The world’s smallest deer, a pudu, nibbles on Chilean rhubarb. The wildlife viewing is an experience available through Chiloé Natural’s adventure trips.Claudia Laroye
Trekking through the misty temperate rainforest in Parque Tepuhueico, a private nature reserve on Chiloé Island, I barely notice the trail mud streaking my pant legs. My eyes are too busy scanning past canelo trees and shrubs in search of pudu, the world’s smallest deer. Apparently, these animals and I have something in common: a fondness for a particular tart fruit.
“They love the leaves of the gunnera tinctoria, giant Chilean rhubarb,” says Cyril Christensen, our guide and owner of Chiloé Natural. While I prefer the mouth-puckering European variety baked into a flaky pie, the endemic version’s gigantic, fan-like foliage – with spiky stalks as tall as walking sticks – is irresistible to the pudu and large enough to hide them completely.
I’ve chosen to visit Chiloé, an archipelago of 40 misty islands off the coast of Chile, deliberately venturing off the beaten path in a country famous for wonders like the Atacama Desert, peaks of Patagonia and the lush vineyards of the Casablanca Valley. Seeking to experience the unfamiliar, I’ve spurned those usual suspects, instead opting to explore rolling farmland and vibrant wooden churches, kayak through sunken forests and search for small mammals.
I’m not the only one searching for something different. As travellers become more sophisticated and social media algorithms spotlight once-hidden destinations (looking at you, Lofoten Islands), more consumers are embracing new experiences, travelling further afield and doing so in more immersive, culturally responsible ways.
According to a June 2025 trends and insights report from the Adventure Travel Trade Association (ATTA), adventure travel represented a market worth US$1.16-trillion in 2024, more than double what it was worth in 2017. Whether it’s a multi-day trek along Patagonia’s famed W route, e-biking in Hokkaido, observing Buddhist nuns in prayer in Bhutan or joining a smudging ceremony at Klahoose Wilderness Resort in British Columbia, the definition of the adventure traveller has expanded to embrace all ages, body types and a wide range of trip styles.
Whitewater rafting on the Petrohué River in Chile’s Lakes District, an example of when adventure travel does mean a rush of adrenaline.Courtesy Birds Chile
For their part, tour operators are ready for travellers seeking layered adventures. At Chiloé Natural, Christensen invites clients to discover the “real” side of the island: connecting with its palafitos (houses on stilts), touring 16 UNESCO-listed churches and observing wildlife from pudu to Magellanic penguins to the elusive Darwin’s fox.
“Our guests have grown tired of the superficial checklist; what they want is a meaningful, transformative experience,” says Christensen.
The ATTA report notes that adventure travellers are driven by the opportunity to try new experiences, step off the beaten path and embrace active, immersive pursuits like gastronomy, cultural activities, hiking, e-biking and nature photography.
But adventure travellers come in many forms. Some trips are packed with activity while others are steeped in culture, each offering moments that illuminate a destination’s people and traditions. As a late-blooming adventure seeker, I welcome the diversity in available activities. Whether learning about Indigenous Ainu culture in Hokkaido or getting walloped by Class 3+ whitewater rapids on Chile’s Petrohué River, I thrive on new pursuits that make me feel alive and in the moment.
More and more travellers are seeking transformative experiences, often in destinations far from the usual tourist trail. “After several years of working on the ground in Bhutan, I saw how many travellers were seeking exploration at the confluence of nature, culture and spirituality,” says Bethany Betzler of U.S.-based Hinoki Travels, a small group tour company.
Betzler’s team offers immersive, multi-day cultural excursions in a handful of destinations, including Albania, Greenland and Bhutan. As she’s seen, guests aren’t really seeking the adrenaline rush typically associated with adventure travel. “It’s about feeling more connected – both to themselves and to the world.”
Tour company Hinoki Travels offers cultural immersion experiences in less visited countries such as Bhutan.Courtesy Hinoki Travels
The customization of travel reflects a broader trend toward personalization across the industry. Raffaele Di Biase of Birds Chile, a nature-focused tour company, notes rising demand for curated immersion that blends soft adventure activities like e-biking and hiking with opportunities for meaningful connection with local communities.
“We are continuously building up bridges of cultural exchange while we explore the stunning natural landscapes,” says Di Biase, who is based in Puerto Varas in Chile’s Lakes District. These exchanges include gastronomy with local chefs, giving travellers a chance to connect through new flavours, conversations and culinary traditions.
Back in the rainforest, my diminutive four-legged friend finally emerges from behind a gigantic green frond, happily nibbling on its favourite food as we stay silent, watching in awe. A moment so vivid, in such a singular place, won’t fade anytime soon.
Adventure travel is no longer reserved for adrenaline junkies. Today it’s rooted in local culture and nature, with the real adventure found in the connections formed with communities and landscapes.
The writer was a guest of Birds Chile. The company did not review this article before publication.