Travelers prioritize experiences, and the industry should do the same

The tourism industry is entering a new phase in which experiences are positioning themselves as the main decision engine for travelers. This is revealed in the 2025 U.S. Experiences Traveler Outlook report, prepared by Arival, an organization specialized in events and research for the tours and activities segment. The study, based on a survey of 800 American travelers who made at least one trip of more than 100 miles with an overnight stay and p…