Tour operators are optimistic about 2026 following a year of growth, even amid economic and political uncertainty.
According to member surveys from both the USTOA and the National Tour Association, the majority of operators feel hopeful about the year ahead: 88% of respondents to an annual survey from the USTOA said they expect growth next year, while 54% of NTA members reported the same.
But recall that operators ended 2024 with strong expectations for 2025, just to see a sharp dip brought by the economy and geopolitical issues.
Jeff Roy, the chief revenue officer for Collette and the board chairman of the USTOA, said he was "cautiously bullish" on 2026.
"We're seeing things going very well," Roy said. "Our Black Friday sales this year are double-digits better than what we had last year, which is encouraging."
Roy said some customers were hesitant to travel in 2025 due to the economy, but he doesn't see that holding travelers back now.
He anticipates a surge of travel in 2026 from people who delayed their plans in 2025.
"The market's recovered; they feel like they've got money in their pockets right now," he said. "At least our customers do. I think people are adapting to the [political] landscape a little bit, and I just think that that confidence is coming back."
A scenic spot in Rome features St. Peter's Basilica in the background. Italy topped the USTOA's list of top destinations for tour operators in 2026.
Tauck CEO Jennifer Tombaugh said that as far as advance bookings are concerned, 2026 is on track to be the best year in the history of the company.
Both Tauck and Collette see growth opportunities in small group tours, which has already been a rising trend in travel.
"Small is big," Tombaugh said.
Ana Rooney, the vice president of tour design and operations for Collette, identified the company's small group tours as its growth engine. One-third of the operator's portfolio is for small tours, Roy said.
The 2026 destination landscape
USTOA operators identified the top 5 destinations for next year: Italy, France, Japan, Portugal and Greece.
Roy said countries like Ireland, Portugal and Spain were performing "really, really, really" well for Collette. Egypt also ranked in the company's top 5 for Black Friday sales, with "people really go back there in droves."
He also identified a spike in domestic travel.
"Certainly the 250th has something to do with it," he said, referring to the U.S. semiquincentennial. "But people are definitely re-engaging in domestic travel."
The milestone anniversary for the U.S. coincides with the 100th anniversary of Route 66.
Tour companies are offering itineraries for both, with local communities eager to welcome crowds for the celebrations.
Operators are increasingly focusing on Gen X and enticing them to give guided tours a try. Tauck will launch Roam by Tauck in 2026, its newest brand offering tours for travelers in their 40s and 50s.
Travelers are also interested in getting away for shorter bouts of time. Intrepid Travel will this year debut a collection of Short Breaks for Americans, while operators that already led shorter itineraries have seen demand for the travel style increase.
Though demand for Japan remains strong, ranking third among USTOA members, George Morgan-Grenville said he has observed increased demand for South Korea at luxury custom tour operator Red Savannah.
Speaking of custom travel, that proves to be a growing trend. USTOA operators reported it as the third-strongest passenger growth segment, falling behind small group tours and private group tours.
Custom travel is especially popular for luxury operators that have reported eyeing the U.S. market to grow business.