Rascasse Audience Intelligence

Adventure travel Audience in United States

A data profile of the people who buy, follow and care about Adventure travel in United States — modelled from more than twelve digital signal sources. Adventure travel has an estimated audience of 32,585,144 people in United States.

#9among Travel type in United States#567among Topic in United States#64in Travel & Leisure

The average Adventure travel fan in United States is 42.1 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Oklahoma, Texas.

Top brand affinities include Old Navy, Trader Joe's, Outdoor enthusiast, with strongest over-indexing on Old Navy (1.66× the country average).

Demographically, the Adventure travel audience skews balanced with an average age of 42.1, and over-indexes on personality traits such as Travelling, Design Affinity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Adventure travel fan in United States is balanced, around 42.1 years old, with strong Travelling tendencies and a notable affinity for Old Navy.

Category: Travel & Leisure · Type: Topic · Subtype: Travel type

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Adventure travel profile in United States.

Audience size
32.6M
in United States
Gender
51.3%♀
48.7% male
Age
42.1
average years
Country rank
#811
Topic in United States
Fig. 01

Search interest · 12-month trend

-39%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Adventure travel fans

51.3% are female, 48.7% are male, average age 42.1.

Fig. 02

Gender split

51.3%
Female
48.7%
Male
Demographic split for Adventure travel audience in United States
MetricValue
Female51.3%
Male48.7%
Average age42.1
Estimated audience size32,585,144
Fig. 03

Age distribution

Ø 42.1
average years
Age distribution of the Adventure travel audience in United States
Age bracketShare%
16-1914%
20-2917%
30-3919%
40-4922%
50+27%
Fig. 04

Worldwide distribution

17.6%

of the worldwide Adventure travel audience comes from United States.

Worldwide audience distribution share by country for Adventure travel
CountryShare
United States17.6%
Italy5.1%
Japan5.0%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Adventure travel audience in United States is strongest.

Fig. 05

Top regions by affinity

Adventure travel fans by region: top regions in United States
#RegionReachAffinity×
01Oklahoma~2.5M7.21×
02New Mexico~200K1.31×
03Colorado~600K1.24×
04Alabama~600K1.22×
05Alaska~80K1.08×
06South Carolina~500K1.05×
07Vermont~60K1.05×
08North Dakota~70K1.03×
09West Virginia~200K1.02×
10Washington, District of Columbia~100K1.01×
11Montana~90K1.01×
12South Dakota~80K1.01×
13New Hampshire~100K0.98×
14Oregon~400K0.97×
15Kansas~200K0.96×
16Rhode Island~100K0.96×
17Hawaii~100K0.95×
18Maine~100K0.95×
19Delaware~90K0.95×
20Washington~600K0.94×
21New York~1.5M0.93×
22Massachusetts~600K0.93×
23Wisconsin~500K0.93×
24Utah~300K0.93×
25Idaho~200K0.93×
26Nebraska~200K0.93×
27California~3.5M0.92×
28Virginia~700K0.91×
29Mississippi~200K0.91×
30Florida~2M0.90×
31Arkansas~200K0.90×
32Minnesota~400K0.89×
33Connecticut~300K0.88×
34Arizona~600K0.87×
35Louisiana~400K0.85×
36Nevada~300K0.85×
37Iowa~200K0.85×
38Maryland~500K0.84×
39Kentucky~300K0.83×
40Missouri~400K0.82×
41Illinois~900K0.80×
42North Carolina~800K0.80×
43New Jersey~700K0.80×
44Tennessee~500K0.80×
45Indiana~500K0.80×
46Michigan~700K0.78×
47Georgia~800K0.77×
48Texas~2M0.75×
49Ohio~700K0.71×
50Pennsylvania~800K0.70×
Fig. 06

Affinity by region

Affinity by region — Adventure travel, United States
0.70×1.00×7.21×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Adventure travel audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Adventure travel audience
#·InterestCategoryAffinity×
01Travel photographyTechnology & Electronics2.38×
02Wildlife photographyTechnology & Electronics2.23×
03Landscape photographyTechnology & Electronics2.20×
04Nature photographyTechnology & Electronics2.18×
05HouseplantHome & Garden2.16×
06Natural skin careBeauty & Wellness2.01×
07Outdoor enthusiastSports2.00×
08Hair ExtensionsBeauty & Wellness2.00×
09Dog collarPets & Animals1.98×
10Self-loveHealth1.82×
11Dog loversPets & Animals1.82×
12Old NavyFashion & Accessoires1.66×
13Trader Joe'sShopping1.65×
14Local foodFood & Beverages1.65×
15REIFashion & Accessoires1.64×
16Self careHealth1.61×
17Charity and causesBusiness & Career1.60×
18EtsyFashion & Accessoires1.56×
19BoatingTravel & Leisure1.54×
20Nordstrom rackFashion & Accessoires1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Adventure travel audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Adventure travel audience · What stands out
TraitClusterDeviationScore
TravellingTHRILL1.70×
Design AffinityPREMIUM1.60×
SustainabilityBALANCE1.54×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Adventure travel audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.84×
Convenience OrientationPREMIUM0.99×
SpiritualityBALANCE1.00×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Adventure travel have in United States?

Adventure travel has an estimated audience of 32,585,144 people in United States, concentrated in California and Oklahoma.

02

What is the gender split and age of Adventure travel fans?

51.3% of Adventure travel fans are female, 48.7% are male, with an average age of 42.1 years.

03

Which brands do Adventure travel fans like most?

Adventure travel fans show strongest brand affinity for Old Navy (1.66×), Trader Joe's (1.65×), and Outdoor enthusiast (2×) over the country average.

04

Where do Adventure travel fans live in United States?

Adventure travel fans in United States are most concentrated in California (reach ~3.5M), Oklahoma (reach ~2.5M), and Texas (reach ~2M). These three regions account for the largest share of the active audience.

05

What other brands do Adventure travel fans also like?

Beyond Adventure travel itself, the audience over-indexes on Trader Joe's (1.65×), Outdoor enthusiast (2×), Self care (1.61×), and Nature photography (2.18×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Travel type audiences in United States

See Adventure travel audiences in other countries

How to read this data

Audience size is the estimated number of people in United States 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.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. 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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