Macs Adventure Sets New Records in Self-Guided Travel Bookings for 2025

Published on December 4, 2025

Macs Adventure, the world’s leading self-guided hiking and cycling tour operator, has announced unprecedented growth in its 2025 bookings, with a significant increase in demand from North American travelers. The company recorded a record-breaking 43,657 global travelers in 2025, a 35% rise in self-guided tours since 2022. This surge reflects the growing popularity of self-guided travel, with travelers seeking authentic, immersive experiences in both popular and off-the-beaten-path destinations.

As one of the premier adventure tour operators, Macs Adventure offers travelers the freedom to explore the world at their own pace, with carefully designed itineraries for hiking, cycling, and multi-sport trips. The company’s growing success is a testament to travelers’ increasing desire for flexibility, local experiences, and eco-conscious travel options.

Emerging Travel Trends for 2025: A Shift Toward Solitude and Authentic Experiences

Macs Adventure has identified several key travel trends for 2025, revealing an increasing shift toward lesser-known alpine routes, cooler destinations, and winter island escapes. Travelers are opting for trips that offer solitude, personal discovery, and an opportunity to connect with local cultures and nature in a deeper way. The company’s latest data highlights a shift towards quieter, more intimate hiking and cycling routes, along with growing demand for multi-generational travel experiences.

Top Trends in Adventure Travel for 2025

1. Cool-cations and Discovery Trips

With a 50% rise in bookings to destinations like Iceland and Norway, Macs Adventure is seeing an increasing preference for cool-cations. These flexible rail-and-hike or drive-and-hike itineraries cater to multi-generational groups and those seeking adventure in cooler climates. In particular, New Zealand has seen a 130% increase in bookings, with travelers drawn to its unique landscapes and welcoming culture.

2. The Rise of the Islands: Sustainable Travel Offshore

An exciting development in sustainable travel is the surge in popularity of island destinations, with the Azores seeing an astonishing 360% increase in bookings. Madeira, known for its stunning landscapes and outdoor activities, also emerged as a top destination with 99% growth. The shift towards island getaways reflects travelers’ desire for sustainable exploration in less crowded, off-the-beaten-path destinations.

3. The Cycling Comeback: E-Bikes and Scenic Routes

Self-guided cycling tours are experiencing a major resurgence, particularly with the rise of the e-bike revolution. This growth is reflected in the increasing demand for scenic, accessible routes across France, Portugal, Italy, and Spain. From cycling through Portugal’s Minho region to exploring the canals of France’s Canal du Midi, Macs Adventure offers a cycling route for every type of rider, whether they prefer a leisurely ride or a more challenging route.

4. Year-Round Walking Season

Gone are the days when walking tours were limited to the warmer months. Travelers are increasingly embracing hiking in the shoulder seasons, opting for winter-friendly destinations and quieter trails to avoid crowds. Locations like New Zealand, Portugal, and Japan’s Kumano Kodo are gaining popularity as year-round hiking destinations, allowing travelers to explore nature in winter while enjoying cultural experiences.

North American Travellers Lead the Charge in New Destinations

Macs Adventure’s North American market has been a key driver of growth, particularly in Europe’s lesser-known regions. Travelers from the U.S. are exploring destinations previously favored by European markets, with bookings for Germany, Austria, and Slovenia’s Julian Alps seeing substantial increases. The demand for self-guided tours in these regions is up by 86% in Slovenia, 50% across the Alpine regions of Germany and Austria, and 600% on the Lech River Trail in Austria.

Travelers are seeking peaceful, less crowded locations that offer a more intimate, local experience, making these quieter corners of Europe an increasingly popular choice.

Short Breaks: A Growing Trend

Short breaks are on the rise for 2025, with 100% growth in bookings for shorter hiking getaways. Travelers are increasingly adding hiking excursions to existing trips in destinations like Italy, France, and the UK, with popular routes such as the Kerry Way (Ireland) and the Wicklow Way (Ireland) attracting those looking for a quick yet immersive hiking experience. Short breaks offer a perfect introduction to self-guided hiking and cycling for those new to adventure travel.

The Camino Continues to Inspire

The Camino de Santiago remains a top destination for those seeking a pilgrimage experience and spiritual journey. Macs Adventure has seen a 100% increase in bookings for the Camino Francés for 2026, with strong demand also growing for the Camino Portugués and Camino del Norte. These routes offer travelers the chance to connect deeply with local culture, history, and spirituality, making them an enduring favorite among adventurers.

Looking Ahead to 2026 and Beyond

The success of Macs Adventure in 2025 sets the stage for an even more dynamic year in 2026. Popular alpine hikes like the Tour du Mont Blanc, Alta Via 1, and Switzerland’s Bernese Oberland continue to attract travelers seeking stunning landscapes and challenging treks. Macs Adventure is also seeing increased interest in its new Alta Via 1 in Comfort trip, which offers a more luxurious version of the classic Dolomites trek.

The trend toward shorter, accessible breaks and multi-generational travel is also expected to grow, with more families and friends seeking shared adventure and connection on short hiking trips across Europe.

Adventure Travel’s Future is Self-Guided

As Macs Adventure celebrates its record-breaking success in 2025, it’s clear that self-guided hiking and cycling are the future of adventure travel. With an increasing demand for flexibility, authentic experiences, and sustainable travel, Macs Adventure is meeting the needs of today’s modern explorer, offering a seamless way to experience Europe’s most beautiful regions at their own pace. Whether exploring alpine routes, island escapes, or iconic trails like the Camino de Santiago, travelers are discovering the freedom and joy of adventure travel with Macs Adventure.