Why the group travel market matters (for attractions)
Working with the group travel market is a win/win for your attraction.
A 2025 article in Travel Weekly stated that the global group travel market is expected to grow to $651 billion by 2034. The growth of this market is proof that you should stay connected to tour operators now and in the years ahead.
But even beyond the financial benefits of prioritizing the group travel market, there are other benefits as well.
Group travel…
- Exposes your attraction to a larger audience through tour operators and tour-related media, which increases visibility and attracts more visitors.
- Brings repeat business through tour operators who will bring groups to your attraction year after year (and often multiple times in the same year)
- Increases your year-round revenue because of operators’ flexibility with dates and willingness to visit during non-peak times and/or on non-peak days
- Gives you the chance to increase revenue streams through upsells such as restaurant vouchers, merchandise, etc.
- Diversifies your visitor base through the variety of travelers who visit with groups
- Offers a way to sell a large number of tickets in one transaction.
- Eases the burden on your staff because they get to work with a single point person when booking a group, and when processing the group’s payment.
- Helps you plan your staffing due to operators’ need to book far in advance, as well as knowledge of their time of entry.
- Means positive word of mouth among tour operators. Earning the loyalty of an NTA tour operator will spread to their colleagues in the NTA community, and your business will grow.
Year-round revenue. Repeat business. A diverse visitor base. If you want all that and more, group travel is the market for your attraction.