Buckle up for an Incredible Adventure Tourism Boom in Australia: $33,519 Million Market by 2027

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Imagine embarking on thrilling adventures in Australia’s booming tourism market, where the 30-41 age group dominates with their financial stability and boundless energy. At the same time, the direct sales channel opens up affordable pathways to exhilarating experiences.

“As a tourist, the prospect of an incredible adventure tourism boom in Australia is thrilling! Australia has everything from breathtaking landscapes to a wide range of activities. While there may be risks and unpredictable weather conditions, the growing influence of social media and travel blogging only adds to the allure of exploring this captivating destination,” said Liam Johnson, a spirited and adventurous tourist with a strong passion for exploration and discovery. 

According to a recent report by Allied Market Research, titled “Opportunity Analysis and Industry Forecast for Australia’s Adventure Tourism Market from 2020 to 2027,” the adventure tourism market in Australia had a value of $22,370 million in 2019. It is projected to reach $33,519 million by 2027, with a steady growth rate of 21.0% from 2021 to 2027.

Australia’s Captivating Landscapes Fueling Thrilling Experiences and Market Dominance

The growth of Australia’s adventure tourism market can be attributed to its captivating landscapes and wide range of activities available across different cities.

Moreover, strategic marketing efforts by industry players, coupled with government initiatives to promote tourism, are driving the growth of the adventure tourism industry in Australia.

However, risks associated with adventure travel and unpredictable weather conditions challenge the market’s growth. On the flip side, the increasing influence of social media and the growing popularity of travel blogging and video logging on platforms like Instagram and Twitter are expected to capture the interest of travellers worldwide.

This, in turn, will boost Australia’s popularity as a tourist destination, facilitating the growth of the adventure tourism market.

The Australian adventure tourism market is segmented based on type, activity, type of travellers, age group, and sales channel. Types include hard, soft, and others. Activities are categorised as land-based, water-based, and air-based. Travellers are classified as solo, friends/group, couple, and family. Age groups include those below 30 years, 30-41 years, 42-49 years, and 50 years & above. The sales channel segment comprises travel agents and direct bookings.

Regarding types, the soft segment dominated the market in 2019, generating $14,027 million. It is expected to grow at a CAGR of 21.6% throughout the forecast period, reaching a market size of $21,792 million by 2027.

Regarding activities, land-based activities were the most popular category in 2019 and are anticipated to maintain their dominance in the coming years.

From Ground to Sky: Australia’s Adventure Tourism Soars as Air-Based Activities Take Flight, Couples Lead the Way

Regarding activity analysis, land-based activities held the largest share in 2019, likely due to their affordability and ease of participation compared to other activities. However, air-based activities are expected to experience the highest growth during the forecast period.

Based on the type of traveller, the coupling segment made the most significant contribution to Australia’s adventure tourism market in 2019. It is estimated to grow at a notable CAGR of 21.7% from 2021 to 2027. The family segment is expected to witness modest growth throughout the forecast period.

Based on the age group, the market was predominantly driven by the 30-41 years segment in 2019. The growth in this segment can be attributed to the financial stability and physical well-being of individuals within this age range, enabling them to engage in various adventurous activities.

Regarding sales channels, the direct segment played a significant role in the Australian adventure tourism market 2019. 

The growth in this segment can be attributed to its cost-effectiveness compared to alternative channels. Furthermore, the direct sales channel witnessed the highest growth rate among all sales channels and is expected to grow at a CAGR of 21.2% from 2021 to 2027.
To maintain their position in the Australian adventure tourism market, key players in the industry have focused on product launches as a core strategy. The report profiles prominent players, including AAT Kings Tours Limited, Discovery Nomads, Trafalgar Travel, Contiki, G Adventures, Insight Vacations, Inspiring Journeys, Intrepid Group Ltd, Intro Travel, and Ultimate Adventure Travel Pty Ltd.

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