A new report from Wheelwrights has analysed Google search data, revealing that UK adventure tourism is on the rise and is set to surge in popularity over the coming months.
The report goes on to delve deeper into why Brits are prioritising using their down-time to get outside more than ever before.
Brits in Search for Active Breaks
Whilst tourism was majorly affected by the covid 2019 pandemic, the trend of adventure tourism is now higher than pre-pandemic levels, as Brits are craving active holidays.
The increased interest spans different demographics, from family to couple holidays to over 50s, all looking to be more active on holiday 2023. In addition, both luxury and more budget-friendly active holidays have seen an increase in popularity, including both water-based and walking holidays, as seen in the table below:
| Search Term | % increase: April 2019 – March 2023 |
| all-inclusive active holidays uk | 1850% |
| adventure weekends uk adults | 1600% |
| adventure weekends uk for couples | 800% |
| weekend walking holidays uk | 400% |
| holiday cottage near water | 400% |
| walking holidays for over 50s | 350% |
| cheap family adventure holidays uk | 300% |
| luxury family adventure holidays uk | 300% |
| luxury activity breaks uk | 200% |
| water activity holidays uk | 100% |
The Covid- 19 Effect
The pandemic saw a drop in searches for holiday terms initially, as was to be expected with the country in lockdown. As lockdowns ended but covid measures either prevented or deterred Brits from going abroad, “staycations” went through the roof. Searches for “staycation uk” had a 1330% increase from August 2019 compared to August 2020.
By 2022, Brits were heading abroad again in droves, but after a period of reappreciation for UK staycation spots, many still chose to stay in the UK, as shown by “staycation uk” still a 420% increase from August 2019 to August 2022. With the cost-of-living crisis, this is looking set to be the same if not higher this year as many choose to save money on flights and holiday packages.
Why Adventure Tourism?
Why adventure tourism? The covid-19 pandemic gave Brits a greater appreciation for our natural landscape here in the UK, but it also gave a greater appreciation of health. Prioritising health has led to an increased interest in fitness and exercise. For example, Google searches for “independent gym near me” have increased 83% from April 2019 to March 2023, and more specific terms such as “independent gym near me” and “health club gym near me” have increased over 1300% and 1000% respectively.
A Healthier Older Generation
One of the groups more vulnerable to illness, search data also shows that Brits aged 50 and even much older are especially looking to take better care of their health. This includes exercise in everyday life; searches for “senior exercises classes near me” is up a whopping 8700% from April 2019 to March 2023. “over 50s exercise classes near me” increased 2300% and “gym for over 60s near me” increased 1500%.
When it comes to over 50s and tourism, the trend continues. Google searches for “walking holidays for singles over 50 uk” is up 1000% since pre-pandemic, and “adventure holidays for over 60s” up 450% between April 2019 and March 2023.
