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USTOA MEMBERSHIP CONTRIBUTES MORE THAN  $24 BILLION TO TRAVEL INDUSTRY 

Economic Impact of Active Membership and Top Destinations Revealed in Member Survey  

NEW YORK (December 11, 2024) – An economic impact study by PriceWaterhouseCoopers LLP (PwC) found that tour operator members of the United States Tour Operators Association (USTOA) project to close out 2024 with sales reaching $24.4 billion dollars, representing 8.4 million individual travelers.   

According to the survey, Active Members of USTOA contributed $22.6 billion to the U.S tour operator industry in 2023, serving 7.9 million individual travelers.   

“By the close of 2024, USTOA tour operator members are projecting a more than 8% increase in sales from 2023, with a promising outlook for the year ahead,” said Terry Dale, president & CEO of USTOA. “As we approach 2025, the mood is undeniably optimistic with three fourths (73%) of our tour operators anticipating optimistic to significant sales growth of 7% to 10% or more next year.”  

When looking at product categories, escorted/guided tours are the biggest contributors to overall USTOA membership revenues at more than a third for 2023 (36%) and 2024 (37%). FIT packages followed at one fourth for 2023 (25%) and 2024 (27%), with custom packages seeing the most growth increasing from 3% in 2022 to 17% in 2023 and 16% in 2024.   

Dale reinforced the critical role of travel advisors in the continued success of members’ businesses:  Active Members reported that travel agencies are projected to represent 60.3% of total packages sold in 2024.  He added, “It is encouraging to see is the strong relationship between our members and advisors has not wavered continuing to remain consistent over time; in fact, it has ticked up slightly in 2024 versus the 59.5% reported for 2023.”   

The PwC research was released at USTOA’s Annual Conference & Marketplace, held at the JW Marriott Marco Island Beach Resort in Marco Island, FL from December 9-13, 2024.  The survey was conducted between July 18 and October 11, 2024, with a 96% participation rate. Among the other vital statistics revealed:   

• The projected number of total travel packages sold in 2024 is 3.8 million; up 6.1% percent compared to the 3.6 million packages sold in 2023.  
• Purchases of goods and services for travel packages, including air, rail, cruise, ground transportation, accommodations, dining, and attractions, are projected to reach $16.6 billion for 2024. A 6.1% increase from the $15.6 billion goods and services purchased in 2023.   
• On the jobs front, Active Members project employing 14,770 people in the U.S. by end of 2024. In 2023, USTOA tour operator members employed 14,100 people in the U.S. 

Global Risks 

While the Active Members of USTOA view the upcoming year with optimism, they also addressed the global risks that could impact the industry over the next three years, showing the most concern about political turmoil affecting growth prospects in the years ahead. Geopolitical conflicts ranked highest with 58% of respondents “very to extremely concerned,” followed closely by political instability at 56%. Overcrowding ranked third, with 46% of survey respondents “very to extremely concerned,” a category that historically appeared lower on the list in past surveys.  

Top Destinations  

Italy was named the most popular destination for travelers in 2024 and 2025.  Europe rounds out the top three “hot” destinations with Portugal ranked second, followed by Greece in third.  Dale added, “Europe continues to dominate our popular destination lists. In fact, Europe accounts for half (52%) of the Active Member travel packages sold in both 2023 and 2024.”   

Also named on the “hot destination list” is France and Japan tied in fourth, followed by Spain, Iceland, Croatia, and South Africa, and Australia, Morocco and Thailand tied at the bottom.   

Active Members identified their top “off-the-beaten path” or emerging destinations that they see gaining popularity this year and next: Vietnam ranked first, followed by Iceland and Japan tied for second. Rounding out the list is Croatia, Morocco, South Korea, and Türkiye sharing third, followed by Albania, Bhutan, Italy, Namibia and South Africa tied for fourth.       

For more information on USTOA, visit www.ustoa.com.   

About USTOA:    

Representing $24.4 billion in revenue, the member companies of U.S. Tour Operators Association provide tours, packages and custom arrangements that allow 8.4 million travelers annually unparalleled access, insider knowledge, peace-of-mind, value, and freedom to enjoy destinations and experiences across the entire globe. Each member company has met the travel industry’s highest standards, including participation in the USTOA’s Travelers Assistance Program, which protects consumer payments up to $1 million if the company goes out of business. As a voice for the tour operator industry for more than 50 years, USTOA also provides education and assistance for consumers and travel advisors.  

Contact:  

Gina Dolecki/Gabrielle Naucke   

Redpoint  

212-229-0119  

dolecki@redpointmarketingpr.com /naucke@redpointmarketingpr.com 

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