Adventure Travel’s Future: Wellness, Community, and Curiosity

Adventure Elevate 2025 is already shaping up to be one of the most energizing industry gatherings of the year — and it’s only Day Two. From inspiring keynotes to meaningful conversations over coffee (or perhaps butter tea), there’s a growing sense here in Denver that adventure travel is reinventing itself.

As delegates from over 46 countries explore, connect, and share ideas, it’s clear that the global community around adventure travel is stronger than ever. And with the schedule ahead, including outdoor experiences, workshops, the Outside Festival, and more, there’s still plenty to look forward to.

A Community Gathering with Purpose

ATTA’s Russel Walters kicked off the event by reminding us that Adventure Elevate is evolving. Once a North American gathering, it’s now a global touchpoint — with regional Elevate events in Latin America, Europe, and Asia in the works. This year’s theme, “Peak Experience,” invites us to reimagine what’s possible in our businesses and our communities — and the first days have delivered that in spades.

With over half of attendees here for the first time, the atmosphere has been one of openness and curiosity. Industry veterans are guiding, new voices are innovating, and everyone is building something together.

Denver, with its outdoor soul and urban vibrancy, has proven the perfect host. Visit Denver’s CEO, Richard Scharf, shared stories of gravel biking, rafting, red rock hiking, and fly fishing — all within a couple of hours’ reach. With Michelin-starred restaurants, art venues, and even a world speed climbing event happening just a block away, the city is more than a backdrop — it’s an invitation to explore.

And with the Outside Festival just around the corner, we’ve only scratched the surface of what Denver has to offer this week.

Keynote Highlight: Heidi Durflinger on the Future of Adventure Travel

Heidi Durflinger, CEO of EF World Journeys USA, delivered a keynote that struck a chord with everyone in the room. From her small-town Kansas roots to leading one of North America’s most impactful tour operators, her story was a powerful reflection on what travel can do — for individuals, communities, and the planet.

Her message was clear: wellness, community, and lifelong learning are the next frontiers of adventure travel.

Top Takeaways So Far

Durflinger outlined key trends shaping our space:

1. Wellness Is a Priority: Today’s travelers are not just seeking places — they’re seeking healing, movement, and meaning. Sober travel, solo group travel, and off-the-beaten-path itineraries are booming.
2. Experiences Over Things: From Gen Z to boomers, more travelers are prioritizing immersive activities like pasta making, ziplining, or trekking Bhutan’s Trans-Bhutan Trail over traditional sightseeing.
3. Regenerative and Responsible Design: EF’s newest brand, EF Adventures, focuses on culturally immersive itineraries that benefit local communities, foster connection, and leave destinations better than we found them.
4. Market Growth is Real: A new ATTA–EF study shows that 40% of North American outbound travelers are core adventure travelers, and the market could reach $200 billion by 2028.
   

AI: Threat or Tool?

Durflinger also tackled the topic of AI in travel, framing it not as a replacement for human connection but a powerful enabler. From itinerary planning to personalized travel advice, AI can free up time so that operators and guides can focus more on creating unforgettable moments.

Her line said it best: “AI lets us shift from process to presence.”