Operator Outlook for 2023: “Positive but Choppy”

Worldwide operator survey reveals broad — but mixed — gains for most operators in 2022, with optimism tempered by inflation, rising costs and recession concerns

by | 7 November 2022

Following mixed gains in 2022, operator sentiment is optimistic but cooling slightly heading into 2023, according to the latest report from Arival and Phocuswright. 

The Outlook for Operators: The State of Tours, Activities & Attractions is based on over 3,500 responses to Arival Industry Pulse surveys of operators, conducted between October 2021 and September 2022. 

Arival CEO Douglas Quinby discusses the market outlook during the opening of Arival 360 | Las Vegas

Mixed Booking Level Gains Across Regions

While nearly two in three operators in 2022 met or exceeded their booking levels compared to 2019 — making significant gains over the previous two pandemic years — nearly two in five operators continue to report booking levels well below 2019. 

The differences are stark across regions. While over two thirds of tour and activity operators in North America, Europe and Latin America saw booking levels at or above 2019 levels in 2022, over three quarters of operators in the Asia Pacific region reported bookings remaining below 2019 levels. 

Booking levels in 2022 compared to 2019, from The Outlook for Operators report

Operator Sentiment Positive but Cooling for 2023

In September 2022, three in four operators reported feeling either “somewhat optimistic” or “very optimistic” about 2023, which is down from January. 

While optimism among operators in the U.S., Canada and Europe remains high due to travel resuming and restrictions easing, it has been tempered by inflation, rising costs and the economic slowdown.  

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Although operators in the Asia Pacific saw the least gains in 2022, they are more optimistic about 2023 now than previously, as international travel resumes and border restrictions relax across the region. 

Optimism levels in Latin America remain steady, making them the most optimistic among the four major regions in this report as of September 2022. 

Change in optimism levels of operators for 2023, differentiated by region

Download the Full Report to Learn More

Eager to dig deeper? The Outlook for Operators: The State of Tours, Activities & Attractions is available for download today..This report is available for purchase at a cost of $329, or included with an Insider Pro Access membership. 

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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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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