A data profile of the people who buy, follow and care about Adventure travel in United Kingdom — modelled from more than twelve digital signal sources. Adventure travel has an estimated audience of 8,098,258 people in United Kingdom.
The average Adventure travel fan in United Kingdom is 44.9 years old, balanced, and lives primarily in Wales.
The audience is concentrated in Wales, England, South East.
Top brand affinities include Outdoor enthusiast, Airplane, Baggage, with strongest over-indexing on Outdoor enthusiast (2.01× the country average).
Demographically, the Adventure travel audience skews balanced with an average age of 44.9, and over-indexes on personality traits such as Design Affinity, Travelling.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Adventure travel fan in United Kingdom is balanced, around 44.9 years old, with strong Design Affinity tendencies and a notable affinity for Outdoor enthusiast.
The key figures that characterise the Adventure travel profile in United Kingdom.
54.7% are female, 45.3% are male, average age 44.9.
| Metric | Value |
|---|---|
| Female | 54.7% |
| Male | 45.3% |
| Average age | 44.9 |
| Estimated audience size | 8,098,258 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 16% | |
| 30-39 | 19% | |
| 40-49 | 22% | |
| 50+ | 35% |
of the worldwide Adventure travel audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 17.6% |
| Italy | 5.1% |
| Japan | 5.0% |
Where the Adventure travel audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Wales | ~1.5M | 3.53× | |
| 02 | East of England | ~900K | 1.22× | |
| 03 | West Midlands | ~400K | 1.08× | |
| 04 | South East | ~1M | 1.05× | |
| 05 | South West | ~700K | 1.02× | |
| 06 | Yorkshire and the Humber | ~600K | 0.99× | |
| 07 | North East | ~300K | 0.98× | |
| 08 | East Midlands | ~500K | 0.94× | |
| 09 | North West | ~800K | 0.88× | |
| 10 | Northern Ireland | ~200K | 0.86× | |
| 11 | Scotland | ~500K | 0.64× | |
| 12 | England | ~1.5M | 0.20× |
The strongest cross-interests of the Adventure travel audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Outdoor enthusiast | Sports | 2.01× | ||
| 02 | Travel photography | Technology & Electronics | 1.84× | ||
| 03 | Shelter Dogs | Pets & Animals | 1.83× | ||
| 04 | Outdoors | Travel & Leisure | 1.77× | ||
| 05 | Houseplant | Home & Garden | 1.72× | ||
| 06 | Home Interior Design | Home & Garden | 1.70× | ||
| 07 | Baggage | Fashion & Accessoires | 1.69× | ||
| 08 | Nature photography | Technology & Electronics | 1.69× | ||
| 09 | Home décor products | Home & Garden | 1.69× | ||
| 10 | Wildlife photography | Technology & Electronics | 1.68× | ||
| 11 | Outdoor Photographer | Arts & Culture | 1.68× | ||
| 12 | Landscape photography | Technology & Electronics | 1.66× | ||
| 13 | Dog harness | Pets & Animals | 1.62× | ||
| 14 | Skyscanner | Travel & Leisure | 1.62× | ||
| 15 | Flower garden | Home & Garden | 1.61× | ||
| 16 | Airplane | Cars & Mobility | 1.59× | ||
| 17 | Natural skin care | Beauty & Wellness | 1.54× | ||
| 18 | Travel website | Travel & Leisure | 1.54× | ||
| 19 | Self-love | Health | 1.52× | ||
| 20 | Art exhibition | Arts & Culture | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.54× | |
| Travelling | THRILL | 1.53× | |
| Sustainability | BALANCE | 1.28× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.82× | |
| Quality Awareness | PREMIUM | 0.88× | |
| Career Orientation | POWER | 0.93× |
Adventure travel has an estimated audience of 8,098,258 people in United Kingdom, concentrated in Wales and England.
54.7% of Adventure travel fans are female, 45.3% are male, with an average age of 44.9 years.
Adventure travel fans show strongest brand affinity for Outdoor enthusiast (2.01×), Airplane (1.59×), and Baggage (1.69×) over the country average.
Adventure travel fans in United Kingdom are most concentrated in Wales (reach ~1.5M), England (reach ~1.5M), and South East (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Adventure travel itself, the audience over-indexes on Airplane (1.59×), Baggage (1.69×), Home Interior Design (1.7×), and Nature photography (1.69×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Adventure travel. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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