Tours and Activities Growth Outpacing Travel Overall, Distribution Lagging
A report by Arival and Phocuswright sizes the global travel experiences market at $253 billion in 2024, projected to grow to $342 billion by 2029. Experiences bookings grew 17% in 2024 vs. 6% for travel overall. However, distribution lags: only 33% of experiences were booked online in 2025 vs. 64% for travel overall. The report also analyzes consumer behavior, such as averaging 3.5 to 4.7 experience bookings per trip.
Impact and considerations
Travel experiences are the fastest-growing segment, but distribution digitalization lags, presenting opportunities for OTAs and distributors, and reminding operators to focus on online channels.
Key points
- Global travel experiences market at $253B in 2024, projected $342B by 2029
- Experiences bookings grew 17% in 2024 vs. 6% for travel overall
- Only 33% of experiences booked online in 2025 vs. 64% for travel overall
- Travelers book 3.5 to 4.7 experiences per trip on average
Sources and time
- Primary source
- PhocusWire / Phocuswright
- Other sources
- 0
- First source publication
- 5 Aug 2026, 15:00
- Page published
- 12 Aug 2026, 14:16
- Last updated
- 5 Aug 2026, 15:00
- Original links
- PhocusWire All News：Tours and activities growth is outpacing travel overall, distribution is lagging (opens in a new tab)Primary source · en · Published 5 Aug 2026, 15:00