Tours & Activities: Experiences' Unfinished Business

The tours, activities and attractions sector is booming, with the one-day experiences market reaching $271 billion in 2025 and projected to exceed $340 billion by 2029. But while demand is surging, the industry’s digital transformation remains unfinished. Just 33% of gross bookings take place online, compared to 64% across the broader travel industry, and multiday tours lag even further behind.At the same time, traditional boundaries between day tours, attractions, destination management companies (DMCs) and multiday operators are blurring, while social platforms and AI-powered search are reshaping how travelers discover and book experiences.Join industry leaders for an interactive discussion on closing the digital distribution gap, navigating an increasingly interconnected ecosystem and capturing the opportunities emerging as the traveler journey evolves.