UK women’s appetite for adventure travel soars in 2024

new study has revealed a growing appetite for adventure and outdoor activities in 2024, with over 56% of women in the UK saying they are keen for outdoor adventure activities this year and around 1 in 2 saying this sort of outdoor adventure holiday provides a strong confidence boost and sense of accomplishment and fulfillment.

Key Findings:

  • 56% of women expressed a strong desire for outdoor adventure activities.
  • Nearly 2 in 5 women prefer holidays with a balance of moderate-to-extreme activities and relaxation.
  • 48% of female respondents reported feeling more adventurous when on holiday.
  • About 1 in 2 women are keen to try adventurous outdoor activities, prioritising safety
  • 49% of women assert that engaging in adventurous activities provides a substantial confidence boost.

The research from Icelandair showed how a resounding 56% of women express a robust desire for outdoor adventurous activities, with 55% of female respondents also revealing their interest in trying more adventurous outdoor activities while maintaining a conscious focus on safety.

Among the findings, 43% of women expressed a preference for holidays with a good balance of moderate/extreme activities and relaxation rather than simply relaxing by the pool or beach. Interestingly, 48% of female respondents reported feeling more adventurous when on holiday, challenging the notion that holidays are meant only for relaxing.

Safety emerged as a paramount consideration, with 55% of women expressing a desire to try more adventurous outdoor activities but with a conscientious approach to safety. A further 36% somewhat agreed with this sentiment, highlighting the critical role of safety in shaping travel choices.

The research also shows how 49% of women assert that engaging in adventurous activities provides a substantial confidence boost, while 48% reported feeling a profound sense of accomplishment and fulfilment through adventurous pursuits. Women in the age bracket of 25–34 were revealed as the most adventurous, with 39% saying they feel most adventurous at that age.

The survey not only underscores the surging interest of women in adventure travel but also emphasises the paramount importance of safety in these pursuits. Women are enthusiastic about exploring new places, trying novel experiences, and engaging in physically adventurous activities.

As the travel industry continues to evolve, there is a clear desire to create more women-centric adventure travel experiences that prioritise safety without compromising the thrill. This serves as a valuable guide for travel providers and adventure planners to better understand and cater to the preferences of an ever-growing segment of adventure-seeking women.