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TH E RE SOU RCE FOR E VERY THING GROUP TR AVEL .

2026

LEADERS SHARE THEIR 2027 INDUSTRY PREDICTIONS Published by Serendipity Media, LLC Volume 24 Issue 5

NEW YORK CIT Y & TORONTO

DE STI N ATI ON OF TH E Y E A R FOR U. S . & C A N A DA

READERS' CHOICE AWARDS

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IN THIS ISSUE N OV EMB ER / D ECEMB ER 2 0 2 6 Vo l u m e 24 , I s s u e 5

T H E M E F E AT U R E

GROUPS TODAY IS PUBLISHED BY: Serendipity Media, LLC 866-252-7108 www.serendipity-media.com

TORONTO : 2026 CANADIAN DESTINATION OF THE YE AR

PRESIDENT & PUBLISHER

Kasie Smith

page 8

SALES & MARKETING MANAGER

Kris Bischof

SPECIAL REPORT

ART DIRECTOR

Courtney Van Hagen

2026 RE ADERS' CHOICE AWARDS

MANAGING EDITOR

Sarah Suydam

page 12

GR APHIC DESIGNER

Claire Chapin ACCOUNTING & OPER ATIONS SPECIALIST

Megan Marshall

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

MARKETING COORDINATOR

NEW YORK CIT Y: 2026 U. S . DESTINATION OF THE YE AR

Hannah Hohman COMMUNICATIONS & EVENT COORDINATOR

Maggie Mutch

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A N OTE F RO M TH E M A N AG I N G E D ITO R As we look at closing out yet anot her year, I f ind myself ref lect ing on t he t riumphs, cha llenges, and lessons t he last year has bestowed—and the sometimes-uncomfortable grow th spurred along w ith it all. W hether professionally or personally, I’m certain we all can relate in some way. One t h roug h line we ca n a l l ag ree on? T here a re some pret t y stel la r g roup dest inat ions and at t ract ions found t hroughout t he U.S., Canada, and beyond. Our 2026 Readers’ Choice Awards on page 14 highlight some of the best of the best—as chosen by you, our readers! From lodging and dining to adventure experience, spirits trail, and more, we cover quite a lot of ground. In addition, we shine an extra spot light on t his year’s top dest inat ions i n bot h t he U.S. (New York Cit y, page 22) a nd in Ca nada

SARAH SUYDAM Managing Editor sarah@serendipity-media.com

(Toronto, page 8). Of course, we’re also offering up some useful insight, such as practical tips for elevating your hiring approach to find the right fit for your team (page 4), a sampling of remote and restorative escapes t hat truly aim to soothe the soul (page 26), and 2027 group travel predictions from industr y leaders (page 28). So, g rab a wa r m beverage, snugg le up w it h a coz y t hrow, and get to reading. We’ll meet you at the nearest fireplace—or tradeshow! Cheers!

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 IS AI ENHANCING CUSTOMER SUPPORT, OR IS CUSTOMER SUPPORT ENHANCING AI? BEYOND COMPLIANCE: THE HUMAN SIDE OF ACCESSIBLE TRAVEL THE FIVE CUSTOMER SERVICE EXPERIENCES CUSTOMERS THINK ARE MOST IMPORTANT MAKE THE MOST OF THESE CAN'T-MISS CULTURAL GEMS NEW RESEARCH: TRAVELERS ARE REDEFINING VALUE

GROUPS TODAY Nov e mber/ D ecember 2 02 6

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

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ISSUES By Sarah Suydam

Elevating Your Hiring Approach:

FINDING THE RIGHT FIT FOR YOUR TEAM

H i r i n g on t he s u r f a c e c a n b e relat ivel y st r a ig ht for w a rd. You’ve got a job opening t hat needs f illing, so just f ind someone who meets t he job requ i rement s, r ig ht? Wel l, it ’s not always t hat simple. Somet imes, a deg ree or cer t i f icat ion is ex act ly what is required. Ot her t imes, t hose t r ad it ion a l pat hw a y s don’t m a k e up for cer t a i n sk i l ls lea r ned f rom r e a l-l i fe e x p er ienc e i n t he s a me or si m i la r f ields. A nd of ten, it ’s a combinat ion of bot h. So, what does a t r u ly a l lencompassi ng , sk i l ls-based h i r i ng st r ateg y look l i ke? A nd how c a n t ravel bu si nes s leader s t a ke i nto account what it takes to move beyond t radit iona l deg ree requirements to focus on core competencies a nd a candidate’s actual abilit y? According to Tami Rogers, Co-CEO, Bob Rogers Travel (BRT), her tea m does their best to hire in advance of dema nd in order to ensure t hey ’re a l ready t ra i ned when it’s t i me for them to step in and perform. “We look for people who are going to g row ou r compa ny a nd cu lt u re, not sh r i n k it,” Rogers sha red. “We don’t take any new hire lightly.” W hen a sked about t hei r h i r i ng st rateg y a nd how heav i ly t hey t y pic a l l y t a ke t r ad it ion a l de g re e requ i rements i nto accou nt, Rogers ex pla i ned it goes beyond just check ing a box for them. “ We’v e ne v er f ac t or e d de g r e e requ i rement s ver y heav i l y w hen hiring,” she said. “You might have a master’s degree from the best business school in the world, but if you’re not

GROUPS TODAY Nov e mber/ D ec em ber 2 02 6

someone who cares about people and can do the work at a very high level, BRT is not the place for you.” Non-t rad it iona l or “sof t sk i l ls” Rogers prioritizes when considering candidates for their team are plentiful. “ We l o o k f o r ‘ w h o l e - b r a i n e d ’ p e o p l e a t B R T,” R o g e r s n o t e d . “R e l a t ion s h i p s a r e ou r p r i m a r y focus, so sof t sk i l ls—li ke empat hy, tea mwork a nd f lex ibi l it y—a re v it a l. But lef t-br a i ned s k i l l s l i ke organization and time management are also crucial. It can certainly be challenging to find that balance!” Beyond look i ng at t he “what” of a potent ia l employee, it’s a lso ver y much about the “where” in terms of f i nd i ng someone who f its t he bi l l. Un su r pr i si ng l y, some of t he best employees can emerge from hav ing conversat ion s w it h t hose i n you r net work or st raight up ask ing, “Do you k now a nyone who m ig ht be a good fit for this?” “Referrals from current employees

“Some of the best employees an emerge from having conversations with those in your network...”

have been ter r i f ic for f i nd i ng new employees,” Roger s s ha red. “O u r contacts i n t he i ndust r y have a lso been helpf u l. Good people tend to travel in packs!” You ne ver k now w ho m ig ht be revea led as t he per fec t f it for t he job—or who might be look ing for a change of pace. Rogers offered her advice to other travel companies look ing to elevate their hiring strateg y. “Know exactly the qualities you’re look ing for in a new hire—t hat w ill ma ke it much easier for ot hers to help you find them.” Consider mak ing a secondar y list of soft-sk ill qualities you’re look ing for in an ideal candidate and combine those w ith the hard sk ills necessar y to get t he job done. Toget her, t h is helps c re at e a big ger pic t u re of t he person who won’t simply f i l l a posit ion, but t ruly embody t he role and your company’s culture, and in turn elevate your entire team.

Tami Rogers. Photo © Bob Rogers Travel

* 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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TORONTO:

T H EM E F E AT U R E

2026 Canadian Destination of the Year

By Sarah Suydam

From it s u nden iable d i ver sit y of 2 50 d i f ferent c u lt u re s a nd her a lde d L GBT QI A+ i nc lu s i v it y, to Michelin-starred menus, to an unmatched energ y for sports, to high-caliber live performances, and more, Toronto shines as a destination that delivers for groups of all k inds, over and over again. Read on to learn more about t he dest inat ion t hat has earned the top spot as the Groups Today Readers’ Choice Awards 2026 Canadian Destination of the Year!

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The 6ix is understandably an arts & culture hub unlike any ot her, and v isit ing g roups have an abundance of opportunities to take it all in. If live performances are up your alley, groups won’t want to miss a play or musical from Mirvish Productions, Canada’s largest commercial theatre production company which owns and operates four major dow ntow n Toronto theatres. From productions like the North American premier of Spirited Away to Leanna Brodie and Jovanni Sy’s Salesman in China, you can be sure there are always some bold and innovative works on deck. T he Roya l Onta rio Museum (somet i mes ca l led T he ROM) a lso d raw s some wel l-deser ved at tent ion f rom visiting groups. If the facade of Canada’s largest museum w a sn’t a l lu r i ng enoug h, it s jaw-d roppi ng 18 m i l l ion artifacts certainly w ill do the trick. Groups have their pick of ex ploring 40 ga ller y and ex hibit ion spaces feat uring cultural objects and natural histor y specimens, including fossils from Gordo, a massive Barosaurus. An especially unique institution, the Bata Shoe Museum is also a must for shoe-loving groups, as the museum is home to the world’s largest and most comprehensive collection of shoes and footwear-related objects spanning 4,500 years. And don’t sleep on the Aga Khan Museum, which highlights the artistic achievements of Muslim civilizations. Of c ou r se, you c a n’t t h i n k about Ca nada w it hout t hink ing about hockey, and it makes perfect sense t hat Toronto wou ld be home to t he Hockey Ha ll of Fa me. Hockey fans from far and w ide travel to visit this cultural home of the sport, and it’s easy to see why. Stanley Cup a r t ifacts, a to‐sca le replica of t he Montreal Canadiens

Princes Gate, Cit y Hall, Graff it i A lley. Photos © Dest inat ion Toronto

Dressing Room w h ich saw 2 4 St a n le y Cup Cha mpion teams, and much more offer a glimpse into the power and legends of Canada’s most popular sport. Soa k i ng up t he cit y ’s sig hts is ta ken to new heig hts (1,465 feet up, to be exact) w ith a v isit to the obser vation decks at CN Tower. On a clear day, v isitors can see as far as 100 miles, including v iews of Niagara Fa lls and New York state. Dine at t he rotat ing 360 restaura nt, look at the ground below from the lower obser vation level’s glass f loor, and more. The bravest of g roups cou ld even step outside (literally) w it h EdgeWalk, a t hrilling walk along t he ex terior edge of t he CN Tower’s main pod, secured only by a harness. Talk about an adrenaline rush! Just to the southeast is Ripley’s Aquarium of Canada, where i nteract ive, ha nds-on ex per iences, u n ique anima l encounters, and excit ing events merge into one u n forget table stop on you r Toronto it i nera r y. Sha rk s, green sea turtles, and more call Dangerous Lagoon home, while more t han 80 aquat ic species can be found in t he Canadian Waters ex hibit, which takes v isitors on a journey from the Great Lakes to the countr y’s three ocean coasts. Creatives will feel right at home meandering through the pedestrian-only cobblestone streets of the Distillery District, home to tens of trendy restaurants, bars, and shops—all housed in 19th century buildings and a large former whiskey distillery (hence the name). Pure Spirits Oyster House, Old Flame Brewing Co., Boku Japanese Eats + Drinks, and Cluny

Bistro & Boulangerie stand out as favorites for dining, while Blackbird Vintage Finds, Fika Herbal Goods, and Sniffany & Co. are shopping musts. St. Lawrence Market Complex is another staple for groups looking to fuel up for their adventures and get a true taste of Toronto. The market’s 120 merchants and over 200 years of history make it a delicious destination and notable landmark all in one. Street art finds a true home in Graffiti Alley, situated in t he cit y’s Fashion District parallel to t he bust ling Queen Street West. Floor to ceiling works of art f lank the three block stretch, which has been the setting for small events and festivals, and even seen in music videos. See it all and more on a guided bike tour, where groups can venture beyond where buses can typically take them. Step bac k i n t i me w it h a v i s it to Ca s a L oma, Toronto’s gothic-revival castle full of majest y and early 20t h-centur y grandeur. Originally home to Canadian financier, industrialist, and militar y officer, Sir Henr y Pellat t, t he site welcomes over 650,000 v isitors each yea r. Groups have much to choose f rom t he cast le’s menu of activities: slither through secret passageways, climb t he cast le’s towers, st roll t hrough t he estate’s m a n ic u re d g a rden s, ad m i re a nt ique c a r s i n t he historic stable block, dine amongst notable heirlooms and works of ar t, and plent y more. Guided tours are also available touching on the histor y of Pellatt and the cast le itself, which is recognized as one of t he f inest Edwardian buildings in Canada. Don’t for get to c at c h a W N BA Toronto Temp o game, check out t he Toronto Zoo follow ing its major renovations, attend t he annual Toronto International Film Festival, explore the cit y’s Urban Rav ine System of trails, and more.

RCA 2026 TOP CANADIAN DESTINATION FINALISTS: Calgary, Alberta | Kingston, Ontario | Ottawa, Ontario | Vancouver, British Columbia w w w.group s to day.com

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SPECIAL REPORT

2026

R EADERS' CHOICE AWARDS

CVB OR DMO: CIT Y/REGION

Visit Music City Whether it’s Nashville’s famous Honky Tonks or hidden gems, Visit Music City delivers on promoting the city’s world-class live music, diverse music attractions, boutique hotels, art galleries, and chef-driven restaurants. Groups can enjoy a cultural immersion, culinary delights, and vibrant entertainment, creating unforgettable shared memories in the heart of Music City. HONORABLE MENTION: Destination DC | New York City Tourism + Conventions | Travel Dubuque | Visit Virginia Beach

ACCOMMODATIONS

Marriott Hotels A g r oup f av or it e for c om for t able a nd memor able accommodations, Marriott International encompasses a portfolio of compelling brands across luxur y, premium, select, midscale, extended stay, and all-inclusive, w it h approx imately 10,000 proper t ies in 146 count ries and territories. It’s no wonder why Marriott properties top the list for traveling groups of all kinds. HONORABLE MENTION: Drury Hotels | Gaylord Hotels The National Hotel | von Trapp Family Lodge & Resort

CVB OR DMO: STATE/PROVINCE

Circle Michigan With over 40 years’ experience, Circle Michigan helps tour planners create memorable group tours throughout the Mitten. With an identity shaped by four Great Lakes and two peninsulas full of natural wonders, each of Michigan’s regions are distinctive and offer hidden gems, world-class attractions, museums, festivals, orchards, and stunning shorelines ready for groups to explore.

BEER, WINE OR SPIRIT TRAIL/SCENE

Kentucky Bourbon Trail The Kentucky Bourbon Trail® tour invites visitors to explore America’s signature spirit across over 60 iconic distillery experiences in the scenic Bluegrass State. Celebrated as the world’s most revered spirits tourism experience, it offers immersive tours, tastings, and unforgettable stories behind the heritage, craftsmanship, and culture of Kentucky Bourbon.

HONORABLE MENTION: Discover Puerto Rico

HONORABLE MENTION: Bucks Country Ale Trail | Finger

| Massachusetts Of fice of Travel and Tourism |

Lakes Wine Country | Metropolitan Beer Trail | Sonoma

Tennessee Tourism | Virginia Tourism Corporation

County’s Wine Country

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Photos © Adobe Stock, Adobe Stock, Marriott Internat ional, Kentuck y Tourism, Grand Hotel, Count r y Music Hall of Fame & Museum, Pink Adventure Tours, washing ton.org, Niagara Falls Tourism, Empire State Building Obser vator y

By Sarah Suydam

DINING EXPERIENCE

FESTIVAL/SPECIAL EVENT

Grand Hotel Dining Experience

National Cherry Blossom Festival

Across its 13 dist inct ive restaurants and bars, dining at t he Gra nd Hotel on Mack i nac Isla nd, Mich iga n of fers something for ever yone. The Main Dining Room experience is a formal yet f un tradition of timeless elegance paired w it h excel lent d i n i ng , f rom it s v iew s overlook i ng t he Straits of Mack inac to its 350 w ines, and more.

DC’s iconic annual blooms make the National Cherr y Blossom Festival a must-attend event for groups year af ter year. In addit ion to t he abundance of nat ura l beaut y, the four-week festival celebrates the enduring friendship bet ween the people of the U.S. and Japan w ith diverse and creative programming.

HONORABLE MENTION: Carmine’s | City Cruises by

HONORABLE MENTION: Albuquerque International

Hornblower | Hard Rock Cafe Times Square | Sip ‘n Dip

Balloon Fiesta | Fiesta Flambeau Parade | New

Lounge

Orleans Jazz & Heritage Festival | Virginia Arts Festival/ Virginia International Tattoo

HANDS-ON EXPERIENCE

Country Music Hall of Fame and Museum Group Experiences

VIEW

F r om s on g w r it i n g t o pr ofe s s ion a l i s m i n t he mu s ic industr y, t he group programs at t he Countr y Music Hall of Fame and Museum cover it a ll. Groups can co-w rite and produce a song from scratch w ith Nashville recording artists, print their ow n keepsake piece in the Hatch Show Print’s production shop, and more.

With viewing points in both the U.S. and Canada, Niagara Falls remains a classic attraction for those looking to experience the power of the mighty falls in person. Opt for a cruise to feel the mist on your skin, see the falls illuminated in a rainbow of colors at night, and more.

HONORABLE MENTION: Corning Museum of Glass |

Canyon | The National Mall | Pikes Peak Cog Railway

Niagara Falls

HONORABLE MENTION: Big Sur, California | Grand

Gatorland | International Spy Museum | Meow Wolf OBSERVATORY VIEW

Pink Adventure Tours

Empire State Building Observatory

Pink Adventure Tours has reinvented adventure w it h its u n ique advent u re tou rs, i ndust r y lead i ng g u ides, a nd cut t ing-edge vehicles. Wit h locat ions in Sedona, Grand Ca nyon, L as Vegas, P igeon Forge, a nd Bra nson, P i n k Adventure Tours specializes in adding a little adventure to any corporate retreat or group outing!

Mu lt iple ex h ibit s, u nobst r ucted 360-v iews of N YC from 86 f loors up, and more all come together to make the Empire State Building Obser vator y a spectacular v iew ing ex per ience for g roups. A nd, as t he Empire State Building celebrates 95 years, t here’s no better time to visit and get that picture-perfect moment.

HONORABLE MENTION: Art’s Dune Tours | Big Bus

HONORABLE MENTION: CN Tower – The Top |

Tours | John Hall’s Alaska | Simpson’s Trailhandler Tours

Gateway Arch Tram to the Top | Skydeck Chicago |

Hogan Stay

SUMMIT One Vanderbilt

SIGHTSEEING TOUR

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SPECIAL REPORT

GARDEN, CONSERVATORY OR BOTANICAL GARDEN

ADVENTURE ATTRACTION

Frederik Meijer Gardens & Sculpture Park

Wild Florida Adventure Park

Frederik Meijer Gardens & Sculpture Park in Grand Rapids, Michiga n is a prem ier cu lt ura l dest inat ion blending world-class sculpture w ith rich horticultural d isplays. Si nce open i ng i n 1995, it has welcomed over 16 million g uests to ex plore ex pansive outdoor gardens, indoor conser vatories, sculpt ure ga lleries, n at u r e t r a i l s , a c a fé, g i f t s hop, a nd mor e — a l l celebrating the harmony of art, culture, and nature.

K now n as t he world’s on ly a i rboat, gator, a nd d r ivet h r u sa fa r i pa rk advent u re, W i ld F lor ida Advent u re Park prov ides g roups w it h an unforget table Everg lades ex per ienc e w h i le a l so promot i ng a c on nec t ion w it h animals and inspiring education and conser vation. It’s a favorite for groups visiting the Orlando area for a reason! HONORABLE MENTION: Ace Adventure Resort White Water Raf ting | Frontiers North Adventures Polar Bear Tours | Santa Rosa Blue Hole | Silverwood Theme Park

HONORABLE MENTION: Atlanta Botanical Garden | Brookgreen Gardens | The Leaf | New York Botanical Garden

CASINO

Gun Lake Casino Resort

When the curtain rises, the fun begins! An abundance of world-class performances are found in Broadway’s 41 professional theatres, from long-standing favorites to the hottest new production. No matter what groups prefer, there’s always a Broadway show that will fit the (play)bill.

Gun La ke Casino Resor t recent ly opened a mag nif icent 16-stor y lu x ur y hotel and spa, and t he stunning Waw yé Oa si s, a t ropic a l g la ss at r iu m w it h l ive pa l m t rees, sw imming pools, and concert space featuring nationally renow ned enter t a i ner s. Di n i ng opt ion s abou nd w it h mu lt iple r e s t au r a nt s, f r om gou r me t f i ne d i n i n g t o casua l classics. Groups love t his lu x u r ious ret reat a nd ex hilarating casino gaming destination!

HONORABLE MENTION: Dr. Phillips Center for the

HONORABLE MENTION: MGM Casinos | Oaklawn Hot

Performing Arts | Grand Ole Opry | Lincoln Center |

Springs | Resorts Casino Hotel | Turning Stone Resort Casino

PERFORMANCE OR ENTERTAINMENT VENUE/DISTRICT

Broadway

Preservation Hall AMUSEMENT PARK MUSEUM

Smithsonian Museums

Dollywood

T he Sm it hson ia n’s 21 museu ms (a nd t he Nat iona l Zoo!) make up t he world’s largest museum complex, spread across DC, N YC, and more. Become immersed i n f l ig ht at t he Nat iona l A i r a nd Space Museu m, admire the beaut y found w ithin the National Museum of African Art, and plent y more.

Consistently recognized as one of the world’s best theme parks, Dolly wood celebrated 40 seasons in 2025. Spanning 165 acres in the foothills of the Great Smok y Mountains, Dol ly wood of fers g roups over 50 r ides a nd at t ract ions, qualit y entertainment and concerts, daily demonstrations by master cra f t smen, mout h-water i ng , Sout her n-st yle food, and more.

HONORABLE MENTION: The Henry Ford Museum of

HONORABLE MENTION: Busch Gardens Parks | Disney

American Innovation | The Metropolitan Museum of Art

Resorts & Parks | Six Flags Entertainment Corporation

| Rock & Roll Hall of Fame | Titanic Museum Attraction

Parks | Universal EPIC Universe

GROUPS TODAY Nov e mber/ D ecember 2 02 6

Photos © Frederik Meijer Gardens & Sculpture Park, Stock Photo, Smit hsonian's Nat ional A ir & Space Museum, Wild Florida Theme Park, Gun Lake Casino Resor t, Dolly wood Parks & Resor ts, Tanger Out lets, Bradenton A rea Convent ion & Visitors Bureau, Todd Coleman/New Orleans Tourism, Stock Photo, Visit Det roit

SHOPPING/SHOPPING DISTRICT

BEACH DESTINATION

Tanger Outlets

Florida’s West Coast

Wit h various open-air shopping locat ions across t he country, Tanger welcomes more than 140 million guests each yea r a nd of fers g roups a cha nce to shop t heir favorite brands all in one place. From the coastal vibes of Charleston to the stockyard energ y of Fort Worth, groups are likely to find a Tanger location that suits them.

Florida’s West Coast—the Bradenton, Anna Maria Island, Longboat Key Area—lures groups in with its natural beauty, local charm, and laid-back vibes. White sand beaches and natural parks offer the perfect mix of relaxation, outdoor adventure, and vibrant culture groups crave in a beach destination!

HONORABLE MENTION: Biltmore Village | Disney

Laguna Beach, California | Outer Banks, North

Springs | Mall of America | Scottsdale Quarter

Carolina | Virginia Beach, Virginia

U.S. MAIN STREET/DOWNTOWN DISTRICT

DESTINATION OF THE YEAR: INTERNATIONAL

French Quarter, New Orleans

Edinburgh, Scotland

Excitement, cultura l wonder, and unique ex periences are always on tap in New Orleans’ French Quarter. From its cast-iron balconies adorned w ith blooming ferns, to its vibrant nightlife on Bourbon Street, to the stunning architecture of Royal Street, to the delicious cafe au lait and beignets at Café Du Monde, you can’t lose here.

As Scot land’s capital cit y, Edinburgh is a moody must t hat sea m lessly blends t he old w it h t he new. Groups love t he cit y ’s histor ic landmark s such as Edinburgh Castle, its UNESCO status, its rich literar y histor y, and a volcanic backdrop that never fails to stun. Don’t forget to stop into a local pub for a pint or some Scotch.

HONORABLE MENTION: The Grove LA | Frankenmuth,

HONORABLE MENTION: Barcelona, Spain | Lisbon,

Michigan | King Street, Charleston | Lower Broadway, Nashville

Portugal | London, England | Rome, Italy

EMERGING DESTINATION

Detroit, Michigan

HONORABLE MENTION: Gulf Shores, Alabama |

If there’s one thing to know about Detroit, it’s that the city and its people know exactly who they are. No matter where you look, the Motor City’s spirit shines bright. Whether groups are eager to delve into Motown’s roots, bite into a slice of Detroit-style pizza, get lost in world-class museums, discover a new artist, or all of the above and more, Detroit deserves your attention. The Henry Ford Museum of American Innovation, Detroit Institute of Arts, and Charles H. Wright Museum of African American History shed a light on the area’s unique history within the auto industry, the arts, and history and culture, while various venues set the stage for unforgettable live performances of all kinds.

HONORABLE MENTION: Branson, Missouri Dubuque, Iowa Grapevine, Texas St. Louis, Missouri

Detroit’s parks, trails, and waterways are also a highlight, with groups enjoying the waterfront splendor that awaits on Belle Isle, the urban artwork found along the Dequindre Cut Greenway, the fun and scenic vibes aboard the Detroit Princess Riverboat, and more. And the food is absolutely worth writing home about! Coney dogs reign supreme, while cuisine from various cultures including Arab- and Polish-Americans blends together to create a food & drink scene that’s never boring. Wit h a n abunda nce of g roup f r iend ly hotels, sur pr ising at t ract ions, dining t hat delivers, and itineraries to fit ever y interest, it’s no wonder why Detroit takes the top spot as the 2026 Emerging Destination of the Year. w w w.group s to day.com

S POTLI G HT ADVENTURE, CULINARY DELIGHTS, AND SHOPPING SHINE IN THE SUN CITY There’s something about El Paso that makes a group trip feel like more than just a getaway. Maybe it’s the sunshine, the wide-open desert landscapes or the mix of cultures that gives the city an energ y all its own. Located where t hree states a nd t wo nat ions col lide, El Paso offers groups a destination where outdoor adventure, u n forget table f lavors, loca l shoppi ng a nd plent y of sunshine come together. W hether you’re planning a trip with friends, a family reunion, or a group adventure, the Sun City makes it easy to fill an itinerary with experiences everyone will be talking about long after the trip ends. Adventure Starts in El Paso For g roups t hat like to get outside, El Paso is made for advent u re. Wit h more t ha n 300 days of su nsh ine each year, there are plent y of opportunities to explore t he cit y ’s deser t su r rou nd i ngs. Fra n k l i n Mou nta i ns State Park offers over 100 miles of hik ing and mountain bik ing trails for groups ready to hit the ground running. Visitors can a lso ta ke in panoramic v iews of t he cit y and surrounding desert while discovering a landscape unlike any where else in Texas. Photos © Visit El Paso

Ju st out side t he c it y, Hueco Ta n k s St ate Pa rk & H i s t or ic Sit e of f e r s a not he r u n f or g e t t a ble g r oup experience. Know n around the world for its bouldering oppor t u n it ies, t he pa rk is a lso home to fasci nat i ng histor y, rock imager y and guided tours that give visitors a closer look at the region’s cultural and natural heritage. And w ith El Paso ser ving as a gateway to four national parks and one national memorial, the cit y is a natural starting point for groups look ing to turn their visit into an even bigger Southwest adventure. Come Hungry Advent ure work s up an appet ite, and El Paso g ives g roups plent y of reasons to a r r ive hung r y. T he cit y ’s c u l i na r y scene ref lec t s it s loc at ion a long t he U.S.Me x ic o b or de r, br i n g i n g t o ge t he r gene r at ion s of t rad it ion, cu lt u re a nd creat iv it y. Groups ca n gat her around the table for authentic Mex ican dishes, locally inspired cuisine and f lavors t hat tell t he stor y of t he Su n Cit y. From long-ter m neig hborhood favor ites to new restau ra nt s put t i ng t hei r ow n spi n on reg iona l cuisine, dining in El Paso is an experience meant to be shared. Discover a new local favorite or make dinner the centerpiece of a night out in El Paso. Shop the Sun City No group trip is complete without bringing a little piece of the destination home. El Paso’s shopping scene offers ever y thing from locally made goods and artisan f inds to authentic Western wear. As the Boot Capital of Texas, El Paso is especially k now n for its deep boot mak ing heritage. Groups can shop for handcraf ted boots and Western st yles while discovering a t radit ion t hat has helped shape the city’s identity for generations. Between outdoor adventures, incredible meals and one-of-a-kind shopping, El Paso g ives g roups plent y to ex perience together. So, round up your favorite travel companions and start building your next itinerary to discover El Paso.

Learn more at visitelpaso.com.

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SPOTLIGHT Photo © Empire State Realt y Trust

A TAILORED EXPERIENCE FOR EVERY TRAVEL GROUP T he Empi re State Bu i ld i ng Obser vat ion Deck of fers a new perspect ive of New York Cit y w it h an immersive museum and unmatched views from the heart of Midtown Manhattan. Voted no. 1 top attraction in the U.S. in Tripadvisor’s 2026 Travelers’ Choice Awards: Best of the Best Things to Do, the Empire State Building Observation Deck offers a tailored experience for every travel group. A $165 million reimagination transformed the full Observation Deck Experience. Interactive exhibits trace the Empire State Building’s story from its original site in the 1920s through its record-setting construction and opening day in 1931. Guests can pose with life-sized ironworkers in the Construction exhibit, step into Kong’s hands, and discover the building’s place in film, television, and global culture. The experience offers natural conversation starters for groups with interests in history, architecture, art, sustainability, and New York City. The v isit culminates at the world-famous 86th Floor Obser vation Deck. This iconic, open-air dest inat ion offers 360-deg ree v iews across New York Cit y and beyond. Classic v iew finders help guests take a closer look at the sk yline, while indoor and outdoor spaces give groups several ways to enjoy the v iew. The deck also provides a memorable backdrop for group photos. The Empire State Building Observation Deck fits easily into a full New York City itinerary. Its central Midtown location allows groups to move seamlessly between nearby attractions, restaurants, shops, and transportation hubs. Tour operators can pair a visit with other activities throughout Manhattan or make the Empire State Building Observation Deck the centerpiece of a day in the city. Special group rates, f lex ible reser vation changes, streamlined group admission, and dedicated sales support help tour operators coordinate each visit. The sales team can assist with the details so group leaders can focus on the experience. For travelers of all ages, the Empire State Building Obser vation Deck of fers t he histor y, energ y, and character of New York Cit y from the “World’s Most Famous Building.”

To plan a group visit to the Empire State Building Observation Deck, contact Sales@esbonyc.com.

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VON TRAPP FAMILY LODGE & RESORT: A LITTLE OF AUSTRIA, A LOT OF VERMONT For group tour operators, the best destinations do more than provide a comfortable place to spend the night. They give travelers a stor y to take home, offer experiences that keep an itinerary interesting, and make the logistics of moving a group as seamless as possible. In Stowe, Ver mont, von Trapp Family Lodge & Resort brings all three together in one remarkable mountain setting. Set on 2,600 acres overlooking the Green Mountains, the Austriani nspi red resor t is i nsta nt ly recognizable for its connection to the von Trapp family, whose story inspired The Sound of Music. But for tour operators, the appeal goes well beyond the famous name. This is a destination where history, scenery, dining, recreation and authentic Vermont experiences can all be incorporated into a group itinerary without spending the day traveling f rom at t rac t ion to at t rac t ion. Recent renovations offer groups even more reason to visit. A Story Travelers Already Know—and Want to Know Better Few destinations arrive w ith a stor y as universa l ly recog nized as t hat of t he von Trapp family. After leaving Austria and touring i nt e r n at ion a l l y a s t he Tr a pp

Photo © von Trapp Family Lodge & Resor t

Family Singers, the family eventually settled in Stowe, purchasing a farm i n 1942 because t he su r rou nd i ng mountains reminded them of Austria. Today, g roups ca n d iscover t he real stor y behind the famous family through the resort’s von Trapp Family History Tour. The experience explores the family’s journey from Austria to Ver mont, i ncludes a docu menta r y about Maria von Trapp’s f inal v isit to Salzburg, and a visit to the family cemetery. Private tours are available for groups of 20 or more. That makes the resort particularly appea l i ng for mat u re t ravelers, cultural groups, religious groups and multigenerational tours. Guests may arrive because they know The Sound of Music, but they leave understanding the much larger story of the family behind it. One Stop, Many Experiences For operators bu i ld i ng a mu lt id a y N e w E n g l a n d o r Ve r m o n t itinerar y, one of von Trapp’s greatest ad v a nt a ge s i s how muc h c a n be experienced in one location. Depending on t he season, groups ca n choose f rom h istor y, brewer y, farm and nature ex periences. They ca n meet Scot t ish Hig h la nd cat t le or Katahdin sheep, v isit t he chapel built by Werner von Trapp, ex plore the propert y’s forests or learn more about von Trapp Brew ing.

That f lex ibilit y gives tour planners opt ions. A g roup m ig ht a r r ive for lu nch fol lowed by a h istor y tou r, i ncor porate a n act iv it y before dinner, or make t he resor t a mult in ig ht base f rom wh ich to ex plore Stowe and northern Vermont. For overnight groups, the convenience becomes greater. The Main Lodge offers 96 rooms and suites, while restaurants, activities and gathering spaces are located throughout the property. An onsite fitness center with indoor and outdoor pools, a 20-person hot tub, strolling gardens, and miles of trails offer more to experience. Dining That Becomes Part of the Experience Group dining doesn’t have to feel l i ke si mply feed i ng a motorcoach full of passengers. At von Trapp, food a nd beverage ca n become a not her piece of the destination experience, w ith a variet y of options available. These include t he Main Dining Room, Salzburg and Mozart Rooms and spaces at the Bierhall. The resort also offers group buffets, boxed lunches, Austrian high tea, wine tastings and other special group dining experiences. A v isit to the Bierhall and von Trapp Bre w i n g add s a not her d i s t i nc t l y A u s t r i a n -Ve r m o n t d i m e n s i o n , con nec t i ng t he fa m i ly ’s Eu ropea n her itage w it h Ver mont’s cra f t beer

cu lt u re. Groups ca n pa i r lu nch or d i n ner w it h a von Trapp Brewer y tour before their meal. A Must See Stop for any Group Tour Vermont Itinerary T he resor t considers 20 or more g uests a group for day v isits and 10 or more rooms a group for overnight group rates, w ith a sales team that can help coord i nate accom modat ions, dining, tours, and activities. Stowe a lso work s wel l w it hin a broader New England itinerary, giving operators opportunities to combine the resort with Vermont attractions and scenic touring. Most importantly, von Trapp Family Lodge & Resor t gives groups something increasingly valuable: a genuine sense of place. There are beautiful mountain resorts throughout New England. There are historic attractions throughout Vermont. And there are plenty of destinations of fer i ng good food a nd outdoor recreation. At von Trapp, however, those elements come together with a family story recognized around the world. For a t ou r op er at or, t h at combinat ion ma kes it inerar y pla n n i ng ea sier. For t he t raveler s t e ppi n g of f t he mot or c o ac h , it makes the stop unforgettable. A litt le of Aust ria, a lot of Vermont—and a group experience with a story all its own.

Visit vontrappresort.com.

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

2026 U.S. Destination of the Year

NEW YORK CITY

Groups To d a y re ader s h av e s p ok en, a nd “T he Cit y So Nice T hey Na med It Tw ice” came out on top. W hat makes New York Cit y so compelling for g roups? Here a re some of t he many allures t hat have ea r ne d it t he t it le of 2026 U.S. Dest i nat ion of the Year.

TOP-NOTCH ENTERTAINMENT Theatrical performances in New York Cit y date back to the 18th centur y, and since then the scene has only grow n— dramatically. Today, there are 41 “Broadway official” theaters, as well as more than 50 Off-Broadway. W hether it’s one of the latest sensations generating all the buzz, or a quiet hit, seeing a show while in the cit y is a quintessential Big Apple experience. Music, comedy, drama, romance, or a clever blend of all, there’s something for ever yone. Dat ing back nearly 150 years, Madison Square Garden is anot her N YC f i x ture. K now n as “The World’s Most Famous Arena,” it hosts hundreds of events ever y year ranging from sporting events to musical acts, comedy shows, and special holiday product ions. On top of t he excitement of a game or performance, t here’s also The Madison Square Garden Tour Experience. This 60-minute guided, behind-the scenes tour offers birds-eye arena views, a look inside the locker rooms of the New York Knicks and New York Rangers on non-game days, and historical accounts of some of the venue’s biggest moments. Radio City Music Hall is another legendar y attraction, celebrated as the world’s largest indoor theater. Glow ing w ith Art Deco opulence, “The Show place of the Nation” is home to the Rockettes and also host to stage shows, mov ies, concerts, special events, and t he annual Christmas Spectacular. It recent ly received an audio system upgrade to Sphere Immersive Sound, launching the historic venue into the future. There’s also a must-see guided tour, covering histor y, and architectural design. A walk through the Grand Foyer, a peek into the Music Hall’s secret apartment, the Rox y Suite, and the chance for a photo op w ith the Radio Cit y Rockettes are some of the highlights.

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Photos © John Ha ll's A laska, Fran k Flav in/E x plore Skag way, Pin k Advent ure Tours, WorldSpr ings/Iron Mountain Hot Spr ings, Travel Nevada

ICONIC L ANDMARKS AND VIEWS 10-9-8-7-6-5-4-3-2-1! The ceremoniously dropped New Year’s Eve Ball is visible year-round at One Times Square. Even when not making its annual descent, it serves as a symbol of celebration and a coming together of people from around the globe. The building itself attracts visitors in all seasons for ticketed events such as “Times Travel,” One Times Square’s multi-sensory journey back in time from the building’s construction through its evolution, concluding on the Times Square Sk y walk. I NY Gifts and i Candy NYC are popular, on-site stops, too. Empire State Building, one of t he most recog nized sk yscrapers i n t he world, has ser ved as a beacon of hope du r i ng t he Great Depression, a tower i ng perch for mov iedom’s King Kong, and the tallest building on Earth until 1970. Its 86th- and 102nd-Floor Obser vation Decks receive millions of spectators ever y year to take in 360-degree panoramas of the bright lights and big cit y. There’s also an interactive museum w ith nine galleries open to obser vator y ticket holders. Another ray of hope to come out of the Depression Era is Rockefeller Center. A dy namic space for shopping, d i n i ng , work i ng , play i ng , a nd rejoici ng , t he Center i ncludes 13 bu i ld i ngs con nected by a n u nderg rou nd concourse. In addit ion to fa l l a nd w inter ice skat ing at T he R i n k, t here a re severa l oppor t u n it ies to see t he never-a sleep c it y f rom h ig h above. Top of t he Rock Obser vat ion Deck is, apt ly, at t he summit of 30 Rockefel ler Pla za, a nd considered a favor ite act iv it y while in N YC. For a little extra excitement, there are t wo add-on experiences: The Beam and SK Y LIFT.

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B y A ll i s o n K ay B a n ni s te r

WORLD-RENOWNED MUSEUMS T he Museu m of Moder n A r t (MoM A), loc ated i n m idt ow n M a n h at t a n, c ont a i n s s ome of t he mo s t pr om i nent a nd i n f luent i a l w or k s of mo der n a nd contempora r y a r t. Pieces by Da l í, va n Gog h, Ka h lo, Wa rhol, O’Keef fe, a nd Mat isse—to na me a few—a re housed among the museum’s six f loors. MoMA caters to groups w ith both guided and self-guided tours, as well as private, V IP morning and evening tours, before they open or af ter t hey close. A mong its ot her draws is t he peacef u l Scu lpt ure Garden—a beloved g reen oasis in the midst of bustling Manhattan. Bordering Central Park, The Metropolitan Museum of Art (The Met Fifth Avenue) has an astonishingly vast collection, featuring more than two million works spanning 5,000 years. From the fascinating Arts of Oceania galleries to the Egyptian Temple of Dendur, plus paintings, sculptures, arms, and artifacts representing multiple countries and cultures, it is widely respected for its comprehensive and encyclopedic exhibits. They also host discussions and expert talks, as well live performances and workshops. T he Fr a n k L loyd Wr ig ht- de s ig ne d Solomon R . Guggenheim Museum is well worth a mention here, too, as are the 1,000-plus smaller, independent galleries in Chelsea, the Lower East Side, SoHo, Brooklyn, and beyond.

UNCOMMON FINDS Though much less visited than its Fifth Avenue sister, The Met Cloisters in Fort Tr yon Park at Manhattan’s northern tip, has many appeals. For one, it’s less crowded, providing a serene escape from the busy streets of the heart of the city. It’s also the only museum in the U.S. dedicated exclusively to medieval European art, architecture, and gardens. The building style represents the Romanesque and Gothic periods of the Middle Ages and has the feel of an ancient monastery, with real arches and stonework brought in from European abbeys. And, its hilltop setting overlooking the Hudson River adds to its moody aesthetic.

On the more rollick ing side of things, there’s Marie’s Crisis Café i n N YC’s West Vi l lage. T he bu i ld i ng sits on the site where Thomas Paine, Founding Father and author of the pamphlet series, The American Crisis, died in 1809—lending to t he café’s name. Expect a raucous good t ime at t his sing-a long spot, where pat rons and staff harmonize w ith show tunes and theater standards while gathered around the piano. FY I: It’s cash only. There is so much interesting cuisine to be had in the cit y, it’d be impossible to list it all. Enter Ahoy Food Tours to prov ide a taste of some favorites! Ranked as the no. 3 Best Food Tour in t he U.S. for 2026 in USA Today’s 10Best Readers’ Choice Awa rds, A hoy of fers wa l k i ng tou rs i n popu la r food ie neig hborhoods l i ke Nol it a, Chinatow n, and Little Italy, and also has a progressive dining ex per ience at Market 57 food ha l l in Chelsea. Though they max out at 13 people per tour, it’s a fantastic offering for smaller groups. W hat else? SO much more! T hese a re just a few of t he reasons to ma ke New York Cit y you r nex t g roup adventure.

2026 U.S. DESTINATION OF THE YEAR FINALISTS: Chicago, Illinois | Norfolk, Virginia | Savannah, Georgia | Washington, DC

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ED U C AT I O N By Sarah Suydam

Remote & Restorative: ESCAPES THAT REJUVENATE Perhaps the daily grind has got you dow n or life’s seasons have been ha rsher t ha n usua l. W hatever t he reason, somet imes you just want to turn off your phone, leave the laptop at home, and get away. Far away. For groups look ing for destinations and experiences that truly offer a slice of paradise away from the usual hustle and bustle, the follow ing short list of escapes prov ides exactly that. CROWN WINERY | Leiper’s Fork, Tennessee

If sipping a glass of award-winning wine and lounging barefoot in a peaceful creek while musicians serenade you from the bank sounds appealing, boy do we have the place for you. At Crown Winery’s creekside location in Leiper’s Fork, Tennessee, groups could experience the true spirit of Southern charm and indulge in everything they’ve got to offer, whether it’s a self-guided tasting, sips by the f light, wine slushies, a staff-led experience, or otherwise. Slowing down takes on a whole new meaning here. WILDERNESS RETREAT AND NORDIC SPA | Kingsville, Ontario Located just outside Kingsville, Ontario, Wilderness Retreat and Nordic Spa is an optimal destination for groups looking to immerse themselves in the benefits of hydrotherapy and Scandinavian wellness practices. Tucked away within 50 acres of pristine woods, groups will feel removed from it all while enjoying services including a hot sauna, a cold plunge, and a rest period before repeating the process all over again. The contrast of the retreat and spa’s more private offerings vs. larger spas make it feel like a personalized haven for the pursuit of inner harmony and physical well-being. DARWIN RANCH | Jackson, Wyoming With deep-seeded values in preserving, protecting, and sharing the land, Dar w in Ranch is a remote, off-grid inholding in the Bridger-Teton National Forest. It’s here that groups could enjoy farm-to-table dining, horseback riding, f ly f ishing, rela x ing amenities, river f loating, education about flora and fauna, and much more—all while surrounded by vast and beautiful wilderness. This isolated oasis knows exactly who it is—and is truly one of a kind.

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MIRIVAL RESORTS & SPAS | Multiple Locations Desig ned to help g uests escape f rom t he dist ract ions of ever yday life and shed their worries, Mirival Resorts & Spas meets g roups where t hey a re. W het her it’s i n Arizona’s Sonoran Desert, the Berkshires of New England, Tex as’ Hi l l Cou nt r y, or ot her w ise, t hese dest inat ions deliver on group retreats. A place where you’re inv ited to leave name tags and forced team building at the door, Mirival understands what it takes to reach t he deeper moments of relaxation, exploration, and more. BEAVER ISL AND RETREAT | Beaver Island, Michigan Situated on the remote Beaver Island surrounded by the pristine waters of Lake Michigan, Beaver Island Retreat takes luxur y camping to another level. Amidst the dark sk ies and trees rustling in the breeze, groups can indulge in hig h qua lit y a menit ies whi le st i l l get t ing a proper taste of Mich iga n’s nat u ra l beaut y. From sa fa r i tents w ith memor y foam mattresses and private bath houses to a fully equipped guest k itchen and bar, and more, this restorative island oasis reconnects groups w it h nature in an especially refreshing (yet comfortable) way.

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FIVE MINUTES WITH...

Edi te d b y S a r a h S u y d a m

Leaders Share Their 2027 Industry Predictions

As we approach a new year, we

asked some top

travel leaders for their industry

predictions* for

2027 and beyond.

Carylann Assante, CAE | Chief Executive Officer | SY TA & SY TA Youth Foundation “My top prediction for 2027 is that educational purpose w ill become the strongest driver of student travel. Schools and families w ill increasingly expect ever y trip to demonstrate meaningful value beyond the destination itself—building confidence, expanding cultural understanding and connecting classroom learning to real-world experiences. The most successful travel providers w ill be those that clearly communicate not only where students w ill go and what they w ill see, but how the experience w ill help them grow and inf luence the way they see their future and the world.” Stephen Ekstrom | CEO, Founder | Learn Tourism “Tourism will rediscover the value of being human. AI will become extraordinarily good at the transactional parts of travel— researching, comparing, translating, booking, optimizing, and answering routine questions. That will make distinctly human skills more valuable, not less. The organizations that stand out will invest in people who can create belonging, exercise judgment, tell compelling stories, demonstrate empathy, and build genuine connections. In 2027, technology will increasingly handle what can be automated, while the competitive advantage shifts to what cannot: meaningful human experiences.” Fred Ferguson | Chief Executive Officer | American Bus Association “My top prediction for 2027 is that domestic travel w ill continue to be a bright spot, particularly beyond America’s t radit ional tourism centers. The World Cup reinforced just how much t ravelers value t he A merican ex perience bet ween the marquee destinations. From Bass Pro Shops and roadside attractions to limited-ser vice hotels, regional food and local culture, v isitors embraced experiences that felt distinctly American and off the beaten path. Combined w ith geopolitical uncertaint y that continues to challenge international travel, I expect strong demand for interstate and regional trips that are accessible, authentic and unique to the places people are visiting.” Jessica Flores | Chief Experience Officer | Tourism Cares “In 2027, travelers w ill look beyond where they are going and ask what they w ill experience, who they w ill meet, and how their trip connects them to a place. For tour operators, this is a chance to rethink the itinerar y. It is not about removing iconic sites but complementing them w ith communit y-led experiences and lesser-visited places that add depth. Sustainabilit y w ill no longer be a separate layer. It w ill be built in from the start, an assumed standard. The best itineraries w ill stand out because they are more thoughtful, locally rooted, and responsible by default.” Catherine Prather, CTP | President | National Tour Association “For 2027, uncertaint y on many fronts—economic, geopolitical, AI evolution, climate change, and general consumer conf idence—w ill cont inue to force t he indust r y to rely on resilience, resourcef u lness, and pivot ing. N TA tour operators report that book ings are up for 2027, year-over-year, and to continue this momentum it w ill take agilit y, a keen sense of what t heir t ravelers want, and t he part ners w illing to adjust to help t hem deliver a meaning f ul experience to clients. Projecting what I see in the NTA communit y onto tour operator-packaged travel in general, I predict a challenging yet positive-grow th year for our segment of the industr y.” To see more predictions from these leaders, visit groupstoday.com. 28

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*Predictions were made prior to September 15.

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