As 2025 draws to a close, we at USTOA are looking ahead to 2026 travel trends. Each year, we conduct a survey of our tour operator members to gauge travel trends and forecast expected business performance for the upcoming year. This year’s survey garnered a 92% participation rate amongst members and revealed steady business performance in 2025 and a notably optimistic outlook in 2026, especially against economic headwinds, geopolitical volatility and shifting traveler behaviors.
Two thirds (68%) of tour operators reported a growth in sales in 2025 compared to 2024, with half of those companies seeing gains of 10% or higher. Sixteen percent of members reported flat sales from the previous year, while the remaining 16% experienced declines, largely attributed to economic and political uncertainty, inflation and hesitancy-to-travel tied to safety concerns.
Passenger trends showed similar results: 58% of USTOA tour operator members saw an increase in travelers in 2025, with 52% of those reporting growth of 10% or higher. Another 22% said passenger numbers remained steady from 2024, with the remaining 20% seeing a decline in passengers in 2025.
The survey also reinforced how essential travel advisors remain to tour operators. An overwhelming 90% of members plan to utilize advisors in 2026, and more than three quarters (78%) say the role of advisors will be very important or important to their business strategy next year. Nearly all members surveyed (94%) expect business booked through advisors to increase or hold steady, underscoring the continued value of the advisor community.
Members identified three key trends expected to shape travel in 2026. First, artificial intelligence (AI) is emerging as a practical tool for customized trip planning, smarter itineraries and customization, with travelers increasingly expecting AI-driven recommendations and seamless digital integration. At the same time, there is a continued shift toward meaningful travel, with travelers seeking authentic, culturally immersive and slower-paced experiences that prioritize local culture and personal connection over sightseeing checklists. Last, and not surprisingly, economic considerations are also shaping decisions, as shared throughout the survey, with travelers looking for value, transparency and flexibility, choosing brands that help them feel confident they are getting more from their vacation investment.
Even in today’s unpredictable global climate, our members continue to show remarkable resilience. The impact of ongoing instability was felt, yet the majority of our membership still reported growth. Travelers remain motivated to explore, and our tour operator members are positioned to help our travel advisor partners guide them with the expertise, trust, insight and security that elevate the way they experience the world.
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