How USTOA’s 2025 Conference Sets the Stage for Growth and Sustainability in 2026

Published on December 7, 2025

The 2025 USTOA (United States Tour Operators Association) Annual Conference and Marketplace, held at the Gaylord National Resort & Convention Center in National Harbor, Maryland, offered a comprehensive overview of the future of global travel. This year’s event provided crucial insights into travel trends for 2026, highlighted the growing importance of responsible tourism, and underscored the pivotal role that travel advisors will continue to play in shaping the industry.

With economic uncertainty and geopolitical challenges on the global stage, USTOA members expressed optimism for 2026, forecasting growth in both passenger numbers and sales volumes. The focus on sustainability, accessibility, and leveraging technology dominated discussions, signalling a shift towards more responsible, personalised travel experiences.

A Bright Outlook for 2026: Growth and Optimism Amid Challenges

Despite the ongoing geopolitical tensions and economic instability, USTOA members are confident about the future. According to the association’s 2025 survey, 78 percent of members anticipate an increase in guest bookings by 2026, and 88 percent expect growth in sales. This optimistic outlook is especially significant, given the turbulence in the global economy.

As the travel industry recovers from the impacts of the pandemic and geopolitical challenges, USTOA members are focusing on ways to adapt and thrive. The demand for personalised and small-group travel is expected to increase, with operators leaning into tailored experiences that cater to specific interests and needs.

The conference also explored the broader impact of sustainability and responsible tourism. With consumers becoming more conscious of their environmental and social footprints, many travel operators are increasingly prioritising eco-friendly initiatives. Approximately 62 percent of USTOA members now have a formal sustainability strategy, while 84 percent of operators consider sustainability when forming partnerships. This trend is set to expand in the coming years, as responsible travel continues to gain traction.

The Vital Role of Travel Advisors: Support and Expertise for the Future

One of the most significant takeaways from the 2025 USTOA conference is the continued importance of travel advisors in the modern travel landscape. 90 percent of USTOA members plan to rely on travel advisors in 2026, recognising the critical role these professionals play in navigating complex travel arrangements and providing expert guidance to travellers.

In a world increasingly reliant on automation and AI, travel advisors offer personalised service that technology alone cannot match. As Terry Dale, USTOA President and CEO, emphasised, the role of advisors is more crucial than ever. When unforeseen challenges arise, such as geopolitical unrest or natural disasters, advisors are essential in ensuring that travellers receive the best support and real-time solutions.

Sustainability: A Growing Focus for Tour Operators

Sustainability has become a key pillar for USTOA members, with many operators focusing on reducing their environmental footprint and offering more responsible travel options. In fact, 57 percent of members have already incorporated sustainability messaging into their marketing, and another 18 percent plan to do so by 2027. This shift aligns with the growing demand from consumers for eco-friendly travel options.

One notable development at the 2025 conference was the recognition of Future Lights of the Tour Industry. This honour highlights industry leaders who have made significant contributions to sustainable and responsible tourism. The winners include individuals like Alexandra Michat of EXO Travel, who pioneered decarbonisation initiatives, and Oisten Nilsen of Hurtigruten, who led efforts to redefine responsible travel through innovative culinary practices. These recognitions reinforce the industry’s commitment to making a positive impact on both local communities and the environment.

Emerging Travel Destinations for 2026: A Global Shift

Looking to 2026, USTOA members are forecasting an increasing demand for international destinations such as Italy, France, Japan, and Greece, which continue to attract tourists for their rich history, culture, and accessible travel infrastructure. However, emerging destinations like Portugal, Morocco, Croatia, and Colombia are also expected to see significant growth in the coming year. These destinations offer unique, off-the-beaten-path experiences that appeal to the more adventurous traveller.

On the domestic front, Hawaii, Alaska, and U.S. national parks remain top choices for U.S. travellers seeking natural beauty and outdoor experiences. These destinations continue to draw attention for their stunning landscapes, wildlife, and outdoor adventure opportunities.

The Future of Travel: Personalisation, Responsibility, and Expertise

The USTOA 2025 Conference underscored a promising future for the travel industry, one where responsible tourism and personalised travel experiences are at the forefront. As the role of travel advisors becomes even more integral to travellers’ plans, operators are also embracing sustainability and accessibility to ensure that future journeys benefit not just travellers, but also the planet and its communities.

With the growing focus on eco-consciousness, custom travel itineraries, and sustainable tourism practices, 2026 looks set to be a year of both growth and positive change for the global travel industry. By investing in technology, forging stronger partnerships, and prioritising responsible travel, USTOA members are positioning themselves to meet the evolving needs of the modern traveller. The industry’s resilience and adaptability ensure that it will continue to thrive, despite the challenges it faces.