Active travel is becoming an increasingly important part of the global tourism market, with travelers building holidays around sports, outdoor activities and wellness experiences. Trip.com Group reports that gross merchandise value from active travel bookings has increased by nearly 40% year over year, while searches for sports experiences have grown by more than 30%.
The trend, sometimes described as “sportcations,” includes activities ranging from diving and cycling to skydiving, climbing and water sports. Growth has been particularly strong in Singapore, Malaysia and the United Kingdom, where searches for active experiences rose 80%, 65% and 50%, respectively. France, Italy, Germany and Spain all recorded triple-digit growth.
Booking demand has also surged. Thailand recorded a 200% increase in active travel booking GMV, while South Korea rose 150% and Singapore increased 104%. Among European travelers, bookings from the United Kingdom more than doubled, while Germany recorded growth of more than 600%.
Diving is currently the most-booked sporting experience globally, followed by activities including ziplining, paragliding, skydiving and cycling. Preferences vary by market, with diving particularly popular among travelers from South Korea, Malaysia and several European countries, while skydiving leads in Hong Kong, Taiwan and Thailand.
Thailand and Australia stand out as destinations offering a broad range of active experiences, from diving and cycling to surfing, climbing and adventure activities.
The trend is also generating more traveler content. Active travel posts on Trip.com’s Trip.Moments platform nearly doubled year over year, while comments increased twelvefold. The growth suggests active travel is moving beyond a niche interest and becoming a mainstream reason to choose a destination.
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