Press Releases

NEW YORK (December 18, 2024) – In a recent study by PriceWaterhouseCoopers LLP (PwC), tour operator members of the United States Tour Operators Association (USTOA) named Italy the most popular or “hot” destination for travelers in 2024 and 2025.   

Europe rounds out the top three “hot” destinations with Portugal ranked second, followed by Greece in third.  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.   

Terry Dale, president & CEO of USTOA 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.”   

USTOA tour operators also 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.    

Art and culture and culinary programs rank highest among USTOA tour operators for experiential travel offerings with 77% of USTOA tour operator members providing programs in both categories.  Nearly three quarters (71%) offer safari and nature products, while two thirds (65%) offer multi-generational and family programs. Two thirds (64%) of USTOA operators offer adventure travel products.   

Economic Impact and Growth Ahead 

According to the study, the tour operator members of USTOA project to close out 2024 with sales reaching $24.4 billion dollars, representing 8.4 million individual travelers.  In 2023, USTOA tour operators contributed $22.6 billion to the U.S tour operator industry, 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,” continued Dale. “As we approach 2025, the mood is undeniably positive with three fourths (73%) of our tour operators anticipating optimistic to significant sales growth of 7% to 10% or more next year.”  

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.  

This survey was conducted between July 18 to October 11, 2024, with a 96% tour operator participation rate. For more information on USTOA, visit www.ustoa.com.   

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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