Escaping the Sidelines: Tours & Activities Get Going

This paper, drawing on key research and insights from Phocuswright's Tours & Activities Come of Age: Global Travel Activities Marketplace 2014-2020 and supported by Arival, explores the state of the tours and activities segment. We shed light on the massive in-destination activities opportunity; reveal key challenges the segment faces; outline how technology is fundamentally reshaping the tours and activities distribution landscape; and explain why, though online bookings clearly represent the future for tours and activities, not all online booking platforms are created equal.