Tours and activities are outgrowing travel overall. Distribution hasn’t caught up.
Travel experiences grew 17% in 2024, nearly three times the rate of travel overall, and are on track to reach $342 billion by 2029. Yet the sector has been slower to digitize than the rest of travel: only 33% of tours, activities and attractions were booked online in 2025, compared with 64% of travel bookings overall.
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