Tours and Activities Growth Outpaces Travel, Distribution Lags

A report by Arival and Phocuswright shows the global tours and activities market reached $253 billion in 2024, projected to $342 billion by 2029. Experience bookings grew 17% in 2024, far outpacing overall travel's 6%. However, online distribution accounts for only 33%, well below travel's 64%, due to fragmented supply and traveler preference for offline booking.