The North American tourism market, including the USA and Canada, has flourished in the wake of the pandemic, according to the Adventure Travel Trade Association’s 2024 State of the Adventure Travel Industry Snapshot report.
Tour Operations and Guest Experience
The North American tourism industry experienced a significant rebound in 2023, with tour operators serving an average of 10,163 guests, doubling the 5,263 average from 2022. This surge in visitor numbers underscores 2023 as a peak year for travel to the region, reflecting a strong recovery from the pandemic-induced slowdown.
North American tour operators distinguished themselves with a notably low guide-to-guest ratio, averaging one guide for every five guests. This ratio, the smallest of any region globally, highlights the industry's commitment to providing personalized and high-quality experiences.
The trip fill rate remained robust at 71% in 2023, nearly matching 2022's 73% and surpassing the global average of 65%. This consistently high fill rate suggests strong demand for North American travel experiences and effective capacity management by tour operators.
Booking Trends and Distribution Channels
North American tour operators demonstrated a strong direct-to-consumer approach, with 75% of bookings coming directly from customers rather than through third-party channels. This direct booking rate significantly exceeds the global average of 62%, indicating a preference among North American travelers for booking directly with tour providers. This trend likely represents North America's entrepreneurial and independent business climate with operators making significant annual investments in direct marketing, user-friendly booking platforms and trained reservations staff to meet customer demands and ensure strong brand loyalty.
Popular Activities and Experiences
The top trending activities in North America showcase the region's diverse offerings:
- Safaris and wildlife viewing
- Hiking, trekking, and walking tours
- Cultural experiences
- Culinary adventures
- Cycling tours, including e-bikes
Notably, North America joins Europe and Latin America as the only regions featuring cycling in their top five activities, highlighting the growing popularity of bike tours and the increasing adoption of e-bikes for tourism.
Destination and Source Market Insights
The United States emerged as the primary destination for 19% of respondents, securing its position as the top overall host market. This statistic underscores the country's enduring appeal as a diverse and attractive destination for both domestic and international travelers.
In terms of source markets, the United States dominated, serving as the primary origin for 56% of respondents. This figure far surpasses other countries, with the next highest being several European nations tied at 6%. Canada also made a notable showing, ranking in the top seven source markets at 3%. These statistics highlight the significant role of domestic tourism within North America, particularly in the United States, while also indicating strong international appeal, especially from European markets.
“Clearly, the North American traveler is resilient and a driver of global adventure travel. With boomers still in their prime retirement age, I wouldn't expect this to end anytime soon, although in my opinion destinations would be wise to pay attention to the potential of Asian travelers as future source markets,” noted Russell Walters, Regional Director of North America at the ATTA.
Sustainability Initiatives
One area where North American tour operators lag behind their global counterparts is in sustainability certifications. Only 25% of respondents headquartered in North America reported holding or pursuing sustainability certifications, compared to 64% in all other regions combined. This stark contrast reveals a clear need for North American operators to prioritize sustainability initiatives.
The relatively low adoption of sustainability certifications in North America could be attributed to several factors:
- Different regulatory environments
- Varying consumer expectations
- Lack of awareness about certification programs
- Perceived costs or complexities of obtaining certifications
However, as global awareness of environmental issues grows and travelers increasingly seek eco-friendly options, North American operators may need to reconsider their approach to sustainability to remain competitive in the international market.
Learn more about the ATTA's Membership Sustainability Commitment and sustainability resources.
Market Analysis and Future Outlook
The doubling of average guest numbers from 2022 to 2023 indicates a robust recovery in the North American tourism sector. This growth can be attributed to several factors:
- Pent-up demand following pandemic restrictions
- Increased consumer confidence in travel safety
- Attractive domestic travel options reducing the need for international trips
- Effective marketing strategies by tour operators
The high direct booking rate suggests that North American operators have successfully built strong relationships with their customer base and invested in user-friendly booking platforms. This direct connection with customers can lead to better understanding of traveler preferences and more tailored experiences.
The diverse range of trending activities reflects North America's varied landscapes and cultural offerings. The inclusion of cycling tours in the top five activities indicates a growing interest in active and environmentally friendly travel options.
Challenges and Opportunities
While the North American tourism industry shows strong performance in many areas, the lack of focus on sustainability certifications presents both a challenge and an opportunity. As global travelers become more environmentally conscious, North American operators may need to:
- Invest in sustainability initiatives and certifications
- Educate consumers about their environmental efforts
- Collaborate with local communities to develop sustainable tourism practices
- Innovate in eco-friendly tour options
Addressing these sustainability concerns could not only improve the industry's environmental impact but also attract a growing segment of eco-conscious travelers.
Conclusion
The North American tourism industry demonstrated remarkable resilience and growth in 2023, with doubled guest numbers, high fill rates, and strong direct booking trends. The region's diverse offerings, from wildlife viewing to culinary experiences, continue to attract both domestic and international travelers.
However, the industry faces a significant challenge in sustainability adoption. As the global tourism landscape evolves, North American operators will need to balance their strengths in personalized service and diverse experiences with a renewed focus on environmental responsibility.
Looking ahead, the North American tourism sector is well-positioned for continued growth. By addressing sustainability concerns and leveraging their strengths in direct customer relationships and diverse offerings, North American tour operators can enhance their competitiveness in the global market and ensure long-term success in a rapidly evolving industry.
“We’re pleased to play our role in the continued evolution of the sector here in North America,” notes Walters, “In addition to our robust trade and media offerings, this year we are significantly expanding our B2C opportunities for destinations and operators and adding a direct-to-consumer opportunity for our popular AdventureELEVATE event in Denver in May by partnering with the Outside Festival for a full weekend of direct-to-consumer activations.”
Registration is open for AdventureELEVATE North America, which will take place 28-30 May 2025 in Denver, Colorado, USA. By registering between now and 15 December 2024, you can also take advantage of early access pricing — rates will increase on 16 December. Hosted Buyer and Hosted Media applications are also open now through 15 January 2025.
Register for AdventureELEVATE North America
Methodology note: For research purposes, ATTA considers North America to be the United States of America (USA or US) and Canada. Mexico is included in Central America and combined with the Caribbean and South America – please see the Latin America article for more information about this region.