In-Destination Experience Critical To The Future Of Global Travel- ATM Forum

The vital role of in-destination experiences was highlighted at 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 organisers 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 start-ups 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 travellers about what matters most to them when they are travelling and they prioritised 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.
MEANWHILE-: Gulf Corporation Council travellers are looking to make up for the lost time when it comes to travel, with the anticipation of new experiences dominating conversations, according to research based on the analysis of over four million social media posts and comments from more than two million Arabic-speaking unique users in the GCC. The number of travel conversations and posts about travel increased by 110% and 151%, respectively, between 2019 and 2021.
Speaking on the ATM Global Stage, Paul Kelly, Managing Partner, D/A, said: “Travel conversations increased to over 1.3 million in 2021, underscoring the willingness by Arabic speakers in the GCC to travel, regardless of age or nationality. We are ultimately witnessing the pent-up demand from the last two years coming to the fore as borders reopen, flights are back on track and restrictions are lifted.”
Edited by John Savage at ATM