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Tours and Activities Growth Outpacing Travel Overall, Distribution Lagging
1reports1reporting sources2026-08-05Update
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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.
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8月5日
- PhocusWire All NewsTours 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.