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

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.  


28-30 APRIL 2025

Insider Pro Access Members Save 20%

THE event of the year for the European in-destination experiences industry

Save up to €910 with the Super Early Bird ticket

Learn More

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.

Header photo: Emran Omar / Pexels


Sign up to receive insights tailored for the in-destination industry as well as updates on Arival.

Sign Up

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.

Print Friendly, PDF & Email


already a member?

Lost your password?


Become an Arival Insider

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

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

Arival ProShield – Insurance program
Access to tailored insurance solutions by Granite Insurance is available exclusively for Arival Insider Pro Access Members. Insider Pro Access Members also have access to a suite of resources from Granite Insurance including templates, forms and other informative documents.

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 350+ 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

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].