CategoryTravel & Tourism
Adventure Travel Show
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About this event
The Adventure Travel Show | London 10-11 January 2026
Date: 10-11 January 2026
Venue: To be confirmed (venue details not specified in provided content)
City/Country: London, United Kingdom
About the Show
The Adventure Travel Show has been running since 1997, featuring over 100 exhibitors who offer unique, off the beaten track experiences and unforgettable journeys worldwide. The show caters to a wide range of adventure travel interests, including solo trips, family adventures, overlanding, kayaking, hiking, cycling, wildlife safaris, and cultural experiences.
Exhibitors & Partners
Exhibitors for 2026 include a variety of adventure travel companies and brands. Key partners of the show are:
- Wanderlust
- HX Expeditions
- The Independent
- Cover My Adventure
- off.road.cc
- Adventure Travel Networking
- Cycling Weekly
- Gravel & Adventure Bike Expo
What's On
The show features a diverse program, including:
- HX Adventure Travel Theatre: Presentations and talks on adventure travel destinations and experiences.
- Destinations Theatres: Focused sessions on specific travel destinations around the world.
- Photography Workshops: Sessions to improve your adventure photography skills.
- Fell Foodie cookery demos: Cooking demonstrations with an adventure twist.
- A Thousand Words premier: A special event showcasing adventure storytelling.
Visit Information
Times: To be confirmed (not specified in provided content)
Location & Travel Info: Detailed travel information and exact venue address will be available on the official website.
Accommodation: Hotel information and booking options can be found on the official website.
Engage with the Show
Stay updated with the latest news and ticket alerts by subscribing via the official website. For stand enquiries, please visit the dedicated section on the show's website.
Data sheet
Adventure Travel Show – Event Attendee & Buyer Profile Analysis
Event date: 9–10 January 2027 |
Location: London, United Kingdom |
Event status: Upcoming |
Research date: 30 June 2026
Verification note: The official website content provided references the 2026 edition of The Adventure Travel Show in London. The 2027 dates supplied by the user have been retained for this report as the requested event edition, but the 2027 venue and full program were not publicly confirmed in the provided official source text.
Event Overview
| Event Name | Adventure Travel Show |
| Event Date | 9–10 January 2027 (user-supplied; 2027 edition not confirmed in the provided official source text) |
| Event Status | Upcoming |
| Venue | To be confirmed |
| City | London |
| State / Region | Greater London |
| Country | United Kingdom |
| Organizer | The Adventure Travel Show / adventureshow.com (organizer name not explicitly stated in the supplied text) |
| Official Event Website | adventureshow.com |
| Event Type | Consumer-facing travel show with strong B2B partner, exhibitor, media, and destination-marketing relevance |
| Primary Category | Travel & Tourism |
| Secondary Applicable Categories | Business Services; Entertainment & Media; Logistics & Transportation; Hospitality |
| Audience Reach | National with international visitor and exhibitor interest |
| Estimated Attendance / Expected Footfall | Attendance figure not publicly confirmed by the organizer. |
| Attendance Data Reliability | Low to Medium; official source confirms “over 100 exhibitors” for the 2026 edition, but no verified attendance total was provided. |
| Main Purpose of Event | Showcase off-the-beaten-track travel experiences, connect travelers with destinations and operators, support travel discovery, and provide media/partner exposure for adventure-focused brands. |
About the Event
The Adventure Travel Show is a long-running London travel exhibition focused on adventure-led holidays, active travel, and destination discovery. The official site states that the event has been running since 1997 and brings together over 100 exhibitors presenting experiences such as solo travel, family adventures, overlanding, kayaking, hiking, cycling, wildlife safaris, and cultural journeys.
From a B2B perspective, the show is relevant to tour operators, destination marketers, travel media, travel service providers, and specialist travel brands that want to reach motivated consumers and adjacent trade partners. It is particularly useful for audience-building, content marketing, partnership development, and lead generation in the adventure travel ecosystem.
1. Who Attends: Buyers / Attendees
| Buyer / Attendee Segment | Typical Organizations | Buying Role or Influence | Relevance to Exhibitors / Suppliers |
|---|---|---|---|
| Adventure travel consumers | Independent travelers, couples, families, outdoor enthusiasts | Direct purchase decision-makers | Core audience for trips, tours, safaris, cruises, and travel services |
| Tour operators and travel agencies | Adventure specialists, bespoke travel agencies, holiday planners | Package buyers, resellers, partnership evaluators | High-value B2B leads for distribution, co-marketing, and itinerary sourcing |
| Destination marketing organizations | National tourist boards, regional tourism boards, city DMOs | Marketing, partnership, and campaign decision-makers | Important for destination visibility, event activations, and media outreach |
| Travel media and content creators | Travel publishers, bloggers, editors, broadcasters, photographers | Influence destination and product demand | Strong for earned media, partnerships, and audience amplification |
| Travel product brands | Expedition cruise operators, rail travel brands, luggage, outdoor gear brands | Channel, sponsorship, and partnership buyers | Good fit for brand activation and cross-promotion |
| Travel insurance and protection providers | Insurance specialists, assistance providers, cover platforms | Marketing and distribution stakeholders | Relevant for consumer conversion and travel safety messaging |
| Outdoor and cycling brands | Bike brands, equipment retailers, clothing brands, adventure accessories | Sponsorship and collaboration decision-makers | Good overlap with cycling, overlanding, and active travel segments |
| Adventure and expedition specialists | Small tour operators, expedition leaders, niche travel brands | Commercial buyers and partnership managers | Strong for supplier acquisition, referrals, and package sourcing |
2. Event Location and Attendee Geographic Origin
| Geographic Area | Likely Attendee Origin | Buyer Concentration | Notes |
|---|---|---|---|
| Host city: London | High local attendance from London and Greater London | Medium to High | London is a major consumer and media market for travel and lifestyle events |
| Host region: Greater London and South East England | Regional visitors from surrounding business and leisure hubs | Medium | Easy access for travel professionals, publishers, and consumer buyers |
| Nearby business hubs | Bristol, Oxford, Cambridge, Birmingham, Manchester, Brighton | Medium | Likely source markets for travel agencies, media, and active consumers |
| National UK reach | Attendees from across England, Scotland, Wales, and Northern Ireland | High | Adventure travel is a national interest category with broad appeal |
| International reach | Destination partners, travel brands, and visitors from Europe and beyond | Medium | The event’s themes are globally oriented, though the footprint remains London-centered |
3. Audience Reach
| Reach Level | Assessment | Explanation |
|---|---|---|
| National | Primary classification | The event is London-based but serves a wide UK audience of travelers, travel businesses, media, and destination marketers. |
| Secondary: International | Relevant | The adventure travel theme and exhibitor mix naturally attract international destinations and globally active travel brands. |
4. Sample Buyer Companies and Websites
| Buyer Company / Organization | Buyer Type | Why It Is Relevant | Website | Best Job Titles to Target | Evidence Level |
|---|---|---|---|---|---|
| Wanderlust | Travel media / partner brand | Listed as a partner on the official event site; strong audience alignment with adventure travel | wanderlustmagazine.com | Partnership Director, Editor, Commercial Director, Audience Development Manager | Prior-Year Participation Evidence |
| HX Expeditions | Expedition cruise operator | Listed as a partner; expedition cruising overlaps with adventure travel audiences | hxexpeditions.com | VP Sales, Partnerships Director, Trade Marketing Manager, Head of Distribution | Prior-Year Participation Evidence |
| The Independent | Media organization | Listed as a partner; useful for travel editorial and audience amplification | independent.co.uk | Travel Editor, Partnerships Manager, Commercial Content Lead, Audience Editor | Prior-Year Participation Evidence |
| Cover My Adventure | Travel insurance / protection provider | Listed as a partner; insurance is a key adjacency for adventurous travel consumers | covermyadventure.com | Commercial Director, Head of Partnerships, Growth Manager, Marketing Director | Prior-Year Participation Evidence |
| off.road.cc | Media / cycling community brand | Listed as a partner; highly relevant to cycling and overlanding sub-audiences | off.road.cc | Editor, Partnerships Lead, Commercial Manager, Content Director | Prior-Year Participation Evidence |
| Adventure Travel Networking | Industry network / association-style partner | Listed as a partner; likely attracts trade professionals and operators | adventuretravelnetworking.com | Founder, Partnerships Director, Membership Manager, Community Lead | Prior-Year Participation Evidence |
| Cycling Weekly | Media organization | Listed as a partner; relevant to cycling travel and active adventure segments | cyclingweekly.com | Editor, Partnerships Manager, Advertising Director, Commercial Content Lead | Prior-Year Participation Evidence |
| Gravel & Adventure Bike Expo | Adjacent event / partner brand | Listed as a partner; strong crossover with cycling and expedition travel buyers | gravelandadventurebikeexpo.com (brand/domain to verify) | Event Director, Partnership Manager, Sponsorship Lead, Exhibitor Sales Manager | Prior-Year Participation Evidence |
| Tourist Board / Destination Marketing Organization | Government / destination buyer | Adventure travel shows commonly attract destination marketing teams seeking consumer exposure | n/a | Marketing Director, Tourism Manager, Partnerships Lead, Destination Development Manager | Strong Market Fit, Attendance Not Confirmed |
| Adventure tour operator | Supplier / reseller buyer | Likely to attend for lead generation, distribution, and itinerary sourcing | n/a | Managing Director, Product Director, Trade Sales Manager, Head of Partnerships | Strong Market Fit, Attendance Not Confirmed |
| Travel insurance provider | Protection / financial services buyer | Adventure travelers need specialty cover for sports, expeditions, and remote travel | n/a | Head of Partnerships, Product Manager, Commercial Lead, Affiliate Manager | Strong Market Fit, Attendance Not Confirmed |
| Outdoor gear retailer | Retail buyer / category manager | Adventure audience overlaps with gear, clothing, and equipment purchasing | n/a | Category Manager, Merchandising Director, Buying Manager, E-commerce Manager | Strong Market Fit, Attendance Not Confirmed |
| Expedition cruise operator | Travel operator / luxury adventure | Adventure-travel-aligned product category; often seeks consumer leads and trade partners | n/a | Sales Director, Partnership Director, Head of Trade, Marketing Director | Strong Market Fit, Attendance Not Confirmed |
| Travel booking platform | Technology / marketplace buyer | Can acquire specialized travel inventory and partnerships | n/a | Partnerships Manager, Business Development Director, Product Lead, Commercial Director | Strong Market Fit, Attendance Not Confirmed |
| Outdoor tourism board | Public-sector destination buyer | Uses events to attract international travelers and operator partnerships | n/a | Tourism Director, Marketing Manager, International Promotions Lead, Partnership Manager | Strong Market Fit, Attendance Not Confirmed |
5. Job Profiles, Industries and Event Type
| Priority | Job Title / Function | Department | Seniority Level | Why This Role Matters |
|---|---|---|---|---|
| 1 | Partnerships Director / Head of Partnerships | Commercial | Director / Head | Owns collaborations, sponsorships, cross-promotions, and event relationships. |
| 2 | Commercial Director / Sales Director | Commercial | Director | Responsible for revenue growth, partner acquisition, and lead conversion. |
| 3 | Marketing Director / Head of Marketing | Marketing | Director / Head | Likely to evaluate audience reach, campaign placements, and brand visibility opportunities. |
| 4 | Tourism Director / Destination Marketing Manager | Public Sector / Marketing | Director / Manager | Controls destination promotion, visitor attraction, and campaign partnerships. |
| 5 | Travel Editor / Content Director | Editorial / Media | Senior / Director | Key for content coverage, media partnerships, and audience trust. |
| 6 | Product Director / Product Manager | Product | Director / Manager | Evaluates travel packages, routes, itineraries, and consumer offers. |
| 7 | Category Manager / Buying Manager | Merchandising / Procurement | Manager | Relevant for travel retail, gear, insurance, and packaged adventure products. |
| 8 | Head of Trade / Trade Sales Manager | Sales | Head / Manager | Important for operators seeking agent, reseller, or distribution relationships. |
| 9 | Operations Director / Operations Manager | Operations | Director / Manager | Relevant for logistics, trip delivery, staffing, and on-the-ground execution. |
| 10 | Community / Audience Development Manager | Marketing / Media | Manager | Useful for audience growth, newsletter signups, and event promotion. |
| Priority | Apollo Industry | Why It Fits the Event | Best Buyer Use Case |
|---|---|---|---|
| 1 | Leisure, Travel & Tourism | Core industry for adventure travel operators, destination marketers, and travel brands. | Tour operators, DMOs, travel agencies, travel partners |
| 2 | Media Production | Travel media and content creation are central to the event’s promotional ecosystem. | Editors, publishers, content partnerships |
| 3 | Marketing & Advertising | Useful for campaign buyers, sponsorship, and brand activations. | Marketing directors, media buyers, growth teams |
| 4 | Hospitality | Adventure trips often overlap with hotels, resorts, lodges, and experiential stays. | Accommodation providers, experience-led properties |
| 5 | Retail | Outdoor, cycling, and travel retail are relevant adjacent buyers. | Category managers, buying teams, e-commerce |
| 6 | Import & Export | Relevant for gear brands, travel products, and cross-border distribution. | Distributors, trade buyers, sourcing teams |
| 7 | Wholesale | Useful for travel gear, accessories, and travel-related consumer products. | Distributors, resellers, retail buyers |
| 8 | Consumer Services | Fits booking platforms, insurance, concierge, and travel services. | Service providers, digital marketplaces |
| 9 | Information Technology & Services | Useful for travel platforms, booking technology, CRM, and data tools. | SaaS vendors, travel tech buyers |
| 10 | Events Services | Event-partner and sponsorship ecosystems often overlap with travel shows. | Event marketers, sponsorship teams |
| 11 | Food & Beverages | Adventure trips often intersect with food-led experiences and travel lifestyle content. | Sponsors, experiential brands |
| 12 | Environmental Services | Sustainable travel, conservation, and responsible tourism themes align well. | Sustainability-led destinations and operators |
6. Estimated Attendance
| Metric | Figure | Status | Source / Basis | Notes |
|---|---|---|---|---|
| Estimated total footfall | Not publicly confirmed | Unconfirmed | Official site content provided | Do not rely on attendance numbers for sales projections without organizer confirmation. |
| Exhibitor count | Over 100 exhibitors | Confirmed prior-year evidence | Official website meta description for 2026 edition | Useful indicator of exhibitor density, not a 2027 confirmation. |
| Buyer count | Not publicly confirmed by the organizer | Unconfirmed | Official site content provided | No buyer-registration split published in the supplied text. |
| Speaker count | Not publicly confirmed | Unconfirmed | Official site menu references theatres and workshops | Program exists, but speaker totals were not supplied. |
| Sponsor count | Not publicly confirmed | Unconfirmed | Official site content provided | Partners are visible; sponsor totals not provided. |
| Historical attendance | Not publicly confirmed | Unavailable | No verified prior attendance figure in supplied sources | Treat all attendance estimates as directional only. |
7. Key Focus Areas and Buyer Engagement
| Focus Area | Typical Buyer Need | Buyer Engagement Opportunity | Relevant Supplier Offering |
|---|---|---|---|
| Adventure travel packaging | Curated itineraries and unique trip products | Lead capture from consumers and trade buyers interested in specialist trips | Tours, expedition packages, destination experiences |
| Destination marketing | Awareness, visitor growth, and partner exposure | Meeting tourism boards and regional marketers | Advertising, sponsorship, content partnerships |
| Travel media | Story ideas, editorial content, and trip access | Build coverage through editors, writers, and creators | Press trips, story pitches, media kits |
| Cycling and overlanding | Route planning, gear, and travel logistics | Connect with niche communities and affinity groups | Bike tours, equipment, route-based experiences |
| Insurance and travel protection | Coverage for remote, active, or high-risk travel | Cross-sell to travelers planning active trips | Travel insurance, assistance, emergency support |
| Sustainable travel | Responsible tourism and conservation-led experiences | Differentiate brands through sustainability messaging | Low-impact travel, conservation partnerships, ESG storytelling |
Lead Quality Assessment
| Factor | Assessment | Explanation |
|---|---|---|
| Buyer relevance | High | Strong overlap with travel buyers, destination marketers, travel media, and adjacent consumer brands. |
| Decision-maker availability | Medium | Likely to include directors, heads, editors, and partnerships leads, but the event is consumer-oriented. |
| Data collection potential | Medium | Good for partner prospecting and audience profiling; weaker for precise attendee list validation without organizer data. |
| Apollo targeting potential | High | Clear targeting by travel, tourism, media, hospitality, and consumer-brand roles. |
| Geographic targeting potential | High | London-based event provides strong UK targeting with selective international expansion. |
| Best outreach approach | High-touch email and LinkedIn outreach | Focus on partnerships, media coverage, travel product promotions, and destination activation opportunities. |
| Overall lead quality | High | Strong event for lead generation in travel, media, destination marketing, and adventure-adjacent consumer sectors. |
| Best use case | Attendee sourcing and prospecting | Best for building lists of travel brands, destination marketers, media contacts, and partnership decision-makers. |
| Limitations / risks | Moderate | No public 2027 venue confirmation or attendee list in the supplied content; consumer events often provide limited B2B visibility. |
Apollo.io Targeting Recommendation
| Filter Type | Recommended Filters | Purpose |
|---|---|---|
| Apollo industries | Leisure, Travel & Tourism; Media Production; Marketing & Advertising; Hospitality; Retail; Import & Export; Wholesale; Consumer Services; Information Technology & Services; Events Services | Match the most likely buyer and partner ecosystem for the event. |
| Departments | Marketing, Partnerships, Commercial, Sales, Product, Operations, Editorial, Growth | Prioritize decision-makers and revenue-influencing roles. |
| Seniority | Manager, Director, VP, Head, CXO where applicable | Focus outreach on budget holders and partnership owners. |
| Job titles | Partnerships Director, Marketing Director, Commercial Director, Tourism Manager, Travel Editor, Content Director, Product Manager, Sales Director, Trade Sales Manager, Head of Partnerships | Target the roles most likely to buy exposure, sponsorship, or travel inventory. |
| Geography | United Kingdom; Greater London; selected EMEA markets; destination countries relevant to adventure tourism | Build a localized UK list first, then expand to international destination and operator accounts. |
| Employee size | 1–50, 51–200, 201–1,000, 1,000+ depending on target type | Capture both specialist independents and larger travel/media brands. |
| Keywords | adventure travel, expedition, tourism board, destination marketing, travel media, outdoor, cycling, overlanding, safari, cruise, specialist travel | Refine to the adventure-travel subcategories most likely to convert. |
| Company type | Privately held, public, nonprofit, government administration | Include destination bodies, media companies, and commercial operators. |
| Revenue range | Open or medium-to-high where appropriate | Avoid over-filtering; many event-relevant companies are niche or mid-market. |
| Technologies | CRM, marketing automation, booking systems, content platforms, ecommerce | Useful only if selling software, data, or digital services to travel brands. |
Suggested Apollo Search Logic: ("Leisure, Travel & Tourism" OR "Media Production" OR "Marketing & Advertising" OR Hospitality OR Retail) AND (Partnerships OR Marketing OR Commercial OR Editorial OR Product OR Trade) AND (Director OR Head OR VP OR Manager) AND ("adventure travel" OR expedition OR tourism board OR "destination marketing" OR cycling OR overlanding OR safari).
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Sources & Verification Notes
| Source | Type | What It Verified | Reliability |
|---|---|---|---|
| Adventure Travel Show official website | Official organizer / event website | Event name, London location, 2026 page title, exhibitor count statement, theme, and partner references | High |
| Official website content provided by user | Primary source excerpt | Partner names, site navigation sections, and the statement that the show has run since 1997 | High |
| User-supplied event details | Requester-provided | Requested 2027 date range and city/country | Medium |
| Official partners listed on the event website | Official partner directory | Prior-year participation evidence for partner organizations | High |
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