Active travel is moving from niche to mainstream. New data from Accor shows a clear turn toward experiences that place movement and challenge at the center of a holiday. Travelers are no longer content with passive vacations. They want activity, purpose and a sense of achievement. The shift is strong enough that Accor has identified “Athletic Adventures” as one of its top travel trends for 2025.
Recent numbers back this up. Accor reports that interest in sports driven travel is rising sharply. A global review of booking patterns shows sustained growth in demand for outdoor fitness escapes, adventure challenges and water based activities.
Independent studies within the sports tourism sector show the global value of the category already above USD 560 billion. Analysts expect growth through 2025 as younger travelers choose experience over comfort.
Consumer behavior is changing across the board. Searches for terms linked to fitness holidays and activity led trips have increased by double digits in the past year. Guests are looking for mountain hikes, long distance cycling routes, cold water swimming, open water diving and day long kayaking. Many travelers want to shape their itineraries around physical activity rather than fit it in as an extra.
This shift is even influencing Mediterranean destinations. Visitors are becoming more selective. They want the coastline but they also want movement and discovery. They plan trips that mix leisure with action. For some, the day begins with a trail run.
Others prefer snorkel routes along quiet bays. Many travelers build part of their holiday around time on the water. This is why some guests choose to explore the region by sea. For example, some visitors start their day by arranging to rent a boat in Kissamos so they can reach swim spots, natural caves and open sea routes that suit a more active style of travel. The activity itself becomes the highlight rather than the backdrop.
Accor believes this trend aligns with a wider mindset. Modern travelers want health, resilience and challenge. They want deeper contact with the natural environment. They also want experiences that feel personal rather than standardized. Athletic travel provides all three. It is a practical answer to rising interest in wellness, outdoor living and environmental connection.
Kamnaki Maria, Reservation Manager at DanEri Yachts, shares a clear observation:
“Guests are asking for trips that keep them moving. They want routes that involve swimming, climbing off the deck, exploring new spots and staying on the water longer. The athletic trend shows that travelers want activity with comfort. They want fresh air, open space and a sense of progress during their holiday.”
