A letter from our CEO: Reflecting on 2025 and the year to come
Get an inside look at our new Market Report.
Each year, we want you to enter the new year with the clearest, most actionable view of how the world of tour and activities is evolving and how your business can stay ahead of it. This year we’ll do this with the help of our new Market Report: Beneath the Surface.
In 2025, we saw demand shift across regions and tour categories. Some operators felt a strong wave of growth, while others navigated softer seasons and new booking patterns. But beneath the surface of these numbers, one thing was clear: operators who stayed flexible, embraced digital tools, and focused on the most optimized booking experience continued to thrive.
That’s exactly what this report is built to help you do.
Inside, you’ll find:
- Benchmarks to compare your 2025 performance
- Action items to guide your strategy in 2026
- Client success stories showing what’s working
- Trends to watch, from AI-driven search to evolving booking windows
As the industry continues to change, our commitment stays the same: to empower you to succeed in an ever-evolving industry. Whether you’re refining pricing, expanding through affiliates, or experimenting with new product features we want to be the platform and partner that helps you grow smarter.
The data in this report isn’t abstract. It comes from real operators, real bookings, and real performance. If something stands out — a pricing shift, a regional trend, or a conversion opportunity — I encourage you to act on it. Ask your team questions. Reach out to your Account Manager. Use the tools we’ve built for you.
There’s opportunity ahead and we’re proud to be by your side as you capture it.
See you in 2026,
Andrea Carini
CEO, FareHarbor
