Viator is the world's largest online marketplace for tours, activities, and attractions. Viator is a Tripadvisor company and was acquired by Tripadvisor in 2014. When you sell your tours and activities on Viator, they're automatically distributed and sold on Viator's over 3,500 partner network, too.

Yes, Viator is a subsidiary of TripAdvisor. TripAdvisor acquired the specialized tour and activity booking platform in 2014 for approximately $200 million to expand its "experiences" segment. While they operate as distinct consumer brands with their own websites and apps, they are deeply integrated; most "Book Now" buttons for tours on TripAdvisor are powered by Viator's inventory. In late 2025 and early 2026, the parent company, Tripadvisor Inc., underwent a significant operational restructuring to merge the two brands' engineering and product teams more closely to improve efficiency. Despite this internal consolidation, they maintain separate identities because Viator is recognized as a leader in B2B distributions (providing tours to travel agents and other sites), while TripAdvisor remains the world's largest travel guidance and review platform. When you book on either, you are ultimately contributing to the same corporate bottom line, which currently generates nearly half of its total revenue from the Viator experiences segment.