Explore Worldwide's Canadian advisor bookings jump 61% as demand for adventure surges

Adventure tour operator Explore Worldwide is reporting a 61 per cent increase in Canadian advisor bookings in 2026 compared to the previous year.

The growth follows the company's first dedicated trade hire in the Canadian market. Last year, Explore Worldwide added Aaron Fitzpatrick as its first business development manager focused on growing sales, and relationships, with travel advisors.   

"That's had a really big impact on our growth," said Katy Rockett, North America regional director for Explore Worldwide, in an interview with PAX this week.

The UK-based operator was founded in 1981 but only established a dedicated North American presence in 2024 with Rockett's appointment and the opening of a Toronto office. 

"Partially it's our presence in the market. We've got 10 people based in North America now, so we're really focused on making sure that we're bringing this brand into the North American market, and particularly within Canada, in a really meaningful way,” Rockett said.

The operator, which focuses on active trips including hiking and cycling itineraries at accessible price points, plans additional trade-facing hires in 2027 as it continues building its advisor network.

Rockett also attributes some of the growth to shifting consumer preferences. 

"People are really seeking out our style of travel," she said, noting that adventure travel can feel intimidating for some consumers to book independently. 

“Having an advisor to book through gives people so much peace of mind and that full service experience."

FAM and training initiatives

The company will launch its first familiarization trip specifically for North American advisors in 2026, which is currently in the planning stage with full details to be announced in coming months.

Explore Worldwide is also developing a webinar series aimed at advisors new to adventure travel or those looking to expand into the segment. 

"There's been a flood of new advisors entering this space and really interested in getting into the industry, as well as advisors who have been specializing in other styles of travel that want to get more into adventure travel," Rockett said. 

"We want to build a series of webinars that support that broadening interest in this style of travel, and make sure that advisors feel set up for success when they're selling it to their clients."

The operator also offers a book-five-get-one-free incentive with a 12-month qualification window. Advisors who complete five bookings within the year receive a complimentary trip from Explore's 400-plus-trip portfolio. 

"It allows them to have that firsthand experience with the product," Rockett said. "They get to pick which trip is going to be the most meaningful experience for them based on where they've been and what they think will really resonate with their clientele."

Top-selling destinations & emerging trends

Japan continues as one of Explore's strongest performers, with its Simply Japan itinerary ranking as a top seller for multiple years. 

Rockett cited favourable exchange rates as a factor in the destination's recent popularity.

The company has responded to the demand with a new itinerary focused on Kyushu island, designed for travellers seeking less crowded areas of the country. 

"There are areas of Japan that have become more heavily visited, so we wanted to offer an alternative, either for people who had been to Japan before and wanted to experience a different region, or for people who wanted to combine it with the main sites, but also get into a less visited region within the country," Rockett said.

Portugal remains a consistent performer, particularly walking trips in Madeira and the Azores. 

Turkey has seen a resurgence in recent months, while Vietnam has rebounded with strong bookings for the operator's Cycle Vietnam and Cambodia itinerary, she said. 

The Amalfi Coast Walking trip is Explore's most popular overall, while a Dolomites hiking trip proved popular enough to recently warrant the launch of a second, less strenuous version of the itinerary to accommodate different fitness levels.

Explore also recently launched trips to Algeria, receiving what Rockett described as an "overwhelming" response. 

"I think people are excited about going with a trusted brand that really knows what they're doing and puts the time in to make sure it's a really incredible experience," she said.

Multi-generational travel has also emerged as a significant trend, particularly for bucket-list destinations. 

"The majority of our travellers are 50+, so a lot of parents with kids in their 20s," Rockett said. "They might have gone backpacking when they were younger, and really loved the style of travel, and want to share that." 

These groups are drawn to once-in-a-lifetime experiences like Botswana safaris and the Inca Trail, she said.

Overtourism concerns are also shaping traveller choices. 

"I think consumers are becoming much more mindful and aware of this, and it's really influencing the experiences that they're looking for," Rockett said. "People are gravitating towards trips that highlight areas that are a little bit off-the-beaten path, which is ultimately the majority of our itineraries."

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