ETOA Webinar | Adventure tourism in Europe: Dispelling the myths

Adventure travel has bounced back fast over the last few years, appealing to a wide variety of travellers from all over the world who want more than just a traditional holiday when they travel.

Europe is an adventurer’s paradise. Packed with architectural wonders, stunning landscapes and cultural riches, it was the most popular region in 2023 and is already well ahead of all other continents for 2024.

Thursday 2nd May 2024, The Adventure Connection and ETOA are hosting the first in a series of webinars all about adventure travel in Europe. This webinar will focus on dispelling the myths about adventure travel and hearing from key decision-makers from leading tour operators.

The webinar will examine:

  • What exactly is adventure travel
  • Current stats and trends in the industry
  • Explore niche markets and products in adventure travel
  • What tour operators are looking for in Europe – what works?
  • Common myths and misconceptions
  • Sustainability and Low Impact Tourism

ETOA and The Adventure Connection have joined forces to launch ADVENTURE EUROPE. This B2B Online Marketplace Event will take place on Wed 25 September 2024 and is the first event of its kind purely focused on unique, off-the-beaten-track experiences in Europe.


It will connect tourism suppliers offering adventures, activities and local experiences as well as those offering relevant accommodation, transportation and other services with outbound Tour Operators, Agents and Media.



  • Alex Narracott – Founder & MD of Much Better Adventures
  • Ashley Toft – MD of KE Adventure Travel
  • Lydia Pleasants – Founder and MD of Stubborn Mule Travel
  • Moderated by Mark Wright – Owner & MD, The Adventure Connection

In collaboration with The Adventure Connection: