Tour Operator EF World Journeys Launches EF Adventures

EF World Journeys, a tour operator focused on educational programs, has launched EF Adventures. The company also operates EF Go Ahead Tours and EF Ultimate Break, which are targeted at different demographic groups. All the brands are part of EF Education First, which is based in Switzerland and has a North American headquarters in Boston. 

The new brand, according to Heidi Durflinger, president of EF World Journeys, speaking at an event in New York, was inspired by surveys showing travelers are more active than ever before and are saying they want more adventure in their vacations where they can also learn about the people, history, culture and cuisine of the destinations they’re visiting.

EF Adventures, said Durflinger, will deliver a more active travel experience and offer a deeper understanding of global cultures. The operator’s decades in business as an experiential, guided tour operator, she said, will benefit diverse age groups of adult travelers with varied fitness levels booking with EF Adventures.

The tours will begin departures in October 2024, with more than 20 programs across 16 countries available for booking into 2025.

According to Durflinger, “More than half of the international travelers we surveyed have recently booked an adventure-oriented trip, yet nearly a third of travelers felt these tours lacked cultural immersion within the destinations visited. Similarly, travelers are expressing disappointment about lodging and food quality. We aim to change that.”

The operator’s survey of over 1,000 North American travelers who have traveled internationally within the last three years revealed that:

• 84% plan to travel internationally in the next two years
• 75% said they want to be more active on vacations
• 79% of travelers said they liked the idea of an active vacation where they also learn about the destination (people, history, culture and cuisine) they’re visiting.  
• 78% of travelers strongly agreed that they would like to engage more directly with the people, places and cultures they encounter when traveling abroad. While on an adventure tour, 84% of travelers also expect to see the iconic and historical landmarks. 

Durflinger told TravelPulse that all of EF World Journeys programs are currently commissionable to internal sales consultants, but commissions will be extended to travel advisors and other travel sellers in the next few months. 

The programs themselves will be scored 1-5 based on easy to challenging in terms of fitness levels. Tour experiences are offered for a wide range of age groups and fitness levels, including e-bikes, walking tours and flexible schedules that enable travelers to seek adventure at their own pace.

In addition to sightseeing and visiting attractions, EF Adventures will offer the services of highly experienced tour directors – included in the price of every trip – who will introduce travelers to local food and drink and provide insights into the culture and history of destinations on the itinerary of every tour. Several tour directors addressed the media at the New York event to describe the granular experience travelers will enjoy on EF Adventures excursions.  

While they are adventure tours, according to the company, hotel selection criteria include preferred properties “with a clean and fresh style, characterized by a touch of elegance, featuring outdoor spaces, and with a distinct, boutique-style ambiance.”

Lodging, according to the company,  will range from property styles that include modern hotels to agriturismos (an independently owned farm with lodging) to family-run boutique properties and mountain chalets. Many hotels will offer recovery services, including spa treatments and amenities like pools, hot tubs and saunas (where available).

There will be more than 20 hiking, biking, walking and multi-adventure tours across Europe, Asia, Central and South America and the Pacific islands. Inclusive pricing covers boutique lodging, excursions, high-quality equipment and support, local cuisine and professional tour directors who will ensure travelers learn about the people, places and cultures they visit. Optional roundtrip flight package pricing is also available.

Prices begin at $4,199 (for a multi-adventure tour in Portugal), with the ability to secure tour spots with down payments of $150 and interest-free monthly payment plans with enrollment in AutoPay.

This article originally appeared in TravelPulse.