The global multi-day tour sector is entering a new era defined by a widening gap between growth-focused operators investing in technology and a large cohort of small, manual, or lifestyle businesses, according to The State of Multi-Day Tours, 2nd Edition, a new research report from Arival, conducted in partnership with TourRadar, kimkim and Lemax.
The study, based on a survey of 569 operators and nearly 50 executive interviews, shows that while 70% of operators have growth ambitions, roughly one in three are either in maintenance mode or operate with a lifestyle mindset, prioritizing stability and experience quality over scale. This divide is shaping everything from tech adoption to distribution strategy and profitability.
A sector splitting in two
Arival’s research finds that more than six in 10 operators now use a third‑party booking system or custom platform, and 63% are actively using or experimenting with AI. Yet 21% of operators still run without any booking system at all, and half of all supplier bookings continue to be handled manually via email.
This operational split is mirrored in commercial strategy. Operators offering just one or two tour types are far more likely to report margins above 10%, while larger, diversified operators benefit from scale and more mature commercial operations.
“The sector is beginning to separate,” said Bruce Rosard, CCO and co-founder of Arival. “Systemized operators are pulling ahead with better tech, connectivity, and distribution reach, while many smaller businesses continue to rely on manual processes. The companies that invest in systems, structure their products, and embrace new tools – including AI – will be the ones that win the next phase of growth, which shows that even the smallest of operators should be taking steps today to modernize their systems.”
Regional disparities widen the gap
The divide is especially pronounced across regions. Operators in the U.S. and Europe are far more likely to use booking technology, while a significantly higher share of operators in APAC, LATAM, and MEA – approximately one in four – have no system at all.
These findings will be a major focus at Arival 360 Valencia, taking place April 27–29, and Arival 360 Brisbane, taking place June 22-24. The events will bring together operators, OTAs, tech providers, and distributors to examine the future of multi-day tours, digital distribution, and the broader experiences sector. There will also be a dedicated multi-day track will explore how operators can bridge the operational divide and prepare for a more connected, scalable future.
