Touring and adventure represents around 3% of UK outbound market, Atas Summit told

The touring and adventure sector represented around 3% of UK outbound passengers last year and is “probably ready for the next phase” of growth, according to the new chair of Atas.

 

Niel Alobaidi, chief executive of Newmarket Holidays, flagged an opportunity to educate consumers on the sector in his first speech as chair of the Association of Touring and Adventure Suppliers (Atas) at the Atas Summit 2025.

 

He cited total UK outbound passenger volumes of more than 34 million for 2024, excluding cruise and short breaks under seven nights, while around 1.1 million passengers were estimated to have travelled with touring and adventure brands in the same year.

 

“That (1.1m) is impressive, but if you compare that with over 34 million for the whole industry in 2024, that’s less than 3% of the market,” he said, adding: “The figure feels way too low.”

 

Atas now has more than 38 supplier brands, with another company due to join next month, and represents “most of the key operators in the sector”, said Alobaidi.

 

The number of tour operator members is 50% higher than 2019 while the number of travel agent members has increased by 25% year on year on average for the last three years, he added. 

 

“We [Atas] truly are now well established and probably ready for the next phase. Atas as an organisation is the strongest it’s ever been and the sector is seeing unprecedented growth,” he said, noting the touring and adventure sector was already “growing faster than the travel industry as a whole” with Atas enjoying a “really good voice in the trade”.

 

But he stressed more could be done to exploit the growth opportunity by raising awareness of the benefits of touring and adventure holidays, from meeting new friends to its value for money and safety aspects.

 

He said: “At 3% [of passengers], there is definitely an opportunity to educate consumers broadly about the experiences we create.

 

“The more people know how special it is, the more demand we will create for our industry through the trade and direct.”

 

Alobaidi also called on Atas members to give feedback in the coming months on how the association could improve.