AI's Potential to Drive Digitalization in Tours and Activities

Research by Phocuswright and Arival projects the tours and activities sector to reach $340 billion by 2029, up from $271 billion today, yet only a third of gross bookings are made online. At ITB Berlin, experts from Civitatis, Expedia Group, and Nezasa discussed how AI can normalize messy data, drive digitalization, and bring small operators online. Expedia's acquisition of Tiqets aims to accelerate its activities business, with AI seen as a key enabler.