AJ Hackett Bungy New Zealand has developed SkyRide, a new vertical adventure system designed to transform towers and landmark structures into high-impact visitor destinations.
In 2025, adventure travel has become a growth engine. Adventure tourism products such as Bungy NZ Ventures offer regions a combination of distinctive destination branding and strong local spend retention. Supported by world-class safety systems, broad demographic appeal, and measurable health and well-being benefits, it presents a compelling proposition for regions seeking to capture a share of the multi-billion-dollar global tourism market.
The domestic tourist will be even more important to the tourism industry over the next few years. Domestic tourism is already responsible for 75% of tourism spend in OECD countries.
Generation Z, those born between 1997 and 2012, are a critical target for the future of the tourism industry. This generation is the largest in history and represents 32% of the world's current population. Their frequency of travel is also proving to be higher than that of all previous generations.
The massive growth in adventure tourism has also generated the emergence of a plethora of consultants seeking to charge you for advice on how to take advantage of it. This includes a number of the global management consultancies. But buyer beware. In many cases, this advice will be predominantly theoretical.
A 2024 global survey by the Adventure Tourism Trade Association has highlighted a growing discontent with over-tourism and overcrowded destinations. The adventure tourism category continues to grow as much as 20% annually as people increasingly look to their travel to be a personal, transformational experience—one that recharges and resets through combining thrills with the feeling of empowerment.