The tours and activities sector is the most exciting part of travel. The pandemic, which almost caused the industry to implode is well in our rearview mirror, as the travel element long touted as “the next big thing,” makes progress in fulfilling its potential, and taking its position alongside flights and accommodation as one of the fundamental travel sector pillars.

In this insightful article for PhocusWire, Nishank Gopalkrishnan, Chief Business Officer at TUI Musement, discusses how the tours and activities industry is still taking shape – with key players vying for position, technology innovations continually altering stakeholder dynamics and the strong and growing customer demand for experiences.

Read the full article over on