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Tour operator survey reveals top international travel destinations and trends for Americans in 2019

16 December 2018

A new survey by PriceWaterhouseCoopers for the United States Tour Operators Association (USTOA) finds these to be the top 10 most popular international destinations for Americans in 2019:

  1. Italy
  2. Iceland
  3. Japan
  4. Vietnam
  5. Australia
  6. France
  7. Spain
  8. Colombia
  9. Cambodia
  10. Portugal

Other popular emerging destinations include:

  • Croatia
  • Bhutan
  • Bolivia
  • Myanmar
  • Ethiopia

There are likely regional differences in those destination choices - suspect that Japan, Vietnam, Australia, Cambodia are more popular on the West Coast - but obviously Americans are getting more adventurous in their choices of destinations.

Culturally-themed tours are hot right now also: 82% of USTOA members say they're offering art and culture travel experiences for 2019. And these tours were the most popular in the "experiential" category in 2017, by sales.

2 out of 3 USTOA members also offer honeymoon/romance tours, 63% offer adventure tours, and 56% offer family programs.

Aggregate sales of USTOA members to 9.8M clients in 2018 are expected to exceed $18B.

Biggest 2019 concerns expressed by survey respondents were:

  • Terrorism 17%
  • Political instability 13%
  • Overtourism 13%

But 100% expressed optimism for sales growth next year.

Get those American tourists!

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David Boggs    - David
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