As more and more travelers prioritize experiences, running a tour and attraction business has become a lot more complex. If you’re an operator feeling the heat, we promise you’re not alone.
We’re seeing a number of logistical shifts impacting the tours and attractions space in 2026, starting with AI’s impact on the way guests discover and plan their trips to many operators still facing staffing shortages.
All of this is happening in the background, plus guests want faster support and more personalization than ever before. From our vantage point across thousands of tour operators and attractions, we get a front-row seat to how these shifts are playing out in real time.
In this trend report, we’re breaking down what we’re actually seeing across the industry, including how operators are using AI, why OTAs continue to gain ground, and how staffing pressures are forcing smarter resource planning.
Trend #1: Operators are just starting to use AI to streamline the back office
Tours and attractions are leaning into AI tools to automate traditionally time-consuming tasks, like pricing updates and copywriting. Yet most of the industry is still in the early stages of adoption.
According to Arival’s latest research, only 12% of operators are actively using generative AI to assist their daily operations. Another 25% are testing it. Among those using it, though, content creation is the most common use case.
Operators are using tools like ChatGPT to write product descriptions, tour pages, blog posts, and emails. For instance, one operator reported cutting their website copywriting time by more than half. Larger operators, or those that welcome more than 10,000 guests per year, have taken a step further and tapped into chatbots for customer support.
But the takeaway here isn’t that AI can write your Instagram captions — although you most certainly can be using it for that, too. For growing operators, adopting AI tools into your daily rhythm is really about creating breathing room so you can scale without burning out.
Think about it this way: if AI helps you update seasonal pricing in minutes instead of hours or draft new tour descriptions before a product launch, that’s time you get back to actually thinking about expansion instead of just surviving the week. Because of this, we expect to see even more operators get on board with AI in 2026.
Of course, your booking software can make all the difference. Choosing a booking partner that integrates easily with AI tools or automates core tasks like pricing updates, confirmations, scheduling, and reporting already gives you some breathing room.
Trend #2: AI is reshaping the travel booking experience from search to support
Think about when a traveler searches for a flight, and dozens of options load in just a few seconds. Once they’ve booked, a list of hotel suggestions appears, magically tailored to their preferences. Yet it’s not magic, is it? It’s AI working behind the scenes. About 40% of travelers say they’ve already used AI tools to plan or book trips, and that share is only expected to grow.
We’re seeing AI’s influence across the whole booking spectrum:
- Google Travel can now build an entire trip summary by scanning email receipts and calendar data.
- Expedia and Booking.com now offer AI trip planners that can build personalized itineraries in a single conversation, eliminating the need for travelers to browse dozens of websites.
- Hopper is using AI to predict the best time to book, and customers are trusting it enough to wait.
- Even when things go wrong, some airlines and booking platforms are using AI to rebook travelers before they even ask for help.
These updates are also influencing how travelers discover experiences. Many booking platforms now leverage machine learning to suggest relevant activities based on a traveler’s location, preferences, or previous bookings. About 70% of travelers say they appreciate these AI‑powered recommendations, especially when they help them avoid crowds or find local experiences during peak times.
How can operators optimize their experience listings to appear in AI-powered discovery tools?
- Make sure your tour and experience descriptions are up to date and feature relevant keywords (such as location and activity).
- Add high-quality photos to every tour or activity offering.
- Accurately categorize your experiences on every platform they appear on.
Behind the scenes, the right booking software keeps your availability, pricing, and product details aligned across every channel. The cleaner and more consistent your products are, the more likely it is that AI will surface them when travelers are planning their trips.
Trend #3: Staffing shortages are forcing operators to rethink resource planning
Demand for experiences is rising, but the labor pool isn’t keeping up. The global travel and tourism sector could face a workforce shortage of more than 43 million people by 2035, according to a new report by the World Travel & Tourism Council.
On paper, that’s a big number. On the ground, it looks like this: You’re short a guide on Saturday, your front desk is juggling phone calls and walk-ups, and you’re personally answering last-minute emails at 11 p.m. None of it feels dramatic on its own, but together, it chips away at the guest experience.
That’s why we’re seeing operators rethink resource planning altogether. Instead of just trying to hire more, they’re tightening up operations. Smarter booking systems automate confirmations, waivers, capacity limits, and schedule updates so your team isn’t stuck doing manual admin work all day.
During peak months, 24/7 system support matters just as much as headcount. Because when tours are going out daily and revenue is on the line, you can’t really afford downtime.
What This Means for Your Business
Zoom out, and the pattern is clear. Demand is growing, AI is reshaping discovery and booking, and staffing isn’t getting any easier. If there’s one thread connecting it all, it’s this. The operators who thrive in 2026 will be the ones who simplify how their business runs behind the scenes.
There are three practical moves we see working right now. First, tighten your operational core. Automate repetitive tasks, so your team can spend more time with guests rather than chasing paperwork.
Second, build resilience into your tech stack. During the high season, your booking system isn’t just software. It’s the foundation of your business. 24/7 reliability and responsive support matter when a Saturday glitch can cost you a full day of revenue.
Third, think about scalability early on. The system that works when you’re running two departures a day should still work when you’re running twenty. Growth should feel controlled, not chaotic.
And finally, choose tools that adapt to you. A small-group walking tour has different operational needs than a high-volume attraction with timed entry and a larger team. The right system should be flexible enough to evolve as your business does, not something you have to bend your operations around.
