Travelers booking tours, activities and attractions last year did so largely offline, according to a report from Arival.
About 17% of consumers purchasing tours or tickets to attractions and other activities in 2019 did so through OTAs or from the tour companies' websites, according to the report.
The vast majority of consumers, 69%, purchased their tours and activities offline and directly from the operator of the tour, attraction or activity, the report found.
About 14% booked their tours and activities offline via travel advisor, cruise lines, package tour companies, local ticket offices of destination marketing organizations or hotel concierges.
According to Arival, tours, activities and attractions comprise the third-largest sector of global travel and tourism, accounting for $254 billion in sales last year.
The report was based on a survey of nearly 7,000 tour, activity and attraction operators conducted between August and December 2019.