The vital role of in-destination experiences was under the spotlight during the opening session of the ARIVALDubai@ATM forum, which gathers the industry’s brightest minds and leading voices to discuss the essential themes defining tours, activities, attractions and experiences in 2022 and beyond.
In 2019, travel experiences achieved $254 billion in global gross industry sales, making it the third-largest sector in travel and tourism after transportation and accommodation, with almost one million operators around the world. Operators in this sector include organizers of tours, activities, attractions and experiences with over 140 diverse business categories working in the field. Up to 50% have launched their businesses since 2015 and upwards of 70 new startups within tours, activities and attractions have raised $2.6 billion since 2017.
Sharing the latest global research and insights from Arival on the ATM 2022 Travel Tech Stage, Douglas Quinby, Co-Founder and CEO, Arival, said, “We surveyed travelers about what matters most to them when they are traveling and they prioritized attractions, activities and tours above other factors. Experiences are not just the ‘things to do’ – they are the reasons to go, representing a significant opportunity for the travel and tourism industry.’’
Technology adoption and getting connected is the major focus for the in-destination industry as it moves to a new phase. Quinby added, “Consumers are increasingly booking their travel experiences online – a trend that has accelerated significantly since the pandemic. The sector, therefore, needs to look to technology adoption and working with reservation system providers to make their products more accessible online.’’
The ARIVALDubai@ATM forum advances the creation of in-destination experiences by providing insights and a community for creators and sellers of tours, activities and attractions. For the first time in Dubai since a successful virtual format at ATM in 2021, the event examines current and future trends and focuses on growing business through marketing, technology, distribution, thought leadership, and executive-level connections. Other topics discussed at the one-day forum included the role of sustainability in driving the in-destination business forward.
