Skyjump in Las Vegas

A new study by George Washington University shows adventure tourism growing as a significant travel market. Conducted in partnership with the Adventure Travel Trade Association (ATTA) and Xola Consulting, the Adventure Tourism Market Report estimates that consumers spent more than $89 billion (excluding airfare and gear/clothing purchases) worldwide on adventure travel in 2009. The study, which surveyed people from North America, Latin America and Europe, also reports these thrill-seekers tend to be affluent, educated, eco-conscious and culturally aware.

The adventures don’t have to be considered daring to be included, hence the market’s growing mainstream appeal. Pursuits range from radical sports such as rappelling and rafting to more subdued hobbies such as bird watching and safaris. Older trekkers in particular are challenging themselves in surprising numbers. A 2006 survey by the ATTA found that more than 50 percent of adventure travelers are women and most of those fall between the ages of 41 and 60.

Following the trend, several hotel brands such as Hyatt, Marriott and Starwood now arrange adventure packages for their guests. Hyatt has a special web page dedicated to adventure vacations, where customers can pick to skydive in Maryland, go rock climbing in Colorado or swim with the dolphins in Hawaii. Adventures by Disney has guided group tours to Alaska, the Grand Canyon, Glacier National Park and more.

For more adrenaline-pumping journeys, check out “10 Extreme Thrills” in Groupaway’s summer issue.