Published on
December 18, 2025
The United States Tour Operators Association (USTOA) has unveiled the results of its 2025 Survey of Tour Operators, offering valuable insights into the top travel destinations for 2026, emerging trends in the tour operator industry, and the factors influencing travel decisions for the upcoming year. According to the survey, Italy remains the number one destination for travelers booking tours in 2026, with Europe continuing to dominate the global travel scene.
Top Travel Destinations for 2026
USTOA members have identified Italy as the top destination for 2026, maintaining its status as the most sought-after European destination for tour operators and travelers alike. France follows closely behind in second place, while Japan ranks third, highlighting its continued appeal for travelers seeking cultural immersion and unique experiences.
Other European destinations gaining traction include Portugal and Greece, both of which feature prominently in the survey. Portugal, in particular, stands out as the leading off-the-beaten-path destination, with its rising popularity driven by both its “hot” status and its ability to offer something different from traditional European favorites. Morocco, Croatia, and Colombia round out the list of emerging destinations, showcasing their increasing popularity as unique travel spots. Malta, Vietnam, and Ireland tie for fifth place, reflecting their continued appeal to travelers seeking diverse and culturally rich destinations.
For domestic travelers, the survey reveals a strong preference for iconic U.S. destinations, including Hawaii, U.S. National Parks, Alaska, California, and New York. These locations remain staples for both American travelers and international visitors seeking to explore the diverse landscapes and cultural hubs of the United States.
Rising Travel Trends for 2026
Alongside destination preferences, the survey highlights three key trends that are expected to shape the travel industry in 2026:
- AI-Driven Customization: Artificial intelligence (AI) is rapidly becoming a valuable tool in personalized trip planning. With AI-driven recommendations, travelers can now enjoy smarter itineraries, tailored suggestions, and seamless digital integration for booking and organizing their trips.
- Meaningful and Immersive Travel: There is a continued shift towards meaningful travel, with more tourists seeking authentic, culturally immersive experiences. Travelers are moving away from traditional sightseeing and are prioritizing slower-paced, enriching experiences that allow for personal connections with local communities and cultures.
- Value and Flexibility: Economic considerations play a significant role in travelers’ decisions, with many prioritizing value, transparency, and flexibility when choosing travel options. The desire for enriching experiences remains strong, but price sensitivity and the need for flexible booking terms are also important factors in trip planning.
Growth Forecast and Potential Challenges for 2026
The survey also indicates a strong growth outlook for 2026, with more than 75% of USTOA tour operator members expressing confidence in increased guest bookings for the upcoming year. A substantial majority of 88% expect sales growth, with 84% predicting an increase in passenger numbers. Many operators foresee gains of 7% to 10% or more in both sales and passenger volumes.
However, the survey also highlights several potential challenges that could impact travel confidence in 2026. Economic uncertainty, including global financial volatility and fluctuations in the value of the dollar, is seen as the biggest threat to travel confidence. Additionally, concerns about the cost of living and political instability could influence travelers’ decisions. These factors have already been reflected in changing booking behaviors, with 71% of tour operators reporting increased hesitancy from consumers and 63% noting shorter booking windows.
Small Group Tours to Lead Growth in 2026
Small group tours are predicted to experience the strongest passenger growth in 2026, with private groups and FIT (Fully Independent Travelers) also expected to see significant increases in demand. This trend indicates a growing desire for more personalized, intimate travel experiences, allowing travelers to explore destinations in a more flexible and customized way.
The Future of Travel in 2026
The USTOA’s 2025 Survey of Tour Operators provides a clear picture of the travel landscape for 2026, showcasing the top destinations, key industry trends, and the factors shaping the decisions of today’s travelers. While Europe remains dominant, emerging destinations like Portugal, Morocco, and Colombia are gaining attention for their unique offerings. The shift toward personalized, immersive travel experiences, supported by the rise of AI-driven planning tools, is set to continue shaping the way people travel.
As travelers seek value, flexibility, and authenticity, the tour operator industry is well-positioned to meet these demands with a range of offerings tailored to the evolving preferences of modern explorers.
