Tours, activities, and attractions are more than just itinerary fillers—they make up the core of leisure trips and help to give each destination its unique flavor. But this travel vertical is also famously fragmented and hyper-localized. New partnership research between Phocuswright and Arival examines how travelers approach the "fun part" of travel. What are they doing, where are they spending, and who do they turn to when it's time to book? The session continues with perspective from Civitatis on the outlook for experiences and the opportunities ahead.
