- Tours, activities and attractions have become key motivators for travellers
- Travel experiences worth $254 billion in 2019
- Close to one million operators belong to this sector worldwide
- These insights were shared during the ARIVALDubai@ATM forum at ATM 2022 in Dubai
Dubai, United Arab Emirates: The vital role of in-destination experiences was under the spotlight yesterday (Monday 9th May) during the opening session of the ARIVALDubai@ATM forum, which gathers the industry’s brightest minds and leading voices to discuss the essential themes defining tours, activities, attractions and experiences in 2022 and beyond.
In 2019, travel experiences achieved $254 billion in global gross industry sales, making it the third-largest sector in travel and tourism after transportation and accommodation, with almost one million operators around the world. Operators in this sector include organisers of tours, activities, attractions and experiences with over 140 diverse business categories working in the field. Up to 50% have launched their businesses since 2015 and upwards of 70 new startups within tours, activities and attractions have raised $2.6 billion since 2017.
Sharing the latest global research and insights from Arival on the ATM 2022 Travel Tech Stage yesterday, Douglas Quinby, Co-Founder and CEO, Arival, said, “We surveyed travellers about what matters most to them when they are travelling and they prioritised attractions, activities and tours above other factors. Experiences are not just the ‘things to do’ – they are the reasons to go, representing a significant opportunity for the travel and tourism industry.’’
Technology adoption and getting connected is the major focus for the in-destination industry as it moves to a new phase. Quinby added, “Consumers are increasingly booking their travel experiences online – a trend that has accelerated significantly since the pandemic. The sector, therefore, needs to look to technology adoption and working…