Three Decades of Adventure: KE and Adventurize
In the very first issue of Adventure Travel Magazine you’ll find an advert for KE Adventure Travel. You can still flick through it digitally and free of charge here.
Long-term partnerships matter. And we’re especially proud to celebrate 30 years of collaboration between KE Adventure Travel and Adventurize—a partnership rooted in shared values, mutual respect, and a shared passion for exploration.
Since 1995, we’ve worked alongside KE to inspire generations of adventurers. What began with mountaineering trips in the Karakoram and Peru’s Cordillera Blanca has grown into a wide-ranging portfolio of walking, trekking, cycling, wildlife, and polar holidays. And we’ve evolved right alongside them—helping to craft and share their stories through print, digital campaigns, video, photography, social media, and more.
Here’s what KE had to say:
“We’re delighted to have been working with Wired for Adventure and Adventurize for 30 years and our two brands align beautifully to appeal to adventure seekers. Back in 1995 KE Adventure had been going 10 years and was offering trekking and mountaineering trips in the Karakoram, Himalaya, Mount Kenya and Peru’s Cordillera Blanca and several mountain biking trips. KE Adventure still offer the tougher treks we did in 1995 but have now expanded to offer a full range of guided and self-guided walking and trekking, cycling, mountaineering, wildlife, polar and wildlife holidays. We love working with Vicki and the Wired for Adventure team on angles we think will appeal to readers and our shared love of adventure!”
— Rachel Farr, KE Adventure Travel
So, What’s Changed in 30 Years?
Quite a bit.
In the mid-90s, brochures were king, phone bookings were standard, and Wi-Fi hadn’t been invented. Adventure travel was niche, print-led, and largely powered by word of mouth.
Today, your audience scrolls quickly, expects seamless digital journeys, and wants more than just a trip—they want a story to tell. The challenge for marketers? Be bold, be authentic, and above all, be valuable.
What’s Stayed the Same?
The spirit of adventure.
People still want to feel the thrill of a summit sunrise or the humbling vastness of the Himalayas. They still crave challenge, connection, and stories worth sharing. And that’s what we’ve always tried to help KE deliver—by turning powerful experiences into trusted, engaging content.
Three Lessons from the Trail
Here’s what 30 years in the adventure world has taught us:
- Stories Travel Farther Than Adverts
Yes, tactical calls to action and direct marketing matter. But emotional, real-world storytelling? That’s what people remember. People buy into purpose, not just product.
- Accommodate Your Audience
KE still offers the tough treks that helped build their reputation—but they also cater to a wider market. We’ve evolved too, with more “soft adventure” that suits an audience that’s aged 30 years with the magazine. Who has the time and means for a long-haul adventure? Often it’s not the young thrill-seeker, but the retired dog walker finally ticking something off their bucket list.
- Find Partners Who Get It
The best marketing doesn’t happen in a vacuum. It comes from collaboration—with people who understand your brand, your audience, and your goals. That’s how you deliver, year after year.
We’re incredibly proud of our partnership with KE Adventure. It’s been a pleasure to help shape their story for three decades—and we’re only just getting started.
Want to work with a team that’s lived and breathed adventure for over 30 years?
