EF Adventures, a guided tour operator with over 40 itineraries across 25 countries, has entered a strategic partnership with outdoor gear retailer Backcountry. Announced on 23 June 2026, the deal designates Backcountry as EF Adventures' preferred gear partner, aiming to enhance the travel experience for adventure-focused clients.
Partnership Details and Benefits
Under the agreement, EF Adventures travelers will receive curated gear lists tailored to specific itineraries, along with exclusive benefits including membership to Backcountry's Summit Club Plus loyalty program. In return, Backcountry customers will gain access to special pricing on EF Adventures tours. The partnership also introduces "The Backcountry Tour Collection, powered by EF Adventures," a series of exclusive tours designed for outdoor enthusiasts. These tours blend EF Adventures' active exploration and cultural immersion with Backcountry's gear expertise, and some will feature appearances by Backcountry athletes and team members.
EF Adventures' itineraries span activities such as hiking, biking, and kayaking, with cultural immersion components. The curated gear lists will cover tours like the Bhutan Hiking tour on the Trans Bhutan Trail, Italy Biking in the Dolomites and Italian Alps, and a multi-adventure tour across New Zealand's North and South Islands. Each tour will highlight "Gearhead Approved" products to ensure participants are well-equipped.
This partnership reflects a growing trend in the travel industry where tour operators collaborate with gear brands to offer integrated experiences. For travel professionals, this model could influence how adventure packages are marketed and sold, particularly in the active travel segment. The deal also underscores the importance of gear quality in adventure tourism, a factor that can differentiate offerings in a competitive market.
For agents and operators, the partnership provides a new avenue to upsell gear and enhance customer satisfaction. The curated lists and exclusive benefits could serve as a selling point for clients seeking comprehensive adventure packages. Additionally, the inclusion of Backcountry athletes adds a marketing angle that could attract adventure enthusiasts.
EF Adventures' parent company, EF Education First, has a strong presence in educational travel, and this partnership extends its reach into the adventure tourism space. Backcountry, known for its extensive outdoor gear catalog, brings credibility and expertise that can elevate the tour experience.
Travel professionals should note the potential for similar partnerships in other regions or with other operators. As adventure travel continues to grow, collaborations between tour operators and gear brands may become more common, offering new opportunities for cross-promotion and customer engagement.
