The findings underscore the scale of an industry often viewed as peripheral to mainstream travel, yet increasingly central to how tourism value is distributed.
Globally, the adventure tourism market is projected to reach $1.68 trillion by 2032, growing at an annual rate of 9.42%.
“Adventure tourism is no longer a niche market for adrenaline junkies. It’s a powerful economic force reshaping how and where tourism revenue flows across destinations,” said Nic Shaw, chair of SATSA’s Adventure Chapter.
How adventure travel is spreading wealth to rural communities
According to the report, the sector offers significant room for expansion beyond traditional tourism strongholds such as Cape Town and the Kruger National Park.
Shaw said this dispersal effect is critical for inclusive growth. The industry sustains employment for guides, shuttle operators, and hospitality workers, creating local value chains and career pathways for young people in areas with high unemployment.
The white paper also highlights structural gaps, including the need for stronger professional standards and self-regulation.
SATSA’s 101 Adventures framework, which covers more than 101 activities, is a benchmark system that includes self-assessment tools and category-specific codes of good practice.
Industry leaders on global competition
“Other countries aren’t sitting still. Australia, one of our biggest competitors, continues expanding its adventure portfolio, with regional Australia presenting a massive opportunity. And yet, our offering is deeper and more diverse. It’s an opportunity we can’t afford to let slip through our fingers,” said Hannelie du Toit, SATSA chief operating officer.
It is an underleveraged growth driver with the potential to anchor regional development and secure a stronger foothold in a trillion-dollar global industry.
