Travel Experiences in APAC Forecast to Approach Pre-Pandemic Levels by 2024

Recovery in Asia Pacific for travel’s third-largest sector – tours, activities and attractions – is now well underway, with consumers putting experiences first in their travel planning and spending

Reading Time: 2 minutes 25 seconds

by | 25 April 2023

Travel experiences in Asia Pacific have returned to rapid growth as the region reopens to regional and long-haul travel, as Arival research finds. Tours, activities and attractions – travel’s third-largest and fastest growing sector – will reach US$67 billion in 2024 and surpass the pre-pandemic peak to reach $75 billion in 2025, according to The Outlook for Experiences 2019-2025.

The Asia Pacific (APAC) region has borne the worst of the pandemic, with a broad regional shutdown in cross-border travel well beyond other parts of the world. But demand for travel in the region is now accelerating as many borders have reopened, encouraging travelers to return. As we saw when other regions reopened, travelers put experiences first in travel planning and spend. The challenge now will be for the global industry to get ready for the rapid influx of demand from across APAC.

Data compiled from recent Arival research shows the projected increase of experience bookings in APAC

Online bookings will surpass 30% of all tours, activities and attractions booking worldwide in 2025, up from 17% in 2019, according to our research. However, online booking volume across APAC will more than triple during the same period as younger travelers shape travel’s rebound. Online marketplaces and mobile-ready operators across the region will be best positioned to benefit. 

The large, experience-hungry cohort of Gen-Z and millennial travelers in Asia are putting experiences first and they are willing to pay for it. But operators must be ready. This means more small-group, immersive experiences that get travelers off the beaten path. And it must all be discoverable and bookable on mobile, with plenty of Instagram- and TikTok-worthy moments.

ARIVAL ACTIVATE | EDINBURGH 2024

23-25 NOVEMBER 2024

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What to Expect at Arival Activate | Bangkok 2023

The Arival Activate | Bangkok event takes place from June 12-14, and is expected to bring together hundreds of tours, activities and experiences professionals from across the region. Join us this June at Asia’s leading conference for an event designed specifically for the Asian Experiences Industry, including suppliers and operators of tours, activities, and attractions.

The primary focus this year is on aiding businesses in navigating their post-pandemic recovery through targeted sessions on digital strategies, networking and connecting with leading distributors and online travel agencies (OTAs) in the APAC region.

There will be dedicated sessions on connectivity, channel management, dynamic pricing, generative chat, super apps, the guest experience, the future of distribution, sustainable tourism, culinary travel trends and more. Look for a full list of speakers and sessions coming soon!

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.

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Tags: tours, activities, attractions, experiences, research, recovery, Featured, APAC, consumer trends, Travel Trends, Asia Pacific

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WHAT'S THE DIFFERENCE BETWEEN ARIVAL | ACTIVATE EDINBURGH AND ARIVAL 360 | VALENCIA AND WHICH SHOULD I ATTEND?

Since 2019, Arival has hosted one major event in Europe each year. For 2024-2025, we’re thrilled to offer two exciting events: Arival 360 | Valencia and Arival | Activate Edinburgh. Here’s a quick comparison to help you decide which event to attend—or why you might want to come to both:

Arival 360 | Valencia (28-30 April 2025)
  • Scope: Flagship European Event with a global reach; up to 30% of attendees from outside Europe, including the U.S., Middle East, LATAM, and APAC.
  • Audience: Experience creators, tech and distribution companies, and industry professionals from around the world.
  • Arival Theater Content: Global topics including: over-tourism and sustainability, technology, distribution, European consumer and operator trends.
  • Breakout Sessions: In-depth workshops on operational best practices, product expansion, AI, channel management, marketing tech, a Spain-specific track and an Innovation Showcase highlighting the most tech-savvy companies in our industry.
  • Networking: Connect with leading OTAs and distribution companies, and build valuable partnerships.
  • Location: Valencia, a stunning coastal city offering rich cultural experiences.
  • Attendees: Approximately 800, providing extensive networking opportunities.
Arival | Activate Edinburgh (23-25 November 2024)
  • Scope: Regional focus on the UK, Ireland, and the Nordic regions.
  • Audience: Operators and industry professionals from the region.
  • Content: Gain insights on regional topics like technology, distribution strategies, and hear from top regional tourism leaders.
  • Breakout Sessions: Experience hands-on learning at Edinburgh’s top attractions and tours, with sessions on visitor experience, digital journeys and innovative tour development. In-depth sessions for companies at the beginning of their digital journey and more advanced sessions for people and companies looking to elevate their experience.
  • Networking: With a more intimate setting. you’ll have more time to build deeper connections and create more meaningful interactions with your current and future partners including distributors, tech companies, DMOs and more.
  • Location: Edinburgh, known for its stunning architecture and historic charm
  • Attendees: Approximately 400, fostering an intimate peer-to-peer learning and networking environment.
Key Differences:
  • Global vs. Regional Focus: Valencia is a global event with an international audience, while Edinburgh is a regional event focused on the UK, Ireland, and Nordic regions.
  • Event Size: Valencia hosts about 800 attendees, providing broad networking opportunities, whereas Edinburgh’s 400 attendees create a more intimate, focused environment.
  • Content and Sessions: Valencia features global themes and advanced topics, whereas Edinburgh provides region-specific insights and hands-on experiential learning.
  • Location Experience: Valencia providing a coastal escape and Edinburgh offering historic and iconic attractions.
  • Who Will Be There: The most valuable part of Arival Events is the connections you make and the partnerships you build to grow your business. At Arival | Activate Edinburgh, you’ll engage with key industry players in the UK, Ireland, and Nordic regions. If your business focus is on these areas, Edinburgh is where you need to be. For those targeting broader European or global markets, Arival 360 | Valencia offers the ideal platform to network with international leaders and innovators. 
Why attend both?

With limited opportunities for business development, learning, and networking in our industry, attending both events is a strategic move. By participating in both Edinburgh and Valencia, you maximize your exposure to diverse markets and influential contacts. 

However, if budget constraints or a specific regional focus dictate your decisions, choose the event that best aligns with your primary business goals. Join us in Edinburgh for regional insights or Valencia for global perspectives—or better yet, attend both to fully leverage the potential of Arival’s expansive network.

For service providers such as a restech or ticketing platform, distribution company, or other services including marketing, AI tools, etc., attending both gives you access to attendees from both markets to connect with your current customers and to meet new ones!

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