Viator Reports Record Summer 2024 Bookings, Highlights Outdoor and Skill‑Based Travel Trends

Why It Matters

The trends highlighted by Viator signal a pivot in consumer behavior that could reshape how destinations market themselves. Cooler‑climate cities and Asian megacities are gaining traction, prompting tourism boards to invest in infrastructure and promotional campaigns that cater to temperature‑sensitive travelers. Meanwhile, the rise of skill‑based and outdoor experiences forces activity providers to differentiate through local expertise, safety standards and sustainability practices. For the broader travel industry, the data underscore the importance of flexible product portfolios. Airlines, hotels and tour operators that can bundle accommodations with experiential add‑ons stand to benefit from higher per‑traveler spend, while those that cling to legacy, sight‑seeing‑only packages may see their margins erode as travelers prioritize authenticity and personal growth.

Key Takeaways

• Viator recorded double‑digit year‑over‑year growth in summer 2024 experience bookings.
• Cooler destinations like Iceland, Canada and the UK saw bookings rise over 50% versus last summer.
• Beijing was Viator’s fastest‑growing summer destination, with demand nearly three times higher YoY.
• Cooking classes, photography tours and painting workshops each grew more than 50% YoY.
• Outdoor experiences comprised 40% of the top 20 experience categories, highlighting a shift toward open‑air activities.

Pulse Analysis

The surge in cooler‑weather travel reflects a maturing post‑pandemic market where comfort and crowd avoidance are as important as price. Historically, summer travel has been dominated by Mediterranean hotspots; this year’s data suggest a rebalancing toward northern latitudes, a pattern that could persist as climate change intensifies heat waves in traditional destinations. Tourism authorities in places like Iceland and Canada are well‑positioned to capitalize on this shift, but they must also manage the risk of overtourism as demand spikes.

Skill‑based experiences are reshaping the value chain. By offering classes and workshops, local operators can capture a larger share of the traveler’s budget, moving beyond the low‑margin ticket‑sale model. This aligns with a broader consumer trend toward experiential consumption, where personal enrichment outweighs material acquisition. Companies that invest in training local guides, ensuring safety compliance, and integrating digital booking platforms will likely dominate the next wave of growth.

Finally, the continued appetite for Asian destinations signals that the region’s recovery is not merely a rebound but a structural shift. With Beijing and Shanghai posting near‑tripling growth, the market is moving beyond the traditional Europe‑centric focus of U.S. travelers. Airlines and hospitality firms that expand capacity and tailor services to U.S. preferences—such as English‑language support and flexible cancellation policies—will secure a competitive edge as the travel season transitions into the cooler months.