Close Menu
Trending
Wednesday, July 29
Book
Tours & Activities

2026 Travel Trends: U.S. and Europe Tour Insights

Denmark ReviewBy No Comments7 Mins Read
2026 Travel Trends: U.S. and Europe Tour Insights

Christmas Day, 2026

A recent study from Arival, with backing from Phocuswright and Civitatis, reveals a notable trend among holiday travelers: today’s tourists are squeezing more tours, activities, and attractions into their journeys than ever before. Despite stable spending patterns in the U.S. and a slight decline in Europe, the report, titled Travel Experiences 2026: Market Sizing, Operator and Consumer Behavior Highlights, pulls its insights from a survey of 2,550 travelers across the United States, the United Kingdom, France, Germany, and Spain. This latest analysis expands on earlier global market-sizing efforts from earlier this year.

American travelers are leading the charge, averaging more than four experiences per trip, a figure that eclipses their European counterparts, even as Americans typically take shorter vacations—averaging 7.1 nights compared to Europe’s 8.3. This shift suggests that tourists are increasingly prioritizing the number of experiences over opting for costlier alternatives.

The research highlights distinct regional preferences. Bruce Rosard, co-founder of Arival, noted that European travelers show a strong affinity for cultural landmarks, whereas Americans gravitate towards sightseeing tours and culinary experiences. Interestingly, culinary activities are particularly popular in the U.S., while spa and wellness offerings have captured the hearts of many Europeans.

Amid the digital age, traditional booking methods still hold sway. Less than half of travelers in both regions booked their latest experiences online. Approximately 20% of those under 55, and nearly 25% of seniors, opted to purchase tickets on-the-spot at venues. Yet there’s a notable shift towards advance bookings, driven by concerns over capacity. Between 27% and 34% of travelers secured experiences ahead of their trips, while only 18% to 24% booked same-day experiences—a significant decline from the 60% seen in 2023.

According to Rosard, this trend reflects a broader change in trip planning, with more travelers selecting destinations based on specific goals and reserving activities in advance. He emphasized that the travel sector has firmly established itself, with increasing engagement in activities at various destinations. However, given the stagnation in per-person spending and the fact that two-thirds of bookings continue to occur offline, opportunities abound to not only attract new customers but also to convert existing demand—from the traveler intent on experiencing four activities in a week to the one still queued at the ticket booth.

The report arrives at a time when the experiential travel market continues its upward trajectory. After rebounding to its pre-pandemic valuation of $253 billion in 2024 and climbing by 17% to $271 billion in 2025—outpacing the broader travel industry’s 6% growth—the market is projected to reach a staggering $342 billion by 2029. Yet online bookings remain a minor player, comprising just 33% of experiences, starkly contrasting with the 64% online share found across the overall travel sector. This discrepancy highlights the fragmented nature of the market, where over 70% of operators are small or micro-businesses.

Andres Spitzer, CEO of Civitatis, expressed that the report underscores a key observation: travelers are looking for more from each journey. In such a fragmented landscape, he noted, effective curation becomes essential. At Civitatis, each listed experience must demonstrate its value through quality rather than mere availability. As the shift towards online platforms accelerates, those that foster trust will be best positioned to capitalize on this growth.

  1. 1. INTRODUCTION

    Making Data-Driven Decisions to Grow Your Business

    1. REPORT DESCRIPTION
    2. RESEARCH METHODOLOGY AND THE AI PLATFORM
    3. DATA-DRIVEN DECISIONS FOR YOUR BUSINESS
    4. GLOSSARY AND SPECIFIC TERMS

  2. 2. EXECUTIVE SUMMARY

    A Quick Overview of Market Performance

    1. KEY FINDINGS
    2. MARKET TRENDS This Chapter is Available Only for the Professional EditionPRO

  3. 3. MARKET OVERVIEW

    Understanding the Current State of The Market and its Prospects

    1. MARKET SIZE: HISTORICAL DATA (2012–2025) AND FORECAST (2026–2035)
    2. CONSUMPTION BY COUNTRY: HISTORICAL DATA (2012–2025) AND FORECAST (2026–2035)
    3. MARKET FORECAST TO 2035

  4. 4. MOST PROMISING PRODUCTS FOR DIVERSIFICATION

    Finding New Products to Diversify Your Business

    1. TOP PRODUCTS TO DIVERSIFY YOUR BUSINESS
    2. BEST-SELLING PRODUCTS
    3. MOST CONSUMED PRODUCTS
    4. MOST TRADED PRODUCTS
    5. MOST PROFITABLE PRODUCTS FOR EXPORT

  5. 5. MOST PROMISING SUPPLYING COUNTRIES

    Choosing the Best Countries to Establish Your Sustainable Supply Chain

    1. TOP COUNTRIES TO SOURCE YOUR PRODUCT
    2. TOP PRODUCING COUNTRIES
    3. TOP EXPORTING COUNTRIES
    4. LOW-COST EXPORTING COUNTRIES

  6. 6. MOST PROMISING OVERSEAS MARKETS

    Choosing the Best Countries to Boost Your Export

    1. TOP OVERSEAS MARKETS FOR EXPORTING YOUR PRODUCT
    2. TOP CONSUMER MARKETS
    3. UNSATURATED MARKETS
    4. TOP IMPORT MARKETS
    5. MOST PROFITABLE MARKETS

  7. 7. PRODUCTION

    The Latest Trends and Insights into the Industry

    1. PRODUCTION VOLUME AND VALUE: HISTORICAL DATA (2012–2025) AND FORECAST (2026–2035)
    2. PRODUCTION BY COUNTRY: HISTORICAL DATA (2012–2025) AND FORECAST (2026–2035)

  8. 8. IMPORTS

    The Largest Import Supplying Countries

    1. IMPORTS: HISTORICAL DATA (2012–2025) AND FORECAST (2026–2035)
    2. IMPORTS BY COUNTRY: HISTORICAL DATA (2012–2025) AND FORECAST (2026–2035)
    3. IMPORT PRICES BY COUNTRY: HISTORICAL DATA (2012–2025) AND FORECAST (2026–2035)

  9. 9. EXPORTS

    The Largest Destinations for Exports

    1. EXPORTS: HISTORICAL DATA (2012–2025) AND FORECAST (2026–2035)
    2. EXPORTS BY COUNTRY: HISTORICAL DATA (2012–2025) AND FORECAST (2026–2035)
    3. EXPORT PRICES BY COUNTRY: HISTORICAL DATA (2012–2025) AND FORECAST (2026–2035)

  10. 10. PROFILES OF MAJOR PRODUCERS

    The Largest Producers on The Market and Their Profiles

  11. 11. COUNTRY PROFILES

    The Largest Markets And Their Profiles

    This Chapter is Available Only for the Professional Edition
    PRO

    1. 11.1

      United States

      • Market Size
      • Production
      • Imports
      • Exports

    2. 11.2

      China

      • Market Size
      • Production
      • Imports
      • Exports

    3. 11.3

      Japan

      • Market Size
      • Production
      • Imports
      • Exports

    4. 11.4

      Germany

      • Market Size
      • Production
      • Imports
      • Exports

    5. 11.5

      United Kingdom

      • Market Size
      • Production
      • Imports
      • Exports

    6. 11.6

      France

      • Market Size
      • Production
      • Imports
      • Exports

    7. 11.7

      Brazil

      • Market Size
      • Production
      • Imports
      • Exports

    8. 11.8

      Italy

      • Market Size
      • Production
      • Imports
      • Exports

    9. 11.9

      Russian Federation

      • Market Size
      • Production
      • Imports
      • Exports

    10. 11.10

      India

      • Market Size
      • Production
      • Imports
      • Exports

    11. 11.11

      Canada

      • Market Size
      • Production
      • Imports
      • Exports

    12. 11.12

      Australia

      • Market Size
      • Production
      • Imports
      • Exports

    13. 11.13

      Republic of Korea

      • Market Size
      • Production
      • Imports
      • Exports

    14. 11.14

      Spain

      • Market Size
      • Production
      • Imports
      • Exports

    15. 11.15

      Mexico

      • Market Size
      • Production
      • Imports
      • Exports

    16. 11.16

      Indonesia

      • Market Size
      • Production
      • Imports
      • Exports

    17. 11.17

      Netherlands

      • Market Size
      • Production
      • Imports
      • Exports

    18. 11.18

      Turkey

      • Market Size
      • Production
      • Imports
      • Exports

    19. 11.19

      Saudi Arabia

      • Market Size
      • Production
      • Imports
      • Exports

    20. 11.20

      Switzerland

      • Market Size
      • Production
      • Imports
      • Exports

    21. 11.21

      Sweden

      • Market Size
      • Production
      • Imports
      • Exports

    22. 11.22

      Nigeria

      • Market Size
      • Production
      • Imports
      • Exports

    23. 11.23

      Poland

      • Market Size
      • Production
      • Imports
      • Exports

    24. 11.24

      Belgium

      • Market Size
      • Production
      • Imports
      • Exports

    25. 11.25

      Argentina

      • Market Size
      • Production
      • Imports
      • Exports

    26. 11.26

      Norway

      • Market Size
      • Production
      • Imports
      • Exports

    27. 11.27

      Austria

      • Market Size
      • Production
      • Imports
      • Exports

    28. 11.28

      Thailand

      • Market Size
      • Production
      • Imports
      • Exports

    29. 11.29

      United Arab Emirates

      • Market Size
      • Production
      • Imports
      • Exports

    30. 11.30

      Colombia

      • Market Size
      • Production
      • Imports
      • Exports

    31. 11.31

      Denmark

      • Market Size
      • Production
      • Imports
      • Exports

    32. 11.32

      South Africa

      • Market Size
      • Production
      • Imports
      • Exports

    33. 11.33

      Malaysia

      • Market Size
      • Production
      • Imports
      • Exports

    34. 11.34

      Israel

      • Market Size
      • Production
      • Imports
      • Exports

    35. 11.35

      Singapore

      • Market Size
      • Production
      • Imports
      • Exports

    36. 11.36

      Egypt

      • Market Size
      • Production
      • Imports
      • Exports

    37. 11.37

      Philippines

      • Market Size
      • Production
      • Imports
      • Exports

    38. 11.38

      Finland

      • Market Size
      • Production
      • Imports
      • Exports

    39. 11.39

      Chile

      • Market Size
      • Production
      • Imports
      • Exports

    40. 11.40

      Ireland

      • Market Size
      • Production
      • Imports
      • Exports

    41. 11.41

      Pakistan

      • Market Size
      • Production
      • Imports
      • Exports

    42. 11.42

      Greece

      • Market Size
      • Production
      • Imports
      • Exports

    43. 11.43

      Portugal

      • Market Size
      • Production
      • Imports
      • Exports

    44. 11.44

      Kazakhstan

      • Market Size
      • Production
      • Imports
      • Exports

    45. 11.45

      Algeria

      • Market Size
      • Production
      • Imports
      • Exports

    46. 11.46

      Czech Republic

      • Market Size
      • Production
      • Imports
      • Exports

    47. 11.47

      Qatar

      • Market Size
      • Production
      • Imports
      • Exports

    48. 11.48

      Peru

      • Market Size
      • Production
      • Imports
      • Exports

    49. 11.49

      Romania

      • Market Size
      • Production
      • Imports
      • Exports

    50. 11.50

      Vietnam

      • Market Size
      • Production
      • Imports
      • Exports

  12. LIST OF TABLES

    1. Key Findings In 2025
    2. Market Volume, In Physical Terms: Historical Data (2012–2025) and Forecast (2026–2035)
    3. Market Value: Historical Data (2012–2025) and Forecast (2026–2035)
    4. Per Capita Consumption, by Country, 2022–2025
    5. Production, In Physical Terms, By Country: Historical Data (2012–2025) and Forecast (2026–2035)
    6. Imports, In Physical Terms, By Country: Historical Data (2012–2025) and Forecast (2026–2035)
    7. Imports, In Value Terms, By Country: Historical Data (2012–2025) and Forecast (2026–2035)
    8. Import Prices, By Country: Historical Data (2012–2025) and Forecast (2026–2035)
    9. Exports, In Physical Terms, By Country: Historical Data (2012–2025) and Forecast (2026–2035)
    10. Exports, In Value Terms, By Country: Historical Data (2012–2025) and Forecast (2026–2035)
    11. Export Prices, By Country: Historical Data (2012–2025) and Forecast (2026–2035)

  13. LIST OF FIGURES

    1. Market Volume, In Physical Terms: Historical Data (2012–2025) and Forecast (2026–2035)
    2. Market Value: Historical Data (2012–2025) and Forecast (2026–2035)
    3. Consumption, by Country, 2025
    4. Market Volume Forecast to 2035
    5. Market Value Forecast to 2035
    6. Market Size and Growth, By Product
    7. Average Per Capita Consumption, By Product
    8. Exports and Growth, By Product
    9. Export Prices and Growth, By Product
    10. Production Volume and Growth
    11. Exports and Growth
    12. Export Prices and Growth
    13. Market Size and Growth
    14. Per Capita Consumption
    15. Imports and Growth
    16. Import Prices
    17. Production, In Physical Terms: Historical Data (2012–2025) and Forecast (2026–2035)
    18. Production, In Value Terms: Historical Data (2012–2025) and Forecast (2026–2035)
    19. Production, by Country, 2025
    20. Production, In Physical Terms, by Country: Historical Data (2012–2025) and Forecast (2026–2035)
    21. Imports, In Physical Terms: Historical Data (2012–2025) and Forecast (2026–2035)
    22. Imports, In Value Terms: Historical Data (2012–2025) and Forecast (2026–2035)
    23. Imports, In Physical Terms, By Country, 2025
    24. Imports, In Physical Terms, By Country: Historical Data (2012–2025) and Forecast (2026–2035)
    25. Imports, In Value Terms, By Country: Historical Data (2012–2025) and Forecast (2026–2035)
    26. Import Prices, By Country: Historical Data (2012–2025) and Forecast (2026–2035)
    27. Exports, In Physical Terms: Historical Data (2012–2025) and Forecast (2026–2035)
    28. Exports, In Value Terms: Historical Data (2012–2025) and Forecast (2026–2035)
    29. Exports, In Physical Terms, By Country, 2025
    30. Exports, In Physical Terms, By Country: Historical Data (2012–2025) and Forecast (2026–2035)
    31. Exports, In Value Terms, By Country: Historical Data (2012–2025) and Forecast (2026–2035)
    32. Export Prices, By Country: Historical Data (2012–2025) and Forecast (2026–2035)

Share.

Related Posts

Comments are closed.

Advertise with us