USTOA Tour Operator Survey 2026 reveals Top Destinations for 2026

The tour operator members of the United States Tour Operators Association (USTOA) named Italy the top destination travelers are booking for 2026.

Top Global Destinations
- Italy ranked as the #1 destination travelers are booking for 2026.
- France came in second, followed by Japan, Portugal, and Greece.
- Portugal was also highlighted as the leading off-the-beaten-path destination, with Morocco, Croatia, and Colombia following.
- Malta, Vietnam, and Ireland tied for fifth place in this category.

Domestic U.S. Favorites
- Hawaii
- U.S. National Parks
- Alaska
- California
- New York

Travel Trends
- Small group tours expected to see the strongest passenger growth, followed by private groups and FIT (Free Independent Travelers).
- Value and experiences tied as the top influences on destination choice, with safety perceptions close behind.
- AI in travel planning is emerging as a practical tool for customized itineraries and seamless digital integration.
- Growing demand for authentic, culturally immersive, slower-paced travel that prioritizes local culture and personal connection.

Industry Outlook
- 78% of USTOA members are confident bookings will increase in 2026.
- 88% anticipate sales growth, and 84% expect passenger growth.
- Over half project 7–10%+ gains in sales, while nearly half expect similar growth in passenger volumes.

Global Risks
- Economic uncertainty (financial volatility, dollar fluctuations) seen as the biggest threat.
- Cost of living and political instability also weigh on traveler confidence.
- 71% of operators report increased hesitancy in bookings, with 63% noting shorter booking windows and 39% seeing more last-minute cancellations.

✨ Takeaway: 2026 is shaping up to be a year of optimism and growth for tour operators, with travelers seeking value-driven, immersive experiences—but global economic and political risks remain a concern.