Day Tours on the Rise Among U.S. Travelers

More U.S. travelers are taking guided tours and experiences than ever, according to the latest research shared in Arival’s 2024 U.S. Tour Taker Report. Some two in three travelers took a day tour in 2023, a significant increase from the pre-pandemic peak of 2019. 

Based on a survey of 1,000 U.S. travelers, the newest report from the 2024 U.S. Experiences Traveler research series delves into the state of today’s tour taker – who they are, what they want, and how they choose, book and share.

One of the highlights from this report on the tour taker segment of experiences travelers was a greater appetite for day tours among U.S. travelers.

Two factors are driving this trend: 

1. Post-Pandemic Travelers Want More Tours

First, travel is still shaped by the pandemic. The pandemic may seem very much in the past, but it continues to shape how people are traveling. Post-pandemic, travelers are taking fewer trips, but they are making the most of their trips. They are spending more, traveling further, taking longer trips, and booking more tours than in 2019.

2. Younger Travelers Want More Tours

Second, younger travelers – especially the 18-34-year-old cohort of Gen-Z and younger Millennial travelers – are prioritizing their own interests and passions. They are placing higher priority on tours, activities and experiences as part of their overall trip planning. 

These travelers are taking more types of tours. Gen-Z travelers on average did more than five tours or experiences on their trips in 2023, compared to just over three for travelers 55 and older. From shopping and culinary to adventure, eco tours and specialty themed tours, younger travelers are driving growth across almost all tour categories. 

Learn More About the 2024 U.S. Tour Taker

Learn more about today’s tour taker in our latest report, the 2024 U.S. Tour Taker, available exclusively for Arival Insider Pro Access members — sign up and/or log in and download your copy today.

The tour taker report is the second in a series of reports based on Arival’s latest U.S. consumer research. Look for more reports in this series, focusing on:

• The 2024 U.S. Experiences Traveler Outlook (published)
• The Outdoor Adventure & Activities Traveler
• The Black & Latino Traveler
• The LGBTQ+ Traveler
• The Affluent Traveler
• The Values-Based Booker

Also, join us for Arival 360 | Berlin in March 2024 to learn more about what travelers are looking for and how to reach them, as we explore the latest travel trends, research results and experiences industry insights, with practical tips and takeaways for operators of tours, activities, attractions and experiences.

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: Unsplash / Jed Villejo