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The second day of Arival 360 Valencia 2026 saw industry leaders delve into pressing issues reshaping the global experiences sector. Discussions focused on crowd management, AI-driven distribution, and geopolitical tensions, highlighting the sector’s need for agility and data-driven strategies.
Key sessions addressed the mounting pressure on Europe’s cultural attractions, where speakers like Valentina Gallazzi from Duomo Milano and Tom Jenkins from ETOA discussed the challenges of ticketing and governance. The panel emphasised the need for technology and standardised processes to manage high visitor volumes effectively.
Brennen Bliss, CEO of Propellic, provided insights into how geopolitical tensions, particularly in the Middle East, are influencing global travel patterns. He noted a shift in traveller preferences towards perceived safer destinations like Southeast Asia. Bliss also highlighted the importance of maintaining marketing efforts during downturns to leverage lower costs.
AI’s impact on the balance of power between online travel agencies (OTAs) and operators was another focal point. Panellists, including Andrew Lawrence from Vox Group, debated the potential for operators to reclaim customer relationships through personalisation and storytelling, despite OTAs’ current advantages.
Culinary tourism and women-centred travel were also discussed, with speakers advocating for inclusivity and sustainability. The rise of sober travel and plant-based options reflects changing consumer values, whilst women-focused travel is gaining mainstream traction by prioritising safety and empowerment.
Airbnb’s strategic reset of its Experiences platform was highlighted by Doug Weiss, focusing on quality and relevance. The platform aims to enhance visibility and conversion through new features and improved host onboarding.
The event underscored the need for innovation and collaboration across the tourism sector to navigate evolving challenges and opportunities
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