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Global Operator Landscape (4th Ed.): The State of Experiences

Over 5,000 operators worldwide contributed to this exclusive research which reveals key insights into what’s next for tours, activities and attractions.

Authors: Anne Failing and Douglas Quinby
Edited by: Janelle Visser


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Summary

Arival’s Global Operator Landscape is the definitive benchmark study of the global tours, activities, and attractions industry — travel’s third-largest and fastest-growing sector. Now in its fourth edition, this exclusive report offers the most comprehensive view yet of the state and structure of the in-destination experiences marketplace. It explores how operators are evolving — from sales and distribution to technology adoption, product development, and business outlook — to meet the challenges and opportunities of a rapidly changing industry.

This report is the first in a new series of reports based on the latest Global Operator Landscape study.

Research Partners

The Arival Global Operator Landscape study would not be possible without the support from its many partners:

WHY READ THIS REPORT

  • Understand the structure and dynamics of the global operator landscape across tours, activities, and attractions.
  • Benchmark your business: assess your sales, distribution, and technology adoption against the broader industry.
  • Identify key opportunities for growth, innovation, and competitive advantage.
  • Gain actionable insights into how operators and distributors can better serve the experiences sector.

WHAT’S IN THIS REPORT

  1. Study Methodology & Partners
  2. The Operator Landscape: The State & Structure of the Industry in 2026
  3. Where We Are Today: The State of Business & Bookings
  4. The Operator Outlook: Business Sentiment for 2026 & Beyond
  5. Sales & Distribution: OTAs Rise amid Digital Disruption
  6. The State of Operator Marketing: Harder, Pricier, Less Predictable
  7. Operators & AI: From Adoption to Execution
  8. Plans & Priorities: What’s on Tap for 2026

Fielding Partners

 

The Global Operator Landscape (4th Ed.) Research Series

Arival’s annual survey of the global operator industry is the most comprehensive and in-depth study on travel’s third-largest sector: experiences. Based on a survey of more than 5,000 operators worldwide, the fourth edition of Arival’s Global Operator Landscape research study informs a series of reports on different sub-segments and geographic regions within the tours, activities and attractions sector.

 

ACCESS THIS REPORT

Arival’s Global Operator Landscape: The State of Experiences (4th Ed.) is available at no cost to Insider Pro Access members, or for $599 to non-members. To access it simply sign up for a Pro Access account, or ensure you’re logged in.

Become an Insider Pro Access member today and get access to the full library of Arival research, plus many other benefits such as free consulting sessions, special discounts and 20% off in-person events, starting from $179 per year.

Check Out Our New Report
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The Arival Guide to Modern Pricing in Experiences
The state of pricing in tours, activities and attractions, how to build a pricing strategy, and the pricing technology landscape​ Researched & Written by: Anne Failing and Douglas Quinby of Arival Mitchell Meyers and Briana Klein of BlackDog Advertising Edited by Janelle Visser, Martin Harlow & Douglas Quinby of Arival
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THE ARIVAL INSIDER PRO ACCESS MEMBERSHIP; YOU GET ALL THIS TO HELP YOU ADVANCE YOUR BUSINESS.

Included in Free Membership

Included in Arival Pro Membership

The Arival on-demand video library archive
Access to the entire library of over 150 video sessions and webinars

Arival.guides
Short, digestible research & trends reports delivering insights into our industry, such as The Tour Operator Outlook for 2021.

Arival.travel articles
Topical articles about marketing, tech, operator business and operator stories in all areas of tours, activities & attractions & experiences

Job board access
Find a job from our regular listings, post a resume to the talent network and learn strategies from the job resources articles

New webinars
Helpful, instructional sessions covering subjects such as Mastering Facebook Ads, Grow Your Business and How To Work With OTAs — topics to help advance your business.

Discounts on all Arival in-person events
20% Discount on all Arival in-person events (save up to $300)* based on business type

Insiders Pro Access member exclusive webinars
Paid membership-only webinars to deepen your understanding of important industry topics.

Job postings & talent directory
Post jobs & connect with candidates most applicable to your business.

Private roundtables to connect, learn and engage
Small, focused and intimate discussions exclusive to Arival Insider Pro Access members.

Full access to Arival’s library of in-depth reports
Up to date, deep analysis of tourism topics ranging from Self-guided Tours to Sales & Distribution Trends and Outlooks, based on the data that defines the industry.

The latest on-demand videos
Over 400+ on-demand videos featuring hot topics in tours, activities & attractions

Insider discounts in digital marketing, tech, e-learning, and more
Save money on additional tools, services and learnings you need to run your business. Exclusive to paid members.

Membership Overview
ARIVAL CODE OF CONDUCT​
CONFERENCES AND COMMUNITY SPACES​

At Arival, we believe travel can make the world a better place. Our mission is to establish and inspire a diverse community of individuals and companies in the In-destination Industry by providing opportunities to gain insight, share knowledge and build connections. To make it possible for true collaboration, creativity, innovation, and idea exchange to thrive, we are committed to facilitating a welcoming and respectful community for all. This Conference Code of Conduct shares our community expectations and applies to all attendees, employees, exhibitors, speakers, sponsors, volunteers, and other participants at Arival- produced and sponsored events. We empower all participants in our community to actively engage in creating a friendly, inclusive and safe environment for all.

Arival’s core values include the following, and create an expectation for conduct at our events and in online community spaces:

We demonstrate a deep respect for human beings inside and outside our company and for the communities in which they live.
We value integrity and strive to consistently interact with others in ways that are authentic, ethical, and fair.
We are dedicated to transparency, committing to clear, open and honest communication.
We actively pursue and advocate for inclusion, diversity and representation of varying cultural backgrounds, perspectives and ideas

Arival welcomes people from all cultural backgrounds, and does not discriminate on the basis of race, color, creed, gender (including pregnancy, perceived pregnancy, childbirth, breastfeeding, or related medical conditions), gender identity, religion (including religious dress and grooming), marital status, domestic partner status, genetic information, age, national origin or ancestry, military or veteran status, sexual orientation, physical or mental disability, or any other basis protected by federal, state, or local laws.

Accordingly, participants must refrain from displaying any demeaning, harassing, aggressive, or intimidating behavior or materials that would interfere with others’ experience and participation in our community.

If you witness or are subjected to inappropriate or disruptive behavior or have any other concerns, notify an Arival staff member as soon as possible.

Inappropriate or disruptive behavior will not be tolerated. Arival reserves the right to refuse entry to or remove any party from any event or community space at any time when participation or behavior create a disruption or hinder the event or enjoyment of the event by other participants. All determinations are at the sole discretion of Arival, and the decision of the Arival team will be final. Severe breaches of this Conference Code of Conduct may result in disqualification from participating in future events. Individuals expelled due to violating this Conference Code of Conduct will not be eligible for a refund or other consolation.

If you have questions regarding this Conference Code of Conduct or its implementation, please contact us at [email protected].

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