Special Interest Tourism Market Report 2026

The special interest tourism market size has grown exponentially in recent years. It will grow from $4.68 billion in 2025 to $5.63 billion in 2026 at a compound annual growth rate (CAGR) of 20.2%. The growth in the historic period can be attributed to growth of global travel awareness, rise of experiential tourism, increased leisure spending, influence of social media, diversification of travel offerings.

The special interest tourism market size is expected to see rapid growth in the next few years. It will grow to $11.64 billion in 2030 at a compound annual growth rate (CAGR) of 19.9%. The growth in the forecast period can be attributed to demand for authentic experiences, growth of wellness and nature tourism, expansion of adventure travel, digital travel planning adoption, sustainability focused travel choices. Major trends in the forecast period include growth of experience driven travel, rising demand for eco and adventure tourism, expansion of niche and hobby based travel, increasing preference for personalized itineraries, focus on cultural and educational tourism.

The rising demand for adventure-focused tours is expected to drive the growth of the special interest tourism market in the coming years. Adventure tours involve travel experiences centered on physically demanding or thrilling activities in varied and often rugged settings. The popularity of adventure tours is increasing as consumers seek distinctive, immersive travel opportunities that provide challenge, exploration, and personal development. Special interest tourism supports adventure travel by concentrating on specific themes or activities related to exploration and adventure, such as hiking, mountain climbing, or extreme sports. For example, in May 2024, the Adventure Travel Trade Association (ATTA), a U.S.-based tourism trade organization, reported that adventure travel operators served an average of 6,553 travelers in 2023 - a 54% jump from 4,243 travelers in 2022 - highlighting a strong rise in participation and demand for adventure travel experiences. Therefore, the growing demand for adventure tours is fueling expansion in the special interest tourism market.

Major companies in the special interest tourism market are focusing on creating innovative offerings, such as AI-powered travel assistants, to address rising demand for personalized, experience-driven travel. AI-powered travel assistants are digital tools that use artificial intelligence to deliver customized trip planning, real-time recommendations, and interactive customer support, enhancing traditional travel services that rely on static itineraries or human agents. For instance, in July 2023, Ideas GuideGeek, a U.S.-based travel technology company, introduced its AI-powered travel assistant on Instagram - an innovative service designed to help travelers discover and plan niche travel experiences with tailored suggestions. The assistant uses natural language processing to interpret traveler preferences, offers interactive itinerary building, provides real-time travel guidance, and can recommend unique attractions aligned with users’ interests. Unlike standard travel guides or booking sites, this technology offers a conversational, adaptive, and instant planning experience directly through social media. The AI assistant can support solo travelers pursuing unique adventures, groups with varied interests, and enthusiasts of special interest tourism such as culinary, adventure, or cultural travel.

In June 2024, Yatra Online Limited, an India-based online travel company, acquired a 49% stake in Adventure and Nature Network Private Limited for an undisclosed amount. This acquisition aims to expand Yatra's adventure tourism offerings and strengthen its market position by integrating ANN’s expertise and resources. Adventure and Nature Network Private Limited, an India-based tour operator, specializes in providing travel experiences related to adventure and nature.

Major companies operating in the special interest tourism market are Cox and Kings, Flight Centre Travel Group, Grand Circle Corporation, Insight Vacations, Abercrombie & Kent, Kensington Tours, Intrepid Travel, EF Educational Tours, Wilderness Safaris, Audley Travel, G Adventures, Contiki Tours, Wendy Wu Tours UK, China Highlights, Fez Travel, Adventures Abroad, Scenic Luxury Cruises & Tours, Luxury Gold, Soltour, Martin Randall Travel Ltd., ACE Cultural Tours, Geckos Adventures, Bus2alps, Adventure Life.

Europe was the largest region in the special interest tourism market in 2025. The regions covered in the special interest 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 special interest tourism market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The special interest tourism market includes revenues earned by entities by providing services such as guided tours, cultural immersion experiences, wildlife safaris, educational trips, and eco-friendly travel options. 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.

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