Greece is one of the most attractive destinations for adventure travel, coming second, according to a survey by Travellyze. Italy took first place, followed by Portugal and Spain.
According to a recent study by Travellyze, activity tourism has been a prominent trend amongst European travellers in the final months of 2024. In particular, 19.9% of respondents strongly prefer outdoor activities, a significant increase compared with 2023.
The study also found that social media platforms such as Instagram, TikTok and Facebook have grown in popularity among travellers, recording a 7.8% increase compared with the previous year.
Younger generations, in particular, see TikTok and Instagram as sources of inspiration and valuable tools for planning their travel experiences.
The growing interest in experiences that combine adventure and a connection with nature explains the preference for activity-based tourism, as these elements are becoming more popular than traditional travel options.
Motivations for adventure tourism
The main motivations cited by 55.7% of respondents indicate a preference for beaches and coastal destinations, whilst cultural and gastronomic attractions, although still important, have become less prominent.
Changes in accommodation preferences
Whilst three- and four-star hotels remain the most popular choice (47.5%), the preference for private accommodation via platforms such as Airbnb has increased (33.4%) and now exceeds the option of staying with family or friends.
Source: tourismtoday.gr