Guided tour operator EF World Journeys will launch a third brand next month, EF Adventures, starting with more than 20 biking, hiking, walking and multi-adventure tours across four continents.
Joining sister brands EF Ultimate Break and EF Go Ahead Tours, EF Adventures opens EF to its youngest age set, 14-plus. EF Ultimate Break is offered to guests 18 to 35, while EF Go Ahead Tours are for those age 35 and older.
The new brand was inspired by data showing strong demand for high-quality adventure tourism that is also culturally immersive.
Heidi Durflinger Photo Credit: EF World Journeys
“Travelers are getting more active than ever before, telling us directly they want more adventure in their vacation where they can also learn about the people, history, culture and cuisine of the destinations they’re visiting,” Heidi Durflinger, president of EF World Journeys, said in a statement. “One of the many reasons we’re launching EF Adventures is to better serve this growing marketplace demand. We can better serve these adventure-seekers who want a combination of movement and cultural immersion.”
The tours that will debut in October touch more than 16 countries are in Europe, Asia, Central and South America and the Pacific Islands. Options include biking and e-biking trips in Spain and Italy; hiking and walking trips in the Alps and Bhutan; and multi-adventure tours that include kayaking in Costa Rica and Bali.
A fit for any fitness level
Tours are scored 1 to 5 in terms of fitness levels, from easy to challenging. They include options like using e-bikes rather than traditional bikes, walking rather than hiking tours and flexible schedules that enable travelers to skip some activities. The experiences will also include local food and drink and guides who provide insights into the culture and history of destinations on the itinerary of every tour.
Pricing includes hotels, excursions, equipment, local cuisine and professional tour directors. Lodging will range from property styles that include modern hotels, agriturismos (independently owned farms with lodging), family-run boutique properties and mountain chalets. Many hotels will offer recovery services, such as spa treatments and amenities like pools, hot tubs and saunas.
Tour selection and design also prioritizes sustainability, EF said, factoring in overtourism concerns and selecting “off-the-beaten-path locales with a focus on engaging local businesses.”
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“More than half of the international travelers we surveyed have recently booked an adventure-oriented trip, yet nearly a third of travelers felt these tours lacked cultural immersion within the destinations visited,” Durflinger said. “Similarly, travelers are expressing disappointment about lodging and food quality. We aim to change that.”
EF’s survey of more than 1,000 North American travelers who have traveled internationally within the last three years and fielded by Qualtrics Research found that 75% of travelers want to be more active while on vacation; 79% liked the idea of an active vacation where they are also learning about the destination (people, history, culture and cuisine) they’re visiting; and 80% said the idea of adventure travel was exciting to them.
EF Adventures pricing starts at $4,199 for a nine-day, multi-adventure tour in Portugal.
