Why Exhibit - Adventure Travel | OutdoorXpo

 

 

OutdoorXpo  ·  Why Exhibit

Adventure Travel
is where your customers are.

The OutdoorXpo Adventure Travel section connects your brand with over 20,000 passionate outdoor consumers - an audience that doesn't just dream about adventure, they plan it, book it, and spend on it.

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Adventure Travel - Visitor Profile
25%
Regularly participate in adventure travel
 
31%
Occasionally take adventure trips
 
34%
Want to do more adventure travel
 
90%+
Active interest in or aspiration for adventure travel
20,000+
Visitors across two days at the NEC Birmingham
OutdoorXpo, 2024-25
2 days
Of focused exhibitor access at the UK's largest exhibition venue
56%+
Of visitors actively engage with adventure travel activities
Visitor survey data
100%
Consumer show - every visitor is a potential customer, not a trade buyer
Your Audience

Understand who you're meeting

Every visitor to the Adventure Travel section self-selects with genuine intent. These are active consumers at various stages of planning - from researching their first expedition to upgrading their annual adventure.

Visitor Participation Breakdown
How our adventure travel visitors engage with the activity - covering every stage of the purchase journey.
Regular participants25%
 
Adventure travel is a core, recurring part of their lifestyle
Occasional adventurers31%
 
Take adventure trips when the opportunity - or the right operator - presents itself
Want to do more34%
 
Actively aspiring to increase their adventure travel - ready to be converted
First-time explorers10%
 
New to adventure travel - primed to make their very first booking
Source: OutdoorXpo visitor survey data
  • High-intent, planning-stage visitors
    Attendees come with specific research agendas - shortlisting destinations, comparing operators, evaluating experiences. Your stand is a direct touchpoint in their decision journey.
  • Premium spending profile
    Adventure travellers consistently invest in quality - guided expeditions, specialist kit, premium tour packages. This is an audience with both the means and the motivation to spend.
  • Cross-disciplinary interests
    Visitors aren't single-activity consumers. Those attending the adventure travel section also engage with hiking, climbing, watersports and camping - maximising the commercial range of each conversation.
  • Community & word of mouth
    Adventure travel audiences are socially active - sharing reviews, recommendations and experiences. A positive show interaction generates organic reach long after the event closes.
UK Market Opportunity

A sector in explosive growth

The UK adventure tourism market is one of the fastest-growing segments of global travel - and the opportunity for brands that show up now is significant.

$38.4bn
Estimated UK adventure tourism revenue in 2024, with strong year-on-year momentum
Grand View Research, 2024
16.4%
Projected annual growth rate for the UK adventure tourism sector, 2025-2030
Grand View Research / TravelPerk, 2024-25
$93.8bn
Forecast UK adventure tourism market value by 2030 - set to lead Europe
Grand View Research, 2024
74%
Of Britons planned to travel in 2025, with a rising share prioritising outdoor and adventure over traditional leisure
Accor Report, 2025
19%
Of all global adventure travel tourists are British - the highest national share in the world
UNWTO / TravelPerk, 2024-25
21%
Of UK adults express future interest in adventure and group touring holidays - a sizeable untapped pipeline
Mintel, 2024

The shift is already underway. Younger demographics and a growing over-50s population are both accelerating adventure travel demand, driven by a desire for physical challenge, authentic experiences and meaningful destinations. The UK is forecast to lead the European adventure tourism market in revenue by 2030 - brands that build their presence now will be best positioned to capture that growth.

Why Exhibit

Five reasons to exhibit in
Adventure Travel

The OutdoorXpo delivers more than footfall. It delivers the right people, at the right moment, in the right mindset.

01
Direct access to a qualified audience
Every visitor to your stand has self-selected into the adventure travel section - removing the noise and connecting you with people genuinely interested in what you offer.
02
Leads and bookings, not just awareness
Visitors attend to make decisions. Exhibitors consistently report meaningful enquiries, on-the-day bookings and qualified leads that convert well after the event closes.
03
Domestic and overseas operators welcome
From Scottish Highlands wild camping to Himalayan expeditions - the section is built for adventure operators at every scale, in any geography. If your audience is British adventurers, you belong here.
04
Immersive brand environment
Go beyond a brochure stand. Video content, live demonstrations and destination showcases bring trips to life on the show floor and turn browsers into bookers.
05
Media, PR and partnership exposure
The Expo attracts outdoor media, content creators and industry press. Exhibiting puts your brand in front of journalists and influencers actively looking for adventure travel stories.

Ready to reach the adventure travel audience?

All exhibiting and sponsorship packages are built bespoke around your objectives. Get in touch to discuss stand options, sponsorship and media pack requests.

Bespoke stand packages Sponsorship options Media pack available
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