According to Phocuswright’s joint travel research report with Arival — The Outlook for Travel Experiences 2019-2025 — travel experiences represented USD 253 billion in global gross ticket revenue in 2019, making it the third-largest sector of tourism after transportation and accommodation. Tours, activities and attractions (TAA) was the hardest-hit area of travel during the pandemic but has bounced back largely due to shifts in traveler behavior. Post-pandemic changes in shopping and booking behavior have fueled the growth of the TAA industry.