Insights from Arival 360 Valencia

Global leaders in the experiences sector convened in Valencia for the opening day of Arival 360 Valencia 2026, a premier conference for tours, activities, and attractions. The event, with attendees from over 70 countries, underscored the transformative impact of AI, social media, and changing traveler expectations on the industry.

Key discussions centered on the decline of traditional search engines, where AI and platforms like YouTube are proving crucial for acquiring customers. Bruce Rosard and Lori Timony urged operators to embrace video and AI-powered platforms to maintain visibility.

Kristin Dorsett from Viator indicated that travel intent remains strong despite inflation, particularly for experiences priced under $100, contributing to a shift in how experiences are ranked and discovered through fresh reviews and high-quality content.

Multi-day tours surfaced as a vital growth area, with average order values exceeding $3,000. Experts such as Natasha Lawrence and Josh Carr highlighted storytelling and strategic pricing as essential to capture this lucrative market.

Pernod Ricard showcased its strategies in spirits tourism, turning brand homes into cultural attractions. Laura Sileo pointed out how merging gastronomy and heritage helps attract approximately 1.5 million visitors each year.

Amid the surge of direct bookings, Peter Muttitt noted that Online Travel Agencies (OTAs) remain crucial for reaching new customers, emphasizing the need for captivating imagery and brief, mobile-optimized descriptions.

The day concluded with OCTO unveiling its open API standard, a rapidly emerging necessity for the industry, streamlining integration processes with over 89 members and promising quicker market entry and reduced resource usage.