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USTOA Survey Reveals Top Destinations for 2026

The United States Tour Operators Association (USTOA) recently conducted a survey among its members, revealing that Italy is the most favored travel destination for 2026. This popularity signals a continued trend towards Europe, as several European countries are listed among the top five favorites for travelers. Following Italy, the list includes France at second place, Japan in third, and Portugal and Greece rounding out the top five positions.

Emerging Travel Trends

Traveling within the United States is also gaining traction, with popular domestic destinations such as Hawaii, U.S. National Parks, Alaska, California, and New York catching the attention of travelers. A notable observation from the survey is the increasing allure of Portugal as a rising off-the-beaten-path destination, with Morocco, Croatia, and Colombia also making waves, while Malta, Vietnam, and Ireland are tied for fifth place in this growing category. Terry Dale, President and CEO of USTOA, emphasized Portugal's surging reputation, calling it both a hot spot and an unexplored gem, attracting those who crave something different from the usual European fare.

Growth in Small Group Travel

Among the noted trends is a significant shift toward small group tours, which are anticipated to see the most substantial passenger growth in 2026. This is closely followed by private groups and Free Independent Travelers (FIT). USTOA members highlighted that two main factors influence travelers’ choices: the value offered and the overall experience. Safety perceptions are also critical considerations. Dale points out that today's travelers value experiences and expect rewarding journeys but are also cautious about economic factors that may influence their travel decisions.

Key Influences Affecting Travel Choices

The survey identified three key trends set to shape travel in the upcoming year:

1. Artificial Intelligence Integration: AI is becoming an essential tool in customizing travel plans, creating smarter itineraries, and providing personalized recommendations, which travelers increasingly expect in their journey preparations.
2. Meaningful Travel Movement: There is a marked shift towards immersive experiences, with travelers desiring authentic connections with local cultures over generic sightseeing tours. This trend reflects a growing preference for slower-paced travel that prioritizes personal engagement.
3. Economic Awareness: Travelers are now more vigilant about value, transparency, and flexibility in travel options. They tend to favor brands that instill confidence and assure them they are making sound investments with their travel expenses.

Bright Outlook Amid Challenges

Interestingly, nearly 78% of USTOA tour operator members express strong confidence that guest bookings will rise in 2026. Furthermore, 88% expect their sales to increase, with 84% predicting a surge in passenger numbers. Those optimistic about growth forecast substantial gains between 7% and 10%, showcasing a bullish sentiment in the industry despite the challenges.

Terry Dale reassured that despite the unpredictable global landscape, there is a steadfast willingness among travelers to explore, and USTOA members are well-positioned to meet their needs with expertise and trust.

Global Risks on the Horizon

Nevertheless, USTOA members are not oblivious to the global risks that might affect travel confidence in 2026. Economic uncertainty, particularly global financial volatility and currency fluctuations, are seen as the primary threats. Further concerns include rising living costs and political instability, all of which impact consumer booking behaviors. A staggering 71% of tour operators noted an increase in consumer hesitance to commit to travel plans, with 63% observing shorter booking timelines. Additionally, 39% have noted more last-minute cancellations or modifications to plans, highlighting a shift in consumer behavior.

This comprehensive survey was conducted from September 9 through October 17, 2025, boasting a remarkable participation rate of 92%. For more insights into USTOA and its members, please visit USTOA's official website. Through high standards and a commitment to consumer education, USTOA continues to shape the travel landscape, providing peace of mind for millions of travelers each year.