What’s to Come in 2026: Predictions from the Industry
Industry leaders and experts share their 2026 predictions.
Stephen Ekstrom
CEO & Co-founder | Learn Tourism
“In 2026, the most successful destinations won’t just sell experiences—they’ll sell alignment. We’ll see a surge of ‘values visitors,’ travelers who deliberately choose destinations that share their ethics, whether that’s sustainability, inclusivity, cultural preservation, or community well-being. This isn’t a passing preference—it’s a primary filter for where people spend their time and money.
Destinations that make their values visible, integrate them into every step of the visitor journey, and empower local champions to share those stories will stand out … The future of tourism isn’t just about where you go, but what you stand for when you get there.”
Carylann Assante, CAE
CEO | SYTA, SYTA Youth Foundation
“Technology will impact a blended learning experience for traveling student groups and a blended planning experience for tour operators."
Students will continue to use online learning tools, and social media like TikTok, to enhance their travels—researching destinations, looking for sustainable activities and engaging with the local community before they arrive. AI will help student tour operators research and build itineraries that meet client needs while looking for that special added value, and in turn, allow for more time spent with clients and building stronger vendor relationships.
Today, we already see new technology platforms that create efficiencies in planning and logistics that manage group bookings, registrations, rooming lists and even payments. I see technology helping tour operators become more efficient and reach more educators, getting even more students on the road.”
Fred Ferguson
President and CEO | ABA
“If current trade policy uncertainty remains, the challenges we’re seeing in 2025 will only deepen in 2026. New motorcoach sales fell 5% in Q2—clear evidence that trade policy driven cost increases and policy uncertainty are already stalling market activity. Without change, we anticipate further declines as operators delay or cancel fleet investments. This puts strain on the 500,000 Americans whose livelihoods depend on the group travel sector and delays critical safety and sustainability upgrades.
Despite uncertainty, our industry remains resilient. We’ve weathered past disruptions, and will again. With the right policy shifts, 2026 can still be a year of renewal—one where we reinvest in efficient fleets, safer roads, and a stronger transportation system that serves both the economy and the public. Trade policy certainty is more than a fix—it’s a foundation for future mobility and national transportation readiness.”
Catherine Prather
President | NTA
“U.S. domestic travel will level off for some from its recent steady climb, while international inbound numbers—especially from Canada—will continue to lag. Strong interest for 2027 will buoy optimism and continue to drive collaboration and business. Two trends will continue, and both are connected with a tightening of discretionary spending on travel: more interest in shorter tours (two to four days) and a tighter booking window.
What I hope to see is respect among lawmakers for the financial and diplomatic contributions our industry provides. Harsh policies, excessive fees, and inadequate funding for marketing and infrastructure all have an adverse effect on travel and tourism. And on a bigger scale, policies that increase economic uncertainty and decrease consumer confidence discourage people from traveling. I hope to see more travel ahead, because meaningful travel leads to peace, understanding, and economic stability within communities.”
Vince Accardi, CAE
President | Motor Coach Canada
“Group motor coach travel will be even more personalized, sustainable, and technology driven. Tour operators will use technology while harnessing their industry relationships and experience to create dynamic itineraries based on client preferences and local events. Passengers can expect quieter, comfortable coaches with high-speed Wi-Fi, entertainment hubs, and ergonomic seating … Sustainability will become a prominent selling point, and tour operators will emphasize carbon offset programs, the benefits of low-emission bus fleets, and continue to feature local and Indigenous experiences.
Safety and convenience will also evolve. Digital booking platforms will integrate features like instant rebooking and social platform tools will build on traveler experiences. As group travel becomes more immersive, efficient, and responsible, motor coach travel will once again become a preferred choice for exploration and be a catalyst for social and cultural connection in 2026 and beyond.”
Greg Takehara
CEO | Tourism Cares
“The convergence of the FIFA World Cup and the United States’ 250th anniversary offers a transformational moment for travel and tourism. These milestone events will bring millions of visitors, and with that comes a responsibility. Destinations must welcome these international visitors with open arms, ensuring these events leave a positive legacy for host communities, cultures, and the environment.
Sustainable tourism is no longer optional—it’s essential. Travelers are increasingly seeking meaningful, authentic experiences, and destinations that embrace environmental responsibility, community engagement, and inclusivity will thrive. At Tourism Cares, we’ve already seen how collaboration across the industry can advance real impact, and 2026 presents a moment to accelerate this progress. The destinations and businesses that weave purpose into every aspect of travel will define the next era of tourism.”
Edited by Sarah Suydam, Managing Editor for Groups Today.
This article originally appeared in the Nov/Dec ’25 issue of Groups Today.
Photos courtesy of Stephen Ekstrom, SYTA, American Bus Association, National Tour Association, Vince Accardi, Greg Takehara.
