About

Summary 

Urban experiences provided by enthusiastic independent tour guides and small local operators are very popular all over the world. Providers of urban experiences can play an important role in delivering sustainable experiences in lesser-visited destinations and mitigating over-tourism. Online tour operators (OTAs) are a key marketplace and the marketplace is very large. Unique urban experiences that are different from those offered be competitors are key to stand out in a crowded market. 

Our Approach 

Acorn Tourism’s extensive primary and secondary research into the city tourism and urban experiences tourism market outlined the main characteristics of a city tourist predisposed to enjoy urban experience. The study and identified the main European markets, and the key destinations where urban experiences are common. The study provided detailed segmentation of the market and types of city tourist and outlined motivations and behaviours to provide valuable research information. As with all tourism niches these days, advice to embed sustainability into urban experiences was indicated. 

Practical tips to set up a successful urban experience were also provided, offering a comprehensive set of steps to take. Sales channels were identified and a range of competing destinations profiled to provide best practice examples and context.

This study is one of many detailed business guides aimed at SMEs in developing countries commissioned by the CBI, Netherlands Enterprise Centre, a long-term client of Acorn Tourism. 

Outcome 

Acorn Tourism’s guide to help local tour operators all over the world target the European tourists interested in urban experiences provided a wide range of tips and practical advice, along with detailed research into the market of European consumers.