For more than a decade, Phocuswright has sized and assessed the U.S. travel marketplace and the major trends that shape how travelers shop for and purchase travel. Distribution trends across air, lodging, car rental, cruise, packages, and rail are well understood. But the travel industry has lacked essential market data on a central element of the travel landscape: what leisure travelers do “when they get there.” These are essential components of tourism industry that many travel industry insiders forget to consider as part of their overall strategy. To gain a clearer picture of activity provider technology, marketing, and distribution practices, Phocuswright undertook a directional email survey of activity providers, fielded through project sponsors and other travel industry partners. As a result of this methodology, survey respondents may be more likely than the general provider population to be engaged with the travel industry and reliant on travelers rather than local residents