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Experience Revolution – Size & Structure of the Global Operator Landscape (2020)

Market Structure, Size & Forecasts for the Global Tours, Activities and Attractions Sector

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Summary

The in-destination industry – tours, activities, attractions, events, and experiences – has been undergoing enormous change. Over the past decade, the digital revolution that has transformed most of travel has now swept through travel’s third-largest sector. Arival’s Experience Revolution: Size & Structure of the Global Operator Landscape provides the most extensive, definitive market sizing and structure for travel’s third-largest sector. Based on a global survey of nearly 7,000 tour, activity, and attraction operators and extensive data collection on nearly one million businesses, this report provides global and regional market sizing by industry segment and sales channel.   This report provides in-depth size and structure of the market, with metrics and analysis by
  • Segment: tours, activities, and attractions
  • Region: Americas, Europe, and Asia Pacific
  • Sales channel: online and offline, direct and indirect
  • Number of business locations and gross bookings

Who Should Buy This Report

This report is designed for the following organizations:
  • Startups seeking to develop strategic plans and raise capital
  • Online travel agencies, distributors, technology, and marketing companies seeking to develop market planning, strategies, and investment priorities
  • Investors and financial firms with an interest in the sector seeking insight into market dynamics along with complete market data
  • Tour, activity, and attraction operators seeking
    • in-depth market sizing and performance benchmarks
    • to raise financing
    • merger or acquisition opportunities

Report Methodology

To measure the size and makeup of the global tours, activities, and attractions sector and project its future growth, Arival used a combination of online surveys, operator interviews, and online data capture.

Arival created an online survey it fielded along with 50 partners between August and December 2019. The survey fielded in seven languages: English, Chinese, French, German, Italian, Japanese, and Spanish. The survey received 6,780 qualified responses from operators worldwide.

A second online survey was fielded to executives of OTAs, technology companies, marketing agencies, and others serving this industry and received 549 qualified responses worldwide.

Arival conducted more than 20 interviews with tour, activity, and attraction operators on sales and distribution trends, marketing and technology strategies, and other topics. Arival also captured online data on nearly a million establishments (tour, activity and attraction operators and resellers).

Table of Figures:

  • Figure 1: Total Locations of Tours, Activities & Attractions by Region, 2019
  • Figure 1a: Total Locations of Tours, Activities & Attractions by Region, 2019, in Detail
  • Figure 1b: Global Share of Locations of Tours, Activities & Attractions by Region, 2019
  • Figure 2: Worldwide Locations by Category, 2019
  • Figure 3: Share of Global Locations & Gross Bookings for Tours, Activities & Attractions, 2019
  • Figure 3a: Global Locations & Gross Bookings for Tours, Activities & Attractions, 2019
  • Figure 4: Global Locations & Gross Bookings by Operator Size, 2019
  • Figure 4a: Detail of Global Locations & Gross Bookings by Operator Size, 2019
  • Figure 5: Share of Locations & Gross Bookings for Tours, Activities & Attractions by Operator Size, 2019
  • Figure 5a: Detail of Locations & Gross Bookings for Tours, Activities & Attractions by Operator Size, 2019
  • Figure 6: Gross Bookings by Region, 2019
  • Figure 7: Global Sales by Channel, 2019Figure 8: Global Gross Bookings by Channel, 2018-19
  • Figure 8: Global Gross Bookings by Channel, 2018-19
  • Figure 9: Online Channel Share of Gross Bookings by Segment & Region, 2019
  • Figure 10: Global Share of Gross Bookings by Channel for Tours, Activities & Attractions, 2019
  • Figure 10a: Global Gross Bookings & Share by Channel for Tours, Activities & Attractions, 2019
  • Figure 11: Global Gross Bookings & Share by Region & Channel, 2019
  • Figure 12: Four Phases to Recovery
  • Figure 13: Industry Forecasts to 2022 in Gross Bookings (US$B)  

 

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Arival Guide to OTAs & Digital Distributors

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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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THE ARIVAL INSIDER PRO ACCESS MEMBERSHIP; YOU GET ALL THIS TO HELP YOU ADVANCE YOUR BUSINESS.

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

Arival.guides
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
ARIVAL CODE OF CONDUCT​
CONFERENCES AND COMMUNITY SPACES​

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].

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