more about curiosity, comfort and connection. Three quarters (75%) say a "real adventure" means exploring somewhere new, compared with just 26% who associate it with achievement.

Adventure has grown up

Adventure increasingly spans generations. The average U.S. adventure traveler surveyed is 53, with interest stretching from those in their 30s and 40s to travelers beyond retirement age.

Sally Cowdry, Managing Director of Exodus Adventure Travels, said: "For more than 50 years, we've seen adventure travel evolve enormously. Adventure isn't about being the youngest or fittest, it's about staying curious, discovering somewhere new and understanding it through the people who know it best."

New frontiers, quieter seasons

Nine in ten would visit a country they have never been to, while 78% would consider a lesser-known destination or region. Some 90% are likely to travel outside the busiest season. Exodus booking data reflects this appetite for discovery, with Uzbekistan, Albania and Namibia emerging growth destinations for 2027, alongside Japan and China.

Wild days, comfortable nights

The research challenges the idea that authentic adventure requires discomfort. High-quality food and drink (63%), comfort and convenience (59%), seamless travel (59%) and high-quality accommodation (52%) all contribute to making a trip feel premium. Access matters too, with 51% valuing exceptional local guides.

In the age of AI, trust remains human

More than eight in ten (81%) say a knowledgeable guide increases the value of an international vacation. When something goes wrong, 73% of adventure travelers would trust a knowledgeable person or travel adviser.

More experiences, not simply more activity

Nearly two thirds (63%) want their next main vacation to combine relaxation with active experiences, while 84% find multi-activity trips appealing, with culture, hiking, food and wildlife among the most sought-after experiences.

Solo, but not alone

Freedom and flexibility (56%) and pursuing personal interests (55%) are the leading attractions of solo travel. Among those considering traveling alone, 54% would consider an organized small-group trip with people they didn't previously know.

Sally Cowdry added: "People haven't stopped seeking adventure. They've 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."

About the research

The State of Adventure Travel Report 2026/27 combines proprietary YouGov research with Exodus insight and data. Conducted in September 2026, it surveyed 1,010 U.S. adults ages 35+ planning an international vacation within two years, including 662 planning an international adventure or activity-based vacation.

Read the full report: The State of Adventure Travel 2026/27 | Exodus

SOURCE Exodus Adventure Travels