Viator Tours & Attractions - Travel booking & management

With unmatched flexibility and late availability, transforming any day into an unforgettable experience is always possible. Our mobile application places exceptional travel opportunities right at your fingertips, making your ideal getaway just a few taps away. Whether you're seeking recommendations for activities during your travels or need to access your tickets while on the move, the app caters to all your needs. Here's how:

Plan and manage your trip effortlessly:

• Explore our fantastic array of tours and activities before and throughout your journey

• Access your tickets offline with ease

• Adjust, modify, or cancel your reservations anytime, anywhere

• Receive same-day alerts regarding your activities along with directions to departure and pickup locations

• Enjoy free cancellation up to 24 hours before your event

Simplified trip organization:

• Read millions of reviews from Tripadvisor and our Viator travel community

• Get in touch with tour guides directly for straightforward communication

• Create wishlists featuring all the tours and activities you wish to experience

Flexible payment methods:

• Reserve now, pay later

• Option to pay in installments through Klarna

• Book using Credit Card, PayPal, or Google Pay

Exclusive promotions available only on the app:

• Benefit from in-app notifications offering the latest deals and special offers

Viator Rewards

By participating in Viator Rewards, you earn rewards on every qualifying purchase. The best part? You can apply these rewards towards future bookings to save real money. Experience more with Viator. Earn. Redeem. Repeat. It's that simple.

No matter your travel style, Viator is here to help you create memories that will last a lifetime.

But don’t just take our word for it. Here’s what the travel community has to say about the Viator app:

“So easy and efficient. Even older folks like me can easily navigate the Viator app! Awesome!”

“Great app. Simple navigation, numerous options, and excellent information.”

Rated 4.3 out of 5 on Trustpilot with more than 57,000 verified reviews.

2025 Viator Travel Trends Report

The year ahead will be one of getting outside, immersive hands-on classes, culturally rich musical experiences, and exploring far from home.

The travel outlook for 2025 is looking bright. According to Viator’s latest trends report, this year is all about meaningful, immersive experiences that offer up a real taste of a destination. Whether it’s connecting with nature, picking up a new skill from a local expert, or soaking in the magic of live music, today’s travelers are shifting away from passive sightseeing toward experiences that feel personal and hands-on.

With spring and summer travel just around the corner, let’s explore the experiences and destinations that are catching travelers’ attention—and their bookings.

Getting outdoors from dusk till dawn

Since the pandemic reignited our love for the outdoors, nature-based activities have remained a top choice for travelers. Whether it’s an adrenaline-packed ATV ride, a peaceful day cruise, or a once-in-a-lifetime nature and wildlife experience, nearly a third of Viator’s top 10 experience categories are all about the great outdoors. And it’s not just the usual suspects—this past year thermal spas and hot spring experiences saw more than 40 percent growth year-over-year, making them one of Viator’s five fastest-growing categories.

The demand for outdoor experiences is also shaping where people choose to travel. Today, three out of Viator’s five fastest-growing destinations (Rovaniemi, Finland; Banff, Canada; and Tromsø, Norway) are known for their natural beauty, cool climates, and stunning night skies. These destinations offer a perfect mix of outdoor exploration, from hiking by day to stargazing under the northern lights by night.

Given how much travelers crave nature, it’s no surprise that Viator’s most-loved destinations are leaning outdoors too. In the US, Colorado, Utah, Oregon, and Wyoming dominate the top spots for highest-rated states, with all of them scoring more than 4.8 out of 5 stars.

Opting for bespoke hands-on experiences

Cultural, historical, and heritage tours have been Viator’s most popular experiences for years, and they’re still leading the pack. But there’s a new trend on the rise: travelers want more personal, immersive experiences—those hidden gems that offer a deeper dive into a destination’s unique traditions, history, and local life.

These experiences—which often involve a hands-on element—are all about connecting with the heart and soul of a place. Cooking classes, for example, are one of Viator’s top 10 most popular experiences, and photography tours have nearly doubled in popularity. Craft classes have also seen impressive growth, jumping more than 50 percent over the past year.

And it’s not just about quantity—it’s about quality. Craft classes, cooking classes, and dance lessons are Viator’s highest-rated experiences of the year, each boasting an average rating above 4.8 out of 5 stars.

“While traditional tours remain our most booked by far, it’s the hands-on, immersive categories that make the most lasting impact,” said Laurel Greatrix, Vice President of Marketing for Viator. “Our top five highest-rated categories break the traditional tour mold, with three focused on skill-building. It reflects a sustained rise in demand for classes and workshops, a trend that took hold in the mid-2010s.”

Authentic music experiences take center stage

While huge concerts (think: Taylor Swift’s Eras tour) grabbed headlines last year, another trend was quietly gaining momentum: a growing desire for more intimate, culturally rich musical experiences.

Concerts and special events have shot up to become one of Viator’s top five fastest-growing categories, with more than a 50 percent increase in bookings over the past year. Whether it’s catching a flamenco show in Madrid, stepping back in time at a Vivaldi concert in Venice, or getting lost in Austin’s live music scene, travelers are after musical experiences that bring them closer to a destination's culture, history, and people.

"This year, interest in concerts and special events continues to surge—not just for big names and headliners, but for cultural experiences rooted in music and performance,” said Laurel Greatrix, Vice President of Marketing for Viator. “These can offer a deeper connection to a destination, reflecting the broader shift toward more immersive and less conventional travel experiences.”

Getting away far from home

Despite rising costs on everyday items including gas and groceries, US travelers are more determined than ever to explore far-off destinations. There's been a surge in demand for the traditionally popular long-haul destinations such as Rome, Paris, and Oahu, proving that the desire to experience the world is still going strong.