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Report: Visual Communication Trends and Challenges in Adventure Travel

Adventure Week 2015 0 Balkans, ATTA KOSOVO SELECTS - Adventure Week 2015 0 Balkans, ATTA

Selling Dreams: The Importance of Visual Storytelling in Adventure Travel


Swimming with sea lions sounds like fun, but when you see a photo that brings the experience to life, it’s tough not to drop everything and book an excursion…

Photo by Mark Crawford, courtesy of the Adventure Travel Trade Association.

Photo by Mark Crawford, courtesy of the Adventure Travel Trade Association.


A new report from Libris by PhotoShelter and the Adventure Travel Trade Association (ATTA), Visual Communication Trends and Challenges in Adventure Travel, shows that visuals are vital to the marketing and storytelling strategies of adventure travel organizations. Why? As one respondent put it, “we sell dreams, not products.”

The majority (70%) of the more than 200 adventure travel professionals surveyed said visual assets are core to their marketing and storytelling strategies (when asked to describe how visuals fit into their marketing strategies, not a single person selected the answer, “we do not use visual assets”). Organizations are using photos, videos and graphics in a wide range of outlets, from their websites to their print materials.

The wide range of uses for visual assets in adventure travel. Source: Visual Communication Trends and Challenges in Adventure Travel.

The wide range of uses for visual assets in adventure travel. Source: Visual Communication Trends and Challenges in Adventure Travel.

The Problem

While adventure travel organizations rely on visual communication, proper management of visual assets is not a priority. The report reveals that only a fraction of adventure travel organizations have a system to store, organize and distribute their photos and videos, which is having a serious ripple effect.

66% of adventure travel professionals say they struggle to find the right assets. This means tedious searching, slow public relations and social media, and heightened frustration for every team member who needs to use photos and videos. The report explores the barriers to efficiency and success in visual communication, from searchability to centralization.

Download the Report: Visual Communication Trends and Challenges in Adventure Travel

Cover photo by Gregg Bleakney, courtesy of ATTA.

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    […] Examining the Challenges of Visual Content Marketing for the Travel IndustryIt’s probably no surprise by now that imagery plays a critical role in traveler’s decision-making process. But although many marketers realize the importance of such imagery, creating processes to source it, organize it and get the proper copyrights can be challenging. New research out this week reiterates this fact, providing a list of some key paint points facing visual marketers in the adventure travel sector. Read more […]

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