Attractions Slow to Move on Google Things to Do

As the world’s largest search engine advances quickly in our industry, most visitor attractions and museums are slow to follow – leaving the door wide open for OTAs

by | 2 August 2022

Google continues to move quickly with Things to do (GTTD). The initiative, which offers ticket options, prices and links directly within Google search results pages and the business listings of visitor attractions, museums and other ticketed activities, is now live on Google Maps.

Visitors can now see attraction ticket offers directly through Google Maps. However most visitor attractions and museums remain unaware of GTTD, or are taking no steps to take advantage of the new service to grow more direct traffic and bookings. 

According to Arival’s latest research report Nine Attractions Trends for 2022, just 15% of visitor attractions and museums in North America and Europe are currently integrated with GTTD, while 59% are either not aware or not taking any steps. 

Visitor attractions, or points of interest (POIs)—which include amusement parks, cultural attractions, monuments, museums, zoos and other ticketed experiences—are central to Google’s strategy. GTTD is built around POIs, listing ticket options, prices and links directly from the attraction’s listing on search, and now on Google Maps. 

OTAs (online travel agencies) and tour operators with tours that include those points of interest can build their own listings around these POIs to increase their visibility in search. 

Attractions have an opportunity to claim the “Official Site” listing and drive traffic directly to their website. However, if attractions don’t begin integrating directly, OTAs and other ticket resellers could gain the advantage in the channel. 

How to List on GTTD

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Visitor attractions and operators can only connect to GTTD through a Google partner, which includes several booking systems, channel managers, marketing agencies and other partners. 

See “Who’s Connected to Google Things to do” to learn more about GTTD and see the full list of partners. 

Join us at Arival Las Vegas, where we’ll hold in-depth workshops on Google Things to Do. These hands-on sessions will help you learn about GTTD, connect with partners and get your attraction or experience listed. 

Nine Key Visitor Attraction Trends in 2022: Get the Full Report (It’s Free)

This new research report from Arival and Tiqets, based on a survey of more than 100 visitor attractions, delves into key trends shaping the visitor attractions sector of travel and tourism. This free report measures the state of the recovery, the adoption and digital readiness among visitor attractions across Europe and North America, and provides key benchmarks and guidance on technology, distribution, marketing and more. 

Get the full report here. It’s free with an Insider Free membership. 

Become a Pro Access member to save 20% on Arival in-person events and gain access to 600+ articles, 350+ on-demand videos, 45+ research reports, guides and more, starting at just $179/year.

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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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