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The Global Attractions Traveler

How travelers choose and book visitor attractions, how these trends have shifted since the pandemic, and what this means for attraction operators and marketers.

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Summary

Report-Attractions-TraveleWe surveyed more than 4,000 travelers across Europe and the U.S. on their behavior, preferences, attitudes and intent for travel experiences, including day tours, activities, attractions, and events. This special report in partnership with leading travel industry research firm Phocuswright covers how travelers choose and book visitor attractions, how these trends have shifted since the pandemic, and what this means for attraction operators and marketers. Why read this report? Attraction operators: get the report to understand key customer trends to drive your product and marketing strategies in 2023.

WHAT’S IN THIS REPORT:

  1. The Attractions Travelers Visit
    • Visitor Attraction Categories
    • The Top Attraction Types Visited
    • Key Shifts in How Travelers Experience Attractions
  2. The Path to Purchase
    • How Travelers Discover Attractions
    • How Travelers Plan & Research
    • The Role of Social Media
    • The Channels Travelers Use to Purchase Tickets and Trends by Attraction Type
    • The Role of Tours & the Self-Guided Opportunity
    • The Booking Window: When Travelers Purchase Tickets

ABOUT THIS STUDY:

This report is part of a larger joint study by Arival and leading travel industry research firm Phocuswright. This study is the most comprehensive look at the global In-Destination Experiences industry ever conducted. The project includes global market sizing with market segmentation, a B2B overview of experience creators around the world and B2C surveys in 7 different markets.

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ACCESS THIS REPORT

The Global Attractions Traveler is included with an Insider Pro Access membership, or available for purchase for $399.

Become an Insider Pro Access member today and get access to all Arival research, plus many other benefits, starting from $179.

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2025 U.S. & European Experiences Traveler Trends
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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

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