The Adventure Travel Trade Association (ATTA) and the George Washington University International Institute of Tourism Studies (GW) have released the 2024 Adventure Tourism Development Index (ATDI). This year’s report is the first update since the pre-pandemic version in early 2020. The ATDI is an invaluable resource for those shaping the future of adventure tourism, particularly Destination Marketing Organizations (DMOs) and trade associations.
The ATDI evaluates 186 countries across nine key pillars: Sustainable Development, Safety, Health, Climate Resilience, Natural Resources, Cultural Resources, Entrepreneurship, Infrastructure, and Image. This year's index features a revamped methodology, reflecting the evolving priorities of the adventure travel sector.
The index offers insights into emerging trends and destinations, empowering key players in the tourism sector to anticipate market shifts and ensure long-term competitiveness. Furthermore, the ATDI underscores the vital connection between natural and cultural resources, adventure tourism, and sustainable development, encouraging responsible growth within the industry.
The 2024 ATDI provides a fresh perspective on the adventure tourism landscape. It not only highlights the destinations that are excelling, but also offers valuable guidance for countries aiming to improve their offerings and attract a growing segment of travelers seeking meaningful experiences.
Download the 2024 ATDI Report Here
Top three countries in each economic category for 2024:
Advanced Economies Country Rankings
- Germany
- France
- Switzerland
Emerging/Developing Economies Country Rankings
- Costa Rica
- Chile
- Thailand
Germany's top ranking underscores its consistent performance across all nine pillars. While not claiming the top spot in any individual category, Germany secures a place among the top five for Cultural Resources and Climate Resilience, reflecting its commitment to both preserving heritage and addressing environmental challenges.
France and Switzerland, ranked second and third respectively, also demonstrate well-rounded strengths. France shines in Cultural Resources, boasting a rich tapestry of historical sites and vibrant traditions. Switzerland, renowned for its stunning landscapes, excels in Image and also scores high in Safety, Climate Resilience, and Natural Resources.
The ATDI also showcases the growing prominence of emerging economies in the adventure tourism sector. Costa Rica claims the top spot among this group, driven by its strong commitment to Sustainable Development and its pristine natural beauty. Chile and Thailand follow closely, with Chile demonstrating robust performance in Safety and Climate Resilience, and Thailand excelling in Image and Infrastructure.
"These rankings demonstrate that adventure tourism is not limited to traditional destinations," notes Seleni Matus, Executive Director of the International Institute of Tourism Studies at George Washington University. "Emerging economies are increasingly recognizing the potential of adventure tourism to drive sustainable economic growth and showcase their unique cultural and natural assets."
Download the 2024 ATDI Report Here
Methodological Updates
This new 2024 edition of the ATDI accounts for the significant disruptions of recent years, including changes in travel patterns, labor markets, and global stability, all of which have profoundly impacted the adventure tourism industry.
To reflect these changes, the ATDI underwent a comprehensive methodological review. Factors, pillars, and indicators were all reassessed and updated, including the addition of a new Climate Resilience pillar to reflect the growing emphasis on sustainability. Unavailable or less relevant indicators were also replaced. This significantly revised ATDI marks a new chapter, making comparisons with previous years impractical.
Here's what's new:
Restructured and renamed factors: The three core areas of analysis have been renamed to better reflect the current landscape:
- Enabling Environment (formerly Safe & Welcoming)
- Resources (formerly Adventure)
- Readiness
Each factor's composition has also been refined:
- Streamlined Pillars: The framework has been streamlined from ten to nine pillars, each representing a specific area of assessment within the revised factors.
- New Indicators: Indicators on inclusion and digitalization have been added to capture the modern adventure travel industry, along with several new infrastructure indicators.
- Revised Weighting: The weighting of factors, pillars, and indicators has been carefully adjusted to ensure accuracy and relevance.
2024 ATDI Framework
The below interactive chart shows the new ATDI composition in detail, and an Excel file with more details about each indicator can be found at this link.
Countries with Advanced Economies
This chart shows overall country scores on a scale of 0-10, with 0 being lowest and 10 being the highest rating available. The global average for all countries in the ATDI is 3.9 (out of 10), showing that the top ten countries are very prepared for adventure travelers relative to the average.
Countries with Emerging and Developing Economies
These countries with emerging and developing economies are quite well prepared for adventure travelers, even if they do not score as highly as those in the Advanced Economies category.
Regional Perspectives: Diverse Opportunities and Challenges
The ATDI provides a regional breakdown of rankings, offering insights into the unique dynamics of each area. In East Asia & Pacific, New Zealand leads the way with its strong sustainability initiatives and stunning natural landscapes. Croatia tops the Eastern Europe & Central Asia region, while Costa Rica dominates Latin America & the Caribbean. The Middle East & North Africa region sees the United Arab Emirates taking the lead, while Botswana emerges as a top destination in Sub-Saharan Africa. The total number of countries in the region are in parentheses after the region name.
These regional perspectives highlight the diverse opportunities and challenges facing adventure tourism destinations. While some regions boast abundant natural resources and well-developed infrastructure, others grapple with safety concerns or limited entrepreneurial support. By understanding their regional context and addressing specific needs, destinations can tailor their strategies for success.
Download the 2024 ATDI Report Here
Interesting Findings
In almost all of the nine pillars, the top countries in the Advanced Economy category outperform the top countries in the Emerging and Developing Economies category. The one exception to this is the Resources factor, where countries with emerging/developing economies rank higher in some cases than countries with advanced economies.
Natural Resources:
Cultural Resources:
Image:
Countries with emerging/developing economies also rank very competitively in the Image pillar, proving that a country does not have to have an advanced economy to be perceived as an attractive destination by adventure travelers.
Collaboration and Innovation for a Thriving Future
The ATDI serves as a call to action for destinations, policymakers, and tourism businesses to embrace collaboration and innovation in pursuit of a thriving and responsible adventure tourism sector. By prioritizing sustainability, investing in infrastructure, and fostering entrepreneurial growth, countries can unlock the full potential of adventure tourism to drive economic development, preserve cultural heritage, and protect the natural environment.
As the world emerges from a period of unprecedented challenges, adventure tourism offers a beacon of hope, inspiring travelers to explore the world with a renewed sense of purpose and appreciation. The 2024 ATDI provides a valuable compass, guiding destinations towards a future where adventure and sustainability align.
Acknowledgements
We, the Adventure Travel Trade Association (ATTA) and the George Washington University International Institute of Tourism Studies (GW), are deeply grateful to all who contributed to this publication.
From GW, we thank Seleni Matus, Executive Director; Salvador Anton Clavé, PhD, Visiting Research Scholar (2024); and Martine Bakker, PhD, Research Scholar, for their invaluable insights and expertise.
From ATTA, we extend our sincere gratitude to Heather Kelly, Director of Research; Kristine Averill, Copywriter; Emily Trostel, Adventure Travel News Editor; Gustavo Timo, Vice President, Sustainability & Impact; and Christina Beckmann, Head of Tomorrow's Air and original innovator of the ATDI; and all respondents to the ATDI Expert Opinion survey, for their collaboration and dedication in advancing this work.
We also acknowledge and appreciate the thoughtful reviews of the revised Adventure Tourism Development Index framework provided by esteemed academics: Jonathan Day, PhD, Purdue University; James Powell, PhD, University of Southeast Alaska; and Guido Capanna Pisce, PhD, Adjunct Professor and Research Fellow at the University of Urbino.
This publication is the result of a truly collaborative effort, and we are thankful for the expertise and commitment of everyone involved.