The travel industry tends to get preoccupied by what is happening in air and hotel (since they drive the bulk of the global travel market), but it's the activities on the ground that inspire travelers to go places.

Travel activities, the aggregate of in-destination spend on tours, activities, attractions and events, is the third-largest travel segment and accounts for 10% of global travel revenue.

Phocuswright's Tours & Activities Come of Age delves into the state of travel activities – specifically tours, activities and attractions – to assess the market landscape, the challenges ahead and the opportunities for distribution in the broader travel marketplace.

For tours and activities to come of age, it first needs to move out of the stone age and into the digital world. It is one of travel's longest long tails and comes with all the challenges of fragmented small businesses.

Small suppliers are the driving force behind the sector; more than half of tours and activities suppliers generate less than $250,000 annual revenue. From reservation to redemption, business is still mostly manual, and more than 80% of gross bookings are made offline.

Fragmentation, limited technological advancement and lack of standardization within the sector present major hurdles to centralizing inventory efficiently and distributing online to consumers on a global scale.

Get a detailed look at how this dynamic segment is growing up and where it's headed with Phocuswright's newest report, Tours & Activities Come of Age: The Global Travel Activities Marketplace 2014-2020.

ABOUT PHOCUSWRIGHT INC.

Phocuswright is the travel industry research authority on how travelers, suppliers and intermediaries connect. Independent, rigorous and unbiased, Phocuswright fosters smart strategic planning, tactical decision-making and organizational effectiveness.

Phocuswright delivers qualitative and quantitative research on the evolving dynamics that influence travel, tourism and hospitality distribution. Our marketplace intelligence is the industry standard for segmentation, sizing, forecasting, trends, analysis and consumer travel planning behavior. Every day around the world, senior executives, marketers, strategists and research professionals from all segments of the industry value chain use Phocuswright research for competitive advantage.

To complement its primary research in North and Latin America, Europe and Asia, Phocuswright produces several high-profile conferences in the United States and Europe, and partners with conferences in China, Singapore and the United Arab Emirates. Industry leaders and company analysts bring this intelligence to life by debating issues, sharing ideas and defining the ever-evolving reality of travel commerce.

The company is headquartered in the United States with Asia Pacific operations based in India and local analysts on five continents.

Phocuswright is a wholly-owned subsidiary of Northstar Travel Media, LLC. (116 32nd Street, 14th Floor, New York, NY 10001 United States). www.phocuswright.com

ABOUT NORTHSTAR TRAVEL GROUP

Northstar Travel Group is the leading provider of business-to-business news, information, data, transactions and custom content solutions for the travel, meetings and hospitality industries. Brands under the Northstar umbrella include Travel Weekly, Travel Weekly China, Travel Weekly Asia, TravelAge West, Business Travel News, Phocuswright, Meetings & Conventions, M&C China, Web in Travel and Inntopia. Northstar is the industry leader in marketing solutions, custom content communications, content licensing and database management serving the travel and meetings industries. The company produces more than 52 face-to-face events, taking place in North and South America, Europe, Asia and the Middle East. Northstar is based in Secaucus, NJ, and is a portfolio company of EagleTree Capital. www.northstartravelgroup.com

Eugene Ko
Sr. Manager, Marketing and Communications
+1 646 380-6273
Phocuswright