Travel agents should capitalize on the growing interest in adventure travel as consumers discover the appeal of new, transformative experiences, says Shannon Stowell, president of the Adventure Travel Trade Association. "Consumers are asking for more authentic, transformative experiences," Stowell said. "The market is also maturing. Most people have been to Las Vegas, Disney or on a cruise; they're ready for something else." The latest Adventure Tourism Market Survey shows a 65% yearly increase in adventure travel from 2009 to 2012.