Return to Research Combined Shape

The Outlook for Operators: The State of Tours, Activities & Attractions

Exclusive new research from Arival & Phocuswright based on over 3,500 operator surveys provides insights on the state of the tours, attractions and activities industry coming out of the pandemic and moving into 2023.

— or —
Join Now/

Summary

Throughout the pandemic and subsequent stage of recovery, the tours, activities and attractions sector has faced some significant shifts. This report — part of a joint research project between Arival and Phocuswright — is based on a series of Industry Pulse surveys of operators conducted by Arival between October 2021 and September 2022, with over 3500 qualified responses from operators worldwide. The survey was offered in five languages: English, French, German, Italian and Spanish. The report covers the state of tour, activity and attraction operators, including their performance through 2022, their outlook for 2023, the impact of inflation and key channel distribution and marketing trends.

WHAT’S IN THIS REPORT?

  1. Key Terms: Operator Segments
  2. Where We Are Today
    1. Tour & Activity Operator Performance 2022 vs. 2019 by Region
    2. Visitor Attraction Performance 2022 vs. 2019
  3. The Outlook for 2023
    1. Operator Outlook & Sentiment by Region
    2. Rising Costs
    3. Operators Raising Tour, Ticket Prices by Region
  4. The Digital Shift
    1. Tours & Activities Booking Channel 2019-2022
    2. Visitor Attractions Booking Channel 2019-2022
    3. Mobile Share of Direct Online Bookings by Region & Segment, 2022
  5. Marketing Channels & Challenges
    1. Operators Top Market Channels by Use & Impact
    2. Top Marketing Channels
  6. Survey Sample & Methodology

RESEARCH PARTNER

STUDY SPONSORS

Platinum Sponsors:

Gold Sponsors:

STUDY PARTNERS

Arival thanks the following organizations that helped us field these surveys:

ACCESS THIS REPORT

The Outlook for Operators: The State of Tours, Activities & Attractions is available for purchase for $329 or included with an Insider Pro Access membership. 

Become an Insider Pro Access member today and get access to all Arival research, plus many other benefits, starting from $119.

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

Free Arival 360 online event
Free registration for Arival 360 Online events ($300 value)

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
BECOME AN INSIDER TODAY!
LEARN MORE
Why Become an Arival Insider Pro Access Member?

20% discount on Arival In-person events

Access to the Arival Research Library including new research and reports

Free access to all Arival 360 Online events

Over 350+ on-demand videos featuring our industry’s thought leaders and instructional sessions to grow your business.

Free consulting seminar on optimizing Google’s Things to Do

More …

Sign Up
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:

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 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 the event 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] or +1.720.410.9395