As we settle into 2025, there’s a real sense that this may be the first truly ‘normal’ year of travel since the pandemic. But what does ‘normal’ even mean any more? For adventure travellers, it’s about pushing boundaries – whether that’s discovering the next ‘must-do’ trek, or simply joining a group adventure tour as a change from the usual beach break. At True Traveller, we’ve been keeping a close eye on the trends shaping this year’s travel landscape, from emerging destinations to the rise of the ‘55-year-old grown-up gap year’.

Brits won’t stop travelling – but they may change how they do it
Lisa Minot, Head of Travel at The Sun, recently noted that “while British travellers won’t stop holidaying, they may start adjusting the duration of their trips”. The cost of living crisis is certainly a factor across the board, but I predict adventure travel will hold strong as the general trend for people to put more value on buying experiences rather than things grows. Last year Hilton (the hotel chain) found that 64% of global travellers were aiming to reduce other areas of their personal spending to prioritise leisure travel and I say that this can only be a good thing for the travel and travel insurance industries.

And then there are the ‘milestone mini groups’ – small collectives of friends or family who plan extended trips months, or even years, in advance, often as a way to honour landmark life events, such as milestone birthdays or anniversaries. These groups are seeking meaningful, bucket-list experiences, and they’re increasingly turning to adventure travel to fulfil that wanderlust.

The rise of the grown-up gap year
Gap years aren’t just for school leavers any more. We’re seeing a continuing demand in travellers over 50 embracing long-term adventures, whether it’s cycling through Vietnam or hiking the Andes. This generation has always been intrepid, and they’re continuing to venture far and wide, making the most of their time and resources. Luckily, they tend to prioritise travel insurance, understanding its value more than younger, less experienced travellers – though we still have our fair share of underprepared adventurers!

Gap years aren’t just for school leavers any more

Solo female travellers: organised but adventurous
Solo female travel is another area of growth, but with a twist. Rather than winging it with a backpack and no plan, we’ve noticed that women tend to opt for structured adventure tours, fully planned itineraries, and guided experiences, generally booked through specialist tour operators. 

For this sector, it’s about finding a balance – seeking a sense of adventure, while maintaining security and ease of travel. The demand for ‘organised backpacking’ reflects this shift, as solo female travellers look for enriching, hassle-free adventures without unnecessary risks. When we looked further into this at data 
across solo travel customers aged 18–25, we noticed that there are a lot more females than males, so it seems that this demographic is a lot smarter when it comes to thinking ahead and taking out travel insurance!

TikTok and the rise of dangerous travel trends
Social media continues to shape travel, but TikTok has taken it to a new level – sometimes in ways that worry us as an insurer. We’ve seen an increase in risky behaviour celebrated on TikTok and wonder if this will start to trickle down into claims this year.  

TikTok-inspired activities include things like attempting extreme hikes without proper gear and camping in hazardous locations for the sake of viral content. Other perilous pursuits include renting motorbikes without licences and visiting some of the world’s most dangerous countries, like Ukraine and Afghanistan, all to gain followers and likes on social media.

This is worrying because while travel should be about discovery and excitement, it should also be safe. Adventure doesn’t have to mean recklessness.

Women tend to opt for structured adventure tours, fully planned itineraries, and guided experiences

Trending treks
Trekking continues to be a major draw for adventure travellers, with some routes standing out as firm favourites. Everest Base Camp and Kilimanjaro remain at the top of the list, but we’ve noticed a surge in interest for the Aconcagua trek in Argentina. We’ve seen a remarkable 40% increase in enquiries within our sales department for trekkers planning to summit this peak in 2025, compared with 2023 and 2024.

As the highest peak in South America and one of the Seven Summits, Aconcagua has huge appeal – especially because its ‘normal route’ doesn’t require technical climbing skills. Our research has found that recent improvements to base camp infrastructure, combined with the breathtaking setting, seem to be driving this newfound popularity, making it our ‘one to watch’ for adventure travel in 2025.

Positive direction for Nepal
Something I am really pleased to report is improving – and which I hope will continue to do so into 2025 – is our customer experience in Nepal. The situation there for trekkers is well documented, and so we have always made it a priority to inform our customers about the region’s helicopter scams to ensure they are aware of the risks involved. 

These incidents include trekkers being taken to high altitudes too quickly, which leads to altitude sickness, or experiencing food poisoning. Unfortunately, they still occur with concerning frequency – all so that corrupt guides get their kickbacks from the helicopter companies. The victims of these scams have their holidays utterly ruined, and in some cases have been close to death, all due to the scandalous way this corrupt system has been allowed to continue.

However, I am thankful that after years of consistent education, we are starting to see positive results from our efforts. During the last season, only 4% of our cases exhibited any signs of fraud. 

Of course, I wish that no travellers have to experience anything so awful, but I hope that our progress will have a ripple effect in the region and that, one day, no-one will have their trip spoiled by these scammers.

The role of travel insurance in adventure travel
Overall there is an enthusiasm for adventure travel like never before, and so ensuring that travellers are adequately covered is more important than ever. As exchange rates fluctuate – particularly the pound against the US dollar – some travellers may look for budget options, but cutting corners on insurance isn’t the place to save money.

Adventure travel continues to thrive because it offers something truly unique – a sense of discovery, achievement, and a break from the everyday. Whether it’s a week-long hike across a Greek island or a full-scale expedition in the Himalayas, these experiences create lifelong memories. And as long as people continue to seek out the thrill of adventure, it’s our job to make sure they do it safely.