JOIN US FOR:
The first Arival event dedicated to the UK, Ireland, and the Nordic regions. Arival Activate is where leading luminaries, industry innovators, and businesses like yours come together to steer Northern European in-destination experiences in groundbreaking directions.
- Tap into the latest trends in tours, activities, and attractions affecting your regional market
- Focus on connectivity, distribution and connectivity that will fuel your growth
- Get inspired by insightful sessions on experience design and marketing innovation
- Advance your business through strategic partnerships
- Make new connections via peer-to-peer learning and networking
The event will be held at the Edinburgh International Conference Centre with experiential sessions and activities happening throughout the city of Edinburgh.
At Arival Activate, we don’t just talk trends—we set them. Here, you’re not just a part of the conversation; youhelp shape the future of our industry. Return home with incredible ROI, via the new business generated from the connections you make and new strategies you master.
GET YOUR SUMMERTIME SAVINGS TICKET NOW!
PRICING FROM (Excluding VAT):
Small Operator tickets: £549 £399*
Med/Large Operator tickets: £849 £599*
All Other Companies tickets: £999 £679*
SAVE UP TO £320 as an Insider Pro Access Member
Insider Pro Access members get 20% off and access to On-Demand event recordings, log in before registering
*For Arival Insider Pro Access members, including 20% savings on in-person events, on-demand sessions from in-person events, our 350+ videos, research library, and Arival | Elevate learning sessions. Learn more here
Cancel for any reason up to 60 days prior to the event for a full refund
WHY ATTEND
PROGRAM OVERVIEW
PLENARY SESSIONS
- Exclusive insights on traveler and industry trends from the latest Arival research.
- Inspiring talks and hard-hitting interviews with industry leaders for no-holds-barred discussions on what matters most to your business.
- The latest on tech and AI—with actionable learnings that you can apply to your business immediately.}
- Data and trends on the top inbound markets for the UK, Ireland, and Northern Europe.
BREAKOUT SESSIONS
Explore Sessions – Topics Include:
- Get to know your industry: an introduction to travel & tourism industry structure and distribution
- Introduction to experiences tech
- The essentials of contracting: what to expect when
working with resellers - How to choose (and use) a booking system
- Let’s get direct: essential steps to growing your direct bookings
- Working with OTAs: best practices to grow your bookings
- Getting private right: how to build & run custom experiences profitably
- Tour costing & pricing: fundamentals & best practices
Elevate Sessions – Topics Include:
- Working with OTAs: best practices to grow your bookings for larger and
more established companies - Google Things to do: how to optimize your profile & get more traffic
- The essentials of AI: overview & applications for experiences
- Getting private right: how to build & run custom experiences profitably
- Channel management: strategy & technology
- Pricing strategy: variable & dynamic pricing
- Content distribution
- AI Today: using AI in your experience business
- Beyond OTAs: multi-channel distribution (including hotels, cruise, tour operators,
travel advisors and more) - Direct marketing for experiences:
- Search optimization (SEO) & marketing
- Social, video and influencers
- Website optimization
Experiential Learning Sessions
These sessions will be focused on:
Crafting Unforgettable Visitor Experiences
Explore the art of creating exceptional and engaging visitor experiences that lead to happy customers, glowing recommendations and 5-star reviews. Learn from top Edinburgh-based operators on how to craft memorable experiences that generate word of mouth and keep visitors coming back.
Confirmed Attractions: Camera Obscura and Royal Yacht Britannia
Innovative Experience Design
Discover how top attractions design innovative tours to diversify their offerings and to provide unique experiences that engage and delight a diverse range of guests . This session will showcase creative strategies and approaches to developing unique tour experiences that make a lasting impression and ensure relevance to new audiences when the changing cultural and lifestyle trends mean that the customer always wants something new and different.
Confirmed Attraction: Johnnie Walker Princes Street
How to Design Experiences with a Social Mission
Invisible Cities is not just any tour company, but an award-winning operator on a mission to share the amazing stories of their cities through the eyes and experiences of locals who have experienced homelessness. Join the company founder and visionary Zakia Moulaoui as she walks you through one of their iconic Edinburgh tours and goes behind the scenes of how she designed the tour, works with local partners, develops and supports her guides, and much more. You’ll learn how to think about developing experiences with a social mission and how to approach important yet difficult social topics on a tour.
Confirmed Tour Operator: Invisible Cities
Food & Drink Adventures
This gathering highlights the importance of peer-to-peer learning, allowing you to explore key trends and share best practices that drive success in the culinary tourism industry. Whether the F&B offering is the core part of a product or an add-on, learn how to delight through taste and smell, as well as upselling products and merchandise.
Confirmed Partner: Scotland Food & Drink
Key Differences:
- Global vs. Regional Focus: Valencia is a global event with an international audience; Edinburgh is a regional event focusing on the UK, Ireland, and Nordic regions.
- Event Size: Valencia hosts about 800 attendees, offering broad networking opportunities. Edinburgh’s 400 attendees provide a more intimate, focused environment.
- Content and Sessions: Valencia features global themes, pan European topics and business development with world leaders. Edinburgh provides region-specific insights,hands-on experiential learning and focused networking..
- Location Experience: Valencia offers a coastal escape with warm spring weather experiences; Edinburgh presents historic and iconic attractions and Scottish pubs
Why Attend Both?
Attending both events maximizes your exposure to diverse markets and influential contacts. If budget constraints or regional focus dictate your decision, choose the event aligning with your primary business goals. Join us in Edinburgh for regional insights or Valencia for global perspectives—or attend both to leverage the full potential of Arival’s network.
For service providers like restech or ticketing platforms and distribution companies, attending both events ensures access to attendees from both markets, allowing you to connect with current customers and meet new ones.
Agenda Overview
TESTIMONIALS
HERE'S WHAT PEOPLE ARE SAYING ABOUT ARIVAL EVENTS
“Takes me a bit of time to digest these events. Some great plenary sessions, very informative and educational workshops and breakouts, more importantly the opportunity to meet face to face with key people in the experience sector who are committed to help Scotland be bookable and discoverable. Well done Arival!”
Patrick O’Shaughnessy
Industry Development Manager, VisitScotland
“Another great Arival Berlin, lots of interesting and thought provoking content and great speakers. Much talk about AI, dynamic pricing, innovation and lots more. Plenty to learn and great to catch up with friends and colleagues and meet new contacts.”
Antony Amos
Director of Business Development and Membership, UKInbound
“Arival really delivers -not too big, not too small – just right. Fantastic to hear great insights, hear what’s trending for visitor experiences & get to meet tech vendors / OTA’s/ industry experts / DMO’s face to face! Always great to make new connections & tap in with existing partners & colleagues. Throw in post networking in cultural venues, early morning networking runs & reconnecting with friends made for a busy but really productive two days!”
Brian Nevin
Programme Manager, Digital That Delivers, Fáilte Ireland
GLOBAL PARTNERS
ARIVAL | ACTIVATE EDINBURGH STRATEGIC PARTNERS
Arival has partnered with Visit Scotland and UKInbound and other Destination partners who’s mission to advancing the in-destination industry in their regions corresponds perfectly with Arival’s mission to do the same globally.
Hotels
STAY AT THE RECOMMENDED HOTELS WITH PREFERRED RATES
ROOMS ARE LIMITED AND WILL SELL OUT.
Arival Edinburgh will be held at the Edinburgh International Conference Center (EICC), located in central Edinburgh. Rooms for attendees are being held at preferential rates at the nearby Moxy Fountainbridge and Hampton by Hilton West End, both about 5 blocks away from the centre (under a 10 minute walk). Edinburgh will be bustling with its Christmas Markets and International Rugby matches, so rooms will sell out. Book early to grab your room at one of our hub hotels.
Moxy Fountainbridge
A trendy hotel complete with a great lobby bar, where you’ll find foosball, lounge sofas, local gins and craft beer. The communal space is the perfect spot to continue networking beyond event hours.
Rates are available from 23 to 26 November, based on availability. Reservations must be guaranteed with a major credit card. Cancellations can be made free of charge up to 30 days prior to arrival. After that, reservations are charged in full. Rates include a breakfast buffet, high speed internet, a Moxy Welcome Drink, gym access and VAT.
Rate is £170 per night for single occupancy. There is a £15 supplement for double occupancy.
HAMPTON INN
Edinburgh has a host of smaller hotel properties, so we’ve extended our hotel hub to include the Hampton Inn across the street from the Moxy.
Rates are available from 23 to 26 November, based on availability. Reservations must be guaranteed with a major credit card. Cancellations can be made free of charge up to 14 days prior to arrival. After that, reservations are charged in full. Rates include a breakfast buffet, internet, fitness room access and VAT. Rates fluctuate over the event dates, but when all nights are booked the average is £170 per night ( 23/11 ( £235), 24/11 (£150), 25/11 (£125)). Rates are for single occupancy. There is a £10 supplement for double occupancy.
VOCO HAYMARKET HOTEL
We’ve also secured rooms at the Voco Haymarket, which is an even shorter 5-minute walk to the convention center. It’s a modern boutique hotel with spacious rooms and an inviting lounge on the main floor. Rate is £179 per night, including breakfast. £10 supplement for double room. Individual cancellations until 15 days prior with no penalty.
Register now and book your room BEFORE IT SELLS OUT. Rooms are extremely limited.