Italy Dominates 2026 Travel Trends as United States Tour Operators Association Reports Surge in Bookings, with AI-Driven Itineraries and Authentic Travel Experiences on the Rise

Published on December 18, 2025

Italy is set to be the leading destination for 2026, according to the United States Tour Operators Association (USTOA), with a surge in bookings driven by evolving travel trends. As travelers increasingly seek personalized, AI-driven itineraries and immersive, authentic experiences, Italy’s timeless appeal continues to capture the imagination of global tourists. USTOA’s latest report highlights a growing demand for customized trips and deeper cultural engagement, positioning Italy at the forefront of this shift toward more meaningful travel. With advancements in technology and a shift in priorities, Italy remains the top choice for those seeking a blend of tradition, innovation, and authenticity.

The USTOA survey also highlighted three key trends set to shape the travel landscape in 2026. The first major trend is the rise of artificial intelligence (AI) in trip planning. AI tools are quickly becoming essential for creating personalized itineraries and offering travelers smarter, more customized travel options. With AI-driven recommendations and seamless digital integration, travelers now expect more tailored and efficient journeys that fit their individual preferences.

Europe continues to remain strong in the top five, with France named second, Japan in third, 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. Terry Dale, president and CEO of USTOA added, “Portugal is seeing strong momentum from our members, thanks to both its ‘hot’ destination status and its off-the-beaten path appeal. It offers something new and different for those who have already experienced many of Europe’s classics.”

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 continued, “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.”

Another notable shift is the growing demand for “meaningful travel.” Travelers are increasingly seeking authentic, culturally immersive experiences, moving away from the traditional sightseeing checklist. Instead, they desire deeper connections with local cultures, more leisurely travel, and opportunities for personal engagement. This trend reflects a desire to go beyond tourist hotspots and embrace the essence of a destination, from local traditions to community interactions.

Economic considerations are also influencing travel decisions. According to the survey, there is a noticeable focus on value, transparency, and flexibility. With travelers becoming more discerning about how they spend their money, many are gravitating toward brands that offer reliable travel experiences at competitive prices. This growing demand for value-driven options highlights a shift in consumer priorities, with travelers seeking confidence that their investment in travel will deliver both quality and satisfaction.

The outlook for the travel industry in 2026 appears robust. According to the survey results, 78% of USTOA tour operators are confident that bookings will increase in 2026. A significant majority—88%—expect sales growth, and 84% forecast a rise in passenger numbers. Among those anticipating increases, over half (55%) expect sales to grow by 7% to 10%, while nearly half (46%) predict a similar rise in passenger volume.

Daled added, “Despite today’s unpredictable global climate, travelers remain motivated to explore, and our tour operator members are positioned to guide them with the expertise, trust, insight, and security that elevate the way they experience the world.”

However, the survey also noted several global risks that could potentially impact travel confidence in 2026. The most significant challenge identified by operators is economic uncertainty, including fluctuations in global financial markets and the value of the dollar. Political instability and rising living costs also rank as concerns that may affect consumer behavior and influence booking patterns. As a result, 71% of operators reported increased hesitancy among travelers, with many consumers waiting longer to commit to travel plans. Additionally, 63% of operators observed shorter booking windows, with more travelers booking closer to their departure dates. Furthermore, 39% reported an increase in last-minute cancellations or changes to travel plans.

The survey, conducted between September 9 and October 17, 2025, had an impressive 92% participation rate, providing valuable insights into the future of the travel industry. While global risks present challenges, the overall sentiment among USTOA members remains optimistic. With AI-driven innovations, an emphasis on meaningful travel experiences, and a growing focus on value, the travel sector appears set for growth in 2026. The enduring popularity of destinations like Italy further solidifies the bright future of global travel.