Only 38 pc of these major attractions have fully integrated API connectivity with online travel agencies (OTAs)
Arival, a travel market research firm based in Colorado, in the United States, has joined forces with GetYourGuide, a leading online marketplace for tours and activities, to unveil their latest report, Inside Enterprise Attractions, as part of the third edition of the Global Operator Landscape series.
In a press statement, Arival says that this study offers a panoramic view of technology, distribution and operational strategies employed by the world’s largest visitor attractions, uncovering both strengths and critical gaps in the sector’s digital evolution.
The report’s findings reveal a striking paradox: while the 50 largest attractions analysed collectively generate an estimated USD 20 billion in annual revenue, many are underperforming in digital distribution and technology adoption.
The statement adds that more than half of these top-tier attractions, 54 pc, still rely predominantly on direct sales through their own websites or physical ticket counters as their main distribution channel.
According to the statement, a key insight from the report is that only 38 pc of these major attractions have fully integrated API connectivity with online travel agencies (OTAs), which limits their ability to tap into the global marketplace.
Douglas Quinby
“As the summer travel period rapidly approaches, there is an immense opportunity for attractions to truly capitalise on traveller demand. Understanding the modern traveller’s journey and optimising digital distribution and connectivity is not just about efficiency; it is about unlocking billions in potential revenue by effectively reaching and serving a global audience. The insights in this report provide a clear roadmap for attractions to enhance their offerings and maximise their impact this season and beyond,” says Douglas Quinby, Co-Founder and CEO, Arival.
Arival says that the lack of modern booking technology and robust digital distribution strategies means these attractions are not fully capitalising on the surge in OTA-driven bookings, which now account for nearly one in five attraction ticket sales worldwide, more than double their share since 2019.
Additionally, the report emphasises that attractions have enormous potential to boost revenue and visitor engagement by embracing advanced technology and forging strategic partnerships with OTAs and other digital platforms.
"
