The nation’s leading tour operators joined forces with some of the industry’s top destinations and suppliers just outside of Washington, DC, during the annual USTOA Conference and Marketplace at the Gaylord National Resort & Convention Center this week.
One year after promoting the importance of kindness, the theme of this year’s event was “courage,” with American Paralympic sprinter Blake Leeper serving as an inspiring keynote speaker.
His message was simple yet timely and brought the packed conference space to its feet, using his own story of overcoming remarkable adversity—Leeper was born with insufficiently formed lower legs resulting in a double below-the-knee amputation at the age of four—to remind the industry’s top players that sometimes limitations can be a gift rather than a burden.
Proudly displaying his many medals, Leeper encouraged the crowd to keep going, embracing the theme of “courage.”
2025 USTOA Conference and Marketplace keynote speaker Blake Leeper gets the crowd fired up. (Photo Credit: Patrick Clarke)
It was a fitting focus given the many concerns facing USTOA members and their businesses, from Trump administration tariffs and inflation to geopolitical challenges in the Middle East and elsewhere.
Economic uncertainty and instability around the globe continues to be top of mind. Nonetheless, 78 percent of active USTOA members are “highly confident” to “confident” that guest bookings will increase in 2026, with 88 percent anticipating growth in sales volumes next year and 84 percent predicting growth in passengers in 2026.
Travel Advisors Continue to Play a Pivotal Role
USTOA has long been an advocate for the travel advisor community and recent polls of members suggest that the best providers of tours, packages and customized trips will continue to lean on these travel professionals.
After all, an impressive 90 percent of USTOA members plan to utilize advisors in 2026. What’s more, nearly eight out of 10 members (78 percent) indicated the role of advisors will be very important or important to their business strategy next year.
The icing on the cake? Nearly every member surveyed (94 percent) anticipates that business booked through advisors will increase or hold steady in the months to come.
Economist Mark Blyth speaks at the 2025 USTOA Conference and Marketplace. (Photo Credit: Patrick Clarke)
“When things go wrong, and I can pick up the phone and reach you. That is something you can’t do with AI,” said economist, professor and author Mark Blyth during a presentation during one of the week’s general sessions.
USTOA President and CEO Terry Dale echoed those sentiments, telling TravelPulse that “the relationship has always been critical for our success, but I think even more so as we move forward.”
“The travel advisor is only going to get further recognition for their contributions,” he said. “My first day on the job was the Arab Spring. If you were a solo traveler and waiting for the State Department to get you out, you were there for two weeks.”
“Now it seems every time you wake up, there’s something. Geopolitical or Mother Nature flexing her muscle, whatever it is. If you want and try to do it on your own, good luck,” said Dale.
A Focus on Sustainability and Responsible Travel
Whether it’s rolling out more eco-friendly offerings or making adventures more accessible, sustainability and responsible travel and tourism continue to be a central focus for USTOA members.
Interestingly, almost two-thirds (62 percent) of surveyed members reported having a formal, documented sustainability strategy, up 6 percentage points from last year’s PwC economic impact study.
Attendees convene inside the Gaylord National Resort & Convention Center during the 2025 USTOA Conference & Marketplace. (Photo Credit: Patrick Clarke)
Most members also consider responsible travel when forming new partnerships, with 84 percent saying that they consider a vendor’s approach to sustainability or social impact when selecting partners.
More than half of members (57 percent) currently incorporate sustainability messaging into their marketing and sales efforts, while another 18 percent plan to do so by 2027.
Other key findings from USTOA’s research include that 78 percent of active members offer accessible accommodation options, 57 percent have accessible transportation and 45 percent will customize tour itineraries for different ability levels.
2025’s Future Lights of the Tour Industry
2025’s Future Lights of the Tour Industry take the stage at USTOA Conference and Marketplace. (Photo Credit: Patrick Clarke)
USTOA officials took the opportunity to honor its Future Lights winners for 2025, highlighting a trio of travel all-stars.
Honorees included Alexandra Michat of EXO Travel—who was recognized for pioneering decarbonization initiatives to ensure travel is used as a force for good—Mathilde Six of Magic Travels—awarded for promoting ethical practices through partnerships for generations to come—and Hurtigruten’s Oisten Nilsen, who was honored for efforts to redefine responsible travel through innovative cuisine practices.
Trending Destinations for 2026
Europe will continue to be in high demand in 2026, with Italy and France topping the list of USTOA’s most popular international destinations next year. Japan, Portugal and Greece round out the top five.
Domestically, Hawaii ranks number one, followed by U.S. national parks, Alaska, California and New York.
When it comes to coveted locales off the beaten path, USTOA members are anticipating significant momentum for places like Portugal, Morocco, Croatia and Colombia in 2026. Tied for fifth are Malta, Vietnam and Ireland.
USTOA will host its sold-out Out of Country Meeting in Morocco from March 22-29, 2026, visiting Rabat, Marrakesh and Casablanca. It’s a place that Dale has yet to visit but is nonetheless excited to experience. His mindset is undoubtedly one shared by USTOA members.
“I’ve been fortunate to have been to a lot of places and I go to every place and see something good. There are always challenges, but I don’t like it when people say ‘I’d never go back.’ There’s always good and that’s what you should celebrate.”
New Leadership Steps Up
USTOA took advantage of the spotlight to unveil its 2026 Executive Committee and Board of Directors for the year ahead.
Top row left to right (Keith Baron, Terry Dale, Jeremy Palmer) Bottom row left to right (Pam Hoffee, Jeff Roy, Dana Santucci) (Photo Credit: USTOA)
The new Chairman is Jeff Roy, executive vice president and chief revenue officer of Collette. Meanwhile, Pam Hoffee, president of Avalon Waterways at Globus Family of Brands, will serve as vice chairman.
Keith Baron, chief operating officer of Perillo Tours, has been named treasurer, while Jeremy Palmer, president of Tauck, is secretary, and Dana Santucci, executive vice president of EF Educational Tours, is immediate past chairman.
Santucci also took the stage in National Harbor, acknowledging that “community is our superpower.”
“Our Executive Committee represents some of the industry’s most experienced and forward-thinking leaders,” said Dale. “Their leadership and guidance will help strengthen our efforts and guide the association through its next chapter.”
USTOA 2026 Board of Directors
Emma Cottis, director, business solutions, Goway TravelBob Drumm, chairman and CEO, Alexander + RobertsJerre Fuqua, president, Holiday VacationsLaudie Hanou, senior vice president, SITA World ToursMelissa Krueger, CEO, Classic VacationsJason Naito, senior director of revenue management and strategy, ALG VacationsRosanne Zusman, chief commercial officer, CIE ToursMatt Berna, senior vice president, sales USA, Intrepid TravelMadhvi Buch, SVP, strategic business solutions, The Travel Corporation USARay Hourani, managing director, Travel Operations, AAA Exclusive Vacations
Looking Ahead to 2026
USTOA President and CEO Terry Dale (left) takes the stage with Turkish Airlines during the 2025 USTOA Conference and Marketplace. (Photo Credit: Patrick Clarke)
The 2026 USTOA Annual Conference & Marketplace will return to the West Coast for the first time in three years in 2026, being held at the San Francisco Marriott Marquis from November 30 to December 4, 2026.
“We sell out in September each year and have a wait list of 100 or so but we intentionally keep it at 950 because we think it’s our sweet spot,” Dale told TravelPulse. “If you want to see Jennifer Tombaugh, CEO of Tauck, you’re going to see her.”
“That accessibility, because we keep it small, is our strength. So you won’t see a change in numbers,” he added.
“San Francisco is fun in that it’s a unique city. So, how we can incorporate that into the program will be fun for us. And AI is pretty strong out there in the Bay Area, so that creates opportunities for us to leverage,” said Dale.
For the latest travel news, updates and deals, subscribe to the daily TravelPulse newsletter.
