The landscape of urban tourism is rapidly evolving, with destination tours at the forefront of this transformation. As travelers seek more engaging and meaningful experiences, tour operators are innovating to meet these demands. Jason Rizzuti, Owner of Go Tours Canada and Segway Ontario in Toronto’s Distillery Historic District, offers valuable insights into the changing face of experiential tourism.
In recent years, there has been a significant shift in tourist preferences. “Pre-COVID, there were a number of festivals/events which added to the history of the area – we saw demand for the Lightfest Tour during what is typically seen as the off season,” Rizzuti explains. This trend towards more immersive experiences is reshaping the industry, with a growing emphasis on multi-sensory engagement.
“Throughout the years, we have also seen rising demand, especially among locals, for tours that not only include the history of the area, but an element of tasting,” Rizzuti adds. This blend of historical context with sensory experiences exemplifies the direction in which destination tours are heading. It’s no longer enough to simply see a place; visitors want to taste, feel, and fully immerse themselves in the local culture.
In the age of social media, creating “Instagrammable” moments is crucial, but it’s not sufficient on its own. Rizzuti emphasizes the importance of depth in tour experiences: “It is important to leave guests with a feeling of fulfillment – whether through learning a new skill, or knowledge, or tasting something unique / different / new to them. It has to go beyond the surface of a picture or video to have a lasting memory.” This approach reflects a broader industry trend towards tours that engage multiple senses and provide deeper cultural connections.
Sustainability is another key factor shaping the future of destination tours. As the tourism industry faces increasing pressure to adopt sustainable practices, small operators like Go Tours are leading the charge. “As a small tourism operator, we are able to shift our practices quicker and adapt to a changing environment,” Rizzuti states. He cites examples such as “the shift to paperless options (ie. receipts, waivers, etc.), switching to more energy efficient lighting, and reducing in office use of water, paper, plastics, and other resources.”
Looking ahead, technology and new modes of transportation are set to play a significant role in urban exploration. Rizzuti is excited about these possibilities: “Our dream is to be able to utilize the Segway PTs to offer a guided Segway PT tour of the Toronto waterfront (or other areas).” He also mentions the potential of e-scooters, highlighting the industry’s move towards environmentally friendly and innovative tour options.
Partnerships are proving crucial in driving innovation within the industry. As Rizzuti notes, “Additionally, partnerships can also help drive new business and new creative immersive experiences and ideas. We intend to continue to explore all options whether it be culinary, visual, tactile, or a combination of these.” This collaborative approach, combining the efforts of tour operators, local businesses, and potentially even city planners, could be key to the future of destination tours.
Despite these positive trends, the industry faces challenges. Rizzuti points out, “With hotel prices 2-3 times what they were pre-pandemic, along with significantly higher food and travel costs, we anticipate it being more difficult to attract the average visitor with a limited budget.” To address this, he suggests a two-pronged approach: reaching visitors in the planning stage before they arrive at the destination, and increasing in-market marketing efforts for those already in the city.
The future of destination tours lies in creating immersive, sustainable, and technologically enhanced experiences that go beyond surface-level sightseeing. As Rizzuti’s insights reveal, success in this evolving landscape will require innovation, adaptability, and strong partnerships between tour operators and local communities. By investing in these areas, the destination tour industry can continue to thrive, offering visitors deep, meaningful connections with the places they explore.
As we move forward, it’s clear that the most successful tours will be those that can seamlessly blend history, culture, technology, and sustainability, creating unforgettable experiences that resonate long after the journey ends.
