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Being Nimble and Staying Informed When Policy Shifts
PLANNER PROFILE
Terry Fischer: A Mindset for Growth and Possibility
EDUCATION
Embrace Your Inner Night Owl with Noctourism
5 MINS WITH...
Shannon Stowell, CEO, Adventure Travel Trade Association
On the Cover: Visit Virginia Beach
SPECIAL REPORT
STUDENT TRAVEL: Planning Basics, Trends, Top Destinations, and More
page 10
THEME FEATURE
GET OUT AND ABOUT ACROSS THE U.S. AND BEYOND!
page 16
DESTINATION FEATURE
MAKE YOUR WAY THROUGH THE MAGNIFICENT MIDWEST
page 23
page 4
page 6
page 26
page 28
A NOTE FROM THE MANAGING EDITOR
The sun is shining and our plans to soak it up are in full swing! 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 with you, providing practical tips and insight on your adventures.
The beauty of the natural world truly takes center stage in this issue, starting with the Great Outdoors Theme Feature (page 16). From glistening coastlines to rocky mountaintops and everything in between, 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 with this night sky-centric trend. Also in the same vein of adventure, we connect with Shannon Stowell, CEO of the Adventure Travel Trade Association, to learn how groups are engaging with this type 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 down the top student travel destinations for 2026, tips for planning, trends, and plenty 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 winner, Terry Fischer of TCS, on page 6, and insight from NTA’s Catherine Prather on staying connected and engaged when policy impacting the industry shifts on page 4.
Safe travels this summer!
SARAH SUYDAM Managing Editor
sarah@serendipity-media.com
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
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
By Sarah Suydam
Being Nimble and Staying Informed When Policy Shifts
EEvery day, it can feel like we’re waking up to something new that’s worthy of our attention. Whether it’s policy affecting the industry as a whole, world developments impacting groups’ travel plans, or otherwise, 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 the association works to keep their members informed, noting that collaboration is key to staying up to date and engaged.
“Curate a professional network you can trust, join an association 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 exactly this for the last 75 years. “We understand our obligation and responsibility to keep our members up to date on our constantly evolving world. We also have an engaged, welcoming, and caring community 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
to address pain points, and to celebrate victories.”
NTA, Prather added, stays involved directly at the U.S. federal level— something industry pros should expect from their trade associations. They also work with other industry partners 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 know well, can change on a dime. 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 association membership, becoming and staying active in your own community is essential.
“It’s also important for travel professionals to be engaged at the local and state/ provincial 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 own 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 influence policy while staying informed is by simply getting involved.
“We need more people who want to get involved and to amplify our voices in the travel industry, especially as it relates to issues impacting tour operator group and packaged travel,” she said. “NTA will put out a call to action related to policy that could be beneficial or could be detrimental. It’s as simple as taking action—following up with 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 visits to your legislators at both the federal and state level to nurture a relationship.
“Help them understand the tremendous economic and diplomatic power of travel, and participate in industry Hill visits, such as U.S. Travel’s Destination Capitol Hill.”
Headshot by Normand Huberdeau,
RRaised in Western Canada, Terry Fischer was introduced to the travel and transportation industry early, as his father owned a school bus company. Having earned his CDL license at 18, Fischer quickly recognized that what began as something practical soon became his calling. At 20, he took a summer job driving a tour bus in the Canadian Rockies for Brewster in Banff.
“That’s where the love affair started right then and there,” he said, recalling how those early years truly shaped his career.
He learned routes, commentary, and nuances of hosting travelers from around the world. After college, Fischer returned to work in his father’s business, helping expand it from school buses to motorcoaches. After spending 21 years there
By Sarah Suydam
A Mindset for Growth and Possibility TERRY FISCHER:
steadily building experience in charter and tour operations, Fischer’s father eventually sold the company in 2004, where Fischer remained for four more years before working as Director of Sales at another motorcoach company on the West Coast. Come 2011, Fischer and his wife Kathryn took a leap of faith, acquiring Transportation Charter Services (TCS)—he as President and she as VP of Sales.
“I’d spent my whole career working for other people, and the fact that it was going to be us this time was a little scary,” he remembered.
With only 18 motorcoaches and no tour and travel focus, the company was far from what it is today in terms of scale and client base. But where others may have seen an unconquerable challenge, Fischer saw opportunity. The couple leaned into their industry relationships and aggressively pursued group tour work in the Southwest—an action that helped spur incredible growth and cemented strategic expansion as a true hallmark of Fischer’s leadership.
When a major competitor exited the Canadian Rockies market, TCS stepped in to fill the void. And in 2017, an unexpected opportunity arose to acquire Polynesian Adventure Tours, a Hawaiian operator previously owned by Norwegian Cruise 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 did I have in our New Year’s resolutions that year that we were going to buy a company in Hawaii—and it just happened so quickly,” Fischer said. “We’ve now seen a different side of the business with managing an attraction as well. It’s fantastic.”
Today, TCS and its family of brands operate across multiple regions with hundreds of vehicles and staff. Through it all,
Fischer remains grounded in relationships and engaged in advocacy. A longtime industry veteran, he’s served on various association boards and was recently appointed to Hawaii’s Tourism Authority advisory board, where he hopes to help shape the island state’s responsible and sustainable tourism.
Fischer was recently awarded the 2026 TODAY! Award presented by Groups Today at ABA Marketplace in Reno, Nevada.
“I was shocked, actually,” he said of the honor. “I never thought I’d be recognized for this … 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 travelers with all of these hotels, attractions and beautiful national parks and places to see.”
Fischer plans to continue his steady approach that’s led to his current success: Embracing opportunity, investing in people, and ensuring the group travel 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.” *For
CENTER STAGE IN THE FOX RIVER VALLEY
Just west of Chicago along the scenic Fox River, groups get big-city caliber entertainment, attractions, and amenities at a value that keeps your itineraries profitable and your riders eager for more. Here in Chicagoland’s Fox River Valley, visitors enjoy awardwinning Broadway, iconic architecture, outlet shopping, wine tasting, baseball, casinos, and walkable river towns with ease and affordability.
Build your itinerary around show-stopping entertainment at Paramount Theatre in downtown Aurora, a beautifully restored 1,843-seat Art Deco gem with the largest Broadway Series subscription base in the country. Productions are built from the ground up here, so your guests experience Broadway-quality shows with rich sets, immersive sound, and groupfriendly matinees that are easy to pair with pre-show dining and simple coach drop-off right at the door.
Architecture lovers will be drawn to the Edith Farnsworth House, an icon of modern design celebrating its 75th anniversary, where guided tours bring the story of this glass-and-steel masterpiece to life. From there, it is a short hop to Geneva’s historic Third Street, a picture-perfect Main Street lined with boutiques, cafés, and sweets shops, and to the Batavia Boardwalk Shops, where colorful tiny storefronts highlight local makers and one-of-a-kind finds your travelers will love.
If shopping is a must, the Aurora Area delivers: Chicago Premium Outlets, one of the Midwest’s premier outlet centers, anchors a full day of finding exclusive deals on designer goods, followed by a visit to the reinvented Fox Valley Mall where shoppers find unique experiences and charming specialty stops. Add a meal or tasting at Two Brothers Roundhouse—a restored railroad landmark turned brewery, restaurant, and event space—and Fox Valley Winery, where your group can sip local wines in a relaxed setting, and you have an effortless “shop, sip, and dine” experience.
Round things out with America’s favorite pastime at a Kane County Cougars game and, coming soon, the all-new Hollywood Casino Aurora, a new land-based resort near I-88 and Chicago Premium Outlets that will make it even easier to package gaming, shopping, dining, and shows.
READY TO START PLANNING?
Connect with Lisa Wisner, Director of Sales at the Aurora Area Convention & Visitors Bureau, at 630-256-3192 or lisa@enjoyaurora.com , and explore more inspiration at enjoyaurora.com/groups .
STUDENT TRAVEL: Planning Basics, Trends, Top Destinations, and
More
SStudent 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.
STUDENT TRAVEL AND BUSINESS
As the student and youth travel segment continues to grow, tour operators looking to explore this realm of business are wise for doing so. According to the most recent Student & Youth Travel Association (SYTA) Student Travel Business Barometer (which offers up much-needed historical data on the growth of the student travel sector), student travel represents 27% of global tourism, with the estimated value of the student travel industry sitting at $185 billion. More than 26,700 student trips have been taken with SYTA members, and more than three million students have traveled with or used SYTA members.
PLANNING BASICS
When it comes to student and youth travel, timing is everything—planning early (and often earlier than you think) should always be the priority. Encourage educators and group leaders to get the ball rolling as early as possible, and work with educators ahead of time to determine what the purpose of their trip 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 with 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 from the very beginning—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 safety concerns and cell phone policies, etc.
It’s also worth noting how challenging sourcing chaperones can be. Assist educators by working with them or the group leader to create materials outlining expectations from both parents and students.
STUDENT TRAVEL TRENDS
In 2026, student tour operators can expect to see some trends rising to the surface. Some notable trends include:
» Getting out in nature. More and more student groups are recognizing the benefits 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 off-season. During offpeak travel times, student groups are learning they’re often able to take advantage of heightened availability, lowered costs, and fewer crowds—a win all around.
» Enjoying sport-focused experiences. Whether 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 cultural immersion, STEM, and performance-based trips. While educator’s goals for their student trips vary, many groups are focusing heavily on workshops, voluntourism, showing off their performance skills, and more.
2026 TOP STUDENT TRAVEL DESTINATIONS
If you’re considering planning student travel, get some inspiration by checking out these lists of top student travel destinations for 2026, as chosen by SYTA member tour operators.
UNITED STATES
Atlanta, Georgia
Boston, Massachusetts
Chicago, Illinois
New York City, New York
Orlando, Florida
Philadelphia, Pennsylvania
Southern California
Tennessee
Virginia
Washington, DC
EMERGING
NORTH AMERICA
Mexico City
Montreal
Niagara Falls
Ottawa
Puerto Rico
Quebec
Toronto
Vancouver
Winnipeg
Yucatan Peninsula
INTERNATIONAL
Australia
Costa Rica
France
Germany
Ireland
Italy
Japan
Spain
Switzerland
United Kingdom
BUCKET LIST
Alabama | Branson, Missouri | New Orleans, Louisiana
San Antonio, Texas | Savannah, Georgia
DEMONSTRATE YOUR COMMITMENT TO EXCELLENCE
SYTA, in partnership with Center for Student Travel Safety (CSTS), offers individuals and organizations the opportunity to voluntarily demonstrate their commitment to overall safety 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 safety standards established by SYTA and CSTS, and thereby exhibit their credibility to travelers. If you’re looking for a way to build confidence with student groups and prove to educators that you’re the right fit for their trips, CSTO and CSTP certifications are wise. You can learn more by visiting syta.org/certification.
Arkansas changes how teams think. In just a few minutes, you can go from collaborating in sleek, modern meeting spaces to paddling serene waters, or hiking to a scenic overlook at sunset. Whether you’re looking for space to brainstorm big ideas or need a retreat to reset, you’ll find The Natural State is a perfect fit for your team.
CIRCLE MICHIGAN:
GROUP TOUR HIGHLIGHTS AND NATURAL WONDERS
Michigan’s landscape is a tapestry of natural wonders, historic sites, and diverse experiences, making it an ideal destination for group tours seeking connection with nature.
River Rouge National Battlefield Park in Monroe offers an opportunity to learn about Michigan’s historical significance. Begin your visit at the park’s Visitor and Education Center to view a Diorama of the River Raisin settlement and “The Untold Legacy of the River Raisin” film.
Detroit offers world class attractions, including the Detroit Zoo. Visitors can explore habitats, observe rare species, and participate in educational programs. Nearby, Ford House on Lake St. Clair blends automotive history and architectural beauty with lakeside tranquility.
Mount Pleasant, home to Ziibiwing Center of Anishinabe Culture & Lifeways, shares the history and culture of the Saginaw Chippewa Indian Tribe, and other Great Lakes Anishinabek. June through September offers a seasonal exhibit of over 40 different plants that were and are still traditionally used by the Anishinabek.
In East Jordan, the Don & Eileen Klein Nature Trail and Boardwalk offer a
picturesque route along the Jordan River. This accessible trail is ideal for birdwatching, fishing, or relaxing beside the water. A northern Michigan tour must see is Sleeping Bear Dunes National Lakeshore, where towering sand dunes meet crystal-clear waters. The 7.4-mile Pierce Stocking Scenic Drive offers multiple overlooks to take in the sweeping vistas.
In the Upper Peninsula along Lake Superior, groups will be captivated by Pictured Rocks National Lakeshore and Porcupine Mountains Wilderness State Park. Pictured Rocks National Lakeshore can best be viewed by a Pictured Rocks Cruises boat excursion to witness the dramatic geology and vibrant hues that make this a natural masterpiece. Porcupine Mountains beckon with dense forests, cascading rivers, and scenic overlooks.
A spectacular lookout at Lake of the Clouds offers breathtaking views.
With more lighthouses than any other state, Michigan boasts numerous motorcoach-friendly lighthouses, such as Fort Gratiot Lighthouse in Port Huron, Old Mackinac Point Lighthouse in Mackinaw City, Whitefish Point Light Station at the Great Lakes Shipwreck Museum in Paradise, and Big Sable Point Lighthouse in Ludington. These iconic sites offer guided tours and panoramic views of the lakeshore.
Visit circlemichigan.com for more group friendly ideas, step-on guides, receptive operators, and sample itineraries.
By Allison Kay Bannister
GET OUT AND ABOUT Across the U.S. and Beyond!
TThe great outdoors continues to provide a breath of fresh air for travelers thirsting for adventure and seeking opportunities to unplug in a natural setting. Whether your group is interested in getting a bird’s-eye view from the sky, trekking the earth, cruising on the water, or stopping to smell the roses, these destinations deliver.
Located at the foothills of the Great Smoky Mountains, Pigeon Forge , Tennessee offers a resort-town vibe, with excitement at every turn. Pigeon Forge is home to Dollywood theme park, which has 50-plus rides and attractions, as well as stage shows, craft workshops and vendors, and several seasonal festivals. Great Smoky Mountains National Park is just steps away, with 800 miles of hiking 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 Rocky Top Mountain Coaster. There’s also The Island in Pigeon Forge, with more rides, including a 200-foot-tall Ferris wheel, plus shopping, dining, and live music.
For a more serene escape, introduce your group to the beauty of Longwood Gardens , located about 30 miles west of Philadelphia in Pennsylvania’s Brandywine Valley. The nearly 200-acre property is divided into six distinct areas. The Main Fountain Garden District wows guests with its fountain performances, topiary garden, rose garden, and European-inspired architecture, while each of the other districts has its own charm, too. From meadows, forests, and sweeping lawns to a historic bell tower, expansive conservatory, treehouses, waterfalls, lakes, parks, and an open-air theater, horticultural artistry abounds.
Longwood Gardens accommodates groups with private luncheons or dinners, and has several enhancements that can be added to a group visit, including a guest speaker, tours, demonstrations, and shows.
Frederik Meijer Gardens & Sculpture Park is one of the main draws to the cool city of Grand Rapids, Michigan.
Named the no. 1 Sculpture Park in the nation by USA TODAY 10Best Readers’ Choice Awards for three straight years (2023-2025), the 158-acre venue continually ups its game. Not only is its winter ENLIGHTEN event gaining national attention, but its enduring seasonal butterfly exhibit and summer concerts are also part of what attracts hundreds of thousands of visitors annually.
These special events, as well as themed gardens, nature trails, and an outdoor sculpture park are just the beginning. Running May 2 through November 1, 2026, is CHIHULY at Meijer Gardens . Many of the acclaimed artist’s vibrant blown glass installations will be intertwined throughout the grounds, providing a must-see experience for art and nature lovers alike.
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, with attractions in both the United States and Canada, will make your trip to the region twice as nice. In Niagara Falls USA, be sure to take a boat ride on Maid of the Mist or with Whirlpool Jet Boat Tours—or both! There’s a Cave of the Winds, here, too, which gets visitors up close and personal with Bridal Veil Falls. And, for a panorama of the falls unlike any other, consider adding an excursion with Live on Air Fallsview Balloon Ride or Rainbow Air Helicopter Tours to your itinerary.
On the Canadian side, there’s plenty for groups to enjoy. With Niagara City Cruises, you’ll have an excellent—wet and wild—vantage point of Canadian Horseshoe Falls, American Falls, and Bridal Veil Falls. Journey Behind the Falls takes a different direction, downward into the tunnels and observation decks behind the falls. Additional exhilarating options include the White Water Walk and an ascent to the top of the Skylon Tower.
Set on the Atlantic Ocean, Virginia Beach serves up sand, sun, and waves with recreation galore. Wander the iconic, three-mile boardwalk; try your hand at surfing at Atlantic Park; take a dolphin-watching cruise, a sunset sail, or a charter fishing expedition; or go kayaking or paddleboarding. Plus, just steps away is the ViBe Creative District, a 15-block hub for arts and culture, with largescale murals, artisan shops, eclectic dining, and more.
Also, not to be missed are First Landing State Park and Back Bay National Wildlife Refuge, as well as the new Nautilus Tower at Owl Creek Landing, an eight-story structure for peeping the scenery that also has the nation’s longest steel slide spiraling down 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 the Grand Canyon , which is abundant with options. Start by hopping aboard the historic Grand Canyon Railway for an entertaining train ride complete with 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 Services has a number of curated getaways across the country, including their Arizona Canyon Collection, featuring recreation and camping in the Grand Canyon, Lake Powell, and other area gems.
Another operator that provides a variety of ways to take in the Grand Canyon is Pink Adventure Tours, with Desert View, Grand Entrance, and South Rim jaunts via Jeep. Pink Adventure Tours also offers outings in Sedona, Arizona, Las Vegas, Nevada, and Branson, Missouri. And, if you’re thinking about Pigeon Forge where we started, there’s even a Jeep tour of the Smoky Mountains!
SPOTLIGHT
NEW JERSEY’S WOW-WORTHY CUISINE SCENE
Rolling farmland, 130 miles of Atlantic Ocean coastline, an internationally diverse population and an unabashedly proud state identity. It all comes together to shape New Jersey’s one-of-a-kind 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 culinary 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 flavors, 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.
DINER CULTURE
Comfort food lovers will be thrilled to sample disco fries (French fries doused in melted cheese and gravy), BLTs, fluffy 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 between 500 and 525) and density (approximately one every 16 square miles) of diners, but also the legendary eateries themselves. One diner appeared in an iconic horror movie franchise. Another is partially located within a vintage train car. Many achieved fame on Food Network’s “Diners, Drive-Ins and Dives.”
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
OOpe! 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 the region is quickly becoming a top choice. From the open, rolling plains, to the refreshing salt-free shores of the Great Lakes, to dramatic rock formations, join us for an exploration of the magnificently diverse Midwest.
Photo
In Michigan , fresh water coastlines, automotive history, and Motown reign supreme. Groups can venture to Frankenmuth for a truly Bavarian experience with a chicken dinner at Zehnder’s of Frankenmuth or a thirst-quenching stein at the city’s annual Oktoberfest festival. Spend time in Detroit to visit the world-renowned Detroit Institute of Arts among a bounty of other cultural centerpieces before traveling west to the 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 Aquarium; do some shopping along the Magnificent Mile, and more. To the west, groups will find Aurora, the state’s second-largest city 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.
Indiana brings sports, history, an iconic NASCAR race, and more to the table. Starting in French Lick, hometown of basketball legend Larry Bird, groups could hop aboard the French Lick Scenic Railway for various themed train rides through nature. From brunch to beer to chocolate to the Wild West and more, there’s something available for all groups. In Clarksville, groups will find Falls of the Ohio State Park, home to a stunning 390-million-year-old fossil bed, while various festivals throughout the region keep the fun going all year long. Don’t forget the exhilarating INDY 500 at the Indianapolis Motor Speedway, typically taking place on the 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 know Minnesota for its resilient people, iconic state bird, and of course, Prince. At Paisley Park in Chanhassen, groups could step inside the legendary artist’s estate and production complex—where he recorded, produced, and performed—for a tour, special events, and more. The fun continues in Alexandria, where groups could explore the state’s lake culture at the seasonal Legacy of the Lakes Museum, go shopping for antiques and other unique items on Broadway, enjoy a performance from the Central Lakes Symphony Orchestra, and more. Don’t forget to visit the Big Ole Viking 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 with 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 movie site; enjoy a behind-the-scenes tour of the Dubuque Museum of Art; and more. Nearby in Harpers Ferry is Effigy Mounds National Monument, a sacred site dedicated to preserving 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 byways, to numerous parks, monuments, memorials, luxurious lodging, and more, there’s plenty 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 National Park and the Devils Tower National 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
TDid 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 with 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 dinoflagellates 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 MAJESTY OF DARK SKY PLACES
With 250 designated Dark Sky Places around the world, DarkSky International focuses on combatting light pollution and protecting areas that serve as vital sanctuaries for wildlife that depend on natural darkness. They’re also ideal for those seeking connection with the cosmos! Whether groups try their
By Sarah Suydam
hand at astrophotography in Oklahoma’s Black Mesa State Park or seek out the Northern Lights at Michigan’s Headlands International Dark Sky Park, the opportunities to get lost in the wonder of the night sky abound.
SMOKY MOUNTAIN’S GLOWING FIREFLIES
From late May to early June, the Elkmont area of Great Smoky Mountains National Park in Tennessee is aglow with the mating ritual of countless synchronous fireflies, creating a truly remarkable sight visitors flock to each year. But note: space to view this nighttime phenomenon is limited and goes quickly! If your groups are interested in attending, be sure to research securing your spot in advance, as passes (typically released in April each year) sell out almost immediately.
GET AN ASTRONOMER’S VIEW AT VARIOUS OBSERVATORIES
See the cosmos through the same lens that astronomers use to do their research with a night visit to an observatory! Many offer after hours tours, talks with astronomers, and even concerts under the stars. The historic Yerkes Observatory in Lake Geneva, Wisconsin, for example, offers an opportunity to journey through the night sky via the largest refracting telescope in the world. And while clear skies are never guaranteed, what’s promised is an exclusive and unparalleled experience at the same observatory that revolutionized the way we see the Universe today.
GET YOUR LOCAL FLAVOR AND CULTURAL FIX … AFTER HOURS!
Sometimes, nighttime is the perfect setting for enjoying a truly immersive cultural experience. Groups could learn about New Orleans’ haunted history with an narrated evening walking tour; take in Tokyo’s neon-lit (and nonstop) nightlife in the Kabukich o district; explore and spend the night beneath the beloved blue whale at London’s Natural History Museum; soak under the stars (and next to the mountains) in SunWater Spa’s mineral-water cedar hot tubs in Manitou Springs, Colorado; and more.
TThe 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 two-thirds of outbound international travelers are “open to adventure,” meaning a majority are receptive to adventure elements within organized trips, even if adventure isn’t the primary reason for travel.
Soft and moderate adventure dominate group suitability. The largest market share falls into Experience Samplers, Cultural Explorers, and Nature Enthusiasts, segments that align well with guided, small-group itineraries rather than extreme or technical adventures.
Groups benefit from blended itineraries. Market sizing data shows that travelers increasingly combine culture, nature, and light physical activity, reinforcing the value of multi-interest group programs over single-activity tours.
Scale favors small groups, not mass travel. The report emphasizes adventure travel’s economic impact through locally led, small-scale experiences, signaling that growth in group travel is strongest in thoughtfully sized groups rather than large coach-style formats.
How do you see adventure travel evolving within the group sector over the coming years?
Adventure travel in the group space will become more accessible and experience-focused. This means adventure won’t just be about physical challenge—it will increasingly blend culture, nature, food, and light activity that appeals to a wider range of travelers. Small, thoughtfully designed groups will continue to outperform large formats, especially when trips are locally led and sustainability is clearly built in. You’ll also see more flexible itineraries, with options that let travelers choose their activity level, making it easier to sell adventure-style trips to mixedinterest groups with confidence.
What do you suggest group-travel companies do now to better position themselves in the market?
Redesign at least one core group itinerary to explicitly target the “Open to Adventure” traveler— not just adventure purists. This could be a decision of a strategy shift or at least test the concept as a beta trip. That means:
» Blending light physical activity (walking, hiking, cycling, paddling) with culture, food, and nature.
» Keeping the itinerary 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 community experiences, do the hard work of integrating local communities appropriately.
ATTA’s market sizing shows the largest growth isn’t coming from extreme adventurers, but from the much bigger segment of travelers who’re open to adventure and highly compatible with guided group travel. Companies that adapt existing trips, rather than building entirely new products, can tap into this demand quickly and with lower risk.
Anything else?
These shifts are healthy for the travel industry as customers show more interest in specialty trips vs. mass travel. It leaves more financial benefit 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
