The Adventure Travel Show 2027

The Adventure Travel Show is a London consumer event for active and off-the-beaten-track holidays, held each January at the Business Design Centre in Islington. It is organised by Escape Events, part of Living Media Events, and the organiser dates it back to 1997.

The exhibitor list is specialist. Tour operators, tourist boards, expedition companies, trekking, cycling and wildlife holiday providers and other adventure travel specialists from around the world take part, alongside outdoor and bike brands. The show also includes the Gravel and Adventure Bike Expo, which extends its appeal to cyclists and bikepacking fans.

Visitors are engaged and well-travelled consumers who come to research and book trips. Many already know what kind of journey they want and are looking for the right operator, which gives exhibitors the chance to have detailed, high-value conversations rather than simply handing out brochures.

Talks are a big part of the draw. Several free-to-visit theatres host presentations from well-known adventurers and travel experts, and these keep visitors in the building for longer and bring them past the stands between sessions. The timing at the start of the year, when many people plan their main holidays, adds to the show's value. Because the venue is compact and the audience focused, the show can generate qualified leads without the scale and cost of a much larger travel fair. Clear imagery and well-briefed staff who can talk through itineraries in detail matter more than elaborate construction.