The study, supported by EF Adventures and CBI, examined outbound adventure travellers from France, Germany, Italy, the Netherlands, Spain, and the United Kingdom, representing some of Europe’s largest and most influential outbound travel markets. The findings reflect a diversity of travel cultures within the region.
While adventure travel has become mainstream across Europe, the motivations and travel styles behind it vary significantly from country to country. Being “open to adventure” does not mean the same thing everywhere.
“With an estimated $464 billion in outbound spending, Europe represents one of the largest adventure travel markets in the world,” said ATTA President Gustavo Timo. “But it’s not a single, uniform market. Each country brings its own travel culture and motivations, and destinations that recognize those differences will be best positioned to capture this opportunity.”
Adventure, European style
Across Europe, the largest traveller segment falls into the category of Cultural Explorers, travellers who prioritize heritage, local cuisine, and immersive experiences over high-adrenaline pursuits. However, the balance between culture, activity, and exploration differs significantly across countries.
“One of the most interesting findings is how differently adventure is interpreted across Europe,” said ATTA Director of Research and Knowledge Heather Kelly. “In southern markets like Spain and Italy, cultural immersion sits at the heart of adventure travel, while in countries like the Netherlands and the UK travellers often prioritize active exploration. Understanding those nuances helps destinations design experiences that resonate with each market.”
Germany: A balanced adventure market
German travellers show strong interest in outdoor activities such as hiking, wildlife experiences, and active exploration. Yet, social experiences remain central to their travel motivations. Spending time with friends and family ranks as the top driver for travel, followed by cultural immersion and adventure activities. This balance between activity, social connection, and practical planning helps explain why Germany continues to be one of Europe’s most stable and influential outbound travel markets.
The Netherlands: Activity at the core
For travellers from the Netherlands, exploration and active experiences rank as the primary motivation for travel, ahead of cultural immersion. Dutch travellers also place unusually strong emphasis on relaxation and overall trip enjoyment. Free time to unwind ranks as the most important factor when planning trips, ahead of budget, food, and comfort. The result is a travel style that combines activity with a relaxed pace—active days balanced with enjoyable local experiences.
France and Spain: Culture comes first
In France and Spain, adventure travel is often woven into trips built around history, heritage, and cuisine rather than positioned as the primary focus. French travellers rank cultural immersion and education as their strongest travel motivation, followed closely by spending time with friends and family. Adventure activities remain important but typically play a supporting role within broader cultural journeys. Spanish travellers show a similar pattern. Cultural discovery leads motivation, accompanied by social travel and personal enrichment.
Italy: Meaningful experiences and responsible travel
Italian travellers show particularly strong interest in meaningful and transformative travel experiences. Alongside cultural immersion, personal growth and transformation rank among the leading motivations for Italian travellers. These travellers are also especially engaged with responsible travel behaviors. Among the countries studied, Italians report some of the highest willingness to consume locally sourced products, reduce waste, and travel outside peak seasons.
The United Kingdom: Wider horizons
Among the six countries studied, the United Kingdom demonstrates the broadest geographic reach in its travel interests. Adventure and exploration rank as the strongest motivations for UK travellers, followed closely by social travel and cultural discovery. While Western and Central Europe remain the top destinations for UK travellers, they also show notable interest in longer-haul regions including North America and the Middle East. Compared with other European markets, UK travellers appear more comfortable mixing regional trips with long-haul travel, creating a more globally dispersed travel pattern.
Shared priorities across Europe
Despite these national differences, several themes unite Europe’s adventure travellers:
- Value matters everywhere: Cost and affordability consistently rank as the top decision factor across all six countries. However, travellers are not necessarily seeking the lowest prices. Instead, they want trips that feel worthwhile, comfortable, and well designed.
- Adventure is increasingly defined by experience: Travellers respond most strongly to trips that combine exploration, culture, and meaningful engagement with destinations.
- Responsible travel is widely accepted: Many travellers report willingness to consume local products, reduce waste, or travel outside peak seasons when those options are easy to incorporate into the experience.
“European travellers are highly experienced and increasingly motivated by meaningful travel,” said ATTA Regional Director for Europe, Russell Walters. “They want to connect with local culture, spend time in nature, and feel that their travel choices benefit the places they visit.”
Tags: Gustavo Timo Adventure Travel Trade Association (ATTA)
