Travel is shifting from “where to go” to “what to do there.”
The global experiences market is projected to top $3.1T in 2025. But only $1.3T comes from tourist spend—and just 25% of that is structured and paid. Most of the category remains offline, unbooked, or unmonetized.
The mismatch isn’t demand—it’s infrastructure.
60% of global travelers now plan trips around live events and entertainment. Gen Z is spending 2x more than Boomers on experiences. They book online, prioritize shareability, and often choose destinations based on content, not geography. Platforms that enable event-led discovery and in-destination booking are positioned to win.
At ROCH Ventures, we don’t see this as a category but as a rewiring of demand.
#TravelTech #Experiences #VentureCapital
Sources: McKinsey & Company & Skift, Sept 2024; American Express Global Business Travel Trends, 2025
