Appetite for extreme adventure on the rise

The growing global middle class is driving demand for authentic and adventurous experiences, prompting the industry to offer more extreme sport options and activities, according to the World Travel Market (WTM) London’s Global Travel Report.

The WTM report, collaboratively researched with experts from Oxford Economics, revealed that the rise of this consumer market was shifting demand away from traditional travel. Instead, these travellers are looking for riskier activities and more authentic experiences to participate in.

“The popularity of travel has fuelled remarkable creativity. Be it volcano-boarding in Nicaragua or cage-diving with sharks in South Africa, a broadening range of activities is available to consumers, driven by…