Tours Go Into Virtual Overdrive, but Will They Help?

Tour operators and OTAs are going all-in on virtual experiences during the COVID-19 quarantine. Are they a cure for our current crisis, or merely a way for operators to pass the time?

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Tour operators and OTAs are going all-in on virtual experiences during the COVID-19 quarantine. Are they a cure for our current crisis, or merely a way for operators to pass the time?

by | 12 April 2020

Almost as soon as the global lockdown took effect by mid-March, everything that could go online did. Tour operators, attractions, and OTAs (online travel agencies), whose businesses are reeling from a wave of cancellations and almost no new bookings, have been quick to follow suit. 

Many major museums and attractions have already offered virtual experiences, while many more have added online experiences. Tiqets has cataloged a number of online attraction experiences on its blog. 

We have been impressed to see how quickly so many companies, especially small ones, have been quick to create online experiences. Following virtual tour launches from Clio Muse, The Tour Guy, Withlocals, and GetYourGuide in March, many others have followed suit.  

But will virtual tours and experiences truly supplant the real thing, and will they begin to make a dent in the enormous revenue loss from the current crisis? Tao Tao, COO of GetYourGuide, one of the first OTAs to launch virtual experiences, doesn’t think so. As he discussed in the Arival Online Ask Me Anything interview, while they can help operators stay connected to some customers during the travel lockdown, virtual tours will have a tough time competing for consumers’ attention with popular activities such as Netflix and online gaming. 

Much remains to be seen whether virtual tours can really compete for consumer attention and help operators through the downturn. But this wave of experimentation is sure to result in plenty of learnings and innovation that will make the Best Part of Travel even better.

Join the Arival Online event: Virtual Tours: Should You Do It? (and if so how?)

If you are contemplating virtual tours, join this new, and free, online event with leading providers of virtual tour experiences to discuss how they are going, will consumers pay (and how much), best practices, and help you decide if you should launch virtual tours. Learn more here. 

Here’s a roundup of just some of the latest companies to offer virtual experiences.

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Airbnb has launched an impressive array of visually stunning online experiences. 

Viator has launched Rome from Home, more than 100 virtual tours and experiences, and is not charging a commission on virtual tour bookings.

Multi-destination walking tour operator Walks has launched six Tours from Home at $10 each. In an exciting way to spur future bookings and raise money now, every virtual experience booking includes a $25 voucher on a future tour. 

More and more culinary operators are launching digital cooking classes and tastings, as well as food delivery and unique culinary experiences such as “food tours in a box. For example, multi-city beer-tour operator City Brew Tours is offering online beer experiences from home, and BierMoment of Switzerland is offering virtual beer festivals plus “beer in a box.”

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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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