Travel Trends: Nature Tourism and the Evolution of the Adventurous Traveller

The last few years have dramatically shaped traveller behaviours and preferences, with many of today’s travellers actively seeking more enriched in-destination experiences which we’ve previously reported on in our travel trends predictions, such as culinary tourism (54%), exploring natural landscapes (49%) and immersing themselves in the local culture (44%).

It’s clear however, that whether they are seeking the next solar eclipse, dark skies to marvel at, or are plotting hiking routes for new destinations, today's travellers are firmly leaping into the great outdoors.

So, what is nature tourism, and what does today’s adventurous traveller look like?

What is nature tourism?

Nature-based tourism, according to the Centre for the Promotion of Imports from developing countries (CBI) is defined as “responsible travel to experience natural areas and their landscape, flora, and fauna, protecting the environment and improving the quality of life of locals.”

Popular excursions include star-bathing in dark sky parks, chasing the Aurora Borealis, heading to the beach to see marine life, or mountaineering to soak in natural hot springs, ‘cool-cationing’ in some of the Northern Hemisphere’s most breathtaking locations, to venturing out into the wildernesses around the world from the comfort of a guided tour. But travel is personal, and so how travellers choose to get out and about is as wide and varied as how many travel experiences exist.

Around 34% of global travellers report a growing interest in nature-based tourism, and 29% expressed interest in nature-based adventure. Many of these travellers will go to great lengths to witness natural phenomena, and aren’t shy of spending to do so. In fact, Future Market Insights forecasts that the global adventure tourism industry is expected to grow at 16.2% per year until 2033, potentially making it worth around $1.5 trillion. This, combined with the current demand for sustainable, nature-based experiences for today’s traveller, makes nature tourism a travel trend worth paying attention to.

5 Key Nature Travel Trends to Consider

‘Noctourism’ and astrotourism: travellers are looking skywards

The industry is seeing a global rise in astrotourism: experiences such as stargazing, star bathing, and chasing the Northern Lights. 61% of travellers, according to recent Skift and Expedia reports, suggest that seeing the sky lit up by the Aurora Borealis is their most sought-after phenomenon, and this is set to be one of the must-see moments for many in 2025 and beyond.

In fact, SkyScanner has reported that around 44% of 25-34-year-olds are interested in using astronomy to determine their next trip in 2025, whether that’s seeking the next solar eclipse, chasing the Aurora Borealis, or simply staying somewhere with wide expanses of uninhibited natural sky.

The recent solar eclipses generated huge travel demand, with millions of people travelling to see this solar event. Recent findings from Skift showed that search interest within the US, for example, surged to four times its usual amount for ‘totality destinations’, while international bookings were up 133%.

Elsewhere in hospitality, hotels and resorts in remote, light pollution-free areas, perfect for star-bathing, stargazing and seeing the Northern Lights – such as Iceland, for instance – are enhancing guest experiences by offering unique hospitality features and services. This can include additional wake-up calls, in case the Northern Lights occur late at night, on-site observatories, and complimentary snow suits. This is the kind of experience guests will remember and pay extra for!

Nature and adventure Travel: digital nomads and ‘soft’ adventure-enjoyers

Professional meets personal for adventure-seeking digital nomads

Notably, there has also been a notable rise in digital nomads, remote workers, and entrepreneurs all actively seeking outdoor-based travel experiences, chasing adventure in between office hours.

PassportCard Nomads recently discovered that 82% of digital nomads are seeking adventurous and culturally immersive travel experiences, eager to go beyond just sightseeing. These modern workers have been altering the way that travel integrates with work for years now, but they’re going one step further and changing the face of adventure travel too.

For an increasing number of digital nomads and remote workers, travel is not simply seeking a refuge or fog-clearing shake from being behind the screen. These ‘modern adventurers’ are combining professional ambitions with the thrill of frontier-chasing, and travel is a way to blend rejuvenation and personal growth for a growing number of digital nomads.

‘Soft’ Adventure vs Frontier Chasers

As a contrast to ‘frontier travel’, one of the newest buzzwords in travel is ‘soft adventure’.

Fuelled by the ever-increasing demand for mindful, meaningful travel and unique experiences, ‘soft adventure’ consists of travel which prioritises comfort and pleasure over extreme thrills; experience-led travel which often combines an explorative itinerary with leisure or wellness activities.

This is by no means a small segment of the adventure travel or nature tourism market, either. Activities like hiking, cycling and wildlife watching represent the largest share of tourism opportunities, accounting for around 60% - 80% of the market according to Tourism Economies. Not only this, but the soft adventure sub-trend is estimated to capture around 72% of the market share in 2025! We anticipate this trend of travellers seeking accessible exploration will only become more prevalent, representing a key opportunity for savvy professionals in the industry with an expansive portfolio of experiences that can accommodate this broader definition of adventure travel. 

Cool-cationing: the escape to colder destinations

Travellers are looking to shake off the heat of rising global temperatures, are discovering how ‘traditionally’ cold-weather destinations are great all year round, and are seeking alternative locations for a refreshing dip in summer.

Instead of seeking warmer climates during the hotter months, global travellers are seeking experiences in destinations with cooler climates, while also trying to travel more sustainably.

In fact, recent studies from Booking.com report that around 42% of UK travellers would prefer to use their trips as a chance to experience cooler destinations rather than heading to more traditionally common international destinations.

Searches for ‘cooler holidays’ have surged by over 300% in some cases, with destinations seeking spikes in popularity including those within Northern Europe and the Arctic, with trips to the Arctic rising a staggering 235% from 2022 to 2023 (as reported by Skift.) Notably, this upswing in demand for these destinations also intersects with the demand for nature tourism, with many travellers seeking active, nature-based itineraries.

For travellers looking to get out there, fjord cruises, hiking in the Nordic countryside, and Arctic expeditions offer unforgettable ways to embrace nature’s raw beauty.

Natural phenomena and hands-on immersion

The evolution and increasing demand for natural experiences reflect the growing desire for authenticity and immersive experiences that the industry has seen across the board.

Of course, the scope of nature tourism is broad, and often there is a valuable intersection between enjoyment of natural phenomena and sustainable, authentic experiences which benefit the host region or country, as well as fulfil the traveller.

Whether travellers want to lean into the educational aspect, common within adventure travel, with hands-on learning experiences in the ‘field’ with experts, conservation efforts, regenerative experiences, or simply get up close and personal with the natural landscape, this demand hinges on one thing: meaningful connection.

To offer incentivising experiences and secure bookings, it’s key that you understand the why of a traveller’s experience, what they want from it, and how you can fulfil that.

Here are a few key in-destination experiences which are proving popular for today’s traveller:

• Solar and lunar eclipses: demonstrated with the 133% increase in international bookings to see the recent 2024 solar eclipse in the US.
• Seeing/tracking the Northern Lights in Norway, Canada, and Finland.
• Active volcanic eruptions: such as in Iceland or Hawaii.
• Wildlife migrations: the Great Migration in the Serengeti, or penguin gatherings in Australia, for example.
• Conservation efforts: such as joining expert marine biologists or tracking endangered species with ecologists.
• Expertly led tours and guides: with a focus on local voices to ensure authenticity and benefits to the local economy.

Luxury travellers: high-end sustainability

According to Virtuoso, 74% of luxury travellers would be willing to pay more to travel responsibly, especially if it’s clear how the money will be used. In fact, luxury travellers are re-prioritising their travel experiences and choosing positive-impact tourism in their destination of choice - a method of travelling which leaves a place in a better state than how it was found - over the ‘traditional’ understanding of luxury.

The ‘fusion’ of nature travel experiences and high-end hospitality is a sector poised for significant growth and expansion, as travellers move away from five-star hotels towards meaningful, connected travel experiences and options such as off-grid accommodations, solar-powered retreats and green construction materials.

It’s also worth noting that today’s luxury traveller is much more likely to be younger. According to recent studies, the average age of travellers on private jets is 38, and while the 'Baby Boomer' generation still constitutes a large portion of the luxury segment, Millennial travellers spend an estimated $200 million on travel annually and make up 50% of the global market share. 

Younger travellers are those proven to want to, and are happy to pay for, travel as a priority compared to other generations, and the 'new luxury' traveller, as found by a recent McKinsey study, found that the 'aspiring' luxury traveller is growing in spending power. This younger demographic has been found to spend around $84 billion on luxury travel annually - more than any other cohort.

These travellers may not have what is considered 'very high' or 'high' worth individually, and their earnings might not be the same as those in the ultra-wealthy segment. But factors like the growing wealth in China, for example, are contributing to a much leaner segment of the luxury travel industry who are younger and willing to spend a larger portion of their salaries on travel experiences.

So, factoring what today’s younger travellers want into your recommendations when considering luxury is key, and this, of course, is sustainability.

This is a unique position for both traveller and industry, given that in many cases, high-end travellers are in a position where they can support conservation efforts in the destinations they visit. To facilitate and leverage this, many existing and newly established luxury travel experience providers are offering unique experiences, creating their own conservation efforts which travellers can support, or donate to local efforts.

For example, since the opening of the Phinda Private Game Reserve in South Africa, cheetahs have been successfully re-established, demonstrating the real-world impact that the luxury segment can have on conservation.

How can Travel Distributors Leverage Nature Tourism?

The increasing popularity of nature-based travel presents a significant opportunity for travel businesses currently offering travel products for this traveller type, or are wanting to broaden their appeal to this growing segment.

Understanding the current and future demands of this traveller is key to success, and the four key sub-trends within nature travel we’ve discussed offer an introduction to the types of demands this traveller segment is making of the industry.

Book a room with a view

Around 80% of travellers, according to recent studies, would prefer to stay in a location that offers a ‘prime viewing spot’ for natural phenomena such as the northern lights, and for geological phenomena like volcanoes, geysers, and hot springs. That’s not a decision-making factor to overlook.

Offer seasonal experiences

With Hotelbeds, you can offer seasonal deals and opportunities to clients to maximise your appeal to travellers no matter their destination, increasing the likelihood of securing those all-important sales.

What’s more, Hotelbeds partners receive exclusive access to specially negotiated offers thanks to our expert sourcing and destination teams, neatly packaged in our global and regional campaigns.

Understand your clients’ demands and offer accordingly

However, in an era where personalised offers are so vital for the consumer journey, success hinges on meeting this audience where they are – and that requires offering the right products at the right price, at the right time in a way that makes sense for that traveller or audience.

As Hotelbeds, part of HBX Group, a leading travel ecosystem player in the B2B space, this is where we specialise, offering intuitive and innovative TravelTech solutions which reduce friction from the end-to-end travel experience, both for the end traveller and for travel industry professionals all around the world.

• An expansive global portfolio allows you to meet and exceed the needs of even more travellers in your ideal market – including 23,000+ in-destination experiences to better accommodate experience-first travel.
• Easy access to travel products with competitive, preferred conditions, exclusive availabilities, and differentiated rates as a result of our expert sourcing and destination teams.
• Sustainable Choices – our Sustainable Hotels Programme offers 40,000 options for eco-conscious travellers, including 5500+ single-use plastic-free accommodations.
• Our fast, intuitive API solutions mean you can take advantage of seamless distribution across even more booking touchpoints.
• Intelligent data-driven campaigns offer you the right price on travel products throughout the year, letting you capture and generate demand.
• A powerful online travel booking platform lets our web-based partners work and earn at speed, with complex algorithms, intuitive searches, and integrated revenue-boosting tools.
• Expert business insights to ensure you’re capitalising on every opportunity for growth, as well as competitor analysis, sales recommendations and sales optimisation.

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