Arival has released the second edition of its State of Experiences in Australia and New Zealand report, revealing a major shift in how travelers book tours, activities and attractions.  Online travel agencies have become the single largest distribution channel across the region, overtaking operator websites and offline direct bookings.  This marks a significant turning point for the sector as digital distribution continues to reshape how operators reach travelers. The findings reflect the importance of experiences to Australia’s tourism, as the Australian Tourism Exchange 2026 wraps up this week.  The digitization of experiences will also be a central topic at Arival 360 | Brisbane from 22 to 24 June