U.S. Travel Association Report Finds Strong Future for Group Travel, Reinforcing Its Essential Role in Driving Business, Innovation and Connection

The U.S. Travel Association today released its report on the group travel segment, U.S. Group Travel Report: Strength Beneath the Surface, revealing a resilient and evolving group travel sector poised for renewed growth despite a challenging 2025.

The report comes at a critical moment for the travel industry, coinciding with Global Meetings Industry Day (GMID) this Wednesday-a global recognition of the powerful role meetings and events play in driving economic growth and connection. After a complex 2025, U.S. Travel is working to elevate the conversation around group travel-highlighting its essential role in economic growth, innovation and societal progress.

The report underscores a powerful truth: group travel is foundational and enables every other sector to function, innovate and grow. From boardrooms to convention halls to youth sports fields, group travel brings people together in ways that strengthen connections and make progress possible.

"Travel is the industry that makes every other industry possible," said Kevin Hinton, Managing Director of Group Travel. "Events move ideas. Being together in the same place builds trust. And group travel creates human connections that drive business, strengthen communities and shape the future."

A Year of Resilience-and a Turning Point Ahead

The group travel segment experienced a flat year marked by volatility but little growth. Domestic attendance held steady, but international visitation declined across major inbound markets. Government-related meetings dropped sharply after the first quarter, though non-government overall demand remained strong, with RFP volumes exceeding 2019 levels.

Despite these headwinds, the sector demonstrated resilience:

• Activity rebounded in the fourth quarter following a slower summer.
• Market volatility became the "new normal," with planners adapting accordingly.
• Underlying demand for in-person connection remained strong.

Looking ahead, the report identifies 2026 as a potential inflection point, with strong fundamentals and growing optimism among planners and business leaders.

The Power-and Necessity-of Meeting in Person

At its core, the report reinforces that group travel delivers far more beyond economic impact. It enables the exchange of ideas, fuels innovation and fosters trust in ways that cannot be replicated virtually.

Growth Opportunities Across Key Segments

The report highlights several potential bright spots and emerging opportunities:

• Business Travel Rebound: Small firms are expected to increase spending on business travel in 2026, with 86% of business travelers anticipating more group travel and 72% planning to attend at least two meetings.
  
• Meetings and Events Momentum:
  A majority of executives expect to host more in-person meetings, reinforcing the enduring value of face-to-face engagement.
  
• Youth Sports Boom:
  Youth sports travel has grown into a $40 billion industry, with 55% of youth participating in organized sports-creating sustained demand for group travel nationwide.
  
• Strong Planner Sentiment:
  Despite recent challenges, planners report high growth expectations and continued confidence in in-person events as a critical business driver.

A Call to Connect

As the industry looks to 2026 and beyond, the message is clear: the desire-and need-to gather in person is stronger than ever.

This is how deals are made, breakthroughs happen and communities are built. It connects people who would otherwise never meet-and in doing so, drives the world forward.

This research was supported by IMEX, a global leader in the meetings and events industry.

U.S. Travel Association is the national, non-profit organization representing the $1.3 trillion travel industry, an essential contributor to our nation's economy and success. U.S. Travel produces programs and insights and advocates for policies to increase travel to and within the United States. Visit ustravel.org for more information.