One thing is certain: the post-COVID era has transformed the way essential aspects of life are perceived. The greatest tragedy of recent centuries unfolded in less than two years, officially claiming at least 15 million lives globally, including 1.7 million in the USA alone, due to COVID-19. As a result, the desire for material possessions has diminished, while the yearning to live more intensely in the time remaining has grown. Tourism, which endured the worst crisis in living memory, was paralyzed for nearly two years, causing millions of job losses in the sector. However, two years after the nightmare subsided, the industry is regaining its momentum and is now experiencing extraordinary growth across the globe.

In analyzing the post-COVID consequences for the tourism sector, a notable surge in the demand for adventure tourism has been observed, perfectly aligning with the desire to live life more fully. Travel has always been a part of life, but now it is done with more intention, with a stronger focus on how to travel and discover new destinations. This shift has led to the emergence of a new model of tourism.

CHANGE IN TOURIST HABITS

According to Pablo Torrens, CEO of Manaslu Adventures, a leading agency in outdoor tourism, “Tourists who, even before the pandemic, began adopting healthier and more responsible consumption habits, have had their trend accelerated by the crisis. Now, large tourism operators, lacking the necessary expertise, rely on specialized agencies to manage the complexities of organizing experiences that require accommodation and more technical services they are unfamiliar with. The demand for sustainable, outdoor experiences, away from mass tourism, is on the rise. People want to immerse themselves in nature and feel fulfilled through physical activity.”

Torrens further explains that tourists are increasingly seeking not only beautiful destinations, but also exotic and sustainable ones, where they can disconnect from daily routines. As a result, destinations such as Kyrgyzstan, Mongolia, Albania, and Georgia have become top travel spots, complementing the classic offerings in countries like Iceland, Nepal, Peru, and India, which have long been known for hosting these types of experiences.

This new landscape does not mean that tourists have lost interest in iconic attractions; rather, they have developed a preference for more specialized travel that goes beyond simply choosing a good hotel or a beautiful beach. These travelers are now connecting with experiences like hiking, trekking, cycling, ecotourism, ski touring, yoga, rafting, kayaking, and more.

This shift in preferences has led to the rise of specialized travel agencies and the expansion of markets that prioritize exotic, adventurous tourism experiences.

A LEADING COMPANY IN MOUNTAIN TOURISM

The boom in adventure and outdoor tourism, particularly in natural, less crowded environments, is evident. One of the most significant players in this sector is Manaslu Adventures, a start-up founded in 2017 by a group of seasoned adventurers in Barcelona, near the Pyrenees. The agency has experienced rapid growth, tripling its turnover in just two years. Specializing in outdoor tourism, it has recently expanded into the USA to cater to the North American market, offering top-tier adventure travel proposals worldwide. The agency has also become a leader in growth in Latin America and Spain.

With six key travel verticals - Hiking, Climbing, Biking, Skiing, Adventure, and Wellness - Manaslu Adventures serves major Spanish travel agencies, which see this niche tourism as a fresh opportunity to boost sales. According to its CEO, the key to success lies in adapting experiences to specific market segments, tailoring them to clients' preferences while ensuring the comforts they seek. Whether clients are looking for luxury accommodations, moderate to intense physical activity, gourmet cuisine, or excellent organization, the agency offers experiences tailored to their needs. From high-end luxury clients who demand the best infrastructure, to those seeking self-sufficiency in their travel, experiences are divided into four categories, including options for families and those wishing to explore the world’s top 100 destinations.

NEW TRENDS IN ACTIVE TOURISM IN USA

The Adventure Travel Trade Association (ATTA) reported in its latest 2024 study that while Western Europe and Scandinavia remain consistently popular destinations for adventure travelers, recent trends indicate that cooler destinations, like Scandinavia, are becoming even more sought after due to rising global temperatures. On the other hand, regions embroiled in political conflicts, such as the Middle East, Russia, and Eastern Europe (near Russia), have seen a decline in popularity. The top activities and motivations for adventure travel remain relatively stable, with a few exceptions. Electric bikes (e-bikes) are gaining significant popularity, particularly in Europe. Additionally, culinary and gastronomic activities have steadily increased in popularity in recent years.

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