Key Trends, Setbacks, and Pathways to Success Identified in New NTA Member Survey

The National Tour Association recently concluded a survey of its members—tour operators, destination marketing organizations, and tour suppliers—asking them about business results in 2025 and projections for 2026. The survey also explored pricing trends, challenges that group-travel specialists are facing, and insights into how buyers and sellers can work together better. 

“The NTA community excels at collaborating,” said NTA President Catherine Prather, CTP. “I’m eager for NTA to use the results of this survey to help members assess challenges, find solutions, and become even better partners for each other.”

The survey was conducted between October 13 and 29, shortly before NTA members assembled for Travel Exchange, the association’s signature event.

“It’s encouraging to see that a majority of NTA members have had a successful 2025 in what has been a challenging year, and even better: Most anticipate increased business in 2026,” Prather added.

The majority of NTA members report that business and visitation in 2025 is up from 2024. Similarly, the majority is projecting year-over-year growth for 2026, with DMOs attributing the improved business to major events such as America 250, Route 66 Centennial, and FIFA World Cup; expanded marketing and sales efforts; new or upgraded tour product; and anticipated international market recovery.

CONCERNS AND COLLABORATIONS

When asking tour operators about their company’s most significant challenges going into 2026, of the choices given, 76% of responding operators cite rising vendor costs (lodging, dining, transportation, attractions, etc.) as their biggest challenge. 37% point to declining consumer confidence or discretionary spending, while 29% mention supplier availability or scheduling constraints. A similar share of 27% cite increased competition from online or do-it-yourself trip planning. 21% identify staffing shortages and workforce turnover, and an equal percentage note regulatory or policy changes—such as visa issues, national park fees, and sustainability or overtourism policies—as key challenges.

Further exploring the challenges that operators face, the survey asked what tour suppliers can do to be better partners. Their responses are grouped into the following categories and listed in descending order of frequency:

1. Offer greater flexibility on cancellation, deposit, and attrition policies.
2. Release rates and space earlier to aid long-range planning.
3. Improve responsiveness: Return calls and emails promptly.
4. Offer group-friendly rates and contract terms that build trust.
5. Ensure that staff is trained and accountable.
6. Make a renewed commitment to the group market.
7. Update offerings and modernize experiences for today’s travelers.

Destination marketers were also asked how tour operators could work with them to bring more business to their destination. Below are the most frequently mentioned solutions:

1. Communicate with DMOs before, during, and after tours.
2. Involve DMOs early in planning and itinerary development.
3. Provide visitation numbers to demonstrate impact of group market.
4. Be open to new or lesser-known destinations.
5. Recognize the varied roles of DMOs and how they support group travel.
6. Build trust by honoring commitments and following through.

Tour suppliers were also asked how tour operators could work with them to increase business. Below are the most frequently mentioned solutions:

1. Communicate clearly and consistently.
2. Provide accurate passenger counts, respect deadlines, and avoid last-minute cancellations.
3. Be open to new products beyond the usual favorites.
4. Prioritize business with NTA partners.
5. Engage in Fam tours and build stronger connections with suppliers.
6. Improve understanding of supplier needs and constraints.
7. Plan early, be flexible with dates, and offer diverse seasonal options. 

GROUP TRAVEL TRENDS

The survey asked tour operators, “What new opportunities or trends do you see shaping multi-day packaged travel in the next three to five years?” Smaller and more flexible groups were mentioned most; authentic, immersive, and experiential travel was next; followed by sustainable, responsible, and regenerative tourism; visiting lesser-known destinations; slow travel; and shorter tours and hub-and-spoke models. Also mentioned were technology/AI use, long-haul growth, and niche interests.

Operators were also asked to select the types of travel—the theme of a tour—they’re putting more time and money into because they see a growing demand. Mentioned most often (55%)—by a significant margin—was “heritage and history.” Four types of travel were cited by a similar percentage (29-31%): food and drink, events and festivals, cruises (either river or ocean), and active and adventure. Other travel types mentioned by 20% or more respondents were national parks, performance, and agriculture.

Operators reported that they’re putting more time and money into luxury travelers (49%), followed by family/multi-generation groups, faith travelers, women-only tours, and solo travelers.

When asked which changes in traveler expectations most influenced their product planning for 2026, operators most often selected the desire for more personalized and flexible itineraries. Next is interest in small-group or private departures. Other frequently chosen traveler expectations are interest in immersive or educational experiences, high-comfort experiences, shorter itineraries, and value-driven options. 

U.S., CANADA, AND OVERSEAS TRAVEL

In light of the recent changes in U.S. government policies and actions, NTA asked U.S.-based tour operators if there is a year-over-year change for 2026 bookings to Canadian destinations. Of those who package Canada, 54% said bookings are stable, 34% are seeing a decline in bookings for Canada, and 10% are seeing an increase. Asked about 2026 bookings to overseas destinations, 49% of the operators who package overseas report an increase (with 21% of them saying it’s a significant increase), 38% report bookings are stable, and 13% are seeing a decrease. 

Most U.S.-based tour suppliers asked about visitation from both Canada and overseas markets in 2025 say reduced Canadian visits negatively impacted their guest numbers: 40% say the impact is minor (causing less than a 10% decline in overall visitation), and one-third (33%) say the drop in Canadian visitors has had a larger impact (dropping overall numbers 11% or more), with 13% saying reduced Canadian visitation dropped their overall numbers by more than 25%. Nearly a quarter of respondents (23%) report no impact. In regard to reduced travel from overseas markets, 42% of tour suppliers say they saw no impact in 2025, 32% report a minor impact, and 26% say the impact was more significant, causing an overall decline in guests of more than 10%. Asked when they expect inbound travel from Canada and overseas markets to recover to pre-2025 levels, 40% anticipate a recovery in 2026, and another 40% predict it will be 2027. 14% say they are unaffected by those markets. 

PRICING TRENDS

Most NTA tour operators are increasing their prices for tours in 2026. 69% say the increase is moderate (5% to 10%), and 16% say it’s higher than 10%. Nearly all other respondents (14%) say their prices aren’t changing. Among those who reported higher prices for next year, more than half (54%) say they can’t absorb rising vendor costs, and 38% say the yearly increases are typical. Other responses include rising labor costs and currency exchange rates.

To learn more about the association, visit NTAonline.com.

Courtesy of Groups Today.