The Adventure Travel Conference is back for the third year in 2016, with a wide-ranging programme of sessions to appeal to travel agents, tour operators, tourist boards and other suppliers.

The conference takes place on January 22 alongside the Adventure Travel Show at London’s Olympia – the longest-established consumer show in the adventure market, covering wildlife holidays, special interest tours and cultural breaks as well as more active travel such as hiking and cycling trips.

The theme of the day will focus on who the adventure traveller is, how to find them, and how to market to them. A session will be devoted to each of the solo traveller, family traveller and silver traveller markets, while a Euromonitor session will focus on predicted future behaviour within the market.

“We know that adventure travel is the fastest growing sector within travel, and with adventure travellers also spending on average three times more than other sorts of holidaymakers, it’s a sector that agents should switch onto,” said Lyn Hughes, editor of Wanderlust magazine, the consumer media partner for the show and conference.

“It’s a sector where customers do need advice; they’re less likely to just go online and book themselves.”

The results of the annual adventure travel trends survey, which combines the views of consumers, tour operators and travel agents and looks at booking patterns and future intentions, will be revealed at the start of the day.

The one-day conference expects to attract around 130 delegates this year, having welcomed about 80 in year one.