New data from World Nomads, a global leader in adventure travel insurance, showcases a renewed interest in Southeast Asia and a rising trend in European adventure travels among the UK’s adventure travellers in 2024. Key findings indicate that Thailand (8%), Australia (7.5%), and Cambodia (4%) are the preferred destinations among all age demographics, reflecting a desire for immersive experiences in diverse cultures and landscapes.
With far-flung destinations in Southeast Asia dominating policy sales for 2024, Thailand emerges as the most popular destination for 18–24-year-olds. This demographic’s enthusiasm for exploration is further supported by a preference for the World Nomads Explorer Plan, chosen by 60% of 18-24-year-olds. This plan is designed for the adventurous, covering a wide range of activities and providing high coverage limits for personal belongings.
Jonathan Frankham, General Manager for World Nomads, UK and Europe, said:
“At World Nomads, we are encouraged to see policy sales for holidays across Asia, Australia and, increasingly, Europe performing well. Our offerings, especially the Explorer Plan, align perfectly with the adventurous and independent spirit of younger UK travellers.
“Our mission is to facilitate their explorations, whether that’s through mountain biking in the Pyrenees or surfing in Bali, with the assurance of safety and support.”
Tourism to Thailand is benefitting from improved sustainable tourism developments, such as the reef-cleaning initiatives in Ko Racha Yai and enhanced accessibility, including British Airways’ new routes from London Gatwick to Thailand
The allure of distant shores remains strong in demographics aged 30-44, with the US and Thailand both ranking highly. World Nomads also forecasts a noticeable shift towards travellers in this band seeking adventure in European destinations such as France and Spain. This is supported by studies conducted by ATTA, which suggests adventures closer to home are becoming increasingly more attractive amidst rising travel and inflationary costs.
World Nomads shares top adventure destinations by age:
- 18-24: Reflecting the broader trend, this demographic indicates a strong preference for Thailand, Australia, and Cambodia, indicating a quest for exploration and adventure, and mirroring the overall trend
- 25-29: The demographic shifts slightly with Australia and New Zealand climbing the ranks, blending adventure with nature and extreme sports
- 30-34: This category starts to diversify their destinations, with France and Spain gaining popularity, possibly indicating a blend of cultural and adventurous pursuits
- 35-44: The United States and Japan climb the list of destinations that policyholders are visiting, demonstrating a preference towards “bucket list” trips. Thailand remains enduringly popular, reinforcing its status as a leading adventure travel destination among all demographics
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