In 2025, solo travel is becoming more popular than ever, especially in Europe. Many travelers are now looking for experiences that go beyond traditional sightseeing, choosing instead to embrace adventurous journeys that challenge them and take them out of their comfort zones.
This growing interest has significantly boosted the adventure tourism market, which is expected to grow at an impressive rate of 15.2% annually from 2024 to 2032. Much of this growth is fueled by Gen Z and Millennials, who prefer experiential travel over conventional vacations. For many, these trips offer more than just excitement—they create opportunities to forge meaningful connections and combat the growing global concern of loneliness.
Small group tours, which cater to solo travelers, have also surged in popularity, with Google Search demand increasing by 51% in the past year. Sam Bruce, co-founder of the small-group travel company Much Better Adventures, shares insights into why this trend resonates so strongly with today’s adventurers.
Why Solo Travelers Are Embracing Group Adventures
Bruce emphasizes that shared experiences during these adventures often lead to lifelong friendships. A survey conducted by Much Better Adventures revealed that nearly three-quarters of respondents had met like-minded people on their trips who they now consider friends.
Whether you’re hiking, climbing, or simply sharing a meal, the bonds formed through these activities create memories that last far beyond the trip itself. Here are five expert tips from Bruce to help solo travelers connect with others and make their adventures truly special.
1. Find Connection in ‘Type Two Fun’
Some of the best friendships develop through shared challenges—what adventurers call “type two fun.” These are activities that might be tough or uncomfortable at the moment but later become cherished stories of accomplishment.
Bruce recalls his winter climb of Mount Toubkal, the highest peak in North Africa, located in Morocco.A few days earlier, we were strangers, but by the end, it felt like we’d known each other for years.”
Whether you’re summiting a mountain or enduring a long hike, facing challenges as a group fosters a sense of unity and builds lasting bonds.
2. Start Conversations Early
Breaking the ice can be intimidating, but the sooner you start talking to fellow travelers, the easier it becomes to build connections.
Bruce suggests avoiding surface-level topics like work and focusing instead on shared interests or personal experiences. “Asking questions and showing genuine curiosity about others can quickly turn strangers into friends,” he says.
3. Embrace Vulnerability
One of the biggest fears for solo travelers is not connecting with anyone. However, Bruce believes that showing vulnerability is key to forming deeper relationships.
“Sharing your fears or challenges can encourage others to open up as well,” he explains. “True friendships often develop in those moments of mutual honesty and understanding”.
Hiking trips, in particular, create a natural space for meaningful conversations. Walking side by side allows for open dialogue, whether you’re sharing personal stories or simply enjoying the journey together.
4. Celebrate Shared Wins
Small victories, like finishing a tough climb or completing a long day of exploration, are perfect opportunities to bond with others. Bruce highlights the importance of recognizing these shared achievements.Celebrating accomplishments as a group reinforces the emotional connection and helps create a positive group dynamic.
5. Focus on Mindset, Not Age
A common misconception about solo group travel is that age plays a significant role in forming connections. Bruce is quick to dispel this myth.
“It’s not about how old you are; it’s about your mindset,” he says. “What bonds us is the shared decision to take time out for ourselves and embark on these adventures.”
Whether you’re in your 20s or your 50s, the willingness to explore, challenge yourself, and grow is what brings solo travelers together. “It’s the people you meet who often turn a five-star trip into a six-star one,” Bruce adds.
Why Solo Travel Is Worth It
For those hesitant about traveling alone, group adventures provide the perfect balance of independence and camaraderie. Bruce encourages anyone considering solo travel to take the leap.
“Once you’ve taken that first trip, you’ll realize there’s nothing to fear,and the friendships you make along the way will often be the highlight of the entire journey”,he says.
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Adventure Tourism Boom: Why Solo Travel Is About Connection, Not Isolation
Adventure Tourism Boom: Why Solo Travel Is About Connection, Not Isolation
Adventure Tourism Boom: Why Solo Travel Is About Connection, Not Isolation