Multi-day tour operators worldwide are entering a new phase of growth marked by rising demand for small-group travel and accelerating adoption of AI, according to The State of Multi-Day Tours, 2nd Edition, a new global research report from Arival. The findings come as the sector prepares to gather at Arival 360 Valencia, the company’s flagship global event for the experiences industry.
The report, based on a survey of 569 operators and nearly 50 executive interviews and conducted with the support key sponsors TourRadar, kimkim and Lemax, shows that 78% of multi-day operators, identifies key shifts in tour products, distribution, the role of OTAs, the state of technology and AI use across the industry and much more.
Small groups dominate as travelers seek customizable offerings
One of the clearest shifts is toward smaller group formats, now offered by more than two-thirds of operators. Tours of 10 or fewer guests have become the most common format, reflecting traveler demand for more intimate, flexible experiences. Longer itineraries of 8-14 days remain the core of the market.
Tech adoption rises, but fragmentation is still an issue
The report finds that 63% of operators are now using or experimenting with AI, and more than six in 10 use a third‑party booking system or custom platform. Yet the sector remains highly manual; half of all supplier bookings still happen via email, and many operators – especially in APAC, LATAM, and MEA – continue to run without any booking system at all.
“Multi-day tours are one of the most complex products in travel, and that complexity has held back digital distribution,” said Douglas Quinby, CEO and co-founder of Arival. “But we’re now seeing a real shift. Operators are adopting better systems, experimenting with AI, and structuring their products for online sales. Meanwhile, many dozens of innovative technology providers, marketplaces and other platforms are creating more opportunity than over to tackle some of this sector’s toughest challenges. The companies that embrace this transition will be the ones that pull ahead over the next five years.”
The findings will be a central focus at Arival 360 Valencia, taking from April 27-29, where operators, OTAs, tech providers, and distributors will gather to discuss the future of multi-day tours, distribution, and the broader experiences sector. The event will feature a dedicated multi-day track, signalling the growing dominance of this complex sector of experiences.
