Spain’s travel experiences sector is thriving, outpacing the global market for tours and attractions, according to a new report by Arival. The Global Operator Landscape 3rd Edition, which surveyed 7,000 tour, activity, and attraction operators worldwide, reveals that Spanish operators are reporting stronger growth in 2024 and a more optimistic outlook for 2025 compared to their European and global counterparts.
The findings come just ahead of Arival 360, the annual event for the travel experiences industry, which will take place in Valencia for the first time this year. Scheduled for April 28-30 at the Valencia Conference Centre, the event will bring together creators and sellers of tours, activities, and attractions to network, learn, and explore new business opportunities. Previously held in Berlin for five years, the move to Valencia underscores Spain’s growing prominence in the sector.
Douglas Quinby, CEO and co-founder of Arival, highlighted Spain’s unique position. “After two years of double-digit growth in the global travel experiences sector in 2022 and 2023, growth slowed to single digits in 2024 as post-pandemic demand eased and inflation impacted travelers’ spending,” he said. “However, Spain has been an exception. The country’s rich cultural heritage, diverse attractions, and experiences continue to drive strong demand, creating significant opportunities for operators and resellers.”
Spain’s success reflects its appeal as a top destination for travelers seeking immersive and memorable experiences, positioning it as a leader in Europe’s travel and tourism industry.
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