As opined by Cheng (206), the tourism industry over the years had emerged as one of the most important industries of the world on the score of the economic contribution that it makes towards the national economies of diverse nations. For example, the net revenue generated by the concerned industry in the year 206 was more than $7.6 trillion while registering a growth rate of more than 7% which is way higher than the other industries. Schweinsberg, Darcy and Cheng (207) are of the viewpoint that one of the most important aspects of the tourism industry is the fact that it supports a plethora of other industries like hospitality, transportation, entertainment and others and also the revenues earned by them as well. However, it is seen that the tourism industry over the years had undergone a significant amount of change and different kinds of new emerging trends are dominating the concerned industry presently. One of the most
important emerging trends in this regard is the emergence of the genre of adventure tourism in contrast to the other popular forms of tourism like leisure tourism, medical tourism, cultural tourism and others which had dominated the tourism industry over the years. More importantly, the effective usage of different kinds of media platforms as well as advertisements or media campaigns for the promotion and the marketing of the same had contributed in a substantial manner towards the emergence and popularity of the concerned genre of tourism. The major problem arises because of the fact that the different kinds of media platforms just show the thrills or the positive aspects of adventure tourism while subtly covering up the risks which are involved in the same that can actually adversely affected the tourists. This paper will analyze the role of cotemporary media on adventure experience of the tourists in adventure tourism.