Phocuswright forecasts a boom in the global tours, activities and attractions industry 

Phocuswright forecasts a boom in the global tours, activities and attractions industry 

According to Phocuswright’s joint travel research report with Arival — The Outlook for Travel Experiences 2019-2025 — travel experiences represented USD 253 billion in global gross ticket revenue in 2019, making it the third-largest sector of tourism after transportation and accommodation.

Tours, activities and attractions (TAA) was the hardest-hit area of travel during the pandemic but has bounced back largely due to shifts in traveler behavior. Post-pandemic changes in shopping and booking behavior have fueled the growth of the TAA industry.  

Eugene Ko, director of marketing and communications at Phocuswright, said: “As we look ahead to 2023, travelers are placing more of a focus on experiences and once-in-a-lifetime activities. They want to make up for time lost during the pandemic, seeing and experiencing as much as possible on their trips. While recovery across regions and segments is uneven, we believe TAA will be one of the biggest success stories of 2023.”  

The report has revealed that operator websites will continue to grow through to 2025, while offline direct bookings will regain some share in 2022-23. But OTAs are the fastest-growing channel, with gross bookings increasing from just under USD 8 billion in 2019 to nearly USD 20 billion by 2025.

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Rita Ghantous

Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.

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