The classical definition is probably that tourism of the kind we normally associate the word with is the non-risk type and involves a passive appreciation of some activity, site, location, or destination, whereas adventure tourism involves the participant assuming some heightened level of risk. What's becoming quite common are these ecotourism sites that involve clambering about in the tops of treetops or engaging in water-based sport tourism, mountain biking, and these kinds of things.
Perhaps it's a generational thing. There is a desire now, and we see that these niche segments of tourism are in fact the growth parts of tourism in the world. People aren't just coming to see the sites and sounds blandly; they are coming to do sport and adventure tourism, culinary and wine tourism, health and wellness tourism, and medical tourism.
What I'm saying is that these are growing and emerging facts, and it's predominantly young people. If you look at the age profiles, lots of the people wanting to do these kinds of things are in their twenties and thirties and forties, and Canada is attempting to cater to that market.