New report reveals technology gaps at the world´s top attractions
With the summer season just around the corner, many attractions could be missing out on billions in revenue
Arival, a leading business intelligence and event management company for the destination experience sector, in collaboration with GetYourGuide, one of the leading online marketplaces for tours and activities, today announced the publication of its new report, "Inside Enterprise Attractions," part of the "Global Operator Landscape" series (3rd edition).
This report reveals an in-depth analysis of the technology, distribution, and product operations of the world's largest tourist attractions, and highlights a critical gap: while these attractions generate significant revenue, many are underperforming in key areas such as digital distribution and technology adoption, representing a significant untapped opportunity.
The study provides a detailed look at the trends transforming the industry, from the evolution of ticketing systems to the creation of innovative products. It reveals that the top 50 attractions analyzed, despite generating an estimated $20 billion in annual revenue, often lag behind smaller operators in implementing modern booking technologies and optimizing online distribution. For example, more than half (54%) of these attractions still rely primarily on direct sales through their websites or physical box offices, reflecting significant room for growth through diversified digital partnerships.
The report also highlights that only 38% of these attractions have fully integrated API connectivity with online travel agencies (OTAs), thus limiting their reach to a truly global audience. These figures highlight the enormous potential for increasing revenue and improving visitor engagement.
“With summer just around the corner, attractions have a tremendous opportunity to take full advantage of growing tourism demand,” said Douglas Quinby, co-founder and CEO of Arival. “Understanding today’s traveler journey and optimizing digital distribution and connectivity is no longer just a matter of efficiency: it’s the key to unlocking billions in potential revenue by effectively reaching global audiences. The findings in this report provide a clear roadmap for attractions to strengthen their proposition and maximize their impact this season and beyond.”
This report highlights the enormous potential for tourist attractions to leverage advanced technology and establish strategic distribution partnerships that expand their reach, optimize their operations, and ultimately boost their revenue. The findings will be especially relevant for tour operators and distributors seeking to build stronger relationships with attractions and demonstrate their value, while respecting their brands and operational constraints.
The full report, "Global Operator Landscape (3rd Edition): Inside Enterprise Attractions," is now available for download, offering key insights for all stakeholders in the tours, activities, and attractions industry.
Source: Arival.