Day 1 of Arival 360 Valencia 2026, the world’s leading conference for the tours, activities and attractions sector, brought together operators, distributors, technologists, and brand innovators to explore the forces reshaping the global experiences industry.  With thousands of delegates from more than 70 countries, Arival opened with a clear message: the experiences sector is entering a new era defined by AI‑driven discovery, multi‑day transformation, open connectivity, and the rapid evolution of traveller expectations.

Across the day’s keynotes and panels, industry leaders unpacked the shifting dynamics of customer acquisition, the rise of multi‑day travel, the growing power of culinary and brand‑led experiences, and the technologies that will define the next decade of growth.

Search is no longer king as social, video and AI redefine customer acquisition

Speakers: Bruce Rosard (Co-founder and CCO, Arival), Lori Timony (CEO, Insightful International)

Arival opened with a stark assessment of the digital landscape: traditional search is losing its dominance. With AI‑driven discovery accelerating and social platforms reshaping how travellers find experiences, operators can no longer rely on SEO alone. YouTube has emerged as one of the most trusted and influential discovery channels, while AI assistants increasingly answer queries without sending users to websites at all.

Rosard and Timony urged operators to diversify aggressively across video, social commerce, and AI‑powered platforms. Maintaining accurate, up‑to‑date Google Business profiles is now essential, as these listings often become the primary customer touchpoint. The message was clear: customer acquisition is fragmenting, and agility will determine who stays visible.

Viator lifts the lid on traveller behaviour, visibility and the fastest‑growing experience categories

Speaker: Kristin Dorsett (GM Experiences – TripAdvisor)

In a rare behind‑the‑scenes conversation, Viator revealed how traveller behaviour is shifting in 2026. Despite inflation, overall travel intent remains strong, with domestic and short‑haul trips continuing to dominate. Experiences under $100 are the fastest‑growing segment, driven by demand for value‑rich activities such as cooking classes, food tours and outdoor adventures.

Dorsett emphasised that visibility on Viator now depends on fresh reviews, high‑quality photography, and clear value propositions. AI‑powered semantic search is reshaping rankings, rewarding relevance and quality over volume. Viator is also experimenting with new distribution channels, including TikTok integrations and generative AI tools, signalling a broader shift in how travellers discover and book experiences.

Multi‑day tours surge as operators chase high‑value, transformative travel

Speakers: Natasha Lawrence (Product strategy director, The Travel Corporation), Josh Carr (GM, Urban Adventures, Intrepid), Travis Pittman (CEO, TourRadar), Dan Christian (Founder and host, Travel Trends Podcast), Tom Macklin (MD, Evan Evans Tours)

One of the day’s most anticipated sessions confirmed the explosive growth of multi‑day travel. With average order values often exceeding $3,000, multi‑day tours offer a compelling revenue opportunity, but require a complete rethink of operations, technology and brand positioning.

Speakers highlighted that multi‑day travel is fundamentally about transformation and community. Video storytelling is becoming essential to convey the emotional arc of a multi‑day journey, while distribution requires more sophisticated pricing, connectivity and commission structures. Platforms like TourRadar are accelerating the category’s expansion by simplifying complex inventory and booking flows.
The panel encouraged operators to start with short‑duration or private itineraries to test demand and operational readiness before scaling.

Pernod Ricard shows how culinary and spirits tourism became a global cultural powerhouse

Speaker: Laura Sileo (Global brand homes director, Pernod Ricard)

Pernod Ricard delivered one of the day’s standout brand case studies, revealing how the company transformed 33 global brand homes into immersive cultural destinations attracting 1.5 million visitors annually. These sites blend gastronomy, heritage, storytelling and local culture, generating revenue that often surpasses traditional retail sales.

Sileo explained how culinary‑driven experiences create deep emotional connections, foster sustainability, and support local communities. By positioning brand homes as cultural destinations rather than product showcases, Pernod Ricard has become a global leader in premium spirits tourism.

OTAs remain essential, but only with a clear strategy and disciplined execution

Speaker: Peter Muttitt (MD, PM Consulting)

Despite the rise of direct booking and social commerce, OTAs continue to deliver critical incremental revenue.  Muttitt emphasised that OTAs do not cannibalise direct sales; instead, they reach customers operators would never attract independently.
Success on OTAs hinges on three elements: a compelling hero image, a clear and concise title, and a mobile‑friendly description that captures attention within seconds. Reviews and availability remain the strongest ranking signals. Muttitt encouraged operators to experiment with images, product variations and content to improve conversion, while maintaining authenticity and quality as the foundation of long‑term success.

Multi‑day leaders predict strong growth as travellers seek community, connection and meaning

Speakers: Andrea d’Amico (CEO, WeRoad), Brian Young (MD EMEA, G Adventures), Dan Christian (Founder & host, Travel Trends Podcast), Pere Valles (CEO, Exoticca)

In a lively fireside chat, three of the sector’s fastest‑growing brands revealed how they are capturing different demographics through sharply defined identities. G Adventures continues to lead with purpose‑driven, community‑focused travel. WeRoad has built a passionate following among 25–40‑year‑olds seeking connection and adventure. Exoticca is scaling rapidly with a 50+ audience through bold TV advertising and value‑driven, complex itineraries.

All three agreed that proprietary technology is now a competitive advantage, enabling personalisation, scalability and operational efficiency. Lifetime deposits – pioneered by G Adventures – were highlighted as a major innovation that has reshaped customer loyalty across the category.

OCTO unveils the future of connectivity with open, fast and free API standards

Speakers: Ramon Vrieselaar (Commercial director, Prioticket), Robin Harnish (Co-founder, OCTO), Peter Saxby (Bokun), Carrie Keplinger (Groupon)

The final session of the day showcased one of the industry’s most transformative initiatives: OCTO, the open API standard rapidly becoming the universal language of tours and attractions. With 89+ members and 200+ reseller systems already adopting the standard, OCTO is slashing integration times from months to days – and in some cases, eliminating engineering effort entirely.

New developments include certification programmes, expanded API capabilities, and an AI working group preparing for the next wave of technological disruption. Real‑world examples from Groupon, Prioticket and others demonstrated dramatic resource savings and faster go‑to‑market timelines.  OCTO’s community‑driven model is positioning it as a critical enabler of future industry growth.