What opportunities are there on the European adventure tourism market?

Adventure travel is one of the most important tourism niches in the world today and continues to grow. Europeans make up the second-largest group of adventure travellers and are keen to explore new landscapes and go on adventures in different parts of the world. Many of them book trips with specialist tour operators, use online travel agencies for adventure experiences, and make direct bookings through local tour operators. If you want to be a serious player in this competitive market, you need to think about important factors like safety, risk management and sustainability.