While adventure tourism has previously been seen as a small niche of the tourism market, the market is now valued at US$263 billion, growing by an estimated 65 percent between 2009 and 2012. The PATA Adventure Tourism Conference and Mart in conjunction with Luoyang, China International Adventure Tourism and Equipment Expo comprises a one-day Conference and a one-day Mart, bringing together industry professionals keen to grow their knowledge, brand and business in adventure travel.