Travel experience market size worldwide 2024

In 2024, the global travel experience market was estimated at 1.1 trillion to 1.3 trillion U.S. dollars. That year, paid and structured activities, such as professionally guided tours or live-ticketed events, accounted for roughly 25 percent of the travelers' total expenditure on experiences worldwide.

Leading companies in the experiential travel market: Viator

Viator is Tripadvisor, Inc.'s company that focuses on the experiential travel market. In 2024, it accounted for almost half of Tripadvisor, Inc.'s revenue, representing the company's brand that reported the highest growth over the past five years. Meanwhile, the number of aggregated downloads of the Viator app worldwide increased by over 70 percent in 2024 over the previous year, exceeding four million.

Leading companies in the experiential travel market: GetYourGuide vs. Klook

Even though global downloads of the Viator app grew sharply in 2024, it was the Berlin-based company GetYourGuide that had the most downloaded app in the travel experience market that year. In 2024, aggregated downloads of the GetYourGuide app worldwide reached almost 14 million. Meanwhile, Klook, which focuses on the Asia-Pacific region, was one of the leading players in the market based on online traffic. In 2025, global website visits to klook.com totaled approximately 30 million.