Travelers are traveling differently in 2026 and the way they’re booking their experiences is changing too.
The good news is that experience bookings are absolutely surging in some niches. From small-group helicopter tours to large-scale zipline courses, our operator base gives us a front-row seat to customers’ evolving booking behaviors.
What we’re seeing now is discovery is shifting, thanks to AI and social media algorithms. And in response to traveler’s growing curiosity for new and exciting hands-on experiences, we see tours becoming more immersive than ever.
In this article, we break down three of the most important trends shaping the tours and attractions industry right now. Whether you’re running a zipline park, a historical museum, or a city tour company, these are the shifts impacting your business in 2026.
Trend #1: AI and Social Media Algorithms Are Making Online Marketing More Complex
Tour and activity operators are doubling down on digital marketing, but many feel they’re falling short. Most say AI’s influence on social media and search algorithms is making it harder to reach travelers.
Operators are primarily using channels like Instagram, Facebook, and Google to connect with guests. Still, only a third of tour and activity operators, and about half of attractions, are investing in paid search or paid social.
As AI continues to change how travelers discover experiences online, Arival predicts that acquisition costs will increase while the customer journey becomes less predictable. Relying on a single marketing channel, especially one subject to algorithm shifts, will limit your visibility and growth.
The takeaway: Operators should explore tools that help them stay present across multiple channels. Diversifying your marketing efforts will no longer be a choice in 2026. Investing in the right booking platform can make it easier to track where conversions are actually coming from, helping you make smarter decisions in a fast-changing digital landscape.
Trend #2: Travelers Are Planning Trips Around Experiences, Not Just Destinations
More than ever, experiences are driving travel decisions. According to GetYourGuide’s Hidden Trends 2026 report, travelers are no longer just looking for places to go. They’re prioritizing what they’ll do when they get there, which is great news for tour and activity operators.
As more travelers seek out activities that teach them something new, tours that emphasize storytelling and local flavors will stand out. Experiences like skill-building workshops, walking tours, and food tastings are now becoming the focus of entire itineraries. The numbers back it up:
- Workshop bookings are up 59% year-over-year, especially for activities like baking, forging, or crafting.
- Walking tours are back, with bookings up 30%.
- Travelers are obsessed with coffee: 1 in 3 now rank a destination’s coffee scene above its nightlife.
- Young travelers prioritize learning new things. About 30% of Gen Z travelers say they’d rather bring home a new skill than a souvenir.
The takeaway: Focus on the why behind your experience. What will guests walk away with after they visit you? Looking ahead, expect even more travelers seeking purpose-driven experiences, especially those tied to local culture and niche interests like birdwatching or sunrise tours.
Trend #3: In Response, Attractions Are Becoming More Interactive
Now that travelers are increasingly searching for activities they can actively participate and learn from, attractions are responding by removing the glass cases. Museums and cultural institutions, for example, are reimagining the visitor experience as more immersive, hands-on formats.
At the V&A East Storehouse museum in London, for example, guests can now request to hold objects from the collection. Calgary’s Glenbow Museum is offering open-access storage, and the soon-to-open National Geographic Museum of Exploration in Washington, D.C. will feature projection mapping, AR exhibits, and an immersive theater.
The takeaway: For tours and attractions, adding touchpoints that let guests explore behind the scenes or participate in the story will help your experience stand out from the competition. You can expect more attractions to begin blurring the lines between education and entertainment, changing their visits to focus on creativity and real human connection.
What This Means for Tours and Attractions
We know that the travel landscape is changing faster than ever before and that experience providers are feeling the pressure to keep up. Whether you run a walking tour, museum, or a distillery, the key takeaway is that travelers are searching more intentionally, booking across more platforms, and looking for experiences that feel authentic and personal.
Here’s how are three ways operators like yourself can adapt:
1. Diversify your marketing mix
Don’t rely on just one channel to reach new guests. With social algorithms shifting and acquisition costs rising, building a multichannel presence across OTAs, social media, email, and search ensures you’re covering all bases. Your guests are hanging out on all of these platforms, so using tools that help you track performance across them is crucial.
2. Meet guests where they’re booking.
OTA bookings are rising fast, especially for attractions. But you don’t have to sacrifice all control over your customer data and revenue just because you might be selling more tours through a third-party platform. The key is to invest in a booking system that integrates with major OTAs seamlessly, letting you manage your availability, pricing, and inventory from one single platform.
3. Rethink what makes your experience memorable
Today’s travelers are craving connection. They want to be an active participant in an experience, rather than just an observer. Consider how you can add hands-on elements or layers in some storytelling that can make them feel like they’re a part of something bigger.
Want more insights like these? Explore Xola’s tools to help you streamline bookings and stay ahead no matter what this year throws your way.
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As we kick things into gear in 2026, one thing is clear: traveler behavior is evolving. Whether it’s embracing OTAs, navigating AI in marketing, or rethinking what makes an experience memorable, operators who stay flexible will be the ones who thrive in this new age of travel.
