Group touring and adventure holidays continue to bounce back from their deep COVID-19 slump. However, global economic uncertainty and cost of living pressures remain threats, particularly in the budget coach tour market. Those with money to spend continue to prioritise holidays, and are willing to spend on premium tours and experiences.
Mintel’s consumer research finds that around one in ten UK adults have taken a group touring or adventure holiday in the last five years. This style of travel is not to everyone’s taste, and will likely remain a relatively specialist sector – but there is good scope for expanding the customer base, with around a fifth of adults interested in taking a group touring holiday in the future.
Key trends likely to benefit the group touring and adventure market include an expanding over-50s population, a growing appetite for exploration and visiting places less affected by ‘overtourism’, and a desire for authentic local experiences which can often best be facilitated by expert guides and tour managers.
| Report Attributes | Details |
|---|---|
| Published Date | April 2025 |
| Data Range | 2019-2023 |
| Country Focus | United Kingdom (UK) |
| Consumer Data | 2,000 internet users aged 16+, February 2025 |
| Number of Pages | 65 |
| Key Operators in the UK Touring and Adventure Holiday Market | Riviera Tours, Great Rail Journeys, Newmarket Holidays, Cosmos Tours, Exodus Travels, Explore Worldwide |
Mintel’s UK Touring and Adventure Holidays Market Report highlights several key opportunities for brands and tour providers to stand out in a competitive and evolving market. By analysing consumer participation, satisfaction, and future intent, the report suggests that providers can refine their strategies to better target specific demographics, such as younger adventurers, wellness-focused travellers, and older customers seeking guided convenience.
The report emphasises the value of differentiation through innovation, including the integration of technology to enhance the travel experience (e.g. mobile apps, virtual guides), and using social media to build trust and community. Sustainability and responsible tourism are becoming essential, with consumers showing strong interest in eco-friendly and ethical travel options. Overall, brands that stay agile and responsive to these shifting preferences—especially by enhancing value, wellness, and personalisation—will be well-positioned to thrive in the UK touring and adventure holiday market.
Every Mintel report is researched and written by a dedicated analyst with deep expertise and experience in their chosen industry. So you can act with confidence, not assumptions. This report was written by John Worthington. John has worked for Mintel since 2005, researching and writing reports on UK travel and leisure markets. Previously he worked for Deloitte as the research manager of their tourism, hospitality and leisure practice. He has a first-class BA in History and a postgraduate Library/Information Management qualification.
An increasing (and increasingly adventurous) over-50s population offers the biggest potential for expanding the customer base.
John Worthington
Senior Analyst
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