In a time of profound change and uncertainty — big shifts in demand, disruptive tech, crowded destinations, and changing consumer expectations — what will it take to lead and grow a successful tours, activities, or attraction business?
That is the primary question we’re planning to tackle at our next European event. At Arival 360 | Valencia 2026, we will explore what it means to be The Tomorrow Operator: adaptable, tech-savvy, experience-led, and relentlessly focused on excellence and growth. Through a rigorous program of strategic insights, research, roundtables, and operator-first content, this event will help you build the business of the future, today.
As we put together the details of the program, here are some of the top topics and streams we’re building into the event.
27-29 April 2026
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THE event of the year for the European in-destination experiences industry
GET YOUR AUTUMN ADVANTAGE TICKET THROUGH 25 NOVEMBER
Europe & the Future of Experiences: Topics for The Tomorrow Operator:
1. Crowds, Attractions & the Future of Access
Europe is ground zero for overtourism and overcrowding, with the Continent’s top attractions, operators and resellers all on the front lines.
In summer 2025, Arival released a report, in partnership with Destination Wayfinder, entitled Beyond Capacity: Managing Demand at Europe’s Top Attractions (download the report for free here). Join us in Valencia to continue the conversation on how top destinations, attractions and tour operators are evolving to manage capacity, dispersal, sustainability—and keep their products viable.
What to Expect: In-depth discussions with key attractions and operators on ticketing and guest management strategies, experience design insights and partnership models to help operators adapt.
2. The New OTA Reality
Online travel agencies (OTAs) are growing faster than ever. As commissions rise and competition for visibility intensifies, we’ll explore what this means for operators and what it takes to set a successful distribution strategy in 2026.
We’ll put leading OTA executives in the hot seat to respond directly to operator questions, and hold roundtable discussions on practical ways to work with OTAs and improve your distribution strategy.
What to Expect: Executive interviews, OTA roundtables, ranking strategies, and practical tips to win more bookings.
3. The AI Upheaval
AI is already transforming search, marketing, pricing, content, and customer experience. But what’s hype vs. what’s actually useful for operators?
Building on the success of the first AI Forum for Destination Experiences, a dedicated AI Experience Stream in Valencia will get beyond big picture talk to hands-on workshops and practical use cases, exploring the tools operators are actually using today, and the tech companies are building for tomorrow. More details below.
What to Expect: Real-world AI use cases, operator-led demos, marketing disruption insights, and forward-looking strategy sessions.
4. The Future Consumer & Market Outlook
From economic volatility to generational change, we dive into the mindset, spending habits, and behavior of today’s and tomorrow’s travelers.
This year, in addition to exploring the latest insights and traveler trends from our annual consumer research study, we’ll also be digging into the second edition of Arival’s forthcoming landmark study, The Outlook For Travel Experiences (2019-2029), the most comprehensive and rigorous market sizing and forecasting for the in-destination experiences industry to date.
What to Expect: Latest consumer research, demographic insights, and trend briefings tailored to European markets.
5. The Growth Imperative
From mergers and acquisitions to multi-brand scaling to regional expansion, ambitious operators are finding new ways to grow. But how?
We’ll hear success stories from some of our sector’s fastest-growing tour operators, and explore the ins and outs of business finances and buying and selling in dedicated breakout sessions led by industry experts.
What to Expect: Sessions and roundtables on financing, roll-ups, leadership strategy, and lessons learned from fast-growing operators.
6. From Chaos to Clarity: The Direct Marketing Dilemma
AI Overviews, rising customer acquisition cost, email fatigue, and social noise are disrupting traditional marketing playbooks. What comes next?
From the big picture approach of how to reach tomorrow’s travelers and what they’re looking for, to tactical hands-on sessions on the latest in optimizing for AI search, social media, branding, website design and more, we’ll help operators tackle the biggest marketing challenges of today — to be ahead of the curve for tomorrow.
What to Expect: New rules for digital success, operator-first tactics for storytelling, performance marketing, and brand building.
7. Operational Excellence
Beyond growth, tomorrow’s operator must master the fundamentals—occupancy, pricing, staffing, service standards, technology and profitability.
We’ll have practical sessions diving into all of this and more — from how to set your pricing strategy to how to optimize your tech stack to how to get more five star reviews.
What to Expect: Best-practice deep dives, benchmarking insights, and hands-on discussions to help you run a better business.
8. Women Who Lead: Elevating Leadership in Experiences
Women are driving innovation, community, and growth across the tours, activities and attractions sector. Dedicated sessions and networking events will assemble women leaders across Europe who are building and leading standout businesses, navigating challenges, and shaping the future of in-destination experiences.
What to Expect: Honest insights, inspiration, and actionable advice for your leadership journey—regardless of gender.
9. Real Talk: Operators Unfiltered
No fluff, no small talk. Just real operators sharing what’s moving the needle in their business—and what’s not. From booking trends and marketing tactics to technology struggles and day-to-day operations, our popular operator town hall session will bring together candid, on-the-ground perspectives to tackle the biggest issues operators are facing today — and tomorrow. Nothing’s off limits.
What to Expect: Real questions, unfiltered answers, this is the session where operators come together to share how they’re dealing with their most pressing challenges. Audience questions encouraged.
10. Unreal Networking Opportunities
No one is going to be starved for connection — or for snacks — in Valencia. From the welcome party on the first night through lunches, happy hours, and other intentionally built-in networking/snack times, the opportunities for making new connections and spending quality time with current ones are in abundance — as are the opportunities to delight yourself with the local cuisine!
What to Expect: Purposefully designed networking spaces, a welcoming community, and frequent opportunities to engage with your colleagues and peers throughout scheduled events and intentionally built-in white space between sessions.
27-29 April 2026
Insider Pro Access Members Save 20%
THE event of the year for the European in-destination experiences industry
GET YOUR AUTUMN ADVANTAGE TICKET THROUGH 25 NOVEMBER
New for 2026: Three Experience Streams
We’re always adding new things to our program, based on operator feedback and what’s happening in the industry. At Arival 360 | Valencia 2026, we’re introducing three Experience Streams to go deep on three specific areas:
1. Multi-Day Experiences
Interest in multi-day tours is on the rise, thanks to a combination of the shift to digital discovery and booking channels and greater customer demand for in-depth, meaningful experiences. The dedicated focus on multi-day at Arival 360 | Valencia 2026, we’ll explore the challenges and opportunities of tour operators in the multi-day sector and the companies who work with them.
Multi-day tours are a tech challenge — but a rewarding one. Whether you’re running small-group adventures, destination-deep dives, or looking to expand a day tour business into a multi-day operation, this stream is built for you.
What to Expect:
- Strategies to streamline operations, pricing, and distribution
- Real talk on tech, res systems, and OTA partnerships
- Discussions about APIs, how they work and why you need them
- Tactical workshops, roundtables, and peer exchanges
- Direct access to top tech providers and new partners
Whether you’re already running multi-day or considering expansion beyond single-day tours, you’ll find the insights, tools, and connections to go further, faster.
2. AI for Experience Creators
From AI overviews to personalized itineraries to dynamic pricing, AI’s impact on the travel industry is undeniable. This stream is designed for experience creators who want to lead the charge, whether you’re an early adopter and experimenter of AI, or at the beginning of your AI journey.
What to Expect:
- Actionable sessions on AI tools you can implement now
- Real-world use cases from operators and tech innovators
- Hands-on demos, labs, and debates on ethics, automation & the human touch
- A clear-eyed view of how AI fits into your strategy (not just the hype)
The future of experiences is intelligent. This is where you learn how to build it.
3. Culinary Experiences
Food is connection. Drinks are culture. And the fastest-growing segment of travel is powered by flavor and storytelling.
Whether you’re curating food tours, cooking classes, vineyard visits, or beer tastings, or looking to add culinary elements into your other products, this stream is your table.
What to Expect:
- In-depth sessions exploring the themes that are impacting this important segment of the industry, from how to differentiate your culinary experiences, to food and events, to sober tourism and more
- Strategy sessions, creative showcases, and roundtable discussions
- Taste-driven networking and social events with a built-in community of fellow culinary creators
Running a food and drink tour business isn’t easy — but it’s deeply rewarding. Connect with the people who understand your passion, your pain points, and your purpose.
Join Us at Arival 360 | Valencia 2026
As our team is busy putting together the details of the program and speakers for Valencia 2026, we couldn’t be more excited! Don’t miss out on the ultimate European event of the year for creators and sellers of tours, activities, experiences and attractions. Join us and get your tickets today!
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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