AI's potential to drive digitalization in tours and activities
Research by Phocuswright and Arival shows the tours and activities sector is projected to reach $340 billion by 2029, but only a third of bookings occur online. At ITB Berlin panel, experts from Civitatis, Expedia Group, and Nezasa discussed AI's role in normalizing data, driving digitalization, and empowering small operators.
Impact and considerations
The tours and activities sector lags in digitalization; AI could be a key driver, impacting suppliers and distributors.
Key points
- Tours and activities sector projected to reach $340 billion by 2029.
- Only a third of bookings occur online, vs. 64% for global travel.
- AI can help normalize data and improve consumer experience.
- Expedia Group acquired Tiqets, exploring AI to accelerate activities.
- AI is key to bringing small operators online.
Sources and time
- Primary source
- PhocusWire / Phocuswright
- Other sources
- 0
- First source publication
- 16 Mar 2026, 14:00
- Page published
- 13 Aug 2026, 08:24
- Last updated
- 16 Mar 2026, 14:00
- Original links
- PhocusWire All News：AI's potential to drive digitalization in tours and activities (opens in a new tab)Primary source · en · Published 16 Mar 2026, 14:00