Italy Dominates 2026 Travel Trends as United States Tour Operators Association Reports Surge in Bookings, with AI-Driven Itineraries and Authentic Travel Experiences on the Rise

Italy is set to be the leading destination for 2026, according to the United States Tour Operators Association (USTOA), with a surge in bookings driven by evolving travel trends. As travelers increasingly seek personalized, AI-driven itineraries and immersive, authentic experiences, Italy’s timeless appeal continues to capture the imagination of global tourists. USTOA’s latest report highlights a growing demand for customized trips and deeper cultural engagement, positioning Italy at the forefront of this shift toward more meaningful travel. With advancements in technology and a shift in priorities, Italy remains the top choice for those seeking a blend of tradition, innovation, and authenticity.

The USTOA survey also highlighted three key trends set to shape the travel landscape in 2026. The first major trend is the rise of artificial intelligence (AI) in trip planning. AI tools are quickly becoming essential for creating personalized itineraries and offering travelers smarter, more customized travel options. With AI-driven recommendations and seamless digital integration, travelers now expect more tailored and efficient journeys that fit their individual preferences.

Europe continues to remain strong in the top five, with France named second, Japan in third, followed by Portugal and Greece. Domestically, travelers are gravitating toward Hawaii, U.S. National Parks, Alaska, California, and New York. Tour operator members identified Portugal as the leading off-the-beaten-path destination gaining traction for 2026, with Morocco, Croatia, and Colombia following. Malta, Vietnam, and Ireland tied for fifth. Terry Dale, president and CEO of USTOA added, “Portugal is seeing strong momentum from our members, thanks to both its ‘hot’ destination status and its off-the-beaten path appeal. It offers something new and different for those who have already experienced many of Europe’s classics.”

Small group tours are poised for the strongest passenger growth next year, followed by private groups and FIT. Value and experiences were tied as the top influences on destination choice for 2026, followed closely by safety perceptions. Dale continued, “Today’s traveler is value-driven and experience led. They want enriching experiences, but economic considerations and a sense of security are shaping their decisions.”

Another notable shift is the growing demand for “meaningful travel.” Travelers are increasingly seeking authentic, culturally immersive experiences, moving away from the traditional sightseeing checklist. Instead, they desire deeper connections with local cultures, more leisurely travel, and opportunities for personal engagement. This trend reflects a desire to go beyond tourist hotspots and embrace the essence of a destination, from local traditions to community interactions.

Economic considerations are also influencing travel decisions. According to the survey, there is a noticeable focus on value, transparency, and flexibility. With travelers becoming more discerning about how they spend their money, many are gravitating toward brands that offer reliable travel experiences at competitive prices. This growing demand for value-driven options highlights a shift in consumer priorities, with travelers seeking confidence that their investment in travel will deliver both quality and satisfaction.

The outlook for the travel industry in 2026 appears robust. According to the survey results, 78% of USTOA tour operators are confident that bookings will increase in 2026. A significant majority—88%—expect sales growth, and 84% forecast a rise in passenger numbers. Among those anticipating increases, over half (55%) expect sales to grow by 7% to 10%, while nearly half (46%) predict a similar rise in passenger volume.

Daled added, “Despite today’s unpredictable global climate, travelers remain motivated to explore, and our tour operator members are positioned to guide them with the expertise, trust, insight, and security that elevate the way they experience the world.”

However, the survey also noted several global risks that could potentially impact travel confidence in 2026. The most significant challenge identified by operators is economic uncertainty, including fluctuations in global financial markets and the value of the dollar. Political instability and rising living costs also rank as concerns that may affect consumer behavior and influence booking patterns. As a result, 71% of operators reported increased hesitancy among travelers, with many consumers waiting longer to commit to travel plans. Additionally, 63% of operators observed shorter booking windows, with more travelers booking closer to their departure dates. Furthermore, 39% reported an increase in last-minute cancellations or changes to travel plans.

The survey, conducted between September 9 and October 17, 2025, had an impressive 92% participation rate, providing valuable insights into the future of the travel industry. While global risks present challenges, the overall sentiment among USTOA members remains optimistic. With AI-driven innovations, an emphasis on meaningful travel experiences, and a growing focus on value, the travel sector appears set for growth in 2026. The enduring popularity of destinations like Italy further solidifies the bright future of global travel.

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Montage Valle de Guadalupe Announces Grand Plans for 2028, Promising a Luxurious Wine Destination Combining Fine Living, World-Class Dining, and Cultural Richness

Montage Valle de Guadalupe has revealed its grand plans for 2028, set to become one of Mexico’s premier luxury destinations. Nestled in the heart of Baja California’s renowned wine region, the resort promises to combine world-class living with exceptional dining experiences and a deep connection to the local culture. With 62 opulent guestrooms, exclusive Montage Residences, and an array of curated wine and culinary offerings, this new development is designed to offer guests a refined and immersive escape. The resort’s focus on luxury, wellness, and sustainable winemaking reflects its commitment to creating a truly distinctive and culturally rich destination.

“Montage International is pleased to partner with Thor Urbana and Life Properties to bring an incredible Montage experience to this exceptional destination,” said Alan J. Fuerstman, Founder, Chairman and CEO, Montage International. “Having previously worked with Thor Urbana on the development of Montage Los Cabos, we are thrilled to collaborate with them on another extraordinary resort. Valle de Guadalupe is one of the world’s most captivating wine regions, where rolling vineyards meet innovative culinary artistry, and we look forward to creating an immersive experience for our guests and residents to enjoy.”

Situated in Baja California’s renowned wine country, Montage Valle de Guadalupe will feature 62 elegant guestrooms and a limited collection of Montage Residences. These residences, including Hillside Residences, Vineyard Villas, and Private Wine Estates, will offer the comforts of a fully equipped home, blending seamlessly with the estate’s breathtaking mountain-backed vistas. The design of the resort will emphasize luxury and functionality, with expansive floor-to-ceiling windows and open-concept living spaces that connect the indoors with the outdoors.

The resort will provide a wide range of culinary and wine experiences. Guests will enjoy a signature restaurant, a lobby bar and lounge, and a poolside bar and lounge. The property will also feature a signature Spa Montage, fitness center, and 3,800 square feet of indoor meeting and event space. A 4,000-square-foot wedding lawn will be available for events, alongside a Compass Sports center, retail outlets, and a residential club. Families will be catered for with the Montage signature Paintbox program, designed to engage younger guests in creative activities.

“Our team is looking forward to partnering with Montage International for our second project together in the Baja region,” said Jaime Fasja, Founder and Co-CEO of Thor Urbana and Life Properties International, whose high-impact luxury hospitality and mixed-use projects include many world-class brands. “Life Properties International was founded as a natural evolution of our work in luxury real estate development, expanding our vision into private residential club communities centered on wellness, culinary, culture, and hospitality. Valle de Guadalupe is a rare destination where land, wine, tradition, and innovation intersect, making it a natural setting for a project of this caliber and intention.”

Montage Valle de Guadalupe will be located just an hour from the U.S.-Mexico border, adjacent to Bruma Winery and Fauna, which is ranked among Latin America’s 50 Best Restaurants. Valle de Guadalupe is a celebrated destination for food and wine enthusiasts, home to more than 150 wineries that produce 90% of Mexico’s wine. The region also boasts multiple Michelin-Starred restaurants, making it one of the most coveted culinary destinations in the world.

Guests and residential owners will have access to Mexico’s first true cult winery and residential destination, grounded in world-class regenerative farming practices and luxury living. The estate will combine fine winemaking with the art of living, creating an unparalleled experience for wine connoisseurs and those seeking a refined, luxury lifestyle.

In addition to the resort’s luxurious accommodations and amenities, Montage Valle de Guadalupe will integrate with the broader Bruma development, which already includes restaurants, wineries, and accommodations. Future plans for the area include a curated wine club and vintner program, new dining establishments, a vibrant community center with a chef’s garden and artisanal shops, and the Bruma Wellness Center, which will emphasize vitality, longevity, and cultural traditions. The resort will also feature an equestrian facility and a curated collection of contemporary art, with an Artist in Residency program and open studio for guests to enjoy.

Developed by Life Properties International, Thor Urbana, and GFA Grupo Inmobiliario, Bruma aims to redefine the luxury destination experience in Mexico, offering a blend of high-end living, wellness, fine wine, and art that will make it one of the country’s premier resort destinations.

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