The Association of Touring and Adventure Suppliers (Atas) has welcomed more members and more agents over the past year – while suppliers have reported increased revenue and bookings.
Claire Brighton, Atas director, told the Atas conference in Leeds: “2024 has seen growth; consistent growth all year.”
Based on year of booking, for January to August 2024, the number of bookings is up 8% year on year for Atas overall, and up 9% for agents.
Meanwhile, revenue has grown by 10% for Atas overall, and 9% for agents.
Atas itself is bigger than ever, and its conference is the biggest yet, with 400 delegates in total, 250 of whom are agents.
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New members joining since the 2023 conference include Audley Travel, Encounters Travel, Exodus Adventure Travel, Exoticca, Inside Travel Group, Oasis Overland, Quark Expeditions, Seabourn, Travelpack and Not In The Guidebooks.
More associate members have joined and travel agent membership has increased 25%, on top of the 38% increase reported last year.
A new, more user-friendly Atas website will soon launch, with more information about members and more videos and downloadable assets.
“It will take us to the next level,” said Brighton.
A new training system, powered by sister brand Online Travel Training, will be introduced and a fresh version of the Atas Touring and Adventure Guide will be sent to member agents before any others.
“It is great to train your teams and understand the products,” added Brighton.
Atas will also form an agent advisory group to help shape the organisation. The association will be asking its Atas ambassador agents to take part and others who are interested can contact Brighton.
She outlined other trends from research, noting how the highest regional growth rates have been seen in the polar regions, followed by Africa, Asia, Europe and Australasia.
The decline in the Middle East is “no surprise” but North America has seen a little dip, Brighton added.
At the country level, Spain is 65% up, France up 57% and Peru up 53% on the same point last year, but Jordan, Egypt and Ecuador are down because of political unrest.
“I would encourage you to get behind Portugal, Morocco and Turkey as they are doing well with direct sales but they are really worth you putting your energy behind them,” she added.
Other statistics revealed growth in the 20-somethings sector for the first time (22%) but those in their 30s and 40s are seeing a decline (7% and 2%).
“It could be families are feeling the pinch,” she commented.
The strongest growth is in the 60-69 age group (23%), while the solo travel market is flat year on year.
Zina Bencheikh, Atas chair and Intrepid Travel EMEA managing director, reiterated how touring and adventure is outpacing other sectors – and the value of bookings is higher through agents than direct because clients value the “help and expertise” of the trade.
She noted several reasons for the sector’s success, including trends for deeper experiences, more meaningful connections and more sustainable travel.
The fastest growing segment is female solo travellers, she told delegates, as they have the time and money to travel and “want to meet new friends and see new places with the support of a group when they need it”.
Furthermore, touring and adventure is the “best placed sector” to adapt to sustainability requirements as customers’ money is spent locally and across destinations – while agents can help to send travellers off-the-beaten track to tackle overtourism.
“No one can solve this issue on their own; that is why Atas is vital,” she noted, urging agents to use the association’s sustainability hub.