78994

The recent release of the 2024 Adventure Tourism Development Index (ATDI) report has provided a fresh post-pandemic look at the adventure tourism landscape, highlighting destinations that are leading the market and offering key insights for countries to unlock the economic and social benefits of adventure tourism by catering to the rising demand for authentic and transformative travel experiences.

In the larger Adventure Tourism Development Index (ATDI), APAC countries with advanced economies (New Zealand, Japan, Australia, Singapore, South Korea) dominate the top spots. However, the remaining 22 countries in the APAC region with emerging/developing economies are also important in the adventure tourism industry, so we created a deep dive focused on this large region, breaking it down into the smaller areas of East and Southeast Asia, South Asia, Central Asia, and the South Pacific Island nations.

East & Southeast Asia
As reported by Heather Kelly, Director of Research at the Adventure Travel Trade Association (ATTA), East Asia boasts a diverse landscape of adventure tourism destinations, with Thailand leading the way. Its well-developed infrastructure, positive image, and excellent transportation networks make it a top choice for adventure travellers. However, to maintain its position and ensure long-term success, Thailand must prioritize sustainable development practices. Similarly, Malaysia, with its thriving entrepreneurial spirit and supportive business environment, needs to further embrace sustainability to secure its future in adventure tourism.

China, while already a strong contender with its rich cultural heritage and robust infrastructure, has the potential to attract more adventure travellers by enhancing its global image and improving health services. Meanwhile, Mongolia, with its pristine landscapes and unique nomadic culture, shows strong potential in natural and cultural resources. Both Vietnam and Indonesia also hold promise but need to focus on improving their adventure tourism offerings to become more competitive in the region.

South Asia
Within South Asia, Bhutan emerges as a leader thanks to its strong emphasis on safety and environmental preservation. Its commitment to sustainable practices and unique cultural heritage make it a compelling destination for eco-conscious travellers.

However, other countries in the region face challenges in maximizing their adventure tourism potential.

For example, India, while possessing a well-developed tourism sector, needs to address concerns related to safety, health and sustainability.

Central Asia
Central Asia presents a mixed scenario for adventure tourism development. While Kazakhstan and Kyrgyzstan stand out with strong enabling environments and a commitment to climate resilience, they need to improve infrastructure and enhance their international image to attract more adventure travellers. Uzbekistan, despite its positive enabling environment, also lags in safeguarding natural areas and promoting local cultures.

South Pacific Islands
Fiji leads the South Pacific Island nations in adventure tourism, boasting a well-established tourism industry with a strong emphasis on sustainability and safety. By further improving natural resource management, Fiji can solidify its position as a top destination for eco-conscious adventurers. Palau, renowned for its pristine marine environment, also shows great promise, but needs to focus on developing its tourism infrastructure and promoting its unique offerings to a wider audience.

Samoa, with its strong entrepreneurial spirit, has the potential to become a major player in adventure tourism. However, addressing infrastructure limitations and enhancing its global image will be crucial to attracting more visitors.

Similarly, Vanuatu and Tonga, while offering safe and climate-resilient environments, need to improve resource management, infrastructure, and international promotion to compete effectively in the regional market

Moving Forward
The Asia Pacific region benefits from several key strengths, including a growing demand for sustainable and experiential tourism, a wealth of untapped natural resources and cultural heritage, and the emergence of new adventure activities. However, it also faces challenges in infrastructure development, environmental sustainability, and safety and security.

The 2024 ATDI serves as a valuable guide for emerging and developing economies in the Asia Pacific to navigate the dynamic adventure tourism market. By embracing sustainable practices, investing in infrastructure, and leveraging their unique natural and cultural assets, these nations can create unforgettable experiences for adventure travellers while ensuring the long-term health of their environments and communities.

Click here to download the report from the ATTA website.

Images: Whitewater rafting in Sri Lanka (top), the RockWire via ferrata (iron path) experience at Victoria’s Mt Buller (middle) and the Falealupo Canopy Walk in Savaii, Samoa (below, credit: Samoa Tourism Authority).

Related Articles

22nd January 2025 - UN Tourism report shows global tourism rebounding in 2024

9th October 2024 - Global tourism industry economic contribution grows faster than its environmental impact

31st July 2024 - Fiji looks to sustainable adventure travel as key to future tourism development

25th June 2024 - Adventure travel ‘a solution’ for overtourism

30th April 2024 - $165 million Outdoor Adventure Tourism package delivered for Western Australia

2nd April 2024 - Adventure Travel Trade Association launches sustainability policy and fund

16th February 2024 - ATTA reveals key trends and issues shaping adventure tourism in 2024

18th January 2024 - Offshore oil platform inspires world-first Adventure Tourism Destination

31st July 2023 - Adventure Travel Trade Association releases 2023 Annual Industry Report

5th April 2023 - Adventure Travel Trade Association to stage first summit in Asia

20th January 2023 - Adventure Tourism Victoria calls on Victorian Government to change conditions for ‘Working Holiday Makers’ visas

31st October 2022 - Samoa offers an array of options for sustainable tourism

3rd July 2022 - International report shows general recovery of adventure tourism

5th April 2022 - Scenic Rim unveils major adventure tourism program to target booming demand

5th March 2022 - ATTA explains the influence and impact of women in adventure travel

19th February 2022 - Adventure Travel Trade Association moves to facilitate tourism development among forward thinking nations

31st January 2022 - Adventure Travel Trade Association names new regional director for Asia as it focuses on the region’s potential

8th November 2021 - Tourism Industry Aotearoa advises caution required around adventure tourism proposals 

1st November 2021 - Japan promoted as an adventure travel destination

8th March 2021 - Second edition of Adventure Travel Guide Standards published

10th December 2020 - Insurance crisis set to force closures of Australian attractions and adventure tourism businesses

19th August 2020 - ISO advises of update to adventure tourism standards

12th June 2020 - Insurance refusals impacting adventure tourism operators

8th November 2017 - New research shows adventure travellers’ relationship with risk

---

Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?

As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.

Click here to view our subscription options.