Booking.com is deepening its footprint in the tours and activities market through a new partnership with FareHarbor, a leading software provider for attractions operators. The move will see over 150,000 new experiences gradually added to Booking.com via the FareHarbor Distribution Network, opening up thousands of fresh destinations to travelers worldwide.

For travelers, this means greater access to everything from bucket-list landmarks to hyper-local adventures, creating more ways to enrich their journeys. For operators, it provides direct visibility to Booking.com’s massive global audience.

Strengthening a Fast-Growing Segment

FareHarbor now joins the likes of Musement, Viator, and Klook as a strategic partner for Booking.com. Together, these integrations are transforming Booking.com into a heavyweight player in the $300 billion experiences market (Phocuswright, 2023), which is one of the fastest-growing segments in travel.

Currently, Booking.com’s attractions portfolio already spans 5,000 cities across 115 countries, but the FareHarbor deal is set to make its offering even harder to ignore.

New listings range from the Montserrat Hiking Tour in Spain, to the Prague Christmas Market Tour, or even unique experiences like exploring volcanoes and hot springs in Greece. The strategy is clear: variety and scale.

AI-Powered Personalization

Booking.com isn’t stopping at volume. The company is leveraging its AI capabilities to help travelers cut through the noise. By clustering similar activities and using conversational AI tools, the platform aims to make discovery more intuitive — surfacing experiences that genuinely match individual interests.

This dovetails with the Genius loyalty program, which now rewards not just hotel stays, but also bookings for flights, attractions, car rentals, and taxis. It’s part of Booking.com’s broader ambition to build a connected trip ecosystem, where travelers manage their entire journey in one place while being rewarded along the way.

Industry Voices

Eve Henrikson, SVP of Booking.com’s Trips division, said:

“Seeing attractions and experiencing activities brings a destination to life. They transform a trip from a simple visit into a memorable experience.

“That’s why we’re excited to work in closer collaboration with FareHarbor to expand our offering with an even wider variety of great things to do in more of the destinations that our customers know and love.”

Andrea Carini, CEO of FareHarbor, added:

“We’re proud to partner even more closely with Booking.com to give our operators even more ways to grow. This integration unlocks new visibility and demand for experiences on a truly global scale.”

The Bigger Picture

The move underscores a broader shift in travel. Tours and experiences have become a critical battleground for major OTAs (online travel agencies). TripAdvisor’s Viator has long dominated the category, while Klook and GetYourGuide continue to grow rapidly across Europe and Asia. Expedia has also been expanding its activities offering, although with a slower pace compared to Booking.com’s aggressive push.

Booking.com’s latest deal shows it’s doubling down on experiences as a growth engine, positioning itself not just as a place to book a room or flight, but as a full-service travel companion. With AI-driven personalization and a growing web of partnerships, the platform is signaling its intent to challenge Viator’s lead and match the agility of Klook and GetYourGuide.

Phocuswright and Skift research both point to experiences as one of the most profitable, resilient, and loyalty-building parts of travel, and Booking.com clearly doesn’t want to be left behind.