What opportunities are there on the European urban experiences tourism market

Urban experiences provided by enthusiastic independent tour guides and small local operators are very popular all over the world. Those offering urban experiences can play an important role in delivering sustainable experiences in lesser-visited destinations and mitigating overtourism. Online travel agents (OTAs) are a key marketplace — and the marketplace is very large. To stand out from the crowd, it is important that tour guides and operators deliver unique urban experiences that are different from those offered by competitors.