Some of the most rewarding friendships stem from shared challenges.
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Solo adventure holidays in Europe are booming as more travelers seek not just traditional sightseeing trips, but immersive and challenging experiences that push them out of their comfort zones.
As a result of this desire, the adventure tourism market is projected to expand at an impressive 15.2% annually from 2024 to 2032, driven largely by Gen Z and Millennial travellers. These generations are shifting towards experiential travel, seeking connections through shared adventures—often as a way to address rising global concerns around loneliness.
At the same time, small group tours have seen a 51% increase in Google Search demand in the last year. Sam Bruce, co-founder of small-group, solo-friendly trip company Much Better Adventures, explains why.
“For many solo travelers, the biggest worry before setting off is whether they’ll make friends,” Bruce says. “But time and again, we hear from customers that it’s the people they meet who take a great trip and turn it into a truly unforgettable experience.”
According to Bruce, it’s the friendships forged during these experiences that keep solo adventurers coming back for more. “In a recent survey of 370 people who have booked trips with Much Better Adventures, nearly three-quarters said they had met like-minded people on their trips who they now consider friends,” he says.
Whether you’re hiking side by side with strangers or sharing a toast after a tough day, here are Bruce’s five expert tips for turning fellow travelers into lifelong friends:
Find Connection In ‘Type Two Fun’
Some of the most rewarding friendships stem from shared challenges—what adventurers call “type two fun.” This refers to activities that may be tough or uncomfortable in the moment, but later become memorable stories you’ll look back on with a sense of pride and achievement.
Sam shares his experience climbing Mount Toubkal, the highest peak in North Africa, located in Morocco. He attempted the climb in winter, which added even more difficulty. He recalls: “It was one of the hardest things I’ve ever done, but the camaraderie kicked in, and we all got through it together. 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 pushing through long hikes, facing obstacles as a group fosters bonds that last long after the adventure is over.
Start Conversations Early
Breaking the ice can be daunting, but the earlier you start, the easier it becomes to form meaningful connections. A simple question like, “What’s been your favourite adventure so far?” or “What brought you on this trip?” can help bridge the gap and often spark deeper conversations than “What do you do for work?”
Sam adds: “We tend to build narratives about others based on first impressions, but real connections happen when we’re open and honest about who we are. Asking lots of questions and being genuinely curious about others can quickly turn strangers into friends.”
Embrace Vulnerability
The fear of not connecting with anyone can weigh on solo travelers. Sam believes that showing vulnerability is key to forming deeper bonds.
Sam explains: “Being open about your fears or challenges invites others to do the same. It’s in those shared moments of honesty that genuine friendships are formed. Hiking trips, in particular, lend themselves to these connections, walking side-by-side creates a natural space for conversation. I always find that hiking in particular lends itself to really good conversation, be it with a friend or someone you’ve just met on a trip.”
Celebrate Shared Wins
Whether it’s overcoming a tough climb or finishing a long day of hiking, recognizing each other’s efforts helps build a strong group dynamic. It removes the formality and focuses on the emotional connection. “It’s those small, shared victories, like grabbing a drink together after a challenging day, that really bond people,” says Sam.
He adds, “Acknowledging what you’ve accomplished as a team, even in the simplest ways, turns those around you from fellow travelers into lasting friends. The journey becomes more than just the adventure—it’s about the people you experience it with.”
Recognise It’s About Mindset, Not Age
One of the most common misconceptions about solo group travel is that age will determine your ability to connect with others. Sam is quick to dispel this myth: “It’s not about how old you are; it’s about your mindset. What bonds us is the decision to take time out for ourselves and embark on these adventures.”
He continues, “Whether you’re in your late 20s or in your 50s, what unites solo travelers is the shared decision to explore, challenge, and grow. It’s the people you meet who often turn a 5-star trip into a 6-star one.”
Sam encourages anyone considering a solo adventure to embrace the group experience. “Once you’ve taken that first trip, you realise there’s nothing to fear. You’ll be surrounded by like-minded individuals who, just like you, have chosen to have an adventure and do something for themselves—and the friendships you make along the way can be the highlight of the entire journey.”
