Adventure tourism, a huge market that could be worth $263 billion worldwide, is growing rapidly, according to the recently released 2013 Adventure Tourism Market Study.

Produced by George Washington University and the Adventure Travel Trade Association, the study found that in 2012, nearly 42 percent of 838 surveyed travelers in North America, Europe and South America reported adventure activity as their main activity on their last trip.

“Many travelers are no longer satisfied with sitting on a beach or shopping,” the study concluded. “They seek adventure experiences that highlight the natural and cultural aspects that make a place distinct from any other.”

The study divided travel activity into “soft” and “hard” activities. Soft activities include backpacking, bird watching, archaeological expeditions, camping, canoeing, bicycling, eco-tourism, hunting, horseback riding, stand-up paddleboarding, orienteering, scuba diving, snorkeling and even surfing. Hard activities include caving, mountain climbing on rock or ice, heli-skiing, kite surfing, paragliding and trekking.

The adventure travel market has grown 65 percent from 2009 through 2012, the study said, partially as a result of recovery from the economic recession.

The amount of money adventure travelers spend, exclusive of airfare and gear, has increased 20 percent from $593 per trip in 2009 to $947 per trip in 2012.

Part of that increase is attributable to longer trips — the average trip increased from seven days in 2009 to nine days in 2012. The amount spent on gear for adventure trips increased by 18.5 percent from 2009 to 2012.

Adventure travelers are typically single or never-married males averaging 36 years in age. About a third have a four-year degree, and their average income is $46,800.

They typically read National Geographic or Men’s Health magazines, hire professional guiding or tourist services, and research their trips ahead of time online.

Despite the thrill-seeking aspect of their trips, adventure travelers cited relaxation, exploring new places, spending time with family and learning about different cultures as important to their travel experience.

They also ranked areas of natural beauty as the most important factor in choosing their more recent destination, followed by available activities and climate. More than half of them said they plan to participate in another adventure activity on their next trip.

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National Geographic to promote Montana

National Geographic has selected Montana to be the first U.S. destination featured on its new “Where the Locals Go” online hub, benefiting from the magazine’s more than 26 million global unique visitors per month.

The Montana Office of Tourism has partnered with National Geographic to provide authentic Montana experiences, blending content written by local experts with on-the-ground updates from National Geographic staff on assignment.

Articles, photos and an interactive map will highlight some of the state’s lesser-known places. In addition to sharing the best of Montana year-round, new content will launch each season.

At the same time, the Montana Office of Tourism is focusing its “Step out of Bounds” social media campaign by inviting Montana visitors to share their experiences on Facebook, Twitter, Instagram and Tumblr.

Visit the National Geographic hub online at www.NationalGeographic.com/Local-Montana.