A Data-Driven Approach to Adventure Planning
From factors like language and infrastructure to changing COVID-19 requirements, there are many things to consider when choosing where to go on your next trip. Once you’ve narrowed down your top countries, how do you compare them to determine which one is your perfect holiday destination? Fortunately, there’s a wonderful answer!
Developed by the Adventure Travel Trade Association and the George Washington University International Institute of Tourism Studies, the Adventure Tourism Development Index (ATDI) is a tool used to measure the top countries for adventure travel. Read on to discover how the ATDI works and which countries rank best on its 2020 report. You’ll even find an exciting multi-day adventure for each of the top 10 countries — enjoy!
Adventure Travel Development Index (ATDI)
According to the Adventure Travel Trade Association, the ATDI is a global ranking that determines a country’s adventure tourism competitiveness based on 10 pillars: Sustainable Development Policy, Safety and Security, Health, Natural Resources, Cultural Resources, Adventure Activity Resources, Entrepreneurship, Humanitarian, Tourism Infrastructure, and Image. Before delving into these pillars, it’s relevant to note that the ATDI has a panel of industry experts (people who have more than five years of adventure tourism experience) comment on any countries they’ve visited in the last five years. Along with the results from the expert panel, the ATDI also uses data from a variety of non-subjective sources like the World Resources Institute.
The 10 ATDI Pillars
The following definitions for the 10 pillars are based directly on the ATDI 2020 report (get the full report here).
- Sustainable Development Policy
Government policies that support the development of tourism in rural areas are important because they not only protect the natural and cultural resources, but also create a conducive investment environment for the private sector. - Safety and Security
Needless to say, the safety factor of a country is very important. High transparency, low or non-existent travel warnings, and low corruption rates all play a role in making a country safer for travellers. - Health
Good healthcare availability is important for two reasons. First, it’s expected that a healthy local population will be better able to develop new businesses and care responsibly for its resources. Second, travellers value access to good healthcare. In fact, COVID-19 showed just how relevant this pillar is to adventure travel. - Natural Resources
Because adventure travellers value well-managed natural resources, which haven’t been exploited, countries that can meet this expectation have a higher likelihood of being competitive in the adventure tourism market. - Cultural Resources
Since adventure travellers want to interact with local cultures in a meaningful way, they naturally place a higher value on countries that make an effort to preserve their cultures. - Adventure Activity Resources
Nature-based activities like paragliding, hiking, and rock climbing play a big role in adventure tourism. In fact, destinations can gain a competitive advantage if they’re able to utilise their resources, such as impressive cliffs, to offer adventure sports. - Entrepreneurship
The adventure tourism industry is made up of small businesses that continue to innovate. In order for more tourism enterprises to start up and flourish, a country needs to have a positive business climate for entrepreneurship. - Humanitarian
As travellers continue to seek out volunteer opportunities and chances to build meaningful, authentic experiences in the places they visit, more countries are realising that volunteer tourism can help them gain a competitive edge in the adventure tourism market. - Tourism Infrastructure
Unlike the regular tourist, adventure travellers are generally less fazed by shortcomings in hard tourism infrastructure (such as roads or lodging facilities), but often more sensitive in terms of soft tourism infrastructure, like trail maps. Fortunately, soft tourism infrastructure allows countries to make improvements at a relatively low cost. - Image
Despite being the most malleable aspect when it comes to market competitiveness, a destination’s image is often mishandled in terms of building a sustainable market. A well-managed sustainability image will naturally encourage like-minded travellers to visit the country and help support its sustainable efforts.
The 10 best countries for adventure travel
1. Iceland
According to the ATDI, Iceland takes first place as the most competitive country. Not only does it score high in Adventure Activity Resources, but it’s also perceived positively by the expert panel.
If you’re an adventurer who loves to connect with nature, then Iceland’s Golden Circle is perfect for you! Explore the UNESCO World Heritage Site known as Thingvellir National Park; experience the exciting, exploding hot springs at the Geysir Geothermal Area; and gaze upon Gullfoss, the iconic waterfall. Enjoy all this and more on the fantastic 6 Day — Around Iceland Adventure operated by Arctic Adventures.
2. Switzerland
The 2020 ATDI report names Switzerland as the second most competitive destination in the world. The country scores at the top in Sustainable Development and ranks high in almost all other pillars.
From picture-perfect hiking and biking trails through the magical Swiss Alps to charming cities like Lucerne and Bern, an adventure in Switzerland should be on everyone’s bucket list! Travel aboard the scenic Glacier Express. Indulge in authentic Swiss fondue. And enjoy the adventure of a lifetime with Insight Vacations’ Magical Switzerland (Classic, 7 Days).
3. New Zealand
New Zealand ranks third according to the ATDI. One of the top countries for entrepreneurs, New Zealand also scores high in terms of Cultural Resources, Safety and Security, Tourism Infrastructure, and Image.
Enjoy a scenic helicopter flight over the impressive Franz Josef Glacier. Gracefully glide through the water in Milford Sound as you search for seals and penguins. Go wine tasting, bungee jumping, or ride a cable car to the top of Bob’s Peak and enjoy panoramic vistas of Queenstown, The Remarkables, and more! Embark on a fun-filled New Zealand Journey with National Geographic Journeys.
4. Germany
In fourth place is Germany, scoring particularly high in Cultural Resources. In fact, with its impressive 51 UNESCO World Heritage Sites, the country ranks among the top in the world in terms of cultural and natural sites.
Ready to explore Germany’s wonders for yourself? Enjoy stunning scenery as you cruise along the famous Rhine River. Visit King Ludwig II’s 19th-century Neuschwanstein Castle, which inspired the likes of Walt Disney. Drive through lovely villages with cobblestone streets and taste traditional foods like Bratwurst, Sauerkraut, and of course, a pint of world-class beer! Enjoy the very best of Germany with Cosmos’ Highlights of Germany adventure.
5. Norway
Claiming the fifth spot, Norway ranks just ahead of its Swedish and Finnish neighbours. Not only does the country score high in Safety and Security, Health, and Natural Resources, but its Tourism Infrastructure and Image are also positively perceived by the expert panel.
From fantastic fjords to tall mountain peaks, Norway is home to some of the most stunning natural sights. Get swept away by the charming city of Bergen, enjoy a boat cruise on the world-famous Geirangerfjord, and taste the local specialities on Collette’s Highlights of Norway (Oslo to Bergen).
6. Finland
The 2020 ATDI report lists Finland as the sixth most competitive destination in the world. In particular, it scores high in Sustainable Development, Safety and Security, Entrepreneurship, and Adventure Activity Resources.
Among the most sparsely populated areas in Europe, part of Finland’s greatest charm lies in the fact that you can truly enjoy a holiday away from the hustle and bustle of everyday life. Recharge your batteries and connect with nature in Finland’s gorgeous outdoors. Enjoy winter activities like dog sledding or snowmobile safaris, and experience the best of this destination with Exodus Travels’ Finnish Wilderness Week.
7. Sweden
Sweden claims the seventh spot, ranking particularly high in Sustainable Development, Safety and Security, and Entrepreneurship.
From its vast open spaces to its diverse terrain, Sweden is full of lovely landscapes. Enjoy beaches, nature reserves, and mountains — all with endless options for fun activities! Did you also know that you can see the magical Northern Lights here? Embark on the adventure of a lifetime with Wild Sweden’s Northern Lights & Wildlife in Swedish Lapland, 7 nights adventure.
8. Canada
Scoring high in Natural Resources, Safety and Security, Tourism Infrastructure, and Image, Canada takes the eighth spot.
Whether you’re a well-seasoned traveller or are new to the game, the Canadian Rockies are sure to impress. Visit Banff National Park for breathtaking views of Moraine Lake and Lake Louise, trek across the enchanting Athabasca Glacier, and enjoy the dramatic views as you explore Maligne Canyon. When you’re ready to experience all these wonders for yourself, look no further than Trafalgar’s Canadas Rockies (7 Days) adventure!
9. Denmark
In ninth place is Denmark with high scores in Sustainable Development, Safety and Security, and Adventure Activity Resources.
Despite its small size, Denmark makes a big impact in terms of its fantastic attractions, beautiful architecture, New Nordic cuisine, and notoriously happy locals. Visit museums dedicated to the Vikings, explore the birthplace of the world-famous author Hans Christian Andersen; and taste fresh, delicious dishes that will have you dreaming about Denmark long after your meal is finished. Enjoy the highlights of Denmark and its neighbouring countries on the Scandinavian Escape — 10 Days adventure, operated by Expat Explore Travel.
10. Australia
Scoring well in terms of Natural Resources, Entrepreneurship, Tourism Infrastructure, and Image, Australia claims the last spot.
From the Great Barrier Reef to Uluru (Ayers Rock), Australia is full of famous attractions and countless adventures for everyone. Enjoy sunbathing on Bondi Beach; explore Daintree Rainforest; and try sea kayaking, surfing, scuba diving, and more! When you’re ready for your own Australia adventure, see everything and more on Discovery Nomads’ Sydney to Great Barrier Reef Tour.
Ready to go on an adventure? Head over to TourRadar and start planning today!
