For billions of tourists around the world - those who want to travel in search of unique experiences - adventure travel has become a cornerstone of the tourist experience. Indeed, as we move towards a more globalized world, consumers are increasingly looking for authentic experiences, and adventure tourism is undoubtedly one of the segments in high demand. For travelers, adventure tourism means an experiential holiday; adding value as they learn and interact with local people and connect with their core values. For companies and travel destinations, adventure tourism attracts off-peak visitors, highlights a destination's natural and cultural values, thereby promoting conservation, helping to differentiate destinations from competitors and creating resilient and engaged travelers. These are just some of the reasons why it is essential that businesses understand and work with adventure tourism professionals.