A look at trends worldwide and right here in Maine
By Jeanne Christie
At the end of each calendar year; I take time to look back on the past year. For my guiding business, this is a quiet time with limited guiding activities scheduled between now and mid-April. So during the winter months I update my website and revise my offerings. To do this, I gather information on how my guiding business evolved, stagnated, and/or changed in the previous 12 months. What worked? What drew attention and clients? What didn’t? And finally why? Based on the answer to these and other questions; I revise and make changes for the coming year.
This analysis is obviously unique to each guide, guiding company, resort, etc. What is certain is that the outdoor recreation industry is constantly changing and evolving so, while I look back at the past year, I also look forward, including gathering information about trends in recreational tourism. Are there markets that I should explore? Maine has recently published a 10 Year Maine Outdoor Recreation Economy Roadmap.
One finding in this report is that outdoor recreation is expanding beyond traditional activities like hiking, skiing, and fishing to embrace emerging trends like ecotourism, restorative tourism, dark skies, and outdoor wellness experiences. These activities can attract new people, and create a more diverse array of outdoor recreation options for visitors. For anyone interested in a deeper dive into these and other trends in Maine there is a Maine Outdoor Economy Summit scheduled for January 21-23, 2026 in Portland.
There are also a number of interesting reports out this year about the international adventure tourism market. It is growing and it can be segmented into different categories in terms of the kinds of adventure pursued; Maine is a perfect location for international tourists seeking adventure.
Three reports that evaluate international tourism available currently include:
Adventure Tourism Market Size, Share, Competitive Landscape and Trend Analysis Report by Allied Market Research which predicts the global adventure tourism market size was valued at $324.9 billion in 2022, and is expected to hit $2 trillion by 2032.
Adventure Tourism Market Size, Share & Trends Report (2025 – 2030) which, among other findings concludes a large number of consumers are opting for off-the-beaten-path adventures that promise not just thrilling activities but also a chance to connect with nature and local communities.
Adventure Travel Market Sizing and the New Adventure Traveler sponsored by EF Adventures and the Government of the Netherlands segments international travelers into four groups: Adventure Intensives, Nature Enthusiasts, Cultural Explorers and Experience Samplers.
It concludes adventure travel is no longer a fringe segment of tourism. It is a powerful driver of spending, destination appeal, and sustainability. Companies and destinations that embrace this shift not only attract a broader and more engaged audience but also gain a long-term competitive advantage.
The growing adventure tourism industry is an opportunity and a challenge in Maine. When I work with clients from away, what they imagine adventure travel in Maine will be is often different from the reality. The amenities they want may not exist in rural or remote areas. For some, there is an expectation that all the adventures they would like to can experienced within a short distance from their location. There is no public transportation in most of the state and a car is necessary. Again, not what people accustomed to traveling in Europe imagine. Night time astronomy is weather dependent and there are many cloudy nights during the summer months. Setting expectations is key; adventure tourism is complicated. And at the same time; the potential for growth in the adventure tourism industry in Maine is an area of incredible opportunity.