London Becomes Adventure Hub: Adventure Travel Show sets tone for 2026

In January 2026, London will once again position itself as a global meeting point for adventure travel enthusiasts. The London Adventure Travel Show, taking place on January 10–11 at the Islington Business Design Centre, will bring together more than 100 exhibitors, destination representatives and industry experts, reflecting the growing demand for immersive and off-the-beaten-path travel experiences.

Adventure tourism enters a new phase

As global travel continues its post-pandemic recovery, adventure tourism is emerging as one of the fastest-evolving segments in 2026. Travelers are increasingly prioritizing meaningful experiences over mass tourism, seeking destinations that combine nature, physical activity and cultural depth. The London show captures this shift by offering direct access to seasoned explorers, travel specialists and emerging destinations.

France, Spain and South Africa in focus

France, Spain and South Africa stand out among the destinations showcased at the 2026 event. Their appeal lies in the diversity of experiences they offer, from alpine adventures and coastal routes to vineyards and iconic wildlife safaris. Their strong presence highlights sustained global interest in destinations that balance adventure with accessibility and high-quality infrastructure.

Airlines and hospitality adapt to adventure demand

The rise of adventure travel is reshaping airline networks and hospitality strategies. Major carriers are expanding routes to remote and high-demand adventure destinations, while hotels and resorts are developing concepts that blend comfort with immersive outdoor experiences. The Adventure Travel Show serves as a meeting ground where these evolving offerings connect with travelers and tour operators.

London as a launchpad for future journeys

Beyond inspiration, the London Adventure Travel Show functions as a strategic platform for the travel industry. It is where new partnerships are formed, trends are defined and the future landscape of adventure tourism begins to take shape.

As International Investment experts report, the surge in adventure travel reflects a broader transformation in global tourism demand. Experiences, authenticity and sustainability are becoming central to travel decisions, positioning events like the London Adventure Travel Show as key drivers of future tourism investment and destination development.