the first week of December held in National Harbor, MD. Aside from networking with industry friends and clients, one of the things I find most valuable about the conference is the announcement of the results of their annual member survey. This survey serves as a powerful barometer of the current state of the travel industry and provides insight into expectations for the year to come. Below are some of the highlights of this survey.

According to the survey results 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 tied to safety concerns.

Looking ahead to 2026, more than three quarters (78%) of members are highly confident/confident that guest bookings will increase next year. A substantial majority, 88% anticipate sales growth, and 84% expect growth in passengers in 2026. Among those forecasting increases, more than half (55%) project optimistic to significant gains of 7% to 10% or more in sales, while nearly half (46%) expect the same for passenger volumes.

Travel Advisors
Travel advisors remain essential to tour operator business models. 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.

Global Threats
Members identified economic uncertainty, including global financial volatility and fluctuations in the dollar, as the biggest threat to travel confidence in 2026. Cost of living and political instability followed closely behind. Geopolitical conflicts and a drop in demand for international travel following well-publicized issues rounded out the top five consumer confidence threats heading into next year. These factors are shaping traveler decisions and booking patterns, with 71% of tour operators reporting increased hesitancy from consumers committing to travel and 63% noting shorter booking windows, purchasing closer to departure. Additionally, 39% have seen more last-minute cancellations or changes.

Travel Trends
Internationally, Italy maintains its long-standing position as the top destination travelers are booking for 2026. Europe continues to remain strong in the top five, with France and Japan rising to second and third place, followed by Portugal and Greece. Domestically, travelers are gravitating toward Hawaii, U.S. National Parks, Alaska, California, and New York. Tour operator members identified Portugal as the leading off-the-beaten-path destination gaining traction for 2026, with Morocco, Croatia, and Colombia following. Malta, Vietnam, and Ireland tied for fifth.

Small group tours are poised for the strongest passenger growth next year, followed by private groups and FIT. Value and experiences were tied as the top influences on destination choice for 2026, followed closely by safety perceptions. Dale added, “Today’s traveler is value-driven and experience led. They want enriching experiences, but economic considerations and a sense of security are shaping their decisions.”

The survey was conducted between September 9 and October 17, 2025, with a 92% participation rate. For more on USTOA, visit www.ustoa.com.