Online travel agencies (OTAs) have emerged as the leading booking channel for tours, activities, and attractions in Australia and New Zealand, according to the latest report by Arival. This shift marks a pivotal change in the region's experiences sector, as digital distribution continues to transform how operators connect with travellers.

The report, released during the Australian Tourism Exchange 2026, highlights the growing influence of OTAs, which have surpassed operator websites and offline bookings. Bruce Rosard, cofounder of Arival, noted, "OTAs moving into the number one position in distribution is one of the most important developments we’ve seen. It affects margins, marketing and how operators think about their long‑term channel strategy."

Despite a rise in operator profitability in 2025, with 70% reporting a profitable year, the sector faces challenges. Less than half of operators experienced bookings growth, and 20% saw declines, indicating a tougher demand environment. The fragmented nature of the sector is evident, with one-third of tour operators serving fewer than 10,000 guests annually, whilst attractions are more concentrated.

Technology adoption remains uneven, with operators using an average of five systems, many lacking integration. Automation and system integration are top priorities for 2026, and AI adoption is increasing, though only a third report significant results.

The findings underscore the need for operators to enhance digital capabilities and diversify distribution. Arival 360 Brisbane, scheduled for 22 to 24 June, aims to address these challenges by bringing industry players together to share solutions and strategies. The report is based on research conducted in 2024 and 2025, involving over 500 operators across the region

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