Groups Today May June 2026

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MAKE YOUR WAY THROUGH THE MAGNIFICENT MIDWEST STUDENT TRAVEL: PLANNING BASICS, TRENDS, TOP DESTINATIONS, AND MORE BEING NIMBLE AND STAYING INFORMED WHEN POLICY SHIFTS

Published by Serendipity Media, LLC Volume 24 Issue 3

EMBRACE YOUR INNER NIGHT OWL WITH NOCTOURISM w w w.group s to day.com

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IN THIS ISSUE On the Cover: Visit Virginia Beach

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SPECIAL REPORT

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STUDENT TR AVEL : Planning Basics , Trends , Top Destinations , and More page 10

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T H E M E F E AT U R E

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GET OUT AND ABOUT ACROSS THE U. S .

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ART DIRECTOR

Courtney Van Hagen MANAGING EDITOR

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Sarah Suydam GR APHIC DESIGNER

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D E S T I N AT I O N F E AT U R E

ACCOUNTING & OPER ATIONS SPECIALIST

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MAKE YOUR WAY THROUGH THE MAGNIFICENT MIDWEST

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ISSUES

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Being Nimble and Staying Informed When Policy Shif ts

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A N OTE F RO M TH E M A N AG I N G E D ITO R The sun is shining and our plans to soak it up are in full sw ing! As you take your groups on the road at the start of these warmer months, we hope this issue of Groups Today comes right along w ith you, prov iding practical tips and insight on your adventures.

The beaut y of the natural world truly takes center stage in this issue, starting w ith the Great Outdoors Theme Feature (page 16). From glistening coastlines to rock y mountaintops and ever y thing in bet ween, we cover it all. If you’re a bit of a night owl, you’ll also want to check out our look into Noctourism on page 26 and ideas for engaging w ith this night sk y-centric trend. Also in t he same vein of adventure, we connect w it h Shannon Stowell, CEO of t he Adventure Travel Trade Association, to learn how groups are engaging w ith

SARAH SUYDAM Managing Editor sarah@serendipity-media.com

this t y pe of travel and how the definition of “adventure” continues to evolve (page 28).

Student travel shines in our Special Report (page 10), where we break dow n t he top student travel destinations for 2026, tips for planning, trends, and plent y more. We also explore all the Midwest has to offer groups on page 23— from the unexpected to classic must-sees. Of course, don’t miss our profile on 2026 TODAY! Award w inner, Terr y Fischer of TCS, on page 6, and insight from NTA’s Catherine Prather on staying connected and engaged when policy impacting the industr y shifts on page 4.

Safe travels this summer!

Send your stories, suggestions and thoughts to: 519 Ada Drive SE, Ste 201 Ada, MI 49301 sarah@serendipity-media.com

is MORE THAN JUST A MAGAZINE T h e “ B e s t o f ” d i g i t a l c o nte nt f o un d o n l y o n g ro up s to d ay. c o m BROADWAY IN 2026: FRESH PICKS FOR GROUP TRIPS WHAT TO DO WHEN THINGS GO WRONG ON THE ROAD: PREPARING FOR THE UNFORESEEN WHERE TO STAY IN SEVIERVILLE, TENNESSEE: THE BEST HOTELS FOR GROUPS AND GATHERINGS TOURISM COALITION SHARES RECOMMENDATIONS FOR IMPROVED U.S. AND CANADA BORDER RELATIONSHIPS

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GET INSPIRED Enhance your professional development with timely group travel industry updates, business tips and more.

gro up s to d ay. c o m /s ub s c ri b e

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ISSUES

By Sarah Suydam

Being Nimble and Staying Informed When Policy Shifts

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Ever y day, it can feel like we’re wak ing up to somet hing new t hat’s worthy of our attention. W hether it’s policy affecting the industr y as a whole, world developments impacting groups’ travel plans, or other w ise, staying on top of it all often feels like a job in and of itself.

Catherine Prather, President of the National Tour Association (NTA), shared how t he associat ion works to keep t heir members informed, noting that collaboration is key to staying up to date and engaged.

“Curate a professional net work you can t rust, join an associat ion focused solely and sincerely on tour operator packaged travel, and take full advantage of the resources it offers,” Prather said, emphasizing that NTA has done exact ly t his for t he last 75 years. “We understand our obligation and responsibilit y to keep our members up to date on our constantly evolv ing world. We also have an engaged, welcoming, and caring communit y that we consistently bring together throughout the year—virtually and in person—to elevate one another’s knowledge and understanding of what’s going on, to discuss solutions and best practices

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to address pain points, and to celebrate victories.”

N TA , P rat her added, st ay s i nvolved d i r e c t l y a t t h e U. S . f e d e r a l l e v e l — somet hing indust r y pros shou ld ex pect from t heir t rade associat ions. They also work w it h ot her indust r y par t ners such as the Beyond Borders Tourism Coalition, and encourage others to do the same.

“NTA engages with a Washington, DC-based government affairs team that closely tracks policies affecting our industry—particularly those impacting tour operator group and packaged travel,” she said. “We share this information with members. We also have contacts and partners who keep us informed on international shifts that we need to act on or bring to our members’ attention.”

The policy environment, as we’ve come to k now wel l, c a n cha nge on a d i me.

Prather shared some recent examples.

“One is Customs and Border Protection’s proposed rule change related to additional requirements for travelers from U.S. visa waiver countries,” she recalled. “This was posted in the Federal Register, so once we were alerted to it, NTA submitted comments, put out a call to action to members, and provided facts and speaking points to help them create their own comments.”

Another recent example was in relation to proposals for increasing entrance fees for non-U.S. residents to U.S. national parks.

“We’ve had a multi-level approach to these advocacy efforts including direct outreach to legislators, calls to action for our members, and collaboration with industry colleagues,” Prather explained. “NTA also has had meetings with top-level officials in the related government agencies to bring our perspective and member insights to the administration to try to affect change.”

Beyond associat ion membersh ip, becoming and staying active in your ow n communit y is essential.

Issues Stock Photo © Adobe Stock

“It’s a lso impor tant for t ravel professiona ls to be engaged at t he loca l and state/ prov incial level so they stay apprised of policy changes from that perspective,” Prather shared. “And you simply need to be an informed citizen: read your local publications, watch or listen to a credible news source, do your ow n research (not on social media, please!), and read travel trade publications, such as Groups Today.”

Ultimately, Prather reiterated that one of the most powerful things industry professionals can do to inf luence policy while staying informed is by simply getting involved.

“We need more people who want to get involved and to amplif y our voices in t he t ravel indust r y, especially as it relates to issues impact ing tour operator g roup and packaged travel,” she said. “NTA w ill put out a call to action related to policy that could be benef icial or could be det rimental. It’s as simple as tak ing act ion—follow ing up w ith a phone call or an email to your policymakers to share your perspective on how proposed legislation affects your business and your clients.”

She also encouraged v isits to your legislators at both the federal and state level to nurture a relationship.

“Help t hem understand t he tremendous economic and diplomatic power of travel, and participate in industr y Hill v isits, such as U.S. Travel’s Destination Capitol Hill.”

FEATURED IN THIS ARTICLE:

CATHERINE PRATHER President, National Tour Association (NTA) Headshot by Normand Huberdeau, © of NTA

* F o r m o r e a r t i c l e s l i k e t h i s v i s i t g r o u p s t o d a y. c o m / B U S I N E S S

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PL ANNER PROFILE

By Sarah Suydam

TERRY FISCHER:

A Mindset for Growth and Possibility

R

Raised in Western Canada, Terr y Fischer was i nt roduc e d to t he t r avel a nd t r a n spor t at ion industr y early, as his fat her ow ned a school bus company. Hav ing earned his CDL license at 18, Fischer qu ick ly recog nized t hat what bega n as something practical soon became his calling. At 20, he took a summer job driv ing a tour bus in the Canadian Rock ies for Brewster in Banff.

“That’s where the love affair started right then a nd t here,” he sa id, reca l l i ng how t hose ea rly years truly shaped his career.

He learned routes, commentar y, and nuances of hosting travelers from around the world. After college, Fischer returned to work in his fat her’s busi ness, helpi ng ex pa nd it f rom school buses to motorcoaches. A f ter spending 21 years t here

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steadily building ex perience in char ter and tour operat ions, Fischer’s fat her event ua l ly sold h i m t he compa ny i n 2004, where he rema i ned for fou r more yea rs before work i ng as Director of Sales at another motorcoach company on the West Coast. Come 2011, Fischer and his w ife Catherine took a leap of faith, acquiring Transportation Charter Ser v ices (TCS)—he as President and she as V P of Sales.

“I’d spent my whole career work ing for other people, and the fact that it was going to be us this time was a little scar y,” he remembered.

Wit h only 18 motorcoaches and no tour and t ravel focus, t he company was far f rom what it is today in ter ms of sca le and client base. But where ot hers may have seen an unconquerable cha l lenge, Fischer saw oppor t u n it y. T he couple lea ned i nto t heir indust r y relat ionships a nd agg ressively pu rsued g roup tou r w ork i n t he S out hwe s t—a n ac t ion t h at helpe d spu r incredible g row t h and cemented st rateg ic ex pansion as a t r ue hallmark of Fischer’s leadership.

W hen a major competitor ex ited the Canadian Rock ies market, TCS stepped in to f i l l t he void. A nd in 2017, a n unex pected oppor t u n it y a rose to acqu i re Poly nesia n Advent u re Tou rs, a Hawaiian operator prev iously ow ned by Nor weg ian Cr uise Line. The acquisition expanded TCS’ footprint to four islands and added a popular Kauai luau attraction—one Fischer now calls one of the most rewarding parts of the business.

“Never d id I have i n ou r New Yea r’s resolut ions t hat yea r t h at we were goi ng to bu y a c ompa ny i n Haw a i i—a nd it just happened so qu ick ly,” Fischer sa id. “We’ve now seen a different side of t he business w it h manag ing an att ract ion as well. It’s fantast ic.”

Today, TCS and its family of brands operate across multiple reg ions w it h hundreds of vehicles a nd sta f f. T hroug h it a l l,

Photo © A mer ican Bus Associat ion

F i s c her rem a i n s g rou nde d i n rel at ion s h ips a nd engaged in advocac y. A long t ime indust r y vetera n, he’s ser ved on va r ious associat ion boa rds a nd was recent ly appoi nted to Hawa i i’s Tou r ism Aut hor it y adv isor y boa rd, where he hopes to help shape t he island state’s responsible and sustainable tourism.

Fischer was recent ly awa rded t he 2026 TODAY !

Award presented by Groups Today at ABA Marketplace in Reno, Nevada.

“I was shocked, actually,” he said of t he honor. “I never t houg ht I’d be recog n ized for t h is … it’s not why we do it. But as a motorcoach operator, we’re the conduit. We’re proud to be the ones who connect t ravelers w it h a l l of t hese hotels, at t rac t ions a nd beautiful national parks and places to see.”

Fischer plans to continue his steady approach that’s led to his cur rent success: Embracing oppor t unit y, invest ing in people, a nd ensur ing t he g roup t ravel and motorcoach ecosystem thrives.

“...as a motorcoach operator, we’re the conduit. We’re proud to be the ones who connect travelers with all of these hotels, attractions and beautiful national parks and places to see.”

* F o r m o r e a r t i c l e s l i k e t h i s v i s i t g r o u p s t o d a y. c o m / P R O F I L E S

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CENTER STAGE IN THE FOX RIVER VALLEY

Photos by: Liz Lauren, © Paramount Theat re, Suzanne Ray, © Batav ia MainSt reet, Drew Per t l, © Aurora A rea C V B

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SPECIAL REPORT

By Sarah Suydam

STUDENT TRAVEL:

Planning Basics, Trends, Top Destinations, and More

S

Student and youth travel offers an abundance of both business for tour operators and a strong return on learning and perspective for students who are fortunate enough to hit the road or take to the skies in search of new experiences. Come along as we explore various aspects of student travel, from top destinations, to planning tips, to ways to prove your travel planning excellence, and more.

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By Sarah Suydam

STUDENT TRAVEL AND BUSINESS As the student and youth travel segment continues to grow, tour operators look ing to explore this realm of business are w ise for doing so. According to t he most rec ent St udent & Yout h Travel A ssoc iat ion (S Y TA) St udent Travel Bu siness Barometer (wh ich offers up much-needed historical data on the grow th of the student travel sector), student travel represents 27% of global tourism, w ith the estimated value of the student t ravel indust r y sit t ing at $185 billion. More than 26,700 student trips have been taken w ith SY TA members, and more than three million students have traveled w ith or used SY TA members.

PL ANNING BASICS W hen it comes to student and youth travel, timing is ever y thing—planning early (and often earlier than you t hink) should always be t he priorit y. Encourage educators and group leaders to get the ball rolling as early as possible, and work w it h educators ahead of t ime to determine what t he pur pose of t heir t rip is (educational, performance, etc.) and what they’d like the takeaways for their students to be. With cost being one of the most common barriers preventing students from being able to experience travel, planning early also allows more time for securing scholarships and for fundraising opportunities to take place.

In addition to securing trip approval from the school board, educators are tasked w ith helping parents feel at ease about sending their child off in their care to a sometimes far away destination. Encourage educators to bring parents into the fold by including them in the process of planning f rom t he ver y beg inning—host meetings to share information and ask questions; over communicate; propose and discuss fundraising ideas; have a student or parent who has traveled on a similar trip in the past share their experience; address safet y concerns and cell phone policies, etc.

It’s a lso wor t h not i ng how cha l leng i ng sou rci ng chaperones can be. Assist educators by work ing w ith them or the group leader to create materials outlining expectations from both parents and students.

STUDENT TRAVEL TRENDS In 2026, st udent tour operators can ex pect to see some trends rising to the surface. Some notable trends include: » Getting out in nature. More a nd more st udent groups are recognizing t he benef its of spending more time outdoors, and are wanting experiences that allow time to soak up all that Mother Nature has to offer. » Taking advantage of the of f-season. During offpea k t ravel t i mes, st udent g roups a re lea r n i ng they’re often able to take advantage of heightened availabilit y, lowered costs, and fewer crowds—a w in all around. » Enjoying sport-focused experiences. W hether it’s a private behind-the-scenes tour of a stadium or tickets to a professional match, students are eager to cheer on their favorite athletes and teams. » Partaking in cult ural immersion, ST EM, and performance-based trips. W hile educator’s goals for t hei r st udent t r ips va r y, ma ny g roups a re focusi ng heav i ly on work shops, volu ntou r ism, show ing off their performance sk ills, and more.

Photos © Teerawat Wut t hikan/vecteez y, Porapa k Apichodoilok/pexels.com w w w.group s to day.com

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SPECIAL REPORT Photo ©Adobe Stock

2026 TOP STUDENT TRAVEL DESTINATIONS If you’re considering planning student travel, get some inspiration by check ing out these lists of top student travel destinations for 2026, as chosen by SY TA member tour operators.

UNITED STATES

NORTH AMERICA

INTERNATIONAL

Atlanta, Georgia Boston, Massachusetts Chicago, Illinois New York City, New York Orlando, Florida Philadelphia, Pennsylvania Southern California Tennessee Virginia Washington, DC

Mexico City Montreal Niagara Falls Ottawa Puerto Rico Quebec Toronto Vancouver Winnipeg Yucatan Peninsula

Australia Costa Rica France Germany Ireland Italy Japan Spain Switzerland United Kingdom

EMERGING

BUCKET LIST

Alabama | Branson, Missouri | New Orleans, Louisiana San Antonio, Texas | Savannah, Georgia

Greece | Hawaii | Japan | London

DEMONSTRATE YOUR COMMITMENT TO EXCELLENCE SY TA, in par t nership w it h Center for St udent Travel Safet y (CSTS), of fers indiv idua ls and organizat ions t he opportunit y to voluntarily demonstrate t heir commitment to overall safet y and risk management practices as it relates to student and youth travel, thanks to the Certified Student Travel Organization (CSTO) and Certified Student Travel Professional (CSTP) certifications.

Those individuals and/or organizations who complete these certifications have met or exceeded the minimum of 25 safet y standards established by SY TA and CSTS, and thereby ex hibit their credibilit y to travelers. If you’re look ing for a way to build confidence w ith student groups and prove to educators that you’re the right fit for their trips, CSTO and CSTP certifications are w ise. You can learn more by visiting syta.org/certification.

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SPONSORED CONTENT

CIRCLE MICHIGAN:

GROUP TOUR HIGHLIGHTS AND NATURAL WONDERS

Michigan’s lan d s c ap e i s a t ap e s tr y

picturesque route along the Jordan River. This accessible

of natural wonders , his toric sites , and

trail is ideal for birdwatching, fishing, or relaxing beside

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Stocking Scenic Drive of fers multiple overlooks to take in the sweeping vistas.

Michigan’s historical significance. Begin

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explore habitats, obser ve rare species,

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A spectacular lookout at Lake of the Clouds of fers

Nearby, Ford House on Lake St. Clair blends

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With more lighthouses than any other state, Michigan boasts numerous motorcoach-friendly lighthouses, such

Mount Pleas ant , home to Ziibiwing

as Fort Gratiot Lighthouse in Port Huron, Old Mackinac

Center of Anishinabe Culture & Lifeways,

Point Lighthouse in Mackinaw Cit y, Whitef ish Point

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Light Station at the Great Lakes Shipwreck Museum in

Saginaw Chippewa Indian Tribe, and other

Paradise, and Big Sable Point Lighthouse in Ludington.

Great Lakes Anishinabek. June through

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views of the lakeshore.

over 40 dif ferent plants that were and are still traditionally used by the Anishinabek.

In East Jordan, the Don & Eileen Klein N ature Tr ai l a n d B o a rd w a lk o f f e r a

Visit circlemichigan.com for more group friendly ideas, step-on guides, receptive operators, and sample itineraries.

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GROUPS TODAY May /June 2 02 6

YOUR NEXT MICHIGAN TOUR BEGINS WITH CIRCLE MICHIGAN 800.513.6424 | circlemichigan.com w w w.group s to day.com

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T H EM E F E AT U R E B y A ll i s o n K ay B a n ni s te r

GET OUT AND ABOUT

Across the U.S. and Beyond!

T

The great outdoors continues to prov ide a breath of fresh air for travelers thirsting for adventure and seek ing opportunities to unplug in a natural setting. W hether your group is interested in getting a bird’s-eye v iew from the sk y, trek k ing the earth, cruising on the water, or stopping to smell the roses, these destinations deliver.

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Photos © (lef t) Visit Colorado Spr ings, (below) Freder ik Meijer Gardens & Scu lpt ure Park, (r ight) Pigeon Forge Depar t ment of Tour ism/ Great Smok y Mountains Nat iona l Park, Long wood Gardens

L oc ated at t he foot h i l l s of t he Great Smok y Mou nt a i n s, P i ge on For ge, Ten ne s s e e of fer s a resor t-tow n v ibe, w it h excitement at ever y t u r n.

Pigeon Forge is home to Dol ly wood t heme pa rk, wh ich has 50-plus r ides a nd at t ract ions, as wel l as stage shows, craf t workshops and vendors, and several seasonal festivals. Great Smok y Mountains National Park is just steps away, w ith 800 miles of hik ing trails and favorite stops such as Cades Cove and Metcalf Bottoms.

If your group craves additional thrills, there are amusements at Pigeon Forge Racing Coaster, Lost Mine Mountain Coaster & Mini Golf, and Rock y Top Mountain Coaster. There’s also The Island in Pigeon Forge, w it h more r ides, i nclud i ng a 200-foot-ta l l Ferris wheel, plus shopping, dining, and live music.

For a more serene escape, int roduce your group to the beaut y of Long wood Gardens, located about 30 m i les west of Ph i ladelph ia i n Pen ns ylva n ia’s Brandy w ine Valley. The nearly 200-acre propert y is div ided into six distinct areas. The Main Fountain Ga rden Di st r ic t wow s g uest s w it h it s fou nt a i n per for ma nces, topia r y ga rden, rose ga rden, a nd Eu ropea n-i n spi red a rc h itec t u re, w h i le eac h of t he ot her d ist r icts has its ow n cha r m, too. From meadows, forests, and sweeping law ns to a historic bel l tower, ex pa nsive conser vator y, t reehouses, water fa l ls, la kes, pa rk s, a nd a n open-a ir t heater, horticultural artistr y abounds.

Long wood Ga rdens accom modates g roups w it h pr ivate luncheons or dinners, and has several enhancements t hat can be added to a g roup v isit, including a g uest spea ker, tours, demonstrations, and shows.

Frederik Meijer Gardens & Sculpture Park is one of the ma i n d raws to t he cool cit y of Gra nd Rapids, Mich iga n.

Named the no. 1 Sculpture Park in the nation by USA TODAY 10Best Readers’ Choice Awa rds for t h ree st ra ig ht yea rs (2023-2025), t he 158-acre venue cont inually ups its game.

Not only is its w inter ENLIGHTEN event gaining nat ional at tent ion, but its enduring seasona l but terf ly ex hibit and summer concerts are also part of what attracts hundreds of thousands of visitors annually.

These special events, as well as t hemed gardens, nature trails, and an outdoor sculpture park are just the beginning.

Ru n n i ng May 2 t h roug h November 1, 2026, is CHIHULY at Meijer Gardens. Many of t he acclaimed ar t ist’s v ibrant blow n glass installations w ill be intert w ined throughout the grounds, providing a must-see experience for art and nature lovers alike.

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T H EM E F E AT U R E Photos © (r ight) Grand Canyon Railway, (bot tom) Niagara Fa lls Tour ism

There’s so much to do and see in Colorado Springs and the Pikes Peak Region, your group could easily spend a week exploring! First, there’s Pikes Peak itself, which has been dubbed “America’s Mountain” and was the inspiration for Katharine Lee Bates’ poem “America the Beautiful.” When you go, you’ll certainly see why. And, in its shadow, but not overshadowed, is Garden of the Gods. This National Natural Landmark not only has miles of hiking trails and amazing views of the aforementioned peak, it’s also home to towering red rock formations dating back 300 million years.

For more stunning geologic formations, head to Red Rock Canyon where you can hike, bike, or go horseback riding. There’s also nearby Cave of the Winds Mountain Park, which is a popular spot for cave tours and breathtaking activities, such as rides, ziplining, rock climbing, and a suspended ropes course.

Niagara Falls, w ith attractions in both the United States and Canada, w ill make your trip to the region t w ice as nice. In Niagara Falls USA, be sure to take a boat ride on Maid of the Mist or w ith W hirlpool Jet Boat Tours—or bot h! There’s a Cave of t he Winds, here, too, which gets v isitors up close and personal w it h Bridal Veil Falls. A nd, for a panorama of t he falls unlike any other, consider adding an excursion w ith Live on Air Fallsv iew Balloon Ride or Rainbow Air Helicopter Tours to your itinerar y.

On t he Canadian side, t here’s plent y for g roups to enjoy. W it h Niaga ra Cit y Cr u ises, you’l l have a n e x c el lent—w et a nd w i ld—v a nt a ge p oi nt of Ca nad ia n Horseshoe Fa l ls, A mer ica n Fa l ls, a nd Br ida l Vei l Fa l ls. Jou r ney Beh i nd t he Fa l ls ta kes a dif ferent direct ion, dow nwa rd into t he t unnels and obser vation decks behind the falls. Additional ex hilarating options include the W hite Water Walk and an ascent to the top of the Sk ylon Tower.

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Set on t he At la nt ic Ocea n, Virg in ia Beach ser ves up sand, sun, and waves w it h recreat ion ga lore. Wander t he iconic, t hree-mile boardwa lk; t r y your hand at surf ing at At la nt ic Pa rk; ta ke a dolph i n-watch i ng cr u ise, a su nset sa i l, or a cha r ter f ish i ng ex ped it ion; or go k aya k i ng or paddleboarding. Plus, just steps away is t he ViBe Creative Dist r ict, a 15-block hub for a r ts a nd cu lt ure, w it h la rgescale murals, artisan shops, eclectic dining, and more.

Also, not to be missed are First Landing State Park and Back Bay Nat ional Wildlife Ref uge, as well as t he new Naut ilus Tower at Owl Creek Landing, an eight-stor y st r uct ure for peeping the scener y that also has the nation’s longest steel slide spiraling dow n the center.

Tybee Island, located just a short distance from Savannah, Georgia, blends waterfront fun with a dash of history. Take a fishing charter, dolphin spotting tour, or side trip to pristine Little Tybee Island, or peek into the past at Fort Pulaski National Monument, an old Civil War fort. Tybee Island Light Station and Museum are also of interest, as is Tybee Island Marine Science Center. Of course, there’s plenty of seafood to dine on, too!

Let’s not forget t he Grand Canyon, which is abu nda nt w it h opt ions. Star t by hopping aboard t he historic Grand Canyon Railway for an entertaining train ride complete w ith western musicians and cowboy characters. They also have dining and lodging packages at the Grand Canyon Railway Hotel and inside Grand Canyon National Park.

Adventures Unbound by Guest Ser v ices has a number of curated getaways across the countr y, including their Arizona Canyon Collection, featuring recreation and camping in the Grand Canyon, Lake Powell, and other area gems.

A not her operator t hat prov ides a variet y of ways to take in the Grand Canyon is Pink Adventure Tours, w ith Desert View, Grand Entrance, and South Rim jaunts via Jeep. Pink Advent u re Tou rs a lso of fers out i ngs i n Sedona, A r izona, Las Vegas, Nevada, and Branson, Missouri. A nd, if you’re think ing about Pigeon Forge where we started, there’s even a Jeep tour of the Smok y Mountains!

* F o r m o r e a r t i c l e s l i k e t h i s v i s i t g r o u p s t o d a y. c o m / D E S T I N AT I O N S

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S POTLI G HT

NEW JERSEY’S WOW-WORTHY CUISINE SCENE Rol l i n g f a r m l a nd , 13 0 m i le s of A t l a nt ic O c e a n coastline, an internationally diverse population and an unabashedly proud state identit y. It all comes together to shape New Jersey’s one-of-a-k ind cuisine scene—and your groups need to taste the difference for themselves.

FARM-TO-TABLE FARE

As the Garden State, New Jersey’s home-grown produce is beyond compare. Feast fabulously at farm-to-table restaurants that plate these locally sourced ingredients daily. This fresh culinar y approach extends to popular dock-to-dish seafood eateries dotting the coast and vineto-wine sips at award-winning vineyards around the state.

GLOBAL CUISINE

New Jersey offers an endless variety of international f lavors, ranging from Portuguese and Spanish to Indian, Cuban and fusion cuisine. Your group could travel the world to savor these specialties or simply embark on an epicurean journey within the state’s borders. This global gastronomy takes a star turn in Atlantic City’s celebrity chef restaurants.

Before returning home, treat your tourers to crowd-pleasing slices at pizzerias and casual Italian eateries across New Jersey, the number one pizza state in the nation.

Want to ensure your next tour is a uniquely delicious experience for the entire group?

Make New Jersey the destination!

Plan your itinerary at visitnj.org.

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Photos © New Jersey Div ision of Travel & Tourism

DINER CULTURE

Comfort food lovers w ill be thrilled to sample disco fries (French fries doused in melted cheese and grav y), BLTs, f luff y omelets and other “order-up” dishes in New Jersey, the diner capital of the world. Not only did the state receive this accolade based on its sheer volume (estimated bet ween 500 and 525) and densit y (approx imately one every 16 square miles) of diners, but also the legendary eateries t hemselves. One diner appeared in an iconic hor ror mov ie f ranchise. A not her is par t ia l ly located within a vintage train car. Many achieved fame on Food Network’s “Diners, Drive-Ins and Dives.”

D E S T I N AT I O N F E AT U R E

Photo © Choose Chicago

By Sarah Suydam

MAKE YOUR WAY THROUGH THE

MAGNIFICENT

MIDWEST

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Ope! If you haven’t had a chance to explore all the Midwest has to offer groups, we’re going to have to bust out the ranch dressing, cheese curds, and coney dogs to accompany a lesson on why t he reg ion is qu ick ly becom i ng a top choice. From t he open, rolling plains, to t he refreshing salt-free shores of t he Great La kes, to dramat ic rock format ions, join us for an exploration of the magnificently diverse Midwest.

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D E S T I N AT I O N F E AT U R E Photos © Det roit Inst itute of A r ts, Grand Geneva Resor t & Spa - Sarah Suydam

In Michigan, fresh water coastlines, automotive histor y, and Motow n reign supreme. Groups can vent u re to Fra n ken mut h for a t r u ly Bava r ia n experience with a chicken dinner at Zehnder’s of Frankenmut h or a t hirst-quenching stein at t he cit y ’s a n nua l Ok tober fest fest iva l. Spend t i me in Det roit to v isit t he world-renow ned Det roit Institute of Arts among a bounty of other cultural centerpieces before t raveling west to t he many coastal cities dotting the stunning Lake Michigan shoreline. Venture north to experience the majesty of the car-free Mackinac Island, and be sure to cross the “Mighty Mac” into the state’s upper peninsula (the U.P.) to kayak next to the towering sandstone cliffs of Pictured Rocks National Lakeshore. Look down into Lake Superior’s crystal-clear waters and you may even see a shipwreck or two beneath you!

Chicago shines bright in Illinois! Situated on the western shore of Lake Michigan, the Windy City is always bustling. Get a 360-degree panorama view of the city (and potentially three other states) from 1,353 feet up at Skydeck Chicago, see thousands of aquatic animals from around the world at historic Shedd Aquar ium; do some shopping a long t he Magnificent Mile, and more. To the west, groups w ill f ind Aurora, t he state’s second-largest cit y located on the rolling Fox River. It’s here that groups could take a tour of the historic Edin Farnsworth House, learn why “butter is your best friend” at Ms Jana’s Candy, and enjoy a wine tasting and live music at Fox Valley Winery.

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India na br i ngs spor t s, h istor y, a n icon ic NA SC A R race, and more to the table. Starting in French Lick, hometow n of basketba ll legend Larr y Bird, g roups cou ld hop aboard t he French Lick Scenic Ra i lway for va r ious t hemed t ra in r ides through nature. From brunch to beer to chocolate to the Wild West a nd more, t here’s somet hing ava i lable for a l l g roups.

In Clarksv ille, g roups w ill f ind Falls of t he Ohio State Park, home to a st u n n i ng 390-m i l l ion-yea r-old fossi l bed, wh i le var ious fest iva ls t hroughout t he reg ion keep t he f un going a ll year long. Don’t forget t he ex hilarat ing INDY 500 at t he Indianapolis Motor Speedway, t y pically tak ing place on t he Sunday of Memorial Day weekend.

Home to more than just delicious dairy, Wisconsin delivers on all fronts. An hour west of Madison, House on the Rock is a oneof-a-kind structure full of unusual wonders and artifacts collected by the home’s creator, Alex Jordan. Whether it’s the mind-bending Infinity Room, the World’s Largest Carousel, or the 200-foot-long sea creature sculpture, there’s truly nowhere else like it. Perhaps a hidden gem for some, Lake Geneva is ideal for a quaint-meetsluxury lakeside getaway. Admire the many Gilded Age mansions lining the 21-mile public pathway surrounding Geneva Lake (on foot or via the Lake Geneva Cruise Line), grab a lakeside lunch at Pier 290, relax at Avani Spa at The Abbey Resort, cool off in the pool at Grand Geneva Resort & Spa, and more.

Many k now Minnesota for its resilient people, iconic state bird, and of course, Prince. At Paisley Park in Chanhassen, g roups cou ld step i nside t he legenda r y a r t ist’s estate a nd produc t ion complex—w here he recorded, produced, a nd per for med—for a tou r, specia l event s, a nd more. T he f u n cont i nues i n A lex a nd r ia, where g roups cou ld ex plore t he st ate’s la ke c u lt u re at t he sea sona l L egac y of t he L a kes Museum, go shopping for ant iques and ot her unique items on Broadway, enjoy a per for ma nce f rom t he Cent ra l La kes Sy mphony Orchestra, and more. Don’t forget to v isit t he Big Ole Vik ing statue for a photo!

Known as the Buckeye State, Ohio is the place to go if you’re looking for some thrills. At the Rock & Roll Hall of Fame in Cleveland, groups will find permanent and rotating exhibits spotlighting some of music’s greats—along with iconic artifacts not seen elsewhere. To the west in Sandusky is Cedar Point, where 67 rides bring adrenaline to the forefront alongside a sandy beach.

And be sure to spend time in Columbus, home to the charming German Village neighborhood and The Book Loft, lovingly dubbed by many as a “literary labyrinth.” Zanesville also offers groupfriendly fun, whether you choose a scenic riverboat cruise aboard the 104-foot Lorena Sternwheeler or a tour at The Wilds—one of the largest endangered animal conservation centers in the world.

Iowa is recognized as an agricultural hub complete w it h sprawling rural landscapes. Groups who visit this heart-of-theMidwest state are in for a treat! Spend some time in Dubuque, a true hub of “Midwest Cool.” It’s here groups could hop on the world’s shortest and steepest railroad—Fenlon Place Elevator; taste the world-famous caramels made by the nuns at Our Lady of the Mississippi Alley; have a catered themed meal at the Field of Dreams mov ie site; enjoy a behind-the-scenes tour of the Dubuque Museum of Art; and more. Nearby in Harpers Ferr y is Effig y Mounds National Monument, a sacred site dedicated to preser ving over 200 prehistoric mounds (some shaped like animals) built by pre-Columbian Mound Builder cultures.

Stunning South Dakota is also worth a visit, especially the picturesque Black Hills & Badlands area. From scenic by ways, to numerous parks, monuments, memorials, luxurious lodging, and more, there’s plent y to discover. One such site groups could explore is the Crazy Horse Memorial®, a massive (still in progress) mountain carving that’s dedicated to the Lakota humanitarian hero and honors all Indigenous people of North America. Other must-sees include the otherworldly landscapes of Badlands Nat ional Park and t he Dev ils Tower Nat ional Monument (technically in Wyoming). And if you love corn, a visit to Mitchell’s Corn Palace is sure to top your list.

BE SURE TO ALSO EXPLORE THESE MIDWEST DESTINATIONS: Kansas | travelks.com Missouri | visitmo.com Nebraska | visitnebraska.com North Dakota | ndtourism.com

Photos © Travel Dubuque, Craz y Horse Memorial®, SoIN Tourism

* F o r m o r e a r t i c l e s l i k e t h i s v i s i t g r o u p s t o d a y. c o m / D E S T I N AT I O N S

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ED U C AT I O N

By Sarah Suydam Photo © More Than Just Park s, Dark Sk y.org

Embrace Your Inner Night Owl with Noctourism

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Did you know? Darkness does our minds good, according to a 2024 Night Sky Connectedness Index published in the Journal of Environmental Psychology. Research found that a greater connection to the night sky was positively related to a person’s mental health and happiness. Knowing this, it should come as no surprise that travelers are increasingly excited about partaking in Noctourism—experiences that specifically take place after dark.

Embrace your inner night owl and come along as we explore ways to engage w ith this transformational trend.

PUERTO RICO’S THREE BIOLUMINESCENT BAYS Not only is nighttime the best time to visit one of Puerto Rico’s stunning bioluminescent bays (Mosquito Bay, Laguna Grande, and La Parguera)—it’s the only time to visit if you want to experience this natural phenomenon. These magical bays are home to a type of microscopic plankton called dinof lagellates which—when disturbed by movement—glow! This chemical reaction creates a lovely blue-green hue that groups can view from nighttime boat or kayak tours, depending on which bay you choose to tour. Visit during a new moon to get the most bang for your glowing buck!

THE MAJEST Y OF DARK SK Y PL ACES W it h 250 desig nated Da rk Sk y Places a rou nd t he world, DarkSk y International focuses on combatting light pollution and protecting areas that ser ve as v ital sanctuaries for w ildlife that depend on natural dark ness. They’re also ideal for those seek ing connection w ith the cosmos! W hether groups tr y their

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ha nd at ast rophotog raphy in Ok la homa’s Black Mesa State Park or seek out t he Nort hern Lights at Michigan’s Headlands International Dark Sk y Park, the opportunities to get lost in the wonder of the night sk y abound.

SMOK Y MOUNTAIN’S GLOWING FIREFLIES From late May to early June, the Elkmont area of Great Smoky Mountains National Park in Tennessee is ag low w it h t he mat i ng r it ua l of cou nt less synchronous firef lies, creating a truly remarkable sight v isitors f lock to each year. But note: space to v iew t his nig ht t ime phenomenon is lim ited and goes quickly! If your groups are interested in attending, be sure to research securing your spot in advance, as passes (t ypically released in April each year) sell out almost immediately.

GET AN ASTRONOMER’S VIEW AT VARIOUS OBSERVATORIES See t he cosmos t h roug h t he sa me lens t hat astronomers use to do their research w ith a night v isit to a n obser vator y! Ma ny of fer a f ter hou rs tours, talks w ith astronomers, and even concerts under the stars. The historic Yerkes Obser vator y in La ke Geneva, Wisconsin, for example, of fers an opportunit y to journey through the night sk y v ia the largest refracting telescope in the world.

A nd w h i le clea r sk ies a re ne ver g ua ra nteed, what’s promised is an exclusive and unparalleled ex per ience at t he sa me obser vator y t hat revolutionized the way we see the Universe today.

GET YOUR LOCAL FLAVOR AND CULTURAL FIX … AFTER HOURS! Sometimes, nighttime is the perfect setting for enjoy ing a t ruly immersive cultural ex perience.

Groups could learn about New Orleans’ haunted histor y w it h an narrated evening wa lk ing tour; ta ke in Tok yo’s neon-lit (and nonstop) night life in the Kabuk icho district; explore and spend the night beneath the beloved blue whale at London’s Nat u ra l Histor y Museu m; soa k u nder t he sta rs (a nd nex t to t he mou nta ins) in Su nWater Spa’s mineral-water cedar hot tubs in Manitou Springs, Colorado; and more.

* F o r m o r e a r t i c l e s l i k e t h i s v i s i t g r o u p s t o d a y. c o m / B L O G

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FIVE MINUTES WITH...

Edi te d b y S a r a h S u y d a m Photo © Advent ure Travel Trade Associat ion

Shannon Stowell

T

CEO, Adventure Travel Trade Association

The Adventure Travel Trade Association (ATTA) has published its 2025 Adventure Travel Market Sizing Report, proving that adventure travel is no longer a fringe segment of tourism. Groups Today caught up with ATTA CEO Shannon Stowell to learn more.

What findings from this report should grouptravel planners pay closest attention to?

Group-friendly demand is large. Roughly t wo-thirds of outbound international travelers are “open to adventure,” meaning a majorit y are receptive to adventure elements w ithin organized trips, even if adventure isn’t the primar y reason for travel.

Soft and moderate adventure dominate group suitabilit y.

The largest market share falls into Experience Samplers, Cu lt u ra l E x plorers, a nd Nat u re Ent husiast s, seg ment s that align well w ith guided, small-group itineraries rather than extreme or technical adventures.

Groups benefit from blended itineraries. Market sizing data shows t hat t ravelers increasingly combine culture, nature, and light physical activ it y, reinforcing the value of multi-interest group programs over single-activit y tours.

Scale favors small groups, not mass travel. The report emphasizes adventure travel’s economic impact through locally led, small-scale experiences, signaling that grow th in group travel is strongest in t houghtfully sized groups rather than large coach-st yle formats.

How do you see adventure travel evolving within the group sector over the coming years?

Adventure travel in the group space w ill become more accessible and experience-focused. This means adventure won’t just be about physical challenge—it w ill increasingly blend culture, nature, food, and light activ it y that appeals to a w ider range of travelers. Small, thoughtfully designed g r oup s w i l l c ont i nue t o out p er for m l a r ge for m at s, especially when trips are locally led and sustainabilit y is clearly built in. You’ll also see more f lex ible itineraries, w ith options that let travelers choose their activ it y level, ma k ing it easier to sell advent ure-st yle t rips to mi xedinterest groups w ith confidence.

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What do you suggest group-travel companies do now to better position themselves in the market?

Re de sig n at lea st one c ore g roup it i ner a r y to ex plicit ly target t he “Open to Adventure” t raveler— not just adventure purists. This could be a decision of a strateg y shift or at least test the concept as a beta trip. That means: » Blending light physica l act iv it y (wa lk ing, hi k ing, cycling, paddling) w ith culture, food, and nature. » Keeping the itinerar y small-group and locally led as much as possible. » Marketing it clearly as “accessible adventure,” not “hard” or technical travel. » With such a strong increase in interest in communit y experiences, do t he hard work of integrating local communities appropriately.

AT TA’s ma rket si z i ng show s t he la rgest g row t h isn’t com i ng f rom ex t reme advent u rers, but f rom the much bigger segment of travelers who’re open to adventure and highly compatible w ith guided group t ravel. Compa n ies t hat adapt ex ist i ng t r ips, rat her than building entirely new products, can tap into this demand quick ly and w ith lower risk.

Anything else?

These shif ts are healt hy for t he t ravel indust r y as customers show more interest in specia lt y t rips vs. mass t ravel. It leaves more f inancial benef it behind in the local destination, ensuring long-term health. In short, it’s good for the world.

View the full report: learn.adventuretravel.biz/ adventure-travel-market-sizing

* F o r m o r e a r t i c l e s l i k e t h i s v i s i t g r o u p s t o d a y. c o m / P R O F I L E S

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