By Gilly Bachelor

This week I had the privilege of attending the ATAS Conference – a gathering of 400 industry leaders, travel agents and tour operators united by one purpose: elevating the profile of touring and adventure travel. It’s a sector not only enjoying impressive growth but also highlighting a fundamental shift in how travellers want to explore the world.

Why Touring and Adventure Matters to My Clients

For my clients, the appeal of touring and adventure lies in immersion, authenticity and ease. These experiences take you beyond the surface – from cultural encounters to wildlife adventures – guided by local experts who reveal places and stories you simply wouldn’t discover on your own.

It’s not just about being rested after a holiday; it’s about coming home inspired, connected, and with a new perspective.

Traditionally, our couples and solo travellers have led the way in seeking adventurous experiences, but a new trend is emerging: families are increasingly moving away from all-inclusive beach breaks and embracing the idea of an adventurous summer holiday.

And while many of our tours are tailor-made, there’s a growing demand for small escorted group tours. The shared journey is powerful – building connections between families, friends, and like-minded travellers – and for solo travellers, it can turn a trip into a genuine community.

At ATAS, it was a pleasure to meet with some of our favourite touring partners including Wendy Wu, Riviera Travel, Explore, Intrepid, Exodus, G Adventures and Newmarket Holidays, as well as our expedition cruise partners – Quark, Scenic, Silversea and HX (Hurtigruten). I also caught up with Just You, our solos-only travel partner, where we’re finalising an exclusive opportunity for our clients (watch this space!).

Closer to home, South Africa continues to be our number one selling touring destination. The mix of wildlife, culture, scenery and world-class food and wine makes it unbeatable for couples, families and solo travellers alike. On a personal note, I’m especially excited to be spending three weeks in South Africa in February/March next year – an incredible opportunity to experience the country in depth, and to bring back fresh insights, inspiration and first-hand knowledge for my clients.

And of course, no ATAS conference would be complete without the gala dinner. The dress code was “inspired by your favourite touring destination”. I went for the subtle approach – showcasing my love of all things African with a stylish nod to safari. A wonderful way to celebrate the very spirit of adventure travel!

A Growing Sector – The Numbers Tell the Story

The momentum is undeniable. While package holidays dipped 4% in online searches, touring and adventure surged by 8%. According to Barclaycard, travel spend in this sector is up 18%, with double-digit growth that shows no signs of slowing.

We’re also seeing shifts in when people travel: more clients are choosing the shoulder seasons – September, October and May – for quieter, more rewarding experiences. Leading destinations for 2025 include Italy, Sri Lanka, Morocco, Peru, Costa Rica and Japan, with growing interest in Oman and the Balkans.

Expect the Unexpected

The theme of this year’s conference was “Expect the Unexpected” – and that’s exactly what makes touring unforgettable. It’s the little surprises that linger: a private stargazing session in a dark-sky reserve, spotting nocturnal wildlife on safari, or tasting wine in a Moldovan vineyard few tourists ever reach.

Rooted in local knowledge and expertise, these are the moments clients talk about long after their return.

New Trends on the Horizon

Several exciting trends are shaping the future of adventure travel:

  • Destination Dupes – swapping crowded favourites for fresh alternatives, like Slovenia’s Lake Bled instead of Italy’s lakes, or the Azores instead of Hawaii.
  • Coolcations – escaping extreme summer heat in favour of cooler, more comfortable climates.
  • Set Jetting – visiting film and TV locations, from Emily in Paris to The Hobbit in New Zealand.
  • Noctourism & Astrotourism – from northern lights chasing in Tromsø to bioluminescent beaches in Asia.

These aren’t just trends – they’re story-driven experiences that resonate with travellers seeking something more meaningful than the ordinary.

What This Means for My Clients

For families, touring offers safe, seamless adventures in destinations like South Africa, Borneo, Costa Rica or Sri Lanka – combining exploration with comfort and the reassurance of expert planning. You can read more about this here.

For solo travellers, it provides a ready-made community. For couples and friends, it’s a chance to travel deeper, knowing the logistics are taken care of.

In short: touring and adventure isn’t just growing – it’s redefining the way people want to travel. And for my clients, it means more opportunities than ever to expect the unexpected