One of America’s greatest appeals for tourists is its diversity of both cultural and geographical destinations to explore. Whether your tourgoers are looking to follow in the footsteps of its most influential historical figures, try new things, or explore the unparalleled beauty of the nation’s mountains, deserts, coasts, rivers, and forests—there truly is a group tour for everyone in the U.S.
And that appeal to explore this vast country spans far beyond the people who live here. According to the National Travel and Tourism Office, 72.4 million international travelers visited the United States in 2024 (the year with the most recent data). Early projections for 2025 place the number at 77.1 million. The number is predicted to reach more than 85 million in 2026 as the industry continues to recover from the COVID-19 pandemic. The U.S. Travel Association estimates that international travelers contribute about $155 billion to the national economy every year.
So, where are these travelers visiting from, where are they heading, and how can America-based tour operators treat these often-smaller groups to an unforgettable experience? Jacqueline Dobson, president of Internova Travel Group’s (ITG) Leisure division, offers some insight.
“Humans are inherently curious,” Dobson says. “We love discovering new places, enjoying new experiences, and connecting with new people. Travel helps us do just that. Now, more than ever, travel is very accessible, which means more places are readily available for people to explore. Social media and popular culture also have stimulated heightened interest in travel experiences, with people consuming inspiring content on a daily basis.”
Internova Leisure, the division of ITG that specializes in facilitating memorable travel experiences for clients and offering industry-leading services, is composed of four U.S.-based leisure agencies: Andrew Harper, CruCon Cruise Outlet, Cruise Specialists, and Travel Leaders Vacation Center. Also a part of the division is United Kingdom-based Barrhead Travel.
“Across our division, we offer a diverse range of travel products, from cruising to touring, from beach escapes to city breaks, and from exclusive luxury experiences to honeymoons; we’ve got expertise for every travel style and budget,” Dobson says. “We believe there is no better way to book travel than with someone who has personal experience. Our advisors are genuine experts in their fields and are passionate about creating vacations that are completely unique for their clients.”
According to Dobson, Internova Leisure works with hundreds of thousands of clients annually. Among the company’s U.K. travelers, Dobson says demand for travel to the U.S. has increased in recent years. In fact, Barrhead Travel established a dedicated U.S. specialist division last year to meet that growing demand.
“The main gateways—such as Orlando, New York, and Las Vegas—are still as popular as ever, but we also are seeing rising interest for other key areas such as the Deep South, New England, and California,” Dobson explains. “British travelers are spending more money on vacations, and they’re in search of new experiences. Road trips and multicenter trips are booking well, but cruise is also an incredibly important market here.”
She adds that international travelers to the U.S. are looking for unique experiences, so there’s always opportunity to suggest activities or itineraries offering something a little different or off the beaten track.
One trend noted by Dobson is that vacations have taken “center stage” since the pandemic. According to her, customers from both the U.S. and U.K. are saying they’ve ring-fenced funds for travel and will continue to do so in the coming years. Family vacations, and particularly multigenerational travel, also are on the upward swing.
Also prioritized by international travelers: budgeting. “Irrespective of which end of the budget spectrum a client falls, we generally see that people are determined to get the best value for money possible,” Dobson explains, “which means advisors are curating trips that include more excursions, added-value, or offer alternative board basis options such as all-inclusive upgrades.”
To create the perfect experience for international travelers, Dobson recommends establishing a relationship of trust. Clients book with advisers because there’s trust there, she says, so that trust should be replicated between operator and adviser.
A LOOK AT THE NUMBERS
According to Perk, a travel management company, New York City is the No. 1 American destination for international travelers, welcoming just under 9 million tourists in 2023. Miami, Florida, comes in second, with 4.4 million international arrivals. Los Angeles, California, welcomed 3.6 million international travelers in 2023. However, trends reported by Travel Alliance Partnership, a travel marketing agency, support Dobson’s observation that some groups are looking for that lesser-known experience to sweep them off their feet.
“Travelers are still checking off bucket list items, and a visit to a big city is still on the list; however, the experience has evolved beyond the main attractors,” the agency reports. “Smaller destinations that may not previously have been able to attract travelers away from the better-known destinations are seeing a surge in interest from group tour operators. Itineraries and travel products include more outdoor activities, smaller towns, and out-of-the-ordinary, quirky places.”
The data shows most international visitors come from Canada and Mexico, with 20.5 million and 14.5 million visitors, respectively, in 2023. Coming in third is the U.K., with 3.9 million visitors. Of these millions of international travelers, an estimated 59% visited for leisure.
And where are operators sending their American travelers around the world? Perk notes that about 98.5 million Americans travel abroad annually, with Mexico leading as the go-to destination, followed by Canada and the U.K. Outbound tourism in the U.S. was estimated to reach a value of $108.8 billion last year. In fact, international travel is so popular for Americans, only about 23% of U.S. travelers have never traveled outside the country.
“Our U.S. clients represent a real mix of travelers, and we see wide-ranging trends when it comes to travel,” Dobson says. “The domestic market is important, particularly for cruise departures from the likes of Seattle, Fort Lauderdale, and Miami. U.S. travelers also are taking advantage of the favorable dollar exchange in destinations like Europe and the U.K., where pricing is very keen. Two-week vacations are becoming more popular, particularly when traveling farther afield.”
Regardless of where your travelers hail from, the goal remains the same: to craft a tour that’s reflective of each group member’s values and interests. Understanding these trends allows planners and operators to craft well-informed trips to destinations that will leave an impact on their clients long after the journey is over.
By Madeline Fuerstenberg
Main Image Credit: Adobe/Drazen
