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In recent years, there has been explosive growth in adventure tourism, with large numbers of consumers seeking novel, challenging and exciting adventure experiences while on holiday. Specialized adventure operators have emerged to cater for this demand, with a diverse range of commercialized activities now available. Adventure tourism demand is predicted to grow at around 15% per year (Burak, 1998), and as demand grows, adventure travel companies are urging consumers to go higher, harder, stronger and longer to gain the “ultimate” experience. Unfortunately, despite this growing demand, symbiotically there are large numbers of new companies joining the adventure industry and this is putting pressure on resources. As a result, competitive market pressures are forcing adventure tourism operators to cut corners in order to remain financially viable, and issues such as sustainability of natural resources come to the fore. It is contended in this paper that many adventure tour companies are operating “close to the edge” in terms of their operating practices, indicating a short-term perspective for the industry. Adventure tour operators need to address the critical issues of: protecting the natural environment; protecting tourists from potential risks; and protecting long-term market share through better understanding adventure customers' needs and wants. If adventure tourism operators address these issues now, it will help to provide a long-term and sustainable future for this sector of the tourism industry. [ABSTRACT FROM AUTHOR]