Phocuswright data reveals that about 200 tours and activities startups have emerged since 2003 and some $765 million in has been raised.
Asia will likely be one of the battle grounds for tours and activities.
A Phocuswright report from late 2015 shows Chinese travelers were more likely to book their tours and activities in advance and via mobile.
The latest Phocuswright data says suppliers are waking up to digital with 45% saying they now use a third-party reservation system compared to just 14% in 2011.
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