Travel, Tourism & Hospitality

Global tourism industry - statistics & facts

What are the leading global tourism destinations, digitalization of the global tourism industry, how important is sustainable tourism, key insights.

Detailed statistics

Total contribution of travel and tourism to GDP worldwide 2019-2033

Number of international tourist arrivals worldwide 1950-2023

Global leisure travel spend 2019-2022

Editor’s Picks Current statistics on this topic

Current statistics on this topic.

Leading global travel markets by travel and tourism contribution to GDP 2019-2022

Travel and tourism employment worldwide 2019-2033

Related topics

Recommended.

  • Hotel industry worldwide
  • Travel agency industry
  • Sustainable tourism worldwide
  • Travel and tourism in the U.S.
  • Travel and tourism in Europe

Recommended statistics

  • Basic Statistic Total contribution of travel and tourism to GDP worldwide 2019-2033
  • Basic Statistic Travel and tourism: share of global GDP 2019-2033
  • Basic Statistic Leading global travel markets by travel and tourism contribution to GDP 2019-2022
  • Basic Statistic Global leisure travel spend 2019-2022
  • Premium Statistic Global business travel spending 2001-2022
  • Premium Statistic Number of international tourist arrivals worldwide 1950-2023
  • Basic Statistic Number of international tourist arrivals worldwide 2005-2023, by region
  • Basic Statistic Travel and tourism employment worldwide 2019-2033

Total contribution of travel and tourism to gross domestic product (GDP) worldwide in 2019 and 2022, with a forecast for 2023 and 2033 (in trillion U.S. dollars)

Travel and tourism: share of global GDP 2019-2033

Share of travel and tourism's total contribution to GDP worldwide in 2019 and 2022, with a forecast for 2023 and 2033

Total contribution of travel and tourism to GDP in leading travel markets worldwide in 2019 and 2022 (in billion U.S. dollars)

Leisure tourism spending worldwide from 2019 to 2022 (in billion U.S. dollars)

Global business travel spending 2001-2022

Expenditure of business tourists worldwide from 2001 to 2022 (in billion U.S. dollars)

Number of international tourist arrivals worldwide from 1950 to 2023 (in millions)

Number of international tourist arrivals worldwide 2005-2023, by region

Number of international tourist arrivals worldwide from 2005 to 2023, by region (in millions)

Number of travel and tourism jobs worldwide from 2019 to 2022, with a forecast for 2023 and 2033 (in millions)

  • Premium Statistic Global hotel and resort industry market size worldwide 2013-2023
  • Premium Statistic Most valuable hotel brands worldwide 2022, by brand value
  • Basic Statistic Leading hotel companies worldwide 2022, by number of properties
  • Premium Statistic Hotel openings worldwide 2021-2024
  • Premium Statistic Hotel room openings worldwide 2021-2024
  • Premium Statistic Countries with the most hotel construction projects in the pipeline worldwide 2022

Global hotel and resort industry market size worldwide 2013-2023

Market size of the hotel and resort industry worldwide from 2013 to 2022, with a forecast for 2023 (in trillion U.S. dollars)

Most valuable hotel brands worldwide 2022, by brand value

Leading hotel brands based on brand value worldwide in 2022 (in billion U.S. dollars)

Leading hotel companies worldwide 2022, by number of properties

Leading hotel companies worldwide as of June 2022, by number of properties

Hotel openings worldwide 2021-2024

Number of hotels opened worldwide from 2021 to 2022, with a forecast for 2023 and 2024

Hotel room openings worldwide 2021-2024

Number of hotel rooms opened worldwide from 2021 to 2022, with a forecast for 2023 and 2024

Countries with the most hotel construction projects in the pipeline worldwide 2022

Countries with the highest number of hotel construction projects in the pipeline worldwide as of Q4 2022

  • Premium Statistic Airports with the most international air passenger traffic worldwide 2022
  • Premium Statistic Market value of selected airlines worldwide 2023
  • Premium Statistic Global passenger rail users forecast 2017-2027
  • Premium Statistic Daily ridership of bus rapid transit systems worldwide by region 2023
  • Premium Statistic Number of users of car rentals worldwide 2019-2028
  • Premium Statistic Number of users in selected countries in the Car Rentals market in 2023
  • Premium Statistic Carbon footprint of international tourism transport worldwide 2005-2030, by type

Airports with the most international air passenger traffic worldwide 2022

Leading airports for international air passenger traffic in 2022 (in million international passengers)

Market value of selected airlines worldwide 2023

Market value of selected airlines worldwide as of May 2023 (in billion U.S. dollars)

Global passenger rail users forecast 2017-2027

Worldwide number of passenger rail users from 2017 to 2022, with a forecast through 2027 (in billion users)

Daily ridership of bus rapid transit systems worldwide by region 2023

Number of daily passengers using bus rapid transit (BRT) systems as of April 2023, by region

Number of users of car rentals worldwide 2019-2028

Number of users of car rentals worldwide from 2019 to 2028 (in millions)

Number of users in selected countries in the Car Rentals market in 2023

Number of users in selected countries in the Car Rentals market in 2023 (in million)

Carbon footprint of international tourism transport worldwide 2005-2030, by type

Transport-related emissions from international tourist arrivals worldwide in 2005 and 2016, with a forecast for 2030, by mode of transport (in million metric tons of carbon dioxide)

Attractions

  • Premium Statistic Market size of museums, historical sites, zoos, and parks worldwide 2022-2027
  • Premium Statistic Leading museums by highest attendance worldwide 2019-2022
  • Basic Statistic Most visited amusement and theme parks worldwide 2019-2022
  • Basic Statistic Monuments on the UNESCO world heritage list 2023, by type
  • Basic Statistic Selected countries with the most Michelin-starred restaurants worldwide 2023

Market size of museums, historical sites, zoos, and parks worldwide 2022-2027

Size of the museums, historical sites, zoos, and parks market worldwide in 2022, with a forecast for 2023 and 2027 (in billion U.S. dollars)

Leading museums by highest attendance worldwide 2019-2022

Most visited museums worldwide from 2019 to 2022 (in millions)

Most visited amusement and theme parks worldwide 2019-2022

Leading amusement and theme parks worldwide from 2019 to 2022, by attendance (in millions)

Monuments on the UNESCO world heritage list 2023, by type

Number of monuments on the UNESCO world heritage list as of September 2023, by type

Selected countries with the most Michelin-starred restaurants worldwide 2023

Number of Michelin-starred restaurants in selected countries and territories worldwide as of July 2023

Online travel market

  • Premium Statistic Online travel market size worldwide 2020-2030
  • Premium Statistic Estimated revenue of leading OTAs worldwide 2022, by device
  • Premium Statistic Most downloaded online travel agency apps worldwide 2022, by aggregated downloads
  • Basic Statistic Leading online travel companies worldwide 2022, by market cap
  • Premium Statistic Leading online travel companies worldwide 2020-2022, by revenue CAGR
  • Premium Statistic Leading online travel companies worldwide 2022-2023, by EV/EBITDA

Online travel market size worldwide 2020-2030

Online travel market size worldwide from 2020 to 2022, with a forecast for 2023 and 2030 (in billion U.S. dollars)

Estimated revenue of leading OTAs worldwide 2022, by device

Estimated desktop vs. mobile revenue of leading online travel agencies (OTAs) worldwide in 2022 (in billion U.S. dollars)

Most downloaded online travel agency apps worldwide 2022, by aggregated downloads

Most downloaded online travel agency apps worldwide in 2022, by aggregated number of downloads (in millions)

Leading online travel companies worldwide 2022, by market cap

Market cap of leading online travel companies worldwide as of December 2022 (in million U.S. dollars)

Leading online travel companies worldwide 2020-2022, by revenue CAGR

Revenue compound annual growth rate (CAGR) of leading online travel companies worldwide from 2020 to 2022

Leading online travel companies worldwide 2022-2023, by EV/EBITDA

Enterprise-value-to-EBITDA (EV/EBITDA) of selected leading online travel companies worldwide in 2022, with a forecast for 2023

Selected trends

  • Premium Statistic Global travelers who believe in the importance of green travel 2022
  • Premium Statistic Sustainable initiatives travelers would adopt worldwide 2022, by region
  • Premium Statistic Airbnb revenue worldwide 2017-2022
  • Premium Statistic Airbnb nights and experiences booked worldwide 2017-2022
  • Premium Statistic Technologies global hotels plan to implement in the next three years 2022
  • Premium Statistic Hotel technologies global consumers think would improve their future stay 2022

Global travelers who believe in the importance of green travel 2022

Share of travelers that believe sustainable travel is important worldwide in 2022

Sustainable initiatives travelers would adopt worldwide 2022, by region

Main sustainable initiatives travelers are willing to adopt worldwide in 2022, by region

Airbnb revenue worldwide 2017-2022

Revenue of Airbnb worldwide from 2017 to 2022 (in billion U.S. dollars)

Airbnb nights and experiences booked worldwide 2017-2022

Nights and experiences booked with Airbnb from 2017 to 2022 (in millions)

Technologies global hotels plan to implement in the next three years 2022

Technologies hotels are most likely to implement in the next three years worldwide as of 2022

Hotel technologies global consumers think would improve their future stay 2022

Must-have hotel technologies to create a more amazing stay in the future among travelers worldwide as of 2022

  • Premium Statistic Travel and tourism revenue worldwide 2019-2028, by segment
  • Premium Statistic Distribution of sales channels in the travel and tourism market worldwide 2017-2027
  • Premium Statistic Inbound tourism visitor growth worldwide 2020-2024, by region
  • Premium Statistic Outbound tourism visitor growth worldwide 2020-2024, by region

Travel and tourism revenue worldwide 2019-2028, by segment

Revenue of the global travel and tourism market from 2019 to 2028, by segment (in billion U.S. dollars)

Distribution of sales channels in the travel and tourism market worldwide 2017-2027

Revenue share of sales channels of the travel and tourism market worldwide from 2017 to 2027

Inbound tourism visitor growth worldwide 2020-2024, by region

Inbound tourism visitor growth worldwide in 2020, with a forecast until 2024, by region

Outbound tourism visitor growth worldwide 2020-2024, by region

Outbound tourism visitor growth worldwide in 2020, with a forecast until 2024, by region

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Global Market Size of Travel and Tourism (2017-2021, $ Billion) Share Share on Twitter Share on LinkedIn Industry: Travel services Current: Market Sizing & Shares The market size of the travel and tourism sector globally reached a value of $631 billion in 2021 The travel and tourism market globally grew by 43% in 2021 as the sector witnessed a recovery in the demand Key travel destinations among travelers globally include Machu Picchu, Galapagos Islands, Cusco City, Dubai, Thailand, Vietnam, Hong Kong, France, Italy, Istanbul, and Easter Island !function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r Global Market Size of Travel and Tourism: Industry Overview

Travel and Tourism is one of the key sectors that play a pivotal role in any Country’s Economy and make a significant contribution to the country’s GDP. This growth in travel and tourism activities globally has led to the rise of travel intermediaries and forms an important part of selling travel products to customers.

The market size of the travel and tourism sector globally reached a value of $631 billion in 2021. In recent years, the rise in the number of online travel intermediaries was aided by the growth in the number of internet users along with the demand for convenience among travelers further supported the rise in the market for online travel Intermediaries.

The travel and tourism market globally grew by 43% in 2021 as the sector witnessed a recovery in the demand after easing the restrictions which were placed on account of the Outbreak of the pandemic COVID-19 and online travel intermediaries’ sharp rise in travel products as the consumers planned their travel activities after the gap of close to two years.

Meanwhile, the growth which the travel and tourism sector was going to see was reversed as the Outbreak of the COVID-19 pandemic completely devastated the industry in 2020. During the year 2020, the market value of travel and tourism globally saw a de-growth of a whopping 62%, and the sectors allied with the industry were severely impacted.

Key travel destinations among travelers globally include Machu Picchu, Galapagos Islands, Cusco City, Dubai, Thailand, Vietnam, Hong Kong, France, Italy, Istanbul, and Easter Island.

The travel and tourism market across global grew at a compound annual growth rate of negative 13% during the period 2017-2021. The global travel industry along with its allied sectors saw a slump in market value with the pandemic in 2020. Prior, to 2020, the industry was also witnessing slow growth due to low economic growth.

The major companies that have a strong presence in the travel and tourism global market include BCD Travel, Expedia , and Booking.com.

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Tours and Activities Reservations: Global Strategic Business Report- Product Image

Tours and Activities Reservations: Global Strategic Business Report

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  • February 2024
  • Region: Global
  • Global Industry Analysts, Inc
  • ID: 5310766
  • Description

Table of Contents

Companies mentioned, related topics, related reports.

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Global Tours and Activities Reservations Market to Reach $264.4 Billion by 2030

The u.s. market is estimated at $42.3 billion, while china is forecast to grow at 11.2% cagr, select competitors (total 12 featured) -.

  • AbodeBooking
  • Adventure Office
  • Arctic Refrigerations
  • Booking Boss Pty Ltd
  • BookingBuddy

What's New?

  • Special coverage on Russia-Ukraine war; global inflation; easing of zero-Covid policy in China and its `bumpy` reopening; supply chain disruptions, global trade tensions; and risk of recession.
  • Global competitiveness and key competitor percentage market shares
  • Market presence across multiple geographies - Strong/Active/Niche/Trivial
  • Online interactive peer-to-peer collaborative bespoke updates
  • Access to digital archives and the publisher's Research Platform
  • Complimentary updates for one year

What is the estimated value of the Global Market for Tours and Activities Reservations?

What is the growth rate of the global market for tours and activities reservations, what is the forecasted size of the global market for tours and activities reservations, who are the key companies in the global market for tours and activities reservations.

  • Influencer Market Insights
  • World Market Trajectories
  • Impact of Covid-19 and a Looming Global Recession
  • Tours and Activities Reservations - Global Key Competitors Percentage Market Share in 2022 (E)
  • Competitive Market Presence - Strong/Active/Niche/Trivial for Players Worldwide in 2022 (E)
  • Table 1: World Tours and Activities Reservations Market Analysis of Annual Sales in US$ Million for Years 2014 through 2030
  • Table 2: World Recent Past, Current & Future Analysis for Tours and Activities Reservations by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Sales in US$ Million for Years 2022 through 2030 and % CAGR
  • Table 3: World Historic Review for Tours and Activities Reservations by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • Table 4: World 16-Year Perspective for Tours and Activities Reservations by Geographic Region - Percentage Breakdown of Value Sales for USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets for Years 2014, 2023 & 2030
  • UNITED STATES
  • Tours and Activities Reservations Market Presence - Strong/Active/Niche/Trivial - Key Competitors in the United States for 2023 (E)
  • Table 5: USA Recent Past, Current & Future Analysis for Tours and Activities Reservations by Segment - Tours and Activities Reservations - Independent Analysis of Annual Sales in US$ Million for the Years 2022 through 2030 and % CAGR
  • Table 6: USA Historic Review for Tours and Activities Reservations by Segment - Tours and Activities Reservations Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • Table 7: Canada Recent Past, Current & Future Analysis for Tours and Activities Reservations by Segment - Tours and Activities Reservations - Independent Analysis of Annual Sales in US$ Million for the Years 2022 through 2030 and % CAGR
  • Table 8: Canada Historic Review for Tours and Activities Reservations by Segment - Tours and Activities Reservations Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • Tours and Activities Reservations Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Japan for 2023 (E)
  • Table 9: Japan Recent Past, Current & Future Analysis for Tours and Activities Reservations by Segment - Tours and Activities Reservations - Independent Analysis of Annual Sales in US$ Million for the Years 2022 through 2030 and % CAGR
  • Table 10: Japan Historic Review for Tours and Activities Reservations by Segment - Tours and Activities Reservations Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • Tours and Activities Reservations Market Presence - Strong/Active/Niche/Trivial - Key Competitors in China for 2023 (E)
  • Table 11: China Recent Past, Current & Future Analysis for Tours and Activities Reservations by Segment - Tours and Activities Reservations - Independent Analysis of Annual Sales in US$ Million for the Years 2022 through 2030 and % CAGR
  • Table 12: China Historic Review for Tours and Activities Reservations by Segment - Tours and Activities Reservations Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • Tours and Activities Reservations Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Europe for 2023 (E)
  • Table 13: Europe Recent Past, Current & Future Analysis for Tours and Activities Reservations by Geographic Region - France, Germany, Italy, UK, Spain, Russia and Rest of Europe Markets - Independent Analysis of Annual Sales in US$ Million for Years 2022 through 2030 and % CAGR
  • Table 14: Europe Historic Review for Tours and Activities Reservations by Geographic Region - France, Germany, Italy, UK, Spain, Russia and Rest of Europe Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • Table 15: Europe 16-Year Perspective for Tours and Activities Reservations by Geographic Region - Percentage Breakdown of Value Sales for France, Germany, Italy, UK, Spain, Russia and Rest of Europe Markets for Years 2014, 2023 & 2030
  • Tours and Activities Reservations Market Presence - Strong/Active/Niche/Trivial - Key Competitors in France for 2023 (E)
  • Table 16: France Recent Past, Current & Future Analysis for Tours and Activities Reservations by Segment - Tours and Activities Reservations - Independent Analysis of Annual Sales in US$ Million for the Years 2022 through 2030 and % CAGR
  • Table 17: France Historic Review for Tours and Activities Reservations by Segment - Tours and Activities Reservations Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • Tours and Activities Reservations Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Germany for 2023 (E)
  • Table 18: Germany Recent Past, Current & Future Analysis for Tours and Activities Reservations by Segment - Tours and Activities Reservations - Independent Analysis of Annual Sales in US$ Million for the Years 2022 through 2030 and % CAGR
  • Table 19: Germany Historic Review for Tours and Activities Reservations by Segment - Tours and Activities Reservations Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • Table 20: Italy Recent Past, Current & Future Analysis for Tours and Activities Reservations by Segment - Tours and Activities Reservations - Independent Analysis of Annual Sales in US$ Million for the Years 2022 through 2030 and % CAGR
  • Table 21: Italy Historic Review for Tours and Activities Reservations by Segment - Tours and Activities Reservations Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • UNITED KINGDOM
  • Tours and Activities Reservations Market Presence - Strong/Active/Niche/Trivial - Key Competitors in the United Kingdom for 2023 (E)
  • Table 22: UK Recent Past, Current & Future Analysis for Tours and Activities Reservations by Segment - Tours and Activities Reservations - Independent Analysis of Annual Sales in US$ Million for the Years 2022 through 2030 and % CAGR
  • Table 23: UK Historic Review for Tours and Activities Reservations by Segment - Tours and Activities Reservations Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • Table 24: Spain Recent Past, Current & Future Analysis for Tours and Activities Reservations by Segment - Tours and Activities Reservations - Independent Analysis of Annual Sales in US$ Million for the Years 2022 through 2030 and % CAGR
  • Table 25: Spain Historic Review for Tours and Activities Reservations by Segment - Tours and Activities Reservations Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • Table 26: Russia Recent Past, Current & Future Analysis for Tours and Activities Reservations by Segment - Tours and Activities Reservations - Independent Analysis of Annual Sales in US$ Million for the Years 2022 through 2030 and % CAGR
  • Table 27: Russia Historic Review for Tours and Activities Reservations by Segment - Tours and Activities Reservations Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • REST OF EUROPE
  • Table 28: Rest of Europe Recent Past, Current & Future Analysis for Tours and Activities Reservations by Segment - Tours and Activities Reservations - Independent Analysis of Annual Sales in US$ Million for the Years 2022 through 2030 and % CAGR
  • Table 29: Rest of Europe Historic Review for Tours and Activities Reservations by Segment - Tours and Activities Reservations Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • ASIA-PACIFIC
  • Tours and Activities Reservations Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Asia-Pacific for 2023 (E)
  • Table 30: Asia-Pacific Recent Past, Current & Future Analysis for Tours and Activities Reservations by Geographic Region - Australia, India, South Korea and Rest of Asia-Pacific Markets - Independent Analysis of Annual Sales in US$ Million for Years 2022 through 2030 and % CAGR
  • Table 31: Asia-Pacific Historic Review for Tours and Activities Reservations by Geographic Region - Australia, India, South Korea and Rest of Asia-Pacific Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • Table 32: Asia-Pacific 16-Year Perspective for Tours and Activities Reservations by Geographic Region - Percentage Breakdown of Value Sales for Australia, India, South Korea and Rest of Asia-Pacific Markets for Years 2014, 2023 & 2030
  • Tours and Activities Reservations Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Australia for 2023 (E)
  • Table 33: Australia Recent Past, Current & Future Analysis for Tours and Activities Reservations by Segment - Tours and Activities Reservations - Independent Analysis of Annual Sales in US$ Million for the Years 2022 through 2030 and % CAGR
  • Table 34: Australia Historic Review for Tours and Activities Reservations by Segment - Tours and Activities Reservations Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • Tours and Activities Reservations Market Presence - Strong/Active/Niche/Trivial - Key Competitors in India for 2023 (E)
  • Table 35: India Recent Past, Current & Future Analysis for Tours and Activities Reservations by Segment - Tours and Activities Reservations - Independent Analysis of Annual Sales in US$ Million for the Years 2022 through 2030 and % CAGR
  • Table 36: India Historic Review for Tours and Activities Reservations by Segment - Tours and Activities Reservations Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • SOUTH KOREA
  • Table 37: South Korea Recent Past, Current & Future Analysis for Tours and Activities Reservations by Segment - Tours and Activities Reservations - Independent Analysis of Annual Sales in US$ Million for the Years 2022 through 2030 and % CAGR
  • Table 38: South Korea Historic Review for Tours and Activities Reservations by Segment - Tours and Activities Reservations Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • REST OF ASIA-PACIFIC
  • Table 39: Rest of Asia-Pacific Recent Past, Current & Future Analysis for Tours and Activities Reservations by Segment - Tours and Activities Reservations - Independent Analysis of Annual Sales in US$ Million for the Years 2022 through 2030 and % CAGR
  • Table 40: Rest of Asia-Pacific Historic Review for Tours and Activities Reservations by Segment - Tours and Activities Reservations Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • LATIN AMERICA
  • Tours and Activities Reservations Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Latin America for 2023 (E)
  • Table 41: Latin America Recent Past, Current & Future Analysis for Tours and Activities Reservations by Geographic Region - Argentina, Brazil, Mexico and Rest of Latin America Markets - Independent Analysis of Annual Sales in US$ Million for Years 2022 through 2030 and % CAGR
  • Table 42: Latin America Historic Review for Tours and Activities Reservations by Geographic Region - Argentina, Brazil, Mexico and Rest of Latin America Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • Table 43: Latin America 16-Year Perspective for Tours and Activities Reservations by Geographic Region - Percentage Breakdown of Value Sales for Argentina, Brazil, Mexico and Rest of Latin America Markets for Years 2014, 2023 & 2030
  • Table 44: Argentina Recent Past, Current & Future Analysis for Tours and Activities Reservations by Segment - Tours and Activities Reservations - Independent Analysis of Annual Sales in US$ Million for the Years 2022 through 2030 and % CAGR
  • Table 45: Argentina Historic Review for Tours and Activities Reservations by Segment - Tours and Activities Reservations Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • Table 46: Brazil Recent Past, Current & Future Analysis for Tours and Activities Reservations by Segment - Tours and Activities Reservations - Independent Analysis of Annual Sales in US$ Million for the Years 2022 through 2030 and % CAGR
  • Table 47: Brazil Historic Review for Tours and Activities Reservations by Segment - Tours and Activities Reservations Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • Table 48: Mexico Recent Past, Current & Future Analysis for Tours and Activities Reservations by Segment - Tours and Activities Reservations - Independent Analysis of Annual Sales in US$ Million for the Years 2022 through 2030 and % CAGR
  • Table 49: Mexico Historic Review for Tours and Activities Reservations by Segment - Tours and Activities Reservations Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • REST OF LATIN AMERICA
  • Table 50: Rest of Latin America Recent Past, Current & Future Analysis for Tours and Activities Reservations by Segment - Tours and Activities Reservations - Independent Analysis of Annual Sales in US$ Million for the Years 2022 through 2030 and % CAGR
  • Table 51: Rest of Latin America Historic Review for Tours and Activities Reservations by Segment - Tours and Activities Reservations Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • MIDDLE EAST
  • Tours and Activities Reservations Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Middle East for 2023 (E)
  • Table 52: Middle East Recent Past, Current & Future Analysis for Tours and Activities Reservations by Geographic Region - Iran, Israel, Saudi Arabia, UAE and Rest of Middle East Markets - Independent Analysis of Annual Sales in US$ Million for Years 2022 through 2030 and % CAGR
  • Table 53: Middle East Historic Review for Tours and Activities Reservations by Geographic Region - Iran, Israel, Saudi Arabia, UAE and Rest of Middle East Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • Table 54: Middle East 16-Year Perspective for Tours and Activities Reservations by Geographic Region - Percentage Breakdown of Value Sales for Iran, Israel, Saudi Arabia, UAE and Rest of Middle East Markets for Years 2014, 2023 & 2030
  • Table 55: Iran Recent Past, Current & Future Analysis for Tours and Activities Reservations by Segment - Tours and Activities Reservations - Independent Analysis of Annual Sales in US$ Million for the Years 2022 through 2030 and % CAGR
  • Table 56: Iran Historic Review for Tours and Activities Reservations by Segment - Tours and Activities Reservations Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • Table 57: Israel Recent Past, Current & Future Analysis for Tours and Activities Reservations by Segment - Tours and Activities Reservations - Independent Analysis of Annual Sales in US$ Million for the Years 2022 through 2030 and % CAGR
  • Table 58: Israel Historic Review for Tours and Activities Reservations by Segment - Tours and Activities Reservations Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • SAUDI ARABIA
  • Table 59: Saudi Arabia Recent Past, Current & Future Analysis for Tours and Activities Reservations by Segment - Tours and Activities Reservations - Independent Analysis of Annual Sales in US$ Million for the Years 2022 through 2030 and % CAGR
  • Table 60: Saudi Arabia Historic Review for Tours and Activities Reservations by Segment - Tours and Activities Reservations Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • UNITED ARAB EMIRATES
  • Table 61: UAE Recent Past, Current & Future Analysis for Tours and Activities Reservations by Segment - Tours and Activities Reservations - Independent Analysis of Annual Sales in US$ Million for the Years 2022 through 2030 and % CAGR
  • Table 62: UAE Historic Review for Tours and Activities Reservations by Segment - Tours and Activities Reservations Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • REST OF MIDDLE EAST
  • Table 63: Rest of Middle East Recent Past, Current & Future Analysis for Tours and Activities Reservations by Segment - Tours and Activities Reservations - Independent Analysis of Annual Sales in US$ Million for the Years 2022 through 2030 and % CAGR
  • Table 64: Rest of Middle East Historic Review for Tours and Activities Reservations by Segment - Tours and Activities Reservations Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR
  • Tours and Activities Reservations Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Africa for 2023 (E)
  • Table 65: Africa Recent Past, Current & Future Analysis for Tours and Activities Reservations by Segment - Tours and Activities Reservations - Independent Analysis of Annual Sales in US$ Million for the Years 2022 through 2030 and % CAGR
  • Table 66: Africa Historic Review for Tours and Activities Reservations by Segment - Tours and Activities Reservations Markets - Independent Analysis of Annual Sales in US$ Million for Years 2014 through 2021 and % CAGR

A selection of companies mentioned in this report includes:

  • Travel And Tourism

Global Tours & Activities Reservations Market by Destination (Domestic, International), Size (Couple, Group, Solo), Booking Mode, End-User - Forecast 2024-2030 - Product Image

Global Tours & Activities Reservations Market by Destination (Domestic, International), Size (Couple, Group, Solo), Booking Mode, End-User - Forecast 2024-2030

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2023 Vehicle Rental Reservation Service Global Market Size & Growth Report with COVID-19 & Recession Risk Impact - Product Image

2023 Vehicle Rental Reservation Service Global Market Size & Growth Report with COVID-19 & Recession Risk Impact

2023 Cruises Reservation Service Global Market Size & Growth Report with COVID-19 & Recession Risk Impact - Product Image

2023 Cruises Reservation Service Global Market Size & Growth Report with COVID-19 & Recession Risk Impact

Central Reservation System Global Market Insights 2023, Analysis and Forecast to 2028, by Market Participants, Regions, Technology, Application, Product Type - Product Image

Central Reservation System Global Market Insights 2023, Analysis and Forecast to 2028, by Market Participants, Regions, Technology, Application, Product Type

  • August 2023

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Global Travel Agency Services - Industry Market Research Report

  • September 2023

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Amid the COVID-19 crisis, the global market for Tours and Activities Reservations estimated at US$158.5 Trillion in the year 2020, is projected to reach a revised size of US$266.7 Trillion by 2027, growing at a CAGR of 7.7% over the period 2020-2027.

The U.S. Market is Estimated at $42.8 Trillion, While China is Forecast to Grow at 11.7% CAGR

The Tours and Activities Reservations market in the U.S. is estimated at US$42.8 Trillion in the year 2020. China, the world`s second largest economy, is forecast to reach a projected market size of US$59.9 Trillion by the year 2027 trailing a CAGR of 11.7% over the analysis period 2020 to 2027.

Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at 4.2% and 6.9% respectively over the 2020-2027 period. Within Europe, Germany is forecast to grow at approximately 5% CAGR.

Select Competitors (Total 10 Featured):

  • AbodeBooking
  • Adventure Office
  • AdventureRes
  • Apptha Anybooking
  • Arctic Reservations
  • aRes Travel
  • AttractionSuite
  • Booking Boss
  • BookingBuddy
  • Galileo CRS by Travelport
  • GetYourGuide
  • GolfNow Reservations
  • Hold the Spot
  • IBS Tour Partner
  • ITS-RezExchange
  • Minhas Inscricoes
  • Mr Manifest
  • Navitaire New Skies Reservation System
  • OfiReservas
  • Sabre Airline Solutions
  • Starboard Suite
  • The Flybook
  • Tour Manager
  • Welcome Anywhere
  • Yapta FareIQ
  • ZOZI Advance

Key Topics Covered:

I. METHODOLOGY

II. EXECUTIVE SUMMARY

1. MARKET OVERVIEW

  • Influencer Market Insights
  • World Market Trajectories
  • Impact of COVID-19 and a Looming Global Recession

2. FOCUS ON SELECT PLAYERS

3. MARKET TRENDS & DRIVERS

4. GLOBAL MARKET PERSPECTIVE

III. MARKET ANALYSIS

IV. COMPETITION

  • Total Companies Profiled: 10

For more information about this report visit https://www.researchandmarkets.com/r/xt523a

global market for tours and activities

ResearchAndMarkets.com Laura Wood, Senior Press Manager [email protected] For E.S.T Office Hours Call 1-917-300-0470 For U.S./CAN Toll Free Call 1-800-526-8630 For GMT Office Hours Call +353-1-416-8900

global market for tours and activities

Global travel & tourism statistics 2023

travel and tourism statistics

By Kevin Tjoe — 12 Oct 2022

studies   travel statistics

Updated July 2023 – With the global travel restrictions finally beginning to ease, 2022 has been a reset for the travel and tourism industry. Countries around the world have started to welcome tourists back onto their shores and have started to embrace the return of tourism in their countries. However, with the positive outlook for 2023 and beyond, people’s perceptions and travel habits have seen a shift.

In today’s article, we’ve identified the 9 most prominent travel and tourism trends of 2023. These statistics will provide tour and activity operators with valuable insight to adapt their business to the latest trends.

The tourism and travel statistics below were gathered from a survey conducted by Rezdy.

2023 travel and tourism trends

1. generational trends.

There are always going to be differences in the interests and ways various age brackets travel. Find out what each generational demographic prioritizes during their most recent/upcoming trips.

Trends in tourism

  • Travelers aged 18-34 are the most likely to go big on their next trip (80% compared to 56% of travelers over 50) ( Expedia )
  • Generation X travel behavior shows that travelers over 40 are more likely to travel with a significant other or multiple generations of family. Travelers under 40 are more likely to travel with a group of friends or solo ( Evolve )
  • About 40% of Millennials pick holiday destinations based on how Instagrammable the pics will be. ( passport-photo.online )
  • 45% Gen Zers trust influencers’ travel recommendations. ( passport-photo.online )
  • 6 in 10 Gen Zs (56%) and Millennials (61%) are “influenced by the quality of the culinary scene when choosing where to stay in a destination. ( Travelmarketreport )
  • 38% of Millennials indicate celebrities and digital content creators have a great deal of influence on their travel decisions ( Travelmarketreport )
  • 57% of Millennials “have made a travel purchase based at least partially on a post by a celebrity or influencer ( Travelmarketreport )

2. The top global destinations for every traveler

There are so many different types of travelers. Some prefer venturing to famous cities, while others may prefer natural destinations. Here are the top 3 destinations for every type of traveler.

travel and tourism statistics

Top 3 global trending destinations in 2022 :

  • 1. Majorca, Balearic Islands
  • 2. Cairo, Egypt
  • 3. Rhodes, Dodecanese

( Tripadvisor )

The top 3 destinations for big-city lovers are : 

  • 1. Dubai, United Arab Emirates
  • 2. London, UK and
  • 3. Rome, Italy.
  • The top US destination for big city lovers is Las Vegas, Nevada

( TripAdvisor )

The top 3 destinations for food lovers :

  • 1. Rome, Italy
  • 2. London, United Kingdom
  • 3. Paris, France

The top 3 destinations for sun seekers because of pristine beaches and clear waters are :

  • 1. Cancun, Mexico
  • 2. Bali, Indonesia
  • 3. Crete, Greece
  • The top US destination for sun seekers is Oahu, Hawaii

The top 3 destinations for skiers are :

  • 1. Zermatt, Switzerland
  • 2. Jackson, Wyoming
  • 3. Banff, Alberta

The top 3 destinations for outdoor seekers :

  • 1. Arenal Volcano National Park, Costa Rica
  • 2. Jim Corbett National Park, India
  • 3. Serengeti National Park, Tanzania

3. Changes to the way people book

With the uncertainties that many travelers experienced during the pandemic, the way people use technology in the travel industry to research and book their experiences in 2022 has seen a slight change. Find out what they are.

features of an online booking system

  • 59% of travelers are booking trips 2-5 months in advance, compared to less than 2 months in advance in 2020 and 2021 ( Evolve )
  • 62% of travelers plan on taking 3 or more trips in 2023 ( Evolve )
  • The percentage of shoppers that abandon their travel purchase is 85% for desktop users and 91% for those buying on a mobile device ( SalesCycle ).
  • 72% of mobile bookings happen in the 48 hours following Google searches that include the words ‘tonight’ and ‘today’ ( StratosJets )
  • In 2022, 64% of those booking online make online purchases on desktop and 44% make them on a mobile device. This shows a shift from 2021, when 59% of bookings were done on desktop and 41% on a mobile device ( SalesCycle )
  • 70% of all travelers do their research on a mobile device ( StratosJets )
  • Travelers visit 38 sites on average to finalize and book their travel plans ( Skift )
  • 45% of travelers prefer booking a trip from start to finish from a single website that presents options for flights, accommodations, car rentals, and extras ( Travelport )
  • Of travelers with 2022 travel plans, 47% say they won’t consider canceling until much closer to their trip dates and 32% plan to travel no matter what happens ( Evolve ) 
  • 66% is the revenue share of online sales in the global travel and tourism market ( Statista )

4. What type of tours and activities are people booking?

After 2 years of not being able to travel and experience new adventures, travelers are sharing the types of activities they’re excited to try during their next trip. This has resulted in a noticeable shift in this year’s travel trends when compared to the travel statistics of 2021 .

top travel trends

  • 11% of travelers are willing to try daring or high-adrenaline activities ( Expedia )
  • 24% of travelers are looking for an unforgettable night out ( Expedia )
  • 21% of travelers are most excited to try experiences they would usually never do, like: sleeping under the stars (19%), traveling alone (17%), skinny-dipping (11%), or having a vacation romance (10%) ( Expedia )
  • 61% of travelers are most interested in outdoor activities (like hiking, biking, and kayaking) and wellness/relaxation experiences ( Evolve )
  • About 20% of travelers worldwide plan to take more guided cultural activities than they did in 2019 ( Trip Advisor ). According to recent food tourism statistics , this fact also applies to cultural dining experiences.
  • Water sports experiences have seen +311% growth between 2019 & 2022 ( Viator )
  • Cruise, sailing & water tours experiences have seen +122% growth between 2019 & 2022 ( Viator )
  • 73% of people looking forward to trips ‘outside their comfort zone’ that push them to their limits, there will be an influx of niche experiences ( Hospitaliy-on )
  • 93% travellers are willing to cut back on some aspects to save money on a trip, – such as gifts or souvenirs (65%), eating out (41%), transportation (36%), or accommodations (33%) – the majority (71%) are not willing to cut back on their activities and experiences. ( PRnewswire )
  • 95% prefer to spend at least part of their trip on new and unique experiences ( PRnewswire )
  • 68% of respondents said they’re prepared to “go big” on their next trip. ( Invoca )
  • Travelers who book tours and activities on their phones spend 50% more than those who book elsewhere ( Explodingtopics )

5. The latest industry trajectory

The industry is officially on track on the road to recovery. The President of Viator, Ben Drew recently shared at Arival 360 in Las Vegas, that all regions (excluding APAC) have reported that more operators are doing better than pre-pandemic levels. Discover the latest industry trajectory.

  • 58% of tourism professionals predict a travel rebound in 2022 (mostly in the third quarter) and 42% predict the rebound won’t happen until 2023 ( UNWTO )
  • 64% of tourism experts predict international arrivals will return to pre-pandemic levels in 2024 or later ( UNWTO )
  • 27% of travelers aim to spend more time at their destination in order to fully experience all it has to offer ( Expedia )
  • 78% of travelers are now confident in international travel. While New Zealand remains firmly in the top spot for intent, the impact of that confidence is shifting intent from our neighbouring destinations toward long-haul destinations, with Europe and the US moving up the rankings. ( Mediaweek )
  • Short-term international travel is rising quickly, with one to two weeks now the most popular length of time to travel for those planning on heading overseas. ( Mediaweek )
  • The lowest price is back on the agenda, but peace of mind still trumps it for now with over 50% of travelers willing to pay more to ensure a safe and fun trip. ( Mediaweek )
  • 32% say they’d rather take a vacation somewhere they’ve been before. ( GWI )
  • 39% of them have already planned and booked a holiday to the destination inspired by where their favorite TV series or movie was filmed ( Rate Hawk )
  • Travelers who book tours and activities on their phone spend 50% more than those who book elsewhere ( Arival )
  • More than 50% of travelers say they would extend their business trip to enjoy personal time at their destination ( Explodingtopics )

6. Bigger opportunities for distributions

Distribution shaping the tourism industry

We all know that broadening your distribution channels is one way to increase your booking levels. And in 2022, has been a great year for operators who are strategizing to expand their reach. Find out how the travel industry is performing in the distribution sector.

  • In US & Europe,  OTAs accounted for 32% of tour sales in 2022 (compared to 2019) and it is growing at a faster rate compared to other channels. ( Arival )
  • The online travel industry generated revenue worth more than $800 billion in 2021. The travel industry is projected to grow at a compound annual growth rate (CAGR) of 10.58% between 2021 and 2027 – when it’s expected to hit $1463.98 billion ( GBTA )
  • The online travel market size worldwide reached the $433.2 billion mark in 2021, and it’s expected to reach $690.71 billion by 2026 ( Statista )

Interested in broadening your distribution channels? Sign up to Rezdy Channel Manager today.

7. Technology shapes the future of travel and tourism

In the modern world we live in, technology has become a major part of our day-to-day lives. Find out how technology is shaping the experiences industry.

  • Global mobile users grew to 5.34 billion by the start of Q3 2022, with smartphones accounting for almost 4 in 5 of the mobile handsets in use today. ( Datareportal )
  • Internet users have increased by 3.7% over the past 12 months, year-on-year growth of 178 million new users has pushed global internet penetration up to 63.1%. ( Datareportal )
  • The global social media user base has increased by more than 5% over the past 12 months, with the latest global total now equivalent to 59% of the world’s total population. ( Datareportal )
  • Mobile phones now account for 55.5% of the time we spend using the internet, up from 52% this time last year. ( Datareportal )
  • 40% of the world’s travellers say they will turn to virtual reality next year to choose their holidays ( Hospitaliy-on )
  • 35% say they will embark on a multi-day travel experience in Virtual or Augmented Reality ( Hospitaliy-on )
  • 46% of travellers are more likely to travel to destinations they would not have previously considered after experiencing them virtually ( Hospitaliy-on )
  • Travel tech adoption accelerates. Searches for “chatbot” have increased by 933% over the last 10 years. (see below graph) ( Explodingtopics )

global market for tours and activities

8. The power of social media

With Millennials and Gen Z sitting at the top of the list as the highest-spending travelers, it’s important to understand the platforms they use during their decision-making process.

Social media has taken the world by storm and is widely used as a platform by millennials and Gen Z for travel insights and inspiration. 

social media shaping the travel and tourism statistics

  • Roughly 52% of travelers decided to visit a specific destination after seeing its image/video from friends, family, or peers on social media. ( passport-photo.online )
  • Every week, 1M+ travel-related hashtags are searched on Instagram. ( passport-photo.online )
  • 69% of the worldwide population uses social media platforms for travel-related needs. ( passport-photo.online )
  • Over 37% use social media specifically for travel inspiration. The most popular vacation inspiration sites are: Instagram (67%), Facebook (29%), TripAdvisor (14%) ( passport-photo.online )
  • One in five travelers use social media to research: destination (27%), hotel (23%), vacation activities (22%), attractions (21%) & restaurants (17%) ( passport-photo.online )
  • Online video consumption has increased from 1hr to 4hrs per day since April ‘2020…with 75% expecting to maintain that (Michelle Martin, Meta – Arival 360 Las Vegas)
  • US travelers using their brand for travel: 76% Insta & 73% FB (Michelle Martin, Meta – Arival 360 Las Vegas)

9. The rise in sustainable travel

Travelers nowadays are becoming more conscious and aware of the impacts their trips may have on the environment. In 2023, there was a larger push for more sustainable travel options and activities. Find out what sustainable travelers are looking for.

Tourism statistics

  • 83% of travelers are experiencing travel guilt about their past trips they now worry may not have been sustainable   ( passport-photo.online )
  • 67% of travelers claim they’ve purchased carbon offsets at least once when booking plane, bus, or train tickets in the past two years ( passport-photo.online )
  • 89% of travelers claim they’ll travel more sustainably in the next 24 months. ( passport-photo.online )
  • 81% of travelers confirm that sustainable travel is important to them, with 50% saying that recent news about climate change has influenced them to make more sustainable travel choices ( booking.com )
  • 59% of travelers say they want to leave the places they visit better than when they arrived, with 33% revealing that they chose to travel outside of peak season to avoid overcrowding ( booking.com )
  • 64% of travelers say that they would avoid popular tourist destinations and attractions to ensure more even dispersal of the impact and benefits of their visit ( booking.com )
  • 66% of travelers want to have experiences that are representative of the local culture. ( booking.com )
  • 34% of travelers don’t know how or where to find activities or tours that ensure they are actually having a positive impact and giving back to the local community ( booking.com )
  • Search data from Google shows a 70% rise in people searching for sustainable travel options ( Ecoliv )
  • 83% of travelers firmly believe in the importance of sustainable travel. ( Statista )
  • According to a Google report, tourism listings that include photos of the places to visit, receive 42% more requests than those that do not ( social.com )
  • Furthermore, the same businesses also receive up to 35% more clicks to their websites than those businesses without a listing or photos attached. This is of utmost importance, especially for businesses that claim to be sustainable, as travelers would be reassured once they’ve seen some evidence ( social.com )
  • By 2027, the ecotourism market is expected to reach $333.8 billion ( Allied Market Research)
  • Recent data shows that more than half of US travelers believe there aren’t enough options when it comes to sustainable travel ( Explodingtopics )
  • Searches for “sustainable travel” are up 226% over the last 5 years ( Explodingtopics )
  • 91% of travelers see the importance of taking ethical trips ( Explodingtopics )
  • 56% believe in buying souvenirs from local merchants ( Explodingtopics )
  • 44% want to support local businesses at their destination ( Explodingtopics )
  • Searches for “sustainable travel” are up 162% over the last 5 years. (see below graph) ( Explodingtopics )

global market for tours and activities

10. Rise in global leisure travel and spending

With the postponements of many holidays and adventures during COVID, people are ready to make the most of years’ worth of missed experiences by indulging in leisure travel. Find out how people are ready to splurge on luxury.

  • Global tourism arrivals will rise by 30% in 2023, following 60% growth in 2022, but they will still not return to pre-pandemic levels ( Traveldailymedia )
  • Global leisure travel remains robust, up roughly 31% in March 2023 compared to the same period in 2019, representing an impressive 25% year-over-year-to-date change from 2022 to 2023 ( Mastercard )
  • Travelers are increasingly seeking unique experiences in destinations across the world, with spending on experiences up 65%, while spending on things up 12%, compared to 2019 as of March 2023 ( Mastercard )

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Tours and activities: A market on the move

The global travel activities market – the amount travelers spend in destination while traveling – includes tours, attractions, events, activities (excluding dining and shopping) and transportation. This segment represented 10% of the global travel market in 2016, a larger share than either the rail, car rental and cruise segments (see figure below).

global market for tours and activities

Tours, activities and attractions represent 70% of the global travel activities segment, with the remainder including sporting events, performing arts and ground transportation. Both the global travel activities market, and the tours and activities sub-category are growing faster than the overall travel industry. Steady advances over the next several years will take the worldwide travel activities market to US$183 billion by 2020.

To read the full (free) report, download it here .

This paper, drawing on key travel 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.

Want more insights?

Attend The Phocuswright Conference, held November 13-15 in Los Angeles this year, to hear from travel activities leaders who are transforming the segment that's been attracting a slew of hot investments and acquisitions and what it means for the travel ecosystem. Learn more about the session here . Register early for the best ticket pricing.

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The Last Outpost of Travel: A Deep Dive into Tours, Activities and Experiences 2023

The Last Outpost of Travel: A Deep Dive into Tours, Activities and Experiences 2023

Executive summary, introduction, the tours, activities and experiences industry could be a $1 trillion market , tours, activities and experiences remains one of the most opportunistic markets in travel, the industry is backed by huge amounts of investor funding, a fragmented industry with a long tail of suppliers, the industry is rapidly shifting from offline to online, online intermediaries have gained share from online direct sites .

  • Google’s 'Things To Do Platform' Prioritizes Direct Sites

A Flurry of B2B Activity

Opportunity for otas to consolidate market share, many otas focus on revenue growth and market share gains, related reports.

  • Skift Research Global Travel Outlook 2024 January 2024
  • A Deep Dive into Google Travel Part II: U.S. vs Europe in 20 Charts November 2023
  • A Deep Dive into Google Travel Part I: U.S. Hotel Distribution October 2023
  • Short-Term Rental OTAs: Airbnb vs Vrbo in 20 Charts September 2023

Report Overview

The market for tours, activities & experiences represents one of the most opportunistic and untapped prospects within the travel industry: it is highly fragmented with a long tail of small suppliers and is rapidly shifting online, making it an attractive space for online intermediaries to consolidate market share from small offline players as they onboard online. 

However, Google, not one to miss the party, has also entered the space with its ‘Things To Do’ tool and similar to its role within other verticals in the travel industry, acts as both friend and foe to the online travel agents (OTAs). Skift Research’s proprietary web scraping analysis of Google’s ‘Things To Do’ shows that whilst many OTAs list on Google, taking advantage of its vast scale and power as a search engine, Google persistently prioritizes the direct option over third party OTA sites. Could Google potentially dis-intermediate the OTAs and give power to the direct sites, similar to the practices conducted by Google Hotels? Or does the highly fragmented and largely un-sophisticated nature of the industry demand a strong aggregator, with direct bookings less likely to gain traction? 

We look to answer these questions in this report, as well as provide an overview of the tours, activities & experiences market, comparing it to other verticals within the travel industry – showing how it is the last outpost of travel in today’s distribution landscape. 

Executives Interviewed

  • Chris Atkin, CEO of Rezdy
  • Claudio Bellinzona, Chief Supply Officer and Co-Founder of TUI Musement
  • Susan DeBottis, Chief Growth Officer at Rezdy
  • Eric Gnock Fah, Chief Operating Officer & Co-Founder of Klook
  • Nishank Gopalkrishnan, Chief Business Officer of TUI Musement
  • Laurens Leurink, CEO of Tiqets
  • Blanca Menchaca, CEO of BeMyGuest
  • Ankur Thakuria, Regional Director Asia Pacific & Middle East at Tiqets
  • Spokesperson from Groupon

The selling of tours, activities & experiences is one of the most attractive parts of the travel industry for an online aggregator. There are three key reasons behind this: first, there is a huge addressable market up for grabs; second, bookings are rapidly shifting from offline to online; and third, the market is very fragmented and thus demands a strong aggregator. 

The market is ripe with opportunity and many of the largest players have entered the space, either as a pure-play OTA or through B2B partnerships, with the online intermediaries gaining share from offline, direct sites. Google too has forayed into the space with its Things To Do tool. Whilst Google’s entrance into the hotel industry through Google Hotels arguably hinders rather than aids the efforts of leading OTAs such as Booking Holdings and Expedia; in the tours, activities & experiences space, we expect Google to be more friend than foe. Though Google acts as a dis-intermediary in the hotel space, aiding in the shift back to direct bookings, in the vastly fragmented experiences market, we expect that direct bookings are less likely to gain traction and instead that the OTAs will continue to gain share. 

However, to say which OTA will emerge as market leader is difficult, with no one player currently owning more than 5-6% of market share currently. There is a lot to play for with a long tail of small OTAs presenting an attractive opportunity for consolidation. The tours, activities & experiences market is therefore one of the most opportunistic and untapped parts of the travel industry.

The shift in consumer spending from goods to services has long been a trend observed by economists. In affluent countries such as the U.S., this shift has been defined by changing consumer preferences and behaviors, with a greater emphasis placed on convenience and efficiency, and further facilitated by the rise of digital marketplaces, allowing consumers to easily seek and engage with a wide range of services. 

Moreover, consumers, particularly younger generations such as Millennials and Gen-Z, are increasingly prioritizing spending on ‘experiences’ over ‘things’, reflecting a growing recognition of the value derived from memorable memories rather than material possessions. The rise of social media has also contributed to this shift, with consumers seeking experiences that are worth sharing on social platforms. 

The chart below shows that whilst consumer spend on goods as a percentage of total spending has decreased from 53% in 1960 to 35% by 2022, spend on experiences (such as tickets to live entertainment, sporting events, museums or spend on travel and package tours) has nearly doubled from 2% of total spending in 1960 to nearly 4% by 2019. During Covid, consumer spending naturally shifted back towards goods, with few opportunities available for live events and travel in a time of global lockdowns. However, post Covid, we have seen this quickly reverse back, with spending on travel booming even in the face of a looming recession and travel seemingly venturing higher up in psychologist Abraham Maslow’s hierarchy of needs, being a powerful tool for self-discovery and finding purpose in life. 

global market for tours and activities

As we wrote in our deep dive from 2018 The Post Experience Economy: Travel in an Age of Sameness , “travel has always been an experience, facilitated by the services provided by travel companies” and is in a prime position to benefit from consumers who are looking to spend money on memorable experiences. 

However, there is still much work to be done in order for travel brands to fully deliver on the emotionally meaningful experiences craved by consumers –  a desire that often clashes with the commercial objectives of major travel companies. For example, as we wrote in 2018, “ a vacation mediated by a la carte ordering via mobile phone is antithetical to our vision of travel’s future”. By prioritizing differentiation, based on the quality of service rather than an over-reliance on technological add-ons or lower prices, brands which serve the tours, activities & experiences market have a real opportunity to tap into this vastly under-served segment of the travel industry. 

Tours, Activities and Experiences Market Sizing

The selling of tours, activities and experiences is a $239 billion market, as of 2019, and we estimate that after recovering to pre-Covid levels by 2024, it can grow to nearly $300bn by 2025.

global market for tours and activities

We estimate that tours (such as guided tours and day trips) consist of 50% of the market, ticketed attractions (to major tourist sites) consist of 30% of the market and other activities and experiences (such as sporting events, shows and entertainment) the rest 20%.

Interestingly, in addition to a currently serviceable market size of $239bn (as of 2019), Airbnb in their S-1 registration form released prior to their IPO identified a further $1.1 trillion of spend on recreational and cultural experiences by local residents, saying that “we believe we can continue to expand our platform use cases to enable people to discover and explore their own cities through Airbnb”. This would present the tours, activities & experiences industry as having a huge $1.4 trillion total addressable market (TAM). 

global market for tours and activities

Whilst local leisure activities (such as swimming pools, movie theaters, etc.) have not yet been incorporated into the strategies of travel businesses such as the major OTAs, Groupon is one company that has singled out the local experiences market as its main focus, also citing a large and fragmented market with a >$1trillion TAM of which Groupon has less than 1% market share. 

global market for tours and activities

Unlike other verticals in the travel industry, the booking of tours, activities & experiences is still predominantly done offline – 70% offline, versus 48% offline for hotels, 26% for airlines and only 12% for short-term rentals, as shown in the chart below. 

Nishank Gopalkrishnan, Chief Business Officer of TUI Musement explained that: “the digitization of the tourism activity space has lagged the other parts of travel due to the propensity of the customer to book experiences much later than other parts of travel. 70% of the time, a consumer would book excursions or attractions in-destinations, based on a variety of factors, such as the weather, your mood, how much time you have at the destination etc. However, a flight or hotel gets booked earlier because you need to have a place to sleep and a way of getting there. So [online penetration within the tours, activities & experiences space] was the last thing to be solved because it was also one of the last things to be booked.”

global market for tours and activities

Additionally, as shown in the chart below, we have noticed a correlation between online penetration and commission rates, with the more offline and fragmented the market, the greater the commission rate commanded from OTAs. We estimate that the OTAs command a ~20% take rate from the selling of tours, activities & experiences, compared to only low single digit take rates for flight OTAs. 

Therefore, despite the total market size of the airlines industry being more than double the size of tours, activities & experiences, the actual commissionable market available to OTAs by selling experience is actually of a similar size to that of selling flights. Whilst the airline OTAs serve an underlying industry that has largely matured and been consolidated over time, the experience sector will inherently remain a more fragmented part of the travel landscape, being made up of a unique and diverse supply set versus the more commoditized products of flight tickets and hotel rooms. Even though there exists an attractive opportunity for consolidation in the space, there will always be sections of the market that are led by tailored players in the field.

global market for tours and activities

Online penetration too might not ever reach the levels seen in other parts of travel, with the inherent nature of the market meaning that there will always be walk-ins and last minute offline bookings. Chris Atkin, CEO of Rezdy commented that “even before the age of the internet, for hotel bookings there has always been a fax number or a telephone number in order for you to communicate ahead of time and secure a reservation. The hotels have nearly always had that pre-booking because there’s an obvious constraint around availability in every hotel. Whereas in the experiences space, you don’t ever see the zoo, for example, selling out”.

Based on the S-curve adoption model, as shown in the chart below, we estimate that online penetration is likely to peak out at roughly 50%-55%. Though there is a ceiling that will eventually be hit, given the current online penetration levels we are at currently and how quickly the shift is occurring, there is still plenty of upside to be reaped.

global market for tours and activities

Post Covid, many operators of tours, activities and experiences have noticed that more tourists are pre-planning and booking activities in advance, likely due to the scarcity of tours coupled with the huge amounts of consumer pent up demand. Atkin of Rezdy commented that “we’re seeing more and more that people are pre-planning their activities. Lots of really great things to do are going to be sold out because we are still in recovery from the pandemic.” 

Eric Gnock Fah, COO and co-founder of Klook , an Asian based OTA in the tours, activities and experiences sector, commented that “[online penetration] for tours and activities which require pre-booking will likely edge closer to that of the car rentals or flights business, whereby for attractions there is usually an option to purchase tickets offline because generally speaking the attractions market is large enough to allow last minute walk-ins.” This is because the market for selling tickets to major attractions, though larger in size, is also more homogenous, whilst specialized tours and activities are more unique and can sell out in advance. 

Many of the OTAs we interviewed spoke of the potential to add significant value by selling curated or bundled tours rather than just the traditional offering of individual tickets to attractions. By bundling attractions, activities, transportation, and even accommodation, OTAs can differentiate themselves by offering a unique experience that can cater to specific themes and interests, as well as simplifying the booking process for consumers. The offering of tailored tours allows OTAs to enhance personalization and foster loyalty, with Nishank Gopalkrishnan of Musement further commenting that “typically attraction tickets have lower margins and tours have higher margins.” 

Laurens Leurink, CEO of Tiqets, sees the bundling of attraction tickets as a key differentiating factor between booking with an intermediary such as Tiqets versus booking directly through a venue. He commented that “when I’m visiting Paris, I probably want to do a river cruise and also visit the Louvre. Tiqets offers a combination which is pre-bookable.” By bundling tickets together, companies such as Tiqets also offer discounts to consumers, based on “deep integration with core supply partners”, with Leurink noting that “for the people looking for a good value proposition, there’s good value in there, but there’s also a lot of pre planners that just like to have the boxes ticked and their agenda planned. So we’re helping them to fully plan their trip in advance without being overloaded by so many options.”

The tours, activities & experiences industry has garnered huge amounts of investor interest, with the largest – and fastest growing – private companies in the space backed by vast amounts of funding. Companies like Klook and GetYourGuide are valued at more than $1bn, making them ‘unicorns’ in the venture capital space. In fact, recent funding news shows that GetYourGuide is actually close to being valued at $2bn, with more than $1bn of investor funding.

Interest in the space has only increased through the pandemic, with investment into in-trip tours & activities companies as a percentage of total travel funding more than doubling through Covid.

global market for tours and activities

The Distribution Landscape

The tours, activities & experiences market is highly fragmented, defined by a long tail of small operators. These small operators tend to work independently, selling activities focused on regional experiences – such as a small company led by one or two people selling short kayaking tours, or a family selling cooking classes. This results in a vast and varied range of supply in the market. For example data and commentary from GetYourGuide suggests that of the ~850k suppliers in the market, “as of year end 2022,  we had about 16k suppliers on the platform, meaning that we are only scratching the surface so far”.

The highly fragmented nature of the industry presents an attractive opportunity for consolidation. Unlike other markets in the travel industry which have been consolidated by the leading OTAs – such as Booking.com and Expedia in the hotel industry and Airbnb in short-term rentals – the tours, activities and experiences sector currently operates without a dominant market leader or standardized booking platform. 

global market for tours and activities

In recent years, the tours, activities & experiences market has rapidly shifted online, from 7% online in 2006 to 30% online by 2022. In 2020, during the Covid pandemic, online penetration increased more than 10% year-on-year from 21% in 2019 to 33% in 2020 – with lockdowns limiting spontaneous walk-ins and offline bookings, suppliers were forced to adopt an online presence that offered consumers real-time updates, flexible booking options, and easy cancellations. 

global market for tours and activities

Despite the surge in the percentage of bookings being done online during the pandemic, 70% of the industry is still offline in 2022, dominated by small operators who conduct much of their business on pen and paper or on outdated pieces of software that don’t integrate with OTAs. This lack of digitization creates friction in the booking process, increases operating costs and creates a low-quality consumer experience. 

global market for tours and activities

Even when a supplier decides to onboard online, it can face a myriad of problems in setting up a booking platform and having to separately integrate with the various OTAs and distribution channels. The lack of technological uniformity in the sector has led to the emergence of B2B reservation technology providers, such as Rezdy which allow suppliers to manage their online bookings in one place and connect to a marketplace of resellers through a single connection. 

However, distribution technology still has a long way to go before it can support the rapid rise in online bookings. Chris Atkin, CEO of Rezdy, said that: “even the biggest players, the most connected players that have close to 200 API integrations [with the various resellers] are still in a situation where only 50% of their products that are available for you to book can get live availability,” with Susan DeBottis, Chief Growth Officer of Rezdy adding that “the tours, activities and experiences space is about 15 or more years behind other sectors from a technological and advancement perspective around distribution.” 

The fragmented nature of the industry lends itself to intermediaries. Of the bookings made online in 2022, 78% were made through an OTA vs 21% through a direct online site. The OTAs have continuously taken share from online direct sites – from 64% of bookings made through an OTA in 2006 to 78% in 2022, as shown in the chart below. 

The tours, activities & experiences sector is made up of a long tail of small, diversified providers who offer a wide range of services in different areas, from local tour operators to larger companies that design original and curated tours. As a result, it is a difficult effort for any particular online direct site to combine all these disparate offers onto a single platform. On the other hand, online intermediaries serve as aggregators, giving consumers looking for a variety of experiences a one-stop shop, thus providing more convenience and choice. Additionally, due to economies of scale and large marketing budgets, the large OTAs can negotiate better terms and higher commissions with suppliers and thus provide lower prices for consumers. 

We model that the OTAs will continue to gain share from online direct. However, as we discuss in the next section, Google has recently entered the space with its Things To Do tool which prioritizes direct sites over third party booking channels – potentially giving some power back to the direct site. 

global market for tours and activities

Google’s ‘Things To Do Platform’ Prioritizes Direct Sites

In September 2021, Google launched an advertising product called “Google Things To Do”, which lists not only the top attractions in a city but also options to book tickets via a list of predominantly OTAs. As we show in the screenshot below, though Google displays paid sponsored listings near the top of the site, its main organic booking list prioritizes the direct website over the sites of aggregators such as Viator, GetYourGuide and Musement, to name a few. 

global market for tours and activities

As an exercise to test how often the direct site does appear top of the list, and also to understand which OTAs are listing on Google’s Things To Do tool, using browse.ai we ran a web scraping analysis across 40 cities in each global region, looking at top 10 booking options listed for the top 20 attractions in each city. As we show in the chart below, the direct site appeared on a 100% of attractions, followed by a long list of OTAs, with the top 4-5 positions below the direct option primarily being the large players such as Trip.com, GetYourGuide, Klook, Tiqets etc. Though there are regional leaders, such as GetYourGuide in Europe and Trip.com and Klook in Asia, there was no one dominant player – with even the current leaders only listing on ~50% of attractions, going to show how fragmented the booking landscape is today. 

global market for tours and activities

As shown in the charts by region below, we collected listing information from hundreds of OTAs, with there being a long tail of small OTAs listing on specific attractions. The first option was always the direct website, with the 2nd-5th options getting progressively more fragmented as more niche players attempt to (organically) bid on a booking. Google is very clear on its ranking system with its website noting that: ‘tickets are ranked based on several factors, but mainly by price. Official tickets are given preference in the ranking. Ticket suppliers don’t pay Google to appear in these search results and can’t pay to influence their ranking’. It is perhaps of no surprise to see Trip.com often come top of the booking list, being well known to discount prices (by giving up a share of their take rate) as a way to undercut competitors. We also note that neither Booking.com or Expedia featured in any of the booking options. 

global market for tours and activities

Google’s entrance into the space has been met with both trepidation and excitement: whilst Google Hotels – and its practice to prioritize direct bookings over the OTAs – has proved to be a formidable competitor to the likes of Booking and Expedia in the hotels industry, in the experiences market we expect Google to be more friend than foe. This is inherently due to the vastly fragmented nature of tours, activities & experiences which demands a strong aggregator, with direct options less likely to gain traction. For example, Leurink of Tiqets commented: “I think Google is still hugely challenged in finding the right interface. Because if you want to compete with every provider of museum attractions, tours, a whole diverse range of experience etc. through one user interface, that’s quite challenging.” 

Though still in early phases of developing Things To Do to the same scale as Google Hotels or Google Flights, the fragmented nature of the experiences market means that Google is likely to focus primarily on the large headline attractions for which there will be a direct website in addition to several OTA booking options. However a vast portion of the experiences market doesn’t have its own website, and instead relies on reservation technology providers or the OTAs as a predominant distribution channel. Small operators who do wish to list directly on Google will have to also partner with an OTA or reservation technology companies in order to integrate with Google’s systems. Therefore, whilst Google is certainly aiding in the industry wide shift from offline to online, we ultimately expect the online intermediaries to continue gaining share of bookings. 

Additionally, as we show in the screenshots below, though Google might push users to the official website of major attractions, it also provides a space for OTAs to list their own original bundled tours which, as we have written about in earlier sections, has proved to be a valuable way for OTAs to differentiate themselves among their competitors.

global market for tours and activities

The spotlight has been turned onto the tours, activities & experiences industry as a highly opportunistic part of travel ripe for consolidation. Every travel company wants a piece of the pie and in recent years we have seen a flurry of B2B partnerships which has allowed the large OTAs such as Expedia and Booking to source inventory from other players, even rival OTAs, in order to power their own tours, activities & experiences business. Gnock Fah of Klook commented: “I think for the category of experiences, there’s a lot of dirty work that needs to be done to consolidate the supply.  Booking [Holdings] has demonstrated that though they decided to do it themselves pre-Covid, they have now realized that maybe it’s not in their DNA or maybe it’s just not in their focus today. So that has given rise to B2B partnerships”. 

Gopalkrishnan of Musement further commented that “Booking are operating in just one part of the value chain when it comes to experiences – they are focussed on the digital sales element of it, whereas we are also on the ground selling tours and activities. This is the value of omni-channel sales – if you really want to sell experiences, you need to be available when the customer wants to buy it. So, both short-term and long-term, we see [B2B partnerships] as an opportunity to be part of their success and help them scale. And as a function of that, help us scale as a business.” 

Notable B2B deals include Booking sourcing inventory from TUI Musement and Tripadvisor’s Viator . For companies like Musement, partnerships with the likes of Booking allows greater distribution and access to a wider pool of consumers in different source markets. Gopalkrishnan of Musement noted that a sizable 50% of their top line is from B2B channels, where Musement shares a portion of its commission and margin with its partners, sometimes marking up the commission that it receives from suppliers and then passing this onto its partners. 

Though the birth of the B2B model has certainly aided in the growth of the industry as a whole, it has arguably also reduced the barrier to entry for online aggregators to near zero – fuelling more fragmentation in the market. For example Ankur Thakuria, Regional Director Asia Pacific & Middle East at Tiqets said that “it’s very easy for a company to tap into the market of selling tickets and experience and literally pull the supply overnight.” Though the fragmented nature of the industry and the rapid shift from offline to online still presents plenty of opportunity, especially for the emergence of regional market leaders – with Thakuria noting that “most of our biggest B2B partners have their unique source markets which are not necessarily overlapping with us” –  in order to differentiate themselves OTAs will now have to rely not just on the amount of inventory and scale they have, but on providing products that are focused on personalization and high levels of service. As we wrote in 2018 , ultimately “digital experience marketplaces will fall prey to the paradox of choice. Fragmentation means brands competing on price instead of service have the most to lose.” 

Largest Players and Market Shares

Of the industry that is booked on online intermediary platforms, we estimate that only about a fifth of this is dominated by the largest and most well known OTAs, with the rest spread across a wide range of smaller OTAs. We estimate that the biggest OTAs – namely Viator (owned by Tripadvisor) and GetYourGuide– only have a 5-6% market share of all online intermediaries. We also note that prominent OTAs like Booking, Expedia and Airbnb have negligible market share, with Airbnb Experiences recently removing tours and activities from its app and website. The lack of a dominant player presents a very attractive opportunity for the consolidation of market share.

global market for tours and activities

We expect to see further M&A (Mergers and Acquisitions) activity in the future, with plenty of inorganic growth opportunities available in the space. However, it is difficult to predict whether the industry will see a dominant market leader, such as the market leading positions held by the duopoly of Booking and Expedia in the hotels space. This is largely due to the vastly more fragmented supply base of tours, activities & experiences and the differences in consumer behavior such that last minute walk-in offline bookings are much more prevalent. 

Laurens Leurink of Tiqets doesn’t see one player monopolizing the market, saying: “Is this a winner takes all market? I don’t think so. The online visibility of all the things to do is so wide and diverse that I don’t think one party can be able to combine all this and be relevant. So I think there’s space for a lot of players. If you look at the playing fields, I see clear identity differences between the players, with plenty of space for more tailored players in the field. Google is trying to get a universal interface and then cover the whole industry, which I think is quite challenging, and they’re discovering that themselves as well. 

Secondly, the space that we’re playing in has a huge diversity of very commercial players like Merlin Group for example, but you also have huge museums that are government owned or region owned that have much different dynamics. It’s not around profit optimization. It’s around having a fair share of people being able to see the art or whatever is being displayed. So that is hugely different from the dynamics in the airline and the hotels and lodging industry. The experiences vertical within travel and within leisure has so many different dynamics that I don’t see there being even two or three parties owning it all.”  

In a highly competitive and fragmented industry so ripe with opportunity, many OTAs are pursuing expansion strategies and prioritizing market share gains over positive EBITDA margins. They are heavily investing in acquiring unique supply and building original tours and experiences, as well as marketing and technology in order to attract more users and enhance transaction volumes. While this strategy may result in top-line growth and increased market penetration, it comes at the sacrifice of short-term profitability. For example, Leurink of Tiqets commented that “there’s always a balance between growth and margin,” further saying that “our margins could be four or five fold [of current levels] if we decide to grow a bit less.” 

The charts below show that whilst Viator and Musement – two of the only public OTAs in the space – have rapidly grown their top line above pre-Covid levels, with Viator’s revenues at Q1 2023 more than 2.5x greater than 2019 levels, they are still operating at either negative or low single digit EBITDA margins. 

global market for tours and activities

However this is not to say that profitability is not on the cards. At Q2 2022 earnings, Tripadvisor said that “ although currently not yet demonstrating their profit potential as we invest in growth, we believe longer term, Viator can reach EBITDA margins of 25% to 30% given its strong gross margin profiles and potential for scale given the large TAMs and attractive unit economics.” 

OTAs will continue to gain share . The tours, activities & experiences market represents a highly opportunistic part of the travel industry for online aggregators: the inherent fragmented nature of the market coupled with the rapid shift from offline to online necessitates a strong online aggregator. Major players have already entered the market – often backed with huge amounts of investor funding – with online intermediaries gaining share from their offline counterparts. 

There will be a greater emphasis on service and personalization. There is all to play for, with no one OTA owning more than 5-6% market share of the online intermediaries. The long tail of small OTAs presents an attractive opportunity for consolidation by the larger players. However, given the rise in popularity of the B2B model – which essentially reduces the barrier to entry for online aggregators to near zero – we might see more fragmentation than consolidation in the market. This places a greater impetus on OTAs to differentiate themselves in meaningful ways such as providing high levels of personalized service. 

Google’s ‘Things To Do’ is more friend than foe to the OTAs. Google’s foray into the space with its Things To Do tool has been met with both trepidation and excitement. Whilst Google’s entrance into the hotel industry through Google Hotels arguably hinders rather than aids the efforts of leading OTAs such as Booking Holdings and Expedia; in the tours, activities & experiences space, we expect Google to be more friend than foe. We expect that Google will benefit the online intermediaries, expediting the industry wide shift from offline to online and giving prominence to the OTAs. Additionally, though Google acts as a dis-intermediary in the hotel space, aiding in the shift back to direct bookings, in the vastly fragmented experiences market, we expect that direct bookings are less likely to gain traction and instead that the OTAs will continue to gain share. 

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global market for tours and activities

The Experience Revolution – Global Market Overview (2020)

The in-destination industry – creators and sellers of activities, tours, and attractions – has been undergoing enormous change. the digital revolution that has transformed most of travel has now swept through travel’s third-largest sector..

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global market for tours and activities

What you will get in this report:

  • The size of the global market in 2019 with forecasting models for 2020 and the recovery through 2023
  • Overview of the structure of the marketplace, the impact of the current crisis and what it means for operators
  • The state of online sales and where it’s headed
  • The impact of online travel agencies and their role in a post-COVID environment
  • The state of online marketing among operators 
  • The key issues facing ticketed attractions amid travel’s recovery
  • The role of responsible tourism practices among operators worldwide
  • Insights on key business drivers and motivations for operators and insights on how distributors, technology providers, and other vendors can support operators

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[Latest] Global Tourism Market Size/Share Worth USD 12,313.5 Billion by 2032 at a 3.7% CAGR: Custom Market Insights (Analysis, Outlook, Leaders, Report, Trends, Forecast, Segmentation, Growth, Growth Rate, Value)

[220+ pages latest report] according to a market research study published by custom market insights, the demand analysis of global tourism market size & share revenue was valued at approximately usd 8,562.4 billion in 2022 and is expected to reach usd 8,879.2 billion in 2023 and is expected to reach around usd 12,313.5 billion by 2032, at a cagr of 3.7% between 2023 and 2032. the key market players listed in the report with their sales, revenues and strategies are expedia group inc., booking holdings inc., airbnb inc., trip.com group limited, ctrip.com international ltd., marriott international inc., accor s.a., hilton worldwide holdings inc., intercontinental hotels group plc, the priceline group inc., delta air lines inc., american express global business travel (gbt), tui group, wyndham hotels & resorts inc., hyatt hotels corporation, and others..

February 01, 2024 11:30 ET | Source: Custom Market Insights Custom Market Insights

Austin, TX, USA, Feb. 01, 2024 (GLOBE NEWSWIRE) -- Custom Market Insights has published a new research report titled “ Tourism Market Size, Trends and Insights By Travel Purpose (Leisure Tourism, Business Tourism, Medical Tourism, Cultural & Heritage Tourism, Others), By Travel Type (Solo, Group), By Geographic (Domestic Tourism, International Tourism), By Mode of Booking (OTA Platform, Direct Booking), By Age Group (Below 30 years, 30 to 41 Years, 42 to 49 Years, 50 Years & Above), and By Region - Global Industry Overview, Statistical Data, Competitive Analysis, Share, Outlook, and Forecast 2023–2032 ” in its research database.

“According to the latest research study, the demand of global Tourism Market size & share was valued at approximately USD 8,562.4 Billion in 2022 and is expected to reach USD 8,879.2 Billion in 2023 and is expected to reach a value of around USD 12,313.5 Billion by 2032, at a compound annual growth rate (CAGR) of about 3.7% during the forecast period 2023 to 2032.”

Click Here to Access a Free Sample Report of the Global Tourism Market @ https://www.custommarketinsights.com/request-for-free-sample/?reportid=37676

Tourism Market: Growth Factors and Dynamics

  • Digital Transformation : The tourism market is undergoing a digital transformation, with online booking platforms, mobile apps, and virtual experiences driving growth. Enhanced connectivity and user-friendly technology contribute to a seamless and personalized traveler experience.
  • Rising Middle-Class Travelers : The growth of the middle class, particularly in emerging markets, fuels increased tourism. Rising disposable incomes enable more people to explore domestic and international destinations, driving demand for travel services, accommodations, and experiences.
  • Cultural and Experiential Tourism : There is a shift towards cultural and experiential tourism, with travelers seeking authentic, immersive experiences. This trend drives demand for unique destinations, local cuisine, and activities that provide a deeper connection with the culture and heritage of a place.
  • Sustainable Tourism Practices : Increasing awareness of environmental issues and sustainability concerns has led to a rise in eco-friendly and responsible tourism. Travelers prioritize destinations and businesses that adopt sustainable practices, influencing the industry to implement environmentally conscious initiatives.
  • Globalization and Accessibility : Improved transportation infrastructure and increased airline connectivity contribute to the globalization of tourism. Accessible travel options make it easier for people to explore diverse destinations, fostering cross-cultural interactions and expanding the overall tourism market.
  • Impact of External Factors : The tourism market is susceptible to external factors, including geopolitical events, natural disasters, and public health crises. These factors can significantly influence travel patterns, with sudden shifts in demand and disruptions affecting the overall dynamics of the tourism industry.
  • Innovations in Travel Technology : Continuous advancements in travel technology, such as virtual reality, augmented reality, and artificial intelligence, are shaping the tourism market. These innovations enhance the pre-travel planning experience, provide real-time assistance during travel, and contribute to more personalized and efficient customer service, influencing overall market growth.

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Tourism Market: Partnership and Acquisitions

  • In 2022, Exodus Travels Ltd. received the Sustainability Champion of the Year award at the 2022 Which? Awards. Recognized for green initiatives like rewilding 100 square meters per customer and a commitment to halve their carbon footprint by 2030, showcasing the company’s dedication to environmental responsibility and sustainability.
  • In 2021, G Adventures invested Reforest, a digital platform linking travelers with local communities engaged in reforestation efforts. This partnership allows travelers to contribute by planting trees in areas crucial for tourism, fostering sustainable practices and environmental conservation within the travel industry.

Report Scope

(A free sample of the Tourism report is available upon request; please contact us for more information.)

Our Free Sample Report Consists of the following:

  • Introduction, Overview, and in-depth industry analysis are all included in the 2023 updated report.
  • The COVID-19 Pandemic Outbreak Impact Analysis is included in the package.
  • About 220+ Pages Research Report (Including Recent Research)
  • Provide detailed chapter-by-chapter guidance on the Request.
  • Updated Regional Analysis with a Graphical Representation of Size, Share, and Trends for the Year 2023
  • Includes Tables and figures have been updated.
  • The most recent version of the report includes the Top Market Players, their Business Strategies, Sales Volume, and Revenue Analysis 
  • Custom Market Insights (CMI) research methodology

(Please note that the sample of the Tourism report has been modified to include the COVID-19 impact study prior to delivery.)

Request a Customized Copy of the Tourism Market Report @ https://www.custommarketinsights.com/report/tourism-market/

global market for tours and activities

Tourism Market: COVID-19 Analysis

The COVID-19 pandemic has had a significant impact on the Tourism Market, with the industry experiencing both positive and negative effects. Here are some of the key impacts:

  • Travel Restrictions and Border Closures : Stringent travel restrictions and border closures significantly reduced international tourism. Lockdowns, quarantine measures, and the suspension of flights disrupted travel plans, leading to a sharp decline in tourist arrivals globally.
  • Decline in Consumer Confidence : The pandemic instilled fear and uncertainty, causing a decline in consumer confidence in travel. Concerns about health and safety, coupled with economic uncertainties, led to cancellations and a reluctance to engage in travel-related activities.
  • Economic Downturn and Job Losses : The tourism sector faced a severe economic downturn, with businesses experiencing closures and job losses. Hospitality, transportation, and related industries suffered, impacting the livelihoods of millions of people dependent on tourism-related employment.
  • Vaccination Rollouts and Health Protocols : Global vaccination efforts and the implementation of robust health protocols have been crucial for the recovery. Countries and businesses that prioritize public health measures inspire traveler confidence and contribute to a gradual return to normalcy.
  • Digital Transformation and Contactless Services : The adoption of digital technologies for contactless services, including online bookings, e-tickets, and digital health passports, facilitates a safer and more efficient travel experience. Digital transformation enhances operational resilience and meets evolving consumer expectations.
  • Domestic Tourism Promotion : Many destinations are focusing on promoting domestic tourism as an initial recovery strategy. Governments and businesses are encouraging residents to explore local attractions, helping to revitalize the tourism sector while international travel remains restricted.
  • Collaboration and Industry Partnerships : Collaboration among stakeholders, including governments, travel agencies, airlines, and hospitality providers, is crucial for a coordinated recovery. Joint marketing efforts, shared resources, and standardized safety measures contribute to rebuilding trust and reinvigorating the  tourism market .
  • Diversification of Tourism Offerings : To attract a wider audience, destinations are diversifying their tourism offerings. Emphasizing outdoor activities, cultural experiences, and sustainable tourism practices helps create unique and resilient tourism products that appeal to changing traveler preferences.
  • Flexible Booking Policies and Travel Insurance : The adoption of flexible booking policies by travel-related businesses, allowing for easy cancellations or rescheduling, has become a key recovery strategy. Additionally, the promotion and availability of travel insurance that covers unexpected disruptions, including health-related issues, provide travellers with a sense of security, encouraging them to plan and book trips with reduced financial risk.

In conclusion, the COVID-19 pandemic has had a mixed impact on the Tourism Market, with some challenges and opportunities arising from the pandemic.

Key questions answered in this report:

  • What is the size of the Tourism market and what is its expected growth rate?
  • What are the primary driving factors that push the Tourism market forward?
  • What are the Tourism Industry's top companies?
  • What are the different categories that the Tourism Market caters to?
  • What will be the fastest-growing segment or region?
  • In the value chain, what role do essential players play?
  • What is the procedure for getting a free copy of the Tourism market sample report and company profiles?

Key Offerings:

  • Market Share, Size & Forecast by Revenue | 2023−2032
  • Market Dynamics – Growth Drivers, Restraints, Investment Opportunities, and Leading Trends
  • Market Segmentation – A detailed analysis by Types of Services, by End-User Services, and by regions
  • Competitive Landscape – Top Key Vendors and Other Prominent Vendors

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Tourism Market – Regional Analysis

The  Tourism Market  is segmented into various regions, including North America, Europe, Asia-Pacific, and LAMEA. Here is a brief overview of each region:

  • North America : North America sees a rise in experiential travel, with an emphasis on outdoor adventures and sustainable tourism. The region embraces technology for contactless travel experiences and explores wellness tourism, reflecting a growing interest in health-conscious travel choices.
  • Europe : Europe emphasizes cultural and historical exploration, promoting heritage tourism and preservation efforts. Sustainable travel gains traction, with eco-friendly accommodations and responsible tourism practices. Virtual reality and augmented reality technologies enhance the visitor experience at historical sites.
  • Asia-Pacific : Asia-Pacific experiences a surge in domestic tourism, with a focus on local and regional exploration. The region embraces technological innovations like AI-driven travel apps and smart tourism initiatives. Wellness and medical tourism have gained popularity, attracting international visitors seeking holistic health experiences.
  • LAMEA (Latin America, Middle East, and Africa) : LAMEA showcases a rise in adventure and nature-based tourism, leveraging the region’s diverse landscapes. Cultural festivals and events attract travelers, while luxury travel experiences gain momentum. The region emphasizes sustainable tourism, with eco-lodges and conservation projects enhancing tourism offerings.

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Browse the full  “ Tourism Market Size, Trends and Insights By Travel Purpose (Leisure Tourism, Business Tourism, Medical Tourism, Cultural & Heritage Tourism, Others), By Travel Type (Solo, Group), By Geographic (Domestic Tourism, International Tourism), By Mode of Booking (OTA Platform, Direct Booking), By Age Group (Below 30 years, 30 to 41 Years, 42 to 49 Years, 50 Years & Above), and By Region - Global Industry Overview, Statistical Data, Competitive Analysis, Share, Outlook, and Forecast 2023–2032 ”  Report at  https://www.custommarketinsights.com/report/tourism-market/

global market for tours and activities

List of the prominent players in the  Tourism Market :

  • Expedia Group Inc.
  • Booking Holdings Inc.
  • Airbnb Inc.
  • com Group Limited
  • com International Ltd.
  • Marriott International Inc.
  • Hilton Worldwide Holdings Inc.
  • InterContinental Hotels Group PLC
  • The Priceline Group Inc.
  • Delta Air Lines Inc.
  • American Express Global Business Travel (GBT)
  • Wyndham Hotels & Resorts Inc.
  • Hyatt Hotels Corporation

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The  Tourism Market  is segmented as follows:

By Travel Purpose

  • Leisure Tourism
  • Business Tourism
  • Medical Tourism
  • Cultural & Heritage Tourism

By Travel Type

By Geographic

  • Domestic Tourism
  • International Tourism

By Mode of Booking

  • OTA Platform
  • Direct Booking

By Age Group

  • Below 30 years
  • 30 to 41 Years
  • 42 to 49 Years
  • 50 Years & Above

Click Here to Get a Free Sample Report of the Global Tourism Market @ https://www.custommarketinsights.com/report/tourism-market/

Regional Coverage:

North America

  • Rest of North America
  • Netherlands
  • Rest of Europe

Asia Pacific

  • New Zealand
  • South Korea
  • Rest of Asia Pacific

The Middle East & Africa

  • Saudi Arabia
  • South Africa
  • Rest of the Middle East & Africa

Latin America

  • Rest of Latin America

This Tourism Market Research/Analysis Report Contains Answers to the following Questions .

  • Which Trends Are Causing These Developments?
  • Who Are the Global Key Players in This Tourism Market? What are Their Company Profile, Product Information, and Contact Information?
  • What Was the Global Market Status of the Tourism Market? What Was the Capacity, Production Value, Cost and PROFIT of the Tourism Market?
  • What Is the Current Market Status of the Tourism Industry? What's Market Competition in This Industry, Both Company and Country Wise? What's Market Analysis of Tourism Market by Considering Applications and Types?
  • What Are Projections of the Global Tourism Industry Considering Capacity, Production and Production Value? What Will Be the Estimation of Cost and Profit? What Will Be Market Share, Supply and Consumption? What about imports and exports?
  • What Is Tourism Market Chain Analysis by Upstream Raw Materials and Downstream Industry?
  • What Is the Economic Impact On Tourism Industry? What are Global Macroeconomic Environment Analysis Results? What Are Global Macroeconomic Environment Development Trends?
  • What Are Market Dynamics of Tourism Market? What Are Challenges and Opportunities?
  • What Should Be Entry Strategies, Countermeasures to Economic Impact, and Marketing Channels for Tourism Industry?

Reasons to Purchase Tourism Market Report

  • Tourism Market Report provides qualitative and quantitative analysis of the market based on segmentation involving economic and non-economic factors.
  • Tourism Market report outlines market value (USD) data for each segment and sub-segment.
  • This report indicates the region and segment expected to witness the fastest growth and dominate the market.
  • Tourism Market Analysis by geography highlights the consumption of the product/service in the region and indicates the factors affecting the market within each region.
  • The competitive landscape incorporates the market ranking of the major players, along with new service/product launches, partnerships, business expansions, and acquisitions in the past five years of companies profiled.
  • Extensive company profiles comprising company overview, company insights, product benchmarking, and SWOT analysis for the major market players.
  • The Industry's current and future market outlook concerning recent developments (which involve growth opportunities and drivers as well as challenges and restraints of both emerging and developed regions.
  • Tourism Market Includes in-depth market analysis from various perspectives through Porter's five forces analysis and provides insight into the market through Value Chain.

Reasons for the Research Report

  • The study provides a thorough overview of the global Tourism market. Compare your performance to that of the market as a whole.
  • Aim to maintain competitiveness while innovations from established key players fuel market growth.

What does the report include?

  • Drivers, restrictions, and opportunities are among the qualitative elements covered in the worldwide Tourism market analysis.
  • The competitive environment of current and potential participants in the Tourism market is covered in the report, as well as those companies' strategic product development ambitions.
  • According to the component, application, and industry vertical, this study analyzes the market qualitatively and quantitatively. Additionally, the report offers comparable data for the important regions.
  • For each segment mentioned above, actual market sizes and forecasts have been given.

Who should buy this report?

  • Participants and stakeholders worldwide Tourism market should find this report useful. The research will be useful to all market participants in the Tourism industry.
  • Managers in the Tourism sector are interested in publishing up-to-date and projected data about the worldwide Tourism market.
  • Governmental agencies, regulatory bodies, decision-makers, and organizations want to invest in Tourism products' market trends.
  • Market insights are sought for by analysts, researchers, educators, strategy managers, and government organizations to develop plans. 

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global market for tours and activities

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Global Tours and Activities Market

Delivered may 28th, 2022 . contributors: barry, key takeaways.

  • The North American travel and tourism market is segmented by products and services into package holidays, hotel stays, private vacation rentals, and cruises.
  • By activities, the North American travel and tourism market is segmented into passenger airlines, passenger rail, f o o d s e r v i c e , hotels and motels, travel intermediaries, and casinos and gaming market.
  • Based on activities, the f o o d s e r v i c e segment of the travel and tourism market in North America has a market share of 56.3% , with total revenues of $646.4 billion.  

Introduction

1. segmentation by products and services.

  • The segmentation of the North American travel and tourism market can be classified based on products and services into:
  • Package holidays
  • Hotel stays
  • Private vacation rentals
  • The hotel stays segment generates the most revenue with a market volume of $88.91 billion projected to be generated from the sector in 2022.
  • The historical and projected revenue from each segment can be found below.

.

2. Segmentation by Activities

  • By activities, the North American travel and tourism market is segmented into:
  • Passenger airlines
  • Passenger rail
  • F o o d s e r v i c e
  • Hotels and motels
  • Travel intermediaries
  • Casinos and gaming market
  • According to a market report published by Market Research, the f o o d s e r v i c e segment has a 56.3% share of the travel and tourism market in North America, with total revenues of $646.4 billion.  
  • Further breakdown of the share and revenue generated from other segments is gated behind a paywall .

Research Strategy

Did this report spark your curiosity, travel & tourism - north america | statista market forecast, travel and tourism in north america - market summary, competitive analysis and forecast to 2025.

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IMAGES

  1. Travel Activities Market to Reach $183 Billion by 2020: Phocuswright

    global market for tours and activities

  2. Tours and activities: A market on the move: Phocuswright

    global market for tours and activities

  3. Adventure Tourism Market Size & Growth Report, 2022

    global market for tours and activities

  4. World Travel Market Global Trends Report 2013

    global market for tours and activities

  5. Global Adventure Tourism Market: Opportunity Analysis and Industry

    global market for tours and activities

  6. Strong Outbound Tourism Demand from Both Traditional and Emerging

    global market for tours and activities

VIDEO

  1. Christmas Market 2023. Walking Tour, Ottawa

  2. Global market place

  3. Tours, Activities and Experiences

  4. Evening Street Market in Phnom Penh

COMMENTS

  1. Global tourism sector market size 2023

    After declining to 1.3 trillion U.S. dollars in 2020 due to the onset of the health crisis, this market's revenue worldwide surpassed pre-pandemic levels in 2023, peaking at roughly 2.29 trillion...

  2. The Global Tours & Activities Market

    01 of one The Global Tours & Activities Market Key Takeaways The global size of the tours and activities reservations market in the year 2020 is $158.5 trillion. The global domestic tourism market, as of 2020, had a market size of $1.22 trillion. The global travel activities market has an estimated size of $66.84 billion. Introduction

  3. Global tourism industry

    Globally, travel and tourism's direct contribution to gross domectic product (GDP) was approximately 7.7 trillion U.S. dollars in 2022. This was a, not insignificant, 7.6 percent share of the total...

  4. Global Market Size of Travel and Tourism (2017-2021, $ Billion)

    The market size of the travel and tourism sector globally reached a value of $631 billion in 2021 The travel and tourism market globally grew by 43% in 2021 as the sector witnessed a recovery in the demand

  5. The Outlook For Travel Experiences 2019-2025

    $695.00 - Purchase — or — Join Now / login Summary The pandemic and ensuing lockdowns on travel and leisure activities had a profound impact on the global tours, activities and attractions sector.

  6. Global Tours and Activities Reservations Market to Reach

    The Tours and Activities Reservations market in the U.S. is estimated at US$37 Billion in the year 2020. China, the world`s second largest economy, is forecast to reach a projected market...

  7. Tours & Activities Come of Age: Global Travel Activities Marketplace

    Tours & Activities Come of Age: Global Travel Activities Marketplace 2014-2020 Published: July 2017 Research Type: Report Format: HTML & PDF Pages: 39 Figures: 22 Segments: Air, Hotels & Lodging, Online Travel Agencies, Tours & Packages US$995 Free for Open Access Subscribers Add to Cart Summary

  8. Tours and Activities Reservations: Global ...

    The global market for Tours and Activities Reservations estimated at US$157 Billion in the year 2022, is projected to reach a revised size of US$264.4 Billion by 2030, growing at a CAGR of 6.7% over the analysis period 2022-2030. The U.S. Market is Estimated at $42.3 Billion, While China is Forecast to Grow at 11.2% CAGR

  9. Insights on the Tours and Activities Reservations Global Market to 2027

    Amid the COVID-19 crisis, the global market for Tours and Activities Reservations estimated at US$158.5 Trillion in the year 2020, is projected to reach a revised size of US$266.7 Trillion by...

  10. Travel Activities Market to Reach $183 Billion by 2020

    Travel Activities Market to Reach $183 Billion by 2020 Published: July 2017 Analyst: Alice Jong Travel activities, the aggregate of traveler spend on tours, activities, attractions and events, reached US$135 billion globally in 2016. It accounts for 10% of global travel revenue and outsizes rail, car rental and cruise.

  11. Global Tours and Activities Reservations Industry (2020 to 2027

    Amid the COVID-19 crisis, the global market for Tours and Activities Reservations estimated at US$158.5 Trillion in the year 2020, is projected to reach a revised size of US$266.7 Trillion by...

  12. $158.5 Trillion Worldwide Tours and Activities Reservations

    Amid the COVID-19 crisis, the global market for Tours and Activities Reservations estimated at US$158.5 Trillion in the year 2020, is projected to reach a revised size of US$266.7 Trillion by...

  13. Global Travel & Tourism Statistics 2023

    Updated July 2023 - With the global travel restrictions finally beginning to ease, 2022 has been a reset for the travel and tourism industry. Countries around the world have started to welcome tourists back onto their shores and have started to embrace the return of tourism in their countries. However, with the positive outlook for 2023 and ...

  14. Tours and activities: A market on the move: Phocuswright

    Published: August 2018 Analyst: Phocuswright Research The global travel activities market - the amount travelers spend in destination while traveling - includes tours, attractions, events, activities (excluding dining and shopping) and transportation.

  15. Deep Dive: Travel Tours, Activities and Experiences 2023

    The chart below shows that whilst consumer spend on goods as a percentage of total spending has decreased from 53% in 1960 to 35% by 2022, spend on experiences (such as tickets to live...

  16. The Experience Revolution

    The in-destination industry - creators and sellers of activities, tours, and attractions - has been undergoing enormous change. The digital revolution that has transformed most of travel has now swept through travel's third-largest sector. $29.00 - Purchase — or — Join Now / login Summary

  17. Travel's tours & activities market to reach $183 Billion by 2020

    Travel activities, the aggregate of in-destination spend on tours, activities, attractions and events, is the third-largest travel segment and accounts for 10% of global travel revenue.

  18. Tours and Activities Go From Hardest Hit to In Hot Demand This ...

    New research suggests that tours, activities, and attractions will be one of the brightest spots in the travel industry's recovery. Consumers say that price is the last thing they're worried...

  19. 5 things to know about the travel experiences market

    Here are 5 things to know from Phocuswright's recent travel research report Travel Experiences: Operator and Consumer Trends, part of a joint research project with Arival that provides insights and forecasting for the in-destination industry. This report presents the results of comprehensive operator and consumer surveys across a range of global markets.

  20. [Latest] Global Tourism Market Size/Share Worth USD

    [220+ Pages Latest Report] According to a market research study published by Custom Market Insights, the demand analysis of Global Tourism Market size & share revenue was valued at approximately ...

  21. Tours and Experiences: The Next Great Untapped Market in Online ...

    Projections of the absolute scope of the global tours and activities market are inconclusive, but it likely hovers around $150 billion annually, according to Skift Research estimates, and is ...

  22. Global Tours and Activities Market

    By activities, the North American travel and tourism market is segmented into passenger airlines, passenger rail, f o o d s e r v i c e, hotels and motels, travel intermediaries, and casinos and gaming market. Based on activities, the f o o d s e r v i c e segment of the travel and tourism market in North America has a market share of 56.3% ...

  23. Move to digital gains momentum in tours and activities sector

    Barring no major disruptions, the tours, activities and attractions (TAA) sector will exceed pre-pandemic levels by 2024, with global revenue reaching $260 billion. But the recovery will be uneven, with certain regions, channels and segments recovering faster than others. Online travel agencies will continue to accelerate the move to digital.

  24. Tours and activities market: Hype or the next big thing?

    Travelers [U.S.] spent nearly $27 billion on activities, attractions, events and tours in 2009. Digging deeper into the study, PhoCusWright says tight supplier control of activities such as ...

  25. Microsoft, Google Woo India Programmers to Win AI Leadership

    In a sign of India's growing influence in AI, Ahmed Mazhari, president of Microsoft Asia, pointed to developer activity on GitHub, a Microsoft-owned platform for developers. "Today, one in ...