The in-destination industry of tours, activities, and attractions is the third-largest and fastest-growing category of travel, and one of the main reasons people take trips in the first place. It’s central to the trip decision, and an economic driver around the globe.

But there’s long been a lack of research on this important sector, as most travel industry studies focus on transportation and accommodation.

We at Arival are changing that by developing critical research and insights on what happens when travelers arrive at their destination. This report delves deeply into the mind of the modern day-tour taker, looking at who they are, what they want, how they find and book, and more.

Use this report to help inform your decisions around building and marketing your tours and experiences.