ISSUES
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, t he most successf ul dest inat ions won’t just sell ex periences—t hey’ll sell alig nment. We’ll see a surge of ‘values v isitors,’ travelers who deliberately choose destinations that share their ethics, whether that’s sustainabilit y, inclusiv it y, cultural preser vation, or communit y well-being. This isn’t a passing preference—it’s a primar y filter for where people spend their time and money. Destinations that make their values v isible, integrate them into ever y step of the visitor journey, and empower local champions to share those stories w ill 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 | SY TA , SY TA Youth Foundation “Technolog y w ill impact a blended learning experience for traveling student groups and a blended planning experience for tour operators. Students w ill continue to use online learning tools, and social media like TikTok, to enhance their travels—researching destinations, look ing for sustainable activ ities and engaging w it h t he local communit y before they arrive. AI w ill help student tour operators research and build itineraries that meet client needs while look ing for that special added value, and in turn, allow for more time spent w ith clients and building stronger vendor relationships. Today, we already see new technolog y platforms that create efficiencies in planning and logistics t hat manage g roup book ings, reg ist rat ions, rooming lists and even pay ments. I see technolog y 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 f leet 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 uncertaint y, our industr y remains resilient. We’ve weathered past disruptions, and w ill again. With the right policy shifts, 2026 can still be a year of renewal—one where we reinvest in eff icient f leets, safer roads, and a st ronger t ransportat ion system t hat ser ves bot h t he economy and the public. Trade policy certaint y is more than a fix—it’s a foundation for future mobilit y and national transportation readiness.”
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GROUPS TODAY Nov e mber/ D ec em ber 2 02 5