Touring and adventure bookings and revenues continue to rise

Touring and adventure bookings and revenue have continued to increase in the first five months of 2024 compared with the same period last year, data has shown.

Agent bookings with Atas members for the first quarter of 2024 were 6% up year on year, rising to 9% ahead by the end of May.
Similarly, revenue grew from 10% up at the end of March to 13% at the end of May, demonstrating “steady growth and strong demand”, according to Atas director Claire Brighton.

She praised the performance of agents, saying they were driving higher average sales compared to direct sales, while average tour costs were “consistently increasing”.


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She also highlighted the shoulder seasons as particularly popular, saying the touring and adventure sector is largely unaffected by overtourism concerns in July and August as travellers in the sector tend to go away during school term time rather than the summer peak.

“These are exciting times for our sector with new destinations coming through and strong demand for 2025,” Brighton added.

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