ATAS Conference 2025: Touring & Adventure on the Rise

Last month, I headed to ICC Wales for the annual ATAS Conference (that’s the Association of Touring & Adventure Suppliers), an event that brings together the very best in escorted touring and adventure travel. For me, it’s an invaluable opportunity to connect face-to-face with the operators I work with every day — the ones designing the tours, leading the adventures and creating those unforgettable experiences my clients love. It’s also a great chance to stay on top of the latest travel trends, destination updates and innovations in the touring world, so I can keep offering my travellers the most exciting, relevant and value-packed journeys out there.

Of course, no travel conference would be complete without a little adventure of our own. My work colleague and I decided to take a “shortcut” from our hotel to the ICC — we estimated a five-minute stroll compared to the 20 minutes Google Maps suggested. How hard could it be? Well, let’s just say: never assume! Dressed in our work attire and heeled boots, laptops in tow, we soon found ourselves walking along the side of the M4, with oncoming traffic hurtling past and nothing but a sliver of grass verge between us and the cars. Our lives quite literally flashed before our eyes. We noticed a man behind us, following the same “shortcut.” Slightly alarmed, we slowed down — only for him to call out that he’d been following us, thinking we knew the way! His bright idea... “Let’s try the dangerous route.” And so, the three of us scrambled up a steep bank and under a motorway bridge — through brambles, litter and thorns — in an effort to reach the road above. With this kind stranger’s help (who actually pulled us up through what can only be described as motorway jungle), we made it to the top — dishevelled, scratched and covered in bits of nature, but in fits of laughter. Assuming he was another travel agent, I asked who he was with to which he casually replied, “Oh, I’m actually the guest speaker — Levison Wood from Channel 4!” More on Levison later...

Safely inside the ICC, we began with seminars from ATAS, Travel Weekly and some fabulous suppliers. The conference was buzzing with well-known names from across the industry, including Exodus Travels, Titan, G Adventures, Explore Worldwide, Newmarket Holidays, Abercrombie & Kent, Mercury Holidays, Railbookers, and Tui Musement — plus many more leading brands such as Exoticca, Incredible Journeys, Hurtigruten Expeditions, Fred Holidays, Cox & Kings, Audley Travel, Contiki, Virgin Atlantic, AAT Kings, Intrepid, National Geographic Journeys, Just You Solo Adventures, Riviera Travel, and Not In The Guidebooks, to name just a few!

Each shared fresh insights and updates on their latest products — from brand-new small-group itineraries to up-and-coming destinations that are starting to catch travellers’ attention. I particularly enjoyed hearing about new experiences in places like Morocco, Japan and Costa Rica, as well as the growing interest in lesser-known gems such as Kazakhstan and Estonia.

There were also some incredibly exciting new tours and itineraries announced — the kind of adventures that make you want to pack your bags immediately. From culinary and cultural tours through Vietnam and Sri Lanka, to once-in-a-lifetime rail journeys across Canada and Europe, the choice was endless.

Personally, my bucket list keeps growing! I’d love to try a Japan small-group adventure, a Costa Rica eco-tour or a walking holiday through the Dolomites, and I know my clients would too. These kinds of trips combine discovery, authenticity and comfort — perfect for those who want to experience the world a little deeper, not just see it from a distance.

One of the most memorable sessions was hearing about those true “once-in-a-lifetime” expeditions that go far beyond the ordinary holiday. We heard first-hand from people who have travelled to the Galápagos Islands, trekked across Antarctica and joined polar expeditions with companies like Quark Expeditions and Hurtigruten. The videos and personal stories were absolutely captivating — watching the wildlife encounters, the sense of isolation and the raw beauty of these remote parts of the world was enough to give everyone goose bumps. It’s incredible to see how many of these experiences are now accessible through carefully curated tours, giving travellers a chance to truly explore the planet’s most extraordinary corners in a sustainable and responsible way. We were able to get a glimpse of some exciting trips through the VR activities we took part in - great fun!

One of the key takeaways from the sessions was just how dynamic and resilient the touring and adventure sector continues to be. While long-time favourites like Italy, Vietnam and the USA have seen slight dips, new destinations are coming into their own. Peru, Japan, Costa Rica and Morocco are all showing strong growth — with Morocco up an impressive 47%! Travellers are clearly craving experiences that go beyond the usual, with a growing appetite for authenticity, culture and discovery.

Another interesting insight was around traveller demographics. While younger travellers (under 40) dipped slightly, the over-70 market continues to grow — proof that adventure has no age limit! Solo travel is still huge, making up around 42% of bookings, and the overall picture shows a sector that’s adapting and thriving even as consumer trends evolve.

With nearly 400 delegates, this year’s ATAS conference was the biggest yet — and the energy in the room really reflected that. As ATAS chair Niel Alobaidi from Newmarket Holidays said, touring and adventure are “defying the odds” and continuing to grow even when other travel sectors slow down.

It’s all about collaboration, innovation and keeping that spirit of exploration alive — something that perfectly sums up why I love being part of this side of the industry.

And as for Levison Wood, his keynote talk was nothing short of fascinating. A best-selling author, photographer and explorer, he’s travelled through over 100 countries, written eleven best-selling books and produced a host of critically acclaimed documentaries that have aired around the world. He spoke passionately about what truly makes travel so special — people. His stories were captivating, from being kidnapped and held at gunpoint in Afghanistan, to how he defused the situation by offering his captor a cigarette and starting a conversation. His calm, thoughtful take on humanity and connection really struck a chord, and it was impossible not to leave feeling inspired. A truly interesting man with incredible stories to tell — you can find out more about him at levisonwood.com or catch his documentaries on Channel 4.

Sarah @ The Holiday Space

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