Alternative Tourism Market Report 2026

The alternative tourism market size has grown steadily in recent years. It will grow from $98.55 billion in 2025 to $102.52 billion in 2026 at a compound annual growth rate (CAGR) of 4%. The growth in the historic period can be attributed to increasing environmental awareness among travelers, expansion of niche tourism segments, growth of experiential travel demand, rising disposable incomes, wider access to online travel information.

The alternative tourism market size is expected to see steady growth in the next few years. It will grow to $118.7 billion in 2030 at a compound annual growth rate (CAGR) of 3.7%. The growth in the forecast period can be attributed to increasing demand for sustainable travel options, expansion of wellness and slow tourism, growing integration of digital travel platforms, rising focus on low-impact tourism models, increasing participation of younger travelers. Major trends in the forecast period include growing preference for eco-friendly travel experiences, rising demand for culturally immersive tourism, expansion of rural and community-based tourism, increasing use of digital booking platforms, enhanced focus on responsible travel practices.

The rising number of international travelers is expected to drive the alternative tourism market going forward. International travelers are people who cross national borders for activities such as tourism, business, or education. The number of international travelers is rising due to better global connectivity, higher disposable incomes, and an increased interest in diverse experiences. International travelers support local economies, preserve cultural heritage, and promote environmental conservation by choosing alternative tourism options. For instance, in February 2024, according to the International Trade Administration, a US-based government resource, the overall number of international visitors to the United States is expected to rise to 77.7 million in 2024, an increase of 10.4 million, or 15.4%, from the 67.3 million visitors recorded in 2023. Therefore, increasing international travelers will drive the alternative tourism market.

Major companies operating in the alternative tourism market are focused on technological advancements, such as authentic ecotours, to enhance the travel experience with immersive, environmentally friendly activities while promoting sustainable practices and supporting local communities. Authentic ecotours offer immersive travel experiences in natural settings that prioritize environmental conservation, respect for local cultures, and support for community-based initiatives. For instance, in April 2023, MEET Network, a Spain-based travel arrangements association, and Intrepid, an Australia-based travel company, launched an authentic 9-day expedition in Albania. This eco-friendly adventure is perfect for travelers who want to explore remote regions while supporting local communities and conservation. The tour includes visiting Divjak-Karavasta National Park, focusing on its biodiversity protection efforts.

In August 2023, Intrepid, an Australia-based travel company, acquired Daintree Ecolodge for $5 million. The acquisition aligns with Intrepid's strategy to expand beyond tours into complementary new verticals. Daintree Ecolodge is an Australia-based luxury rainforest retreat offering Tree House ecotours.

Major companies operating in the alternative tourism market are The Travel Corporation, City Experiences, Abercrombie & Kent USA LLC, Intrepid Travel Pty Ltd, TourRadar GmbH, G Adventures Inc., Viator Inc., Zicasso Inc., Secret Food Tours, Eating Europe Food Tours, Food Tour Corporation, Greaves Travel Ltd, The International Kitchen, Culinary Backstreets, India Food Tour, Classic Journeys LLC, Context Travel, Epicurean Ways LLC, Gourmet on Tour, The FTC4Lobe Group.

Europe was the largest region in the alternative tourism market in 2025. The regions covered in the alternative tourism market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the alternative tourism market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The alternative tourism market includes revenues earned by entities that provide services such as adventure travel, community-based tourism, wildlife tours, and volunteering vacations. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

This product will be delivered within 1-3 business days.