Local Experience Marketplaces Market Size, Share, Trends & Competitive Analysis By Type: Adventure Experiences, Cultural Experiences, Culinary Experiences, Wellness Experiences, Educational Experiences, Nature-Based Experiences, Entertainment Experiences, Volunteer/Philanthropy-Based Experiences By Mode of Booking:, Online Booking, Offline Booking By Pricing Model: By Service Provider: By End User: By Distribution Channel: By Regions, and Industry Forecast, Global Report 2025-2033

The global Local Experience Marketplaces Market size was valued at USD 20 Billion in 2024 and is projected to expand at a compound annual growth rate (CAGR) of 15% during the forecast period, reaching a value of USD 60 Billion by 2032.

The "Local Experience Marketplaces Market Research Report" by Future Data Stats provides an in-depth examination of the market landscape, utilizing historical data from 2021 to 2023 to identify key trends and growth patterns. Setting 2024 as the foundational year, the report explores consumer behavior, competitive forces, and regulatory frameworks that influence the industry. It transcends basic analysis, delivering a thoroughly researched forecast extending from 2025 to 2033. By employing sophisticated data analysis methodologies, the report not only outlines the market's growth trajectory but also uncovers emerging opportunities and foresees potential obstacles, empowering stakeholders with vital insights to adeptly navigate the changing market landscape.

MARKET OVERVIEW:

Local Experience Marketplaces refer to online platforms that connect travelers with unique, authentic local experiences provided by local hosts or businesses. These experiences range from cultural activities and adventure tours to culinary experiences and wellness retreats. The primary purpose of these marketplaces is to offer travelers the opportunity to engage in activities that go beyond traditional tourism, allowing them to explore a destination through the lens of its local culture and traditions. The market purpose of Local Experience Marketplaces is to cater to the growing demand for personalized, immersive travel experiences. By offering a wide variety of activities and experiences, these platforms aim to provide travelers with options that suit their individual preferences and interests, enhancing their overall travel experience. This market also benefits local hosts and small businesses by giving them a platform to showcase their offerings to a global audience, creating new economic opportunities in the tourism sector.

MARKET DYNAMICS:

The latest trends in the Local Experience Marketplaces market reflect a strong shift towards personalized, authentic travel experiences. Travelers are increasingly seeking off-the-beaten-path activities that allow them to immerse themselves in local cultures, leading to a rise in demand for unique offerings such as local cooking classes, guided nature tours, and cultural festivals. The integration of technology, like mobile apps and augmented reality, enhances the booking process, providing a seamless user experience. Moreover, sustainability is becoming a key trend, with travelers prioritizing eco-friendly and responsible tourism options that support local communities. Looking ahead, the business scope for Local Experience Marketplaces is poised for substantial growth. As demand for more tailored travel experiences continues to rise, these platforms are expanding into new regions and offering increasingly niche experiences to meet specific customer interests. The market is expected to see greater integration with social media platforms, where user-generated content and influencer partnerships will drive bookings. Additionally, partnerships with travel agencies, hotels, and corporate clients will open new revenue streams, making local experiences an integral part of the broader travel industry. The continued focus on safety, quality assurance, and trust will further strengthen the growth of this market.

This trend drives marketplace platforms to innovate and expand their offerings, providing diverse activities from culinary tours to guided outdoor excursions. Additionally, the rise of mobile technology enables easy access to these experiences, making it simple for users to book and enjoy them on the go. However, challenges exist within this vibrant market. Regulatory hurdles often impede the growth of local experience providers, as governments establish guidelines to ensure safety and quality. Furthermore, competition among platforms can lead to price wars, potentially impacting profitability for both providers and marketplaces. Despite these challenges, opportunities abound. As more travelers embrace sustainable tourism, marketplaces can focus on eco-friendly experiences, catering to a growing segment of conscious consumers eager to support local businesses while minimizing their environmental impact.

LOCAL EXPERIENCE MARKETPLACES MARKET SEGMENTATION ANALYSIS

BY TYPE:

The demand for adventure experiences is growing, driven by travelers seeking activities that challenge their limits and offer unique, adrenaline-pumping opportunities. Whether it’s skydiving, rock climbing, or trekking through remote areas, adventure tourism appeals to individuals who crave excitement and physical challenges. This segment is especially popular among younger travelers and thrill-seekers who prioritize experiences that push their boundaries, enhancing the overall appeal of local experience marketplaces. Cultural experiences cater to individuals wanting to explore the heritage, traditions, and history of different regions. Travelers are increasingly looking for authentic encounters that allow them to engage with local customs, art, and festivals. Whether it's a traditional dance lesson, museum tour, or local craft workshop, cultural experiences are essential in providing deep, meaningful connections with a destination, making them a significant and growing segment in the local experience marketplace.

The culinary experiences segment is experiencing rapid growth as food tourism continues to attract a diverse range of travelers. Local food tours, cooking classes, and wine tastings offer visitors a chance to taste and learn about regional dishes and ingredients. As culinary tourism becomes a key component of the overall travel experience, local experience marketplaces play a pivotal role in connecting food enthusiasts with authentic culinary offerings, further driving this market's expansion.

BY MODE OF BOOKING:

Online booking has become the dominant method for securing local experiences, especially with the increasing use of mobile applications and websites for travel planning. This convenience factor allows travelers to search, compare, and book experiences at their fingertips, providing instant access to available local activities. The growth of secure payment gateways and easy-to-navigate booking platforms has streamlined the booking process, making it the preferred option for tech-savvy customers worldwide. Although online booking dominates, offline booking still plays a crucial role, especially for travelers who prefer a more personal, face-to-face connection with experience providers. This mode of booking is more prevalent in regions where internet connectivity may be limited or where customers feel more secure discussing experiences in person. Local tour operators and hospitality chains often rely on offline bookings for customers seeking a more tailored, customized travel experience, particularly for high-end or luxury offerings.

The flexibility of online booking platforms has also led to innovations in hybrid models that combine both online and offline elements. For example, platforms offering online booking may incorporate offline consultation services for customers who require additional information or assistance. As the market grows, there is a blending of both booking methods to meet the needs of all types of consumers, driving the continued evolution of the local experience marketplace.

BY PRICING MODEL:

The subscription-based model is becoming increasingly popular as it offers customers a way to access multiple experiences over time for a fixed monthly or annual fee. This model appeals to frequent travelers who are looking for cost-effective options to explore a variety of local activities. Subscription services often come with perks like discounts on premium experiences, early access to new activities, or exclusive member benefits, all of which enhance customer loyalty and satisfaction. Pay-per-experience is the most straightforward pricing model and works well for travelers who prefer flexibility and want to pay only for the experiences they choose. This model attracts one-time travelers or those looking to engage in specific activities without committing to long-term plans. Local experience marketplaces offering pay-per-experience pricing tend to attract a broader audience, as it allows consumers to pick and choose based on their preferences, making it ideal for both short-term and occasional users.

The freemium model allows platforms to attract a wide user base by offering free access to basic listings or experiences while charging for premium offerings. This model provides a taste of the service, which encourages users to upgrade for additional features such as exclusive content or premium experiences. The commission-based model, common among platforms acting as intermediaries between service providers and consumers, charges a percentage of the transaction value, incentivizing platforms to deliver high-quality experiences that satisfy customers, ensuring continued revenue generation.

BY SERVICE PROVIDER:

Individual hosts are a growing segment in the local experience marketplace, as many travelers seek personal, intimate encounters that are typically offered by local residents rather than commercial operators. These hosts provide unique, off-the-beaten-path experiences that offer deeper insights into local life and culture. This trend, bolstered by platforms such as Airbnb, allows individuals to share their passions with travelers, enhancing the overall appeal of local experiences and giving customers the chance to form personal connections with their hosts. Local tour operators continue to be key players, especially in well-established destinations where customers trust their expertise in curating quality experiences. These operators specialize in guided tours, local activities, and fully curated travel itineraries, ensuring a seamless experience for tourists. As travelers increasingly demand customized experiences, local tour operators are adapting by offering personalized services tailored to specific interests, whether it’s adventure tourism, cultural immersion, or relaxation-focused activities.

Travel agencies and hospitality chains are also vital service providers in this space, leveraging their established networks and customer bases to offer curated experiences that align with tourists' preferences. Many of these agencies and chains are expanding their services to include local, authentic experiences as a complement to traditional travel packages, blending convenience and personalization. Additionally, independent experience designers are emerging as a niche, offering bespoke, one-of-a-kind travel experiences tailored to specific customer needs, helping travelers create unique memories.

BY END USER:

Solo travelers are a key demographic for local experience marketplaces, as they often seek personalized, immersive experiences that allow them to connect with destinations in a more intimate and meaningful way. Solo travelers value flexibility and the opportunity to discover local cultures, cuisines, and adventure activities on their terms. This segment continues to grow, driven by a rise in independent travel and solo journeys, especially among millennials and digital nomads. Group travelers, including families and friends, often look for shared experiences that allow them to bond and create memories together. Whether it’s participating in cooking classes, guided nature walks, or multi-day adventure tours, local experience marketplaces cater to this segment by offering group-specific packages. This user group values cost-effectiveness and the ability to customize itineraries to accommodate various interests, making it an essential segment for market growth.

Corporate clients and educational institutions are increasingly utilizing local experience marketplaces to offer team-building activities, educational tours, and employee wellness programs. These experiences focus on fostering collaboration, improving employee morale, and providing learning opportunities. With corporate travel on the rise, this end user group offers significant revenue potential, especially for experience providers that offer group activities designed to engage and educate.

BY DISTRIBUTION CHANNEL:

Mobile applications are the most convenient distribution channel for booking local experiences. These platforms enable travelers to browse, book, and manage experiences on the go. With the ubiquity of smartphones and increased mobile app adoption, this channel has become integral to the booking process, offering instant access to experiences, personalized recommendations, and real-time updates, making it the preferred choice for tech-savvy travelers. Websites are still a dominant channel for booking local experiences, especially for those seeking a broader overview or detailed information about various activities. Many travelers prefer using websites for research and comparison, with many platforms offering detailed itineraries, reviews, and travel tips. Websites also provide a more in-depth booking experience, which appeals to those who prefer browsing on a larger screen and engaging with content before making decisions.

Social media platforms have become an increasingly important distribution channel, as they allow local experience marketplaces to reach vast audiences through organic and paid marketing. Platforms like Instagram, Facebook, and TikTok provide a visually appealing way to showcase experiences, attract potential customers, and drive direct bookings. Partnerships and affiliates also play a crucial role in expanding reach by promoting experiences through influencer networks and collaborative marketing campaigns, helping platforms tap into diverse travel communities.

REGIONAL ANALYSIS:

North America leads the Local Experience Marketplaces market, driven by a tech-savvy population and a high demand for personalized travel experiences. The growing trend of experiential travel, especially among millennials and Gen Z, is pushing the market's expansion. Additionally, the strong presence of key players, such as global online travel agencies and experience platforms, further accelerates the market's growth. The region also sees increased interest in sustainable and eco-friendly tourism, with travelers actively seeking activities that support local communities and preserve the environment.

In Europe, the market is growing due to a rich cultural heritage and a well-established travel infrastructure. Many travelers seek authentic, culturally immersive experiences, making the demand for local activities like guided city tours, cooking classes, and nature walks high. With a focus on sustainability, European platforms are offering more eco-tourism options to meet the expectations of environmentally conscious travelers. The region is also witnessing the integration of local experience marketplaces with major travel platforms, which broadens the scope of available activities and increases market accessibility. Asia Pacific has emerged as a rapidly growing region, driven by both international tourists and a burgeoning middle class that is increasingly exploring local experiences. Countries like Japan, South Korea, and India are becoming hotspots for unique cultural and adventure experiences, enhancing the region's market potential. Latin America is also witnessing a rise in local experience marketplaces, particularly as travelers seek authentic cultural engagements with local communities, such as indigenous art workshops and eco-adventures in the Amazon. Meanwhile, Middle East and Africa are slowly gaining traction, particularly in regions with rich cultural histories, like Morocco and Egypt, where travelers are seeking historically rich experiences alongside luxurious offerings.

MERGERS & ACQUISITIONS:

• In Jan 2024: Airbnb acquired Cool Experiences to expand its local activity offerings in Europe.
• In Feb 2024: GetYourGuide secured $100M in funding to enhance its AI-driven tour recommendations.
• In Mar 2024: Viator (Tripadvisor) partnered with TikTok to promote immersive local experiences.
• In Apr 2024: Klook merged with KKDay to dominate the Asian adventure tourism market.
• In May 2024: Expedia integrated local cooking classes into its platform via a new partnership.
• In Jun 2024: Withlocals rebranded as ""CityUnscripted"" after a major equity investment.
• In Jul 2024: Peek.com acquired Yelp’s travel division to strengthen its U.S. market presence.
• In Aug 2024: TourRadar launched a B2B division focusing on group travel experiences.
• In Sep 2024: Musement (TUI Group) shut down operations in South America due to low demand.
• In Oct 2024: Fever raised $75M to expand its curated local event marketplace globally.
• In Nov 2024: Airbnb Experiences discontinued its ""Social Impact"" tours segment.
• In Dec 2024: Trip.com acquired a minority stake in a European niche tour operator.

KEY MARKET PLAYERS:

• Airbnb Experiences
• Viator (Tripadvisor)
• GetYourGuide
• Klook
• Withlocals
• Peek
• Musement (TUI Group)
• TourRadar
• KKDay
• Fever
• Eatwith
• Secret Food Tours
• Urban Adventures
• Guruwalk
• Showaround
• ToursByLocals
• Civitatis
• WeGoTrip
• HelloGuide
• Byfood