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Global Operator Landscape (4th Ed.): The State of Experiences in Australia & New Zealand

This exclusive research from Arival reveals key insights into what’s next for operators of tours, activities and attractions in Australia & New Zealand

Authors: Anne Failing and Douglas Quinby
Edited by: Janelle Visser & Meredith Rangel


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Summary

Arival’s Global Operator Landscape is the definitive benchmark study of the global tours, activities, and attractions industry — travel’s third-largest and fastest-growing sector.

This exclusive report from the Global Operator Landscape research series shines a spotlight on the state and structure of the in-destination experiences marketplace in Australia and New Zealand. It explores how operators are evolving — from sales and distribution to technology adoption, product development, pricing strategies and business outlook — to meet the challenges and opportunities of a rapidly changing industry.

Research Partners

The Arival Global Operator Landscape study would not be possible without the support from its many partners:

WHY READ THIS REPORT

Understand the structure and dynamics of the operator landscape in Australia and New Zealand across tours, activities, and attractions.

Benchmark your business: assess your sales, distribution, pricing strategy and technology adoption against the broader industry.

Identify key opportunities for growth, innovation, and competitive advantage.

Gain actionable insights into how operators and distributors can better serve the experiences sector.

 

WHAT’S IN THIS REPORT

  1. Study Methodology & Partners
  2. The State & Structure of the Experiences Industry in Australia & New Zealand
    • The Experiences Sector: Core Categories
    • Industry Mix of Operators
    • Operators by Company Size
  3. Operator Outlook:  Performance and Outlook for 2026
    • Operator Bookings: 2025 vs. 2024
    • Operator Sentiment for 2026
  4. Sales & Distribution
    • Sales Channel Changes: Offline vs. Online
    • Bookings by Distribution Channel
    • Distribution Mix across Experience Categories
  5. The Operator Tech Stack:  From Booking
    Systems to AI

    • Booking System Use
    • Tech Operators Use
    • Desired Tech Improvements
    • Operators’ AI Usage
  6. The Road Ahead: Priorities and Pressures for 2026
    • Top Priorities of Operators
    • Operators’ Approach to Pricing
    • Top Challenges for Operators
  7. Implications for Our Industry

Fielding Partners

Thank you to the Fielding Partners who supported this research.

 

The Global Operator Landscape (4th Ed.) Research Series

Arival’s annual survey of the global operator industry is the most comprehensive and in-depth study on travel’s third-largest sector: experiences. Based on a survey of more than 5,000 operators worldwide, the fourth edition of Arival’s Global Operator Landscape research study informs a series of reports on different sub-segments and geographic regions within the tours, activities and attractions sector.

 

ACCESS THIS REPORT

Arival’s Global Operator Landscape (4th Ed.): The State of Experiences in Australia & New Zealand is available at no cost to Insider Free Access members. To access it simply sign up for a Free Access account, or ensure you’re logged in.

Become an Insider Pro Access member today and get access to the full library of Arival research, plus many other benefits such as free consulting sessions, special discounts and 20% off in-person events, starting from $179 per year.

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