EM Adventure Marketing

05/14/2026

The 2026 Adventure Travel Trends & Insights Report by the Adventure Travel Trade Association (ATTA) is out!

The research highlights how the adventure travel sector is evolving beyond the post-pandemic rebound years and entering a more mature, sustainable phase of growth.

Some of the report’s major findings include:

• Smaller group departures are increasingly becoming the premium model
• Adventure travel is expanding beyond physical activity into culture,wellness, food and human connection
• Culinary and cultural experiences continue to grow in importance
• Sustainability is evolving toward regenerative tourism models
• Climate change is influencing destination demand, with growing interest in cooler-climate destinations such as Canada , Scandinavia and others
• Soft adventure experiences like hiking, walking and wellness travel continue to outperform hard adventure
• Authentic human connection and local storytelling are emerging as major luxury differentiators

A recurring theme throughout the report is that travellers are increasingly prioritizing meaning, authenticity and intentional experiences over volume-driven tourism.

The industry direction appears to be shifting away from “more tourism” toward “better tourism.” Amen! 🙏

* This report is free to download for ATTA business members.
For more info : https://learn.adventuretravel.biz/research/2026-adventure-travel-trends-insights-state-of-the-adventure-travel-industry.

05/13/2026

Hornby Island, BC’s gem island located in the northern Gulf Islands, just made Travel & Leisure. Beautiful, and a little bittersweet. There’s always that strange feeling when a local secret gets out.

Sorry, I can’t post the article…it might be a good thing this time. 😉

05/13/2026

Hornby Island in BC’s gorgeous gulf islands just made Travel & Leisure. Beautiful, and a little bittersweet. There’s always that strange feeling when a local secret gets out!

Hornby Island in British Columbia offers white-sand beaches, sunny weather, coastal hikes, and local food, making it a top summer destination in Canada.

04/27/2026

Huge congratulations to travel journalist friend Claudia Travels friend on completing the Salkantay Trek with Peru’s Indigenous travel specialist Alpaca Expeditions - Peru Tour Operator!🏔️🎉 Thank you for bringing us along every step of the way and sharing the magic of this breathtaking destination. You’ve officially put it on our bucket list. We can’t wait to read all your stories. Keep inspiring us!

04/22/2026

For we’re honoring Pachamama by listening to those who have lived in harmony with it for generations. For centuries, communities have honoured Mother Earth through daily acts of gratitude and care. It’s a powerful reminder that how we travel matters. Tread lightly. Travel with intention. 🙏

The Indigenous-owned travel Peruvian travel specialist, Alpaca Expeditions operates trekking journeys through the Andes. These adventures aren’t just hikes, they are conversations with the mountains, the cloud forests, and the communities who call them home. Alpaca’s native guides carry knowledge passed down across centuries: the sacred paths of their ancestors and the stories written into every stone #.

When we choose to trek with Alpaca Expeditions - Peru Tour Operator, the journey gives back, supporting local communities, preserving ancient traditions, and protecting the ecosystems that make the Andes one of the most breathtaking places on Earth.

02/06/2026

Attention trekking enthusiasts, this one is for you! You must see Choquequirao before it gets too popular.

The ancient city was built in the same era as Machu Picchu and is equally impressive, it’s just a little more challenging to access, but it’s WORTH IT!

The site is also known as the “Cradle of Gold”. It’s a paradise of biodiversity with eight different types of ecosystems, ranging from glaciers, high Andes forest, and a seasonally dry forest. The entire ecosystem is home to hundreds of species of flora and fauna, including the Andean bear, fox, white-tailed deer and of course, the majestic Andean Condor.

A trekking journey you must have on your list!

01/29/2026

Interesting news! Culinary-focused travel reached top ranking in the recent ATTA's Adventure Travel Trends & Insights research -hiking/walking/trekking segment. Safaris and wildlife also moved above hiking.

The ATTA takes on this is that over time culinary has just become a key driver for adventure trips.

Tour operators must take notes and adjust their product and marketing /PR activities accordingly. Adventure travelers are hungry for more!

https://learn.adventuretravel.biz/adventure-travel-trends-insights

12/24/2025

Oh, 2025, you were wild, in all the best (and occasionally challenging) ways! From trekking the Peruvian Andes to micro cruising and kayaking through Arctic waters, and golfing Canada’s finest link course on Cape Breton Island. I’m grateful for every adventure and for the chance to collaborate with some of the most talented marketers, travel writers and storytellers in the industry.

Here’s to a little rest, plenty of joy, love, bold adventures, and exciting new opportunities in 2026.

11/07/2025

Following up on my previous post — one of our favourite productions at the Ocean Film Festival Canada is Keeper of the Land.

Take a moment to watch the trailer, it’s absolutely breathtaking!

“When we take care of ourland and our ocean, the land and the ocean take care of us.” —Ernest Mason Jr., Kitasoo Xai’xais Nation.

In the heart of British Columbia’s Great Bear Rainforest, one Nation is reclaiming the power they held for millennia. As the impacts of colonial exploitation and mismanagement take an increasing toll on their territory, the Kitasoo Xai’xais Nation finds strength in its stories and culture, emerging as a stewardship leader in a new age of reconciliation in Canada.

A powerful story of resurgence, the weight of hereditary leadership, and the responsibility they carry into the modern world told through the eyes of elder and hereditary chief Nismuutk, Ernest Mason Jr., and the new young leaders following in his footsteps.

Produced by Moonfish Media, /Kitasoo Xai’xais Stewardship Authority.

In the heart of British Columbia’s Great Bear Rainforest, one Nation is reclaiming the power they held for millennia. As the impacts of colonial exploitation...

11/07/2025

“The sea, once it casts its spell, holds one in its net of wonder forever.” — Jacques Cousteau

If there’s one cause we’re passionate about, it’s protecting the ocean, its vastness, power, beauty, and the incredible life it sustains. We must protect it; it’s our life source and what makes our planet so extraordinary.

Catch the Ocean Film Festival World Tour, OCEAN FILM FESTIVAL CANADA to get inspired to explore, respect, and protect our oceans, one wave at a time.

The Festival is currently touring North Vancouver, Sea to Sky corridor and Vancouver Island. Don’t miss it! The productions are truly breathtaking.

Kudos to the sponsors supporting ocean conservation and Vancouver's North Shore for helping make this possible.

For more information on the amazing sponsors visit: https://www.oceanfilmfestivalcanada.ca/sponsors.

The Ocean Film Festival World Tour is back in 2025, celebrating 12 incredible years of inspiring, educating, and protecting our oceans. This annual event, wh...