Tours, activities and attractions — in short experiences — have been a hot topic in the travel industry over the past few years.

And with its staying power as a driver of travel decision-making, new growth opportunities exist, according to experts.

"I think it has increased, more and more," said Luuc Elzinga, founder and president of Tiqets during an interview in the PhocusWire studio at The Phocuswright Conference 2024. He said consumers' focus on experiences over material goods is fueling these new opportunities.

Christian Watts, founder and CEO of Magpie, who joined Elzinga in the studio, said there's certainly room for companies both small and large on the distribution side of the tours and activities sector.

That opportunity comes as experiences are rising on the list of travelers' priorities during the booking process, according to industry leaders. With events like The Taylor Swift Eras Tour and the Olympics prompting fans to travel across the world and boosting business, the value of experiences in travel decision-making has come into focus. 

“It's the reason to travel,” Elzinga said. “It's the reason why people remember where they've gone.”

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