Let’s talk about something we’ve all been noticing lately. Viator, the well-known platform for tours and activities, is shifting its focus toward more localized experiences. You’ve probably heard the buzz. They’re not just about the blockbuster tours anymore—the Eiffel Tower skip-the-line packages or the Grand Canyon helicopter rides. No, they’re also leaning into more regionally focused tours, highlighting the lesser-known, community-driven experiences that often go under the radar. local travel experiences

At first glance, this seems like a win for regional tour operators, right? After all, if Viator’s big spotlight shines on local activities, these smaller, independent operators could see a lot more bookings. But it’s worth digging into whether this pivot really is the goldmine it appears to be. How exactly does this shift play out for smaller operators on the ground, and what might it mean for the future of regional tourism?

Why Viator Is Changing Course

To understand how this could be a golden opportunity, we need to look at why Viator is making this move in the first place. It seems like they’re responding to a broader trend in travel. Over the last several years, especially after the initial pandemic-related slowdown, people have been seeking more meaningful, personal travel experiences. Tourists today don’t just want to be spectators; they want to connect with local culture, meet residents, and experience life as it’s lived day to day. And while Viator once thrived on the big-name, big-volume tours, they’re now betting on the power of small-scale, authentic offerings.

From Viator’s perspective, this shift helps diversify their platform. Instead of relying so heavily on a handful of top-tier attractions, they can broaden their appeal. But for local operators, this means they suddenly have a chance to tap into Viator’s enormous global audience.

The Opportunity for Regional Tour Operators

Now, here’s where it gets interesting. For years, many regional tour companies struggled to get noticed online. Sure, they might have had a dedicated following among in-the-know travelers or a steady stream of business from local recommendations, but scaling up was always a challenge. Marketing budgets were tight. Social media algorithms change constantly. Even having a great website wasn’t always enough to attract customers from halfway around the world.

With Viator’s local pivot, these operators might finally get the exposure they need. If someone from Tokyo is planning a trip to rural Tuscany, they can now find that intimate truffle hunting experience or a family-run pasta-making workshop more easily. The platform brings them visibility, simplifies the booking process, and helps these smaller businesses reach audiences they wouldn’t have been able to find on their own.

Viator’s curated tours and activities, now focusing on unique local experiences, are also conveniently available for purchase on Booking.com.

But—there’s always a “but,” isn’t there?—there are some potential challenges, too.

The Challenges of Joining the Platform

Let’s not forget that Viator takes a cut from bookings made through their platform. For a regional operator working on slim margins, that commission fee might feel steep. They might be asking themselves, “Will the extra bookings make up for the smaller profit per ticket?” If Viator’s spotlight does drive enough volume, then maybe it’s worth it. But if not, some operators might be left questioning whether they’re really coming out ahead.

There’s also the matter of competition. Viator’s pivot doesn’t just benefit one small operator in a given region—it’s open to many. Suddenly, that truffle-hunting experience in Tuscany isn’t the only one on offer. Potential guests have multiple similar activities to choose from, often at a glance, and operators may feel pressured to stand out by lowering prices or offering extras that cut into their bottom line. In short, being on the platform can feel a bit like trying to shout louder than everyone else at a very crowded party.

Strategies for Standing Out

So what can regional tour operators do to turn Viator’s local focus into a true goldmine? Well, it’s all about playing to their strengths. These operators need to emphasize what makes their experiences unique. Maybe it’s the deeply personal stories they can tell, the exclusive access they offer, or the level of care and attention they provide to every guest. Viator’s platform may be crowded, but authenticity is still a major draw for today’s travelers.

Additionally, operators should keep an eye on their reviews. Positive, detailed guest feedback can make a huge difference. The more glowing reviews they rack up, the higher they’ll appear in Viator’s search results. This creates a positive feedback loop: more visibility leads to more bookings, which (hopefully) leads to more positive reviews, and so on.

Another tactic is to use Viator as part of a larger strategy rather than relying on it exclusively. By maintaining their own website, building an email list, and cultivating direct relationships with past customers, regional operators can reduce their dependence on Viator. This way, they’re not putting all their eggs in one basket and can maintain more control over their pricing and brand image.

The Bigger Picture local travel experiences

When we step back, it’s clear that Viator’s pivot to local experiences aligns with broader trends in the travel industry. People want to slow down, experience places more deeply, and connect with the cultures they’re visiting. For regional tour operators, this shift represents both an opportunity and a challenge. It’s an opportunity to reach more customers, gain international visibility, and grow their business. But it’s also a challenge to navigate increased competition, commission fees, and the pressure to maintain high-quality experiences and reviews.

In the end, whether this pivot becomes a goldmine depends on how well these operators adapt. Those who can clearly communicate their unique value, build strong guest relationships, and use Viator as a complementary tool rather than their sole channel may indeed find themselves reaping the rewards.

For regional tour operators, Viator’s shift is an invitation. It’s not a guaranteed windfall, but it’s certainly a new path worth exploring. The key is to approach it with a clear strategy, an authentic story, and a commitment to delivering memorable, meaningful experiences. If they can do that, Viator’s local experience pivot just might become the goldmine they’ve been waiting for. local travel experiences