Storey is one of a growing number of people seeking not just thrills on holiday, but trips that test them. It’s an increasingly visible theme in travel. Earlier this year, Pinterest identified “darecations” as one of their top trends for 2026, reporting a 75% increase in searches for adventure tourism and forecasting a boom in “full-throttle, adrenaline-inspired tourism” among Gen Z and Millennials. Sports insurance provider SportsCover Direct, meanwhile, has seen an 182% increase in travellers taking out sports travel insurance over the past two years, with particularly strong growth in trekking, mountaineering and marathon-related travel.
