Viator is among the world’s leading platforms for booking tours, activities, and experiences.
As part of Tripadvisor, Inc.’s ecosystem, it connects travelers with hundreds of thousands of activities worldwide, from walking tours and museum visits to adventure trips and workshops.
In 2025, Viator remains a powerful force in the experiences market, with robust growth in bookings, expanding inventory, and increasing influence on travel habits.
Key Viator Stats
- Viator lists more than 300,000 bookable experiences worldwide, making it one of the largest marketplaces for tours, attractions, and activities.
- The platform works with over 55,000 tour and activity operators and more than 4,000 global distribution partners, giving it one of the industry’s widest supplier networks.
- Viator generated roughly $1.1 billion in gross bookings value (GBV) in 2023, reflecting strong post-pandemic category growth.
- The brand continues to be a major revenue driver for Tripadvisor, accounting for around 43% of Tripadvisor’s total revenue in a recent Q2 earnings report.
- Viator’s affiliate ecosystem includes more than 3,500 affiliate partners plus a global network of travel agents, strengthening its B2B reach.
- Direct traffic makes up about 41–42% of all visits to Viator.com, highlighting strong brand recognition and frequent repeat users.
- Online booking penetration in the tours-and-activities sector has increased from 17% in 2019 to nearly 30% by 2021, contributing significantly to Viator’s expansion.
- Operators enrolled in Viator Accelerate (the platform’s visibility-boosting program) have reported an average 15% increase in bookings, with some seeing surges above 200%.
- Viator’s inventory spans over 2,500 destinations, giving travelers access to experiences from major cities to remote adventure locations.
- The platform is especially strong in categories like skip-the-line passes, cultural tours, outdoor adventures, and small-group experiences, which consistently rank among its best-selling products.
What is Viator today?
Viator offers access to over 300,000 bookable experiences globally.
It operates via a large global distribution network, including thousands of affiliate partners and travel agents — giving operators access to millions of potential bookers.
Key Metrics & Business Performance
- In Q2 2025, Viator achieved $270 million in revenue, an 11% increase compared with Q2 2024.
- In that quarter, Viator’s adjusted EBITDA more than tripled year-over-year, showing improving profitability and operational strength.
- As of late 2025, Viator and its sister platform TheFork together contribute nearly 60% of Tripadvisor’s total revenue — underscoring how central experiences have become for the parent group.
- Viator claims a large back-end ecosystem of 65,000+ operators globally.
What Types of Experiences Are Trending?
According to Viator’s own travel-trends reporting for 2024–2025:
- Traditional tours (city tours, sightseeing, cultural/historical visits) remain the most booked category.
- At the same time, interest in more immersive, hands-on experiences has surged: craft classes, cooking classes, dance and workshop-style activities now score among the highest ratings globally (4.8+ out of 5).
- Concerts, live-music events, and cultural performances have become one of the fastest-growing segments, with bookings up over 50% in 2024.
This shift reflects growing traveler demand for authentic, participatory experiences — not just passive sightseeing.
Who Uses Viator — Audience & Reach
- As of October 2025, Viator’s website receives roughly 26 million visits per month, with average session duration around 8 minutes.
- Traffic is mobile-dominated (~67.5% mobile vs ~32.5% desktop).
- The largest traffic source country is the United States (~43 %), followed by Italy (~8.6 %) and the United Kingdom (~8.4 %) among major markets.
Why Viator Matters in the Travel Industry
Viator exemplifies the shift in travel from traditional lodging/transport to experiences.
As package-tourism loses share, travelers increasingly look for unique, flexible, individualised activities.
For tour operators, Viator offers global reach; for travelers, it provides convenience, choice, and review-driven reliability.
The data shows that experiences are now a major — and growing — pillar of the travel economy.
FAQ – Viator Insights
What is Viator and how many experiences does it offer?
Viator offers over 300,000 bookable tours, activities, and experiences worldwide.
Is Viator profitable / growing?
Yes — in Q2 2025, revenue reached $270 million (up 11 % YoY), and adjusted EBITDA more than tripled compared with a year earlier.
What kind of experiences are most popular on Viator?
Traditional sightseeing tours remain the most booked, but immersive experiences — cooking classes, craft workshops, dance, local culture events — and live music/cultural events are among the fastest-growing categories.
Who uses Viator?
Viator attracts global travelers, with the largest share from the United States; monthly website visits exceed 25 million, and traffic is strongly mobile-driven.
Why is Viator relevant for travel operators?
Operators (tours, guides, experiences) gain access to 65,000 + partner network, global distribution via affiliates, and exposure to millions of travel-intending users.
Sources
- Viator — 300,000+ bookable experiences globally How Viator Works
- Investing.com / TripAdvisor Q2 2025 Report — Viator revenue $270 million, 11% growth YoY Tripadvisor Q2 2025 Results
- Web in Travel / 2023 Report — Viator accounted for 43–50% of Tripadvisor revenue in recent periods Viator Share of Revenue
- Viator Travel Trends Report 2024 — insights into most booked and fastest-growing experience categories 2025 Viator Travel Trends
- Semrush / SimilarWeb October 2025 — Web traffic statistics for viator.com (visits, device share, top countries) Viator.com Traffic Overview
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