U.S. Travel Association report points to a resilient future for group travel
New research, supported by IMEX Group, highlights resilience, strong fundamentals and the irreplaceable value of meeting in person
The U.S. Travel Association has released new research on the US group travel sector, U.S. Group Travel Report: Strength Beneath the Surface, revealing a resilient and evolving sector positioned for renewed growth despite the challenges of 2025.
Following a complex year, U.S. Travel is working to elevate the conversation around group travel, highlighting its essential role in supporting economic growth, innovation and societal progress.
The report underscores a clear insight: group travel is foundational to how every industry sector functions, innovates and grows. From boardrooms and convention halls to youth sports fields, group travel brings people together in ways that build trust, strengthen relationships and move ideas forward.
“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 largely flat year marked by volatility rather than growth. US domestic attendance remained steady, while international visitation declined across major inbound markets to the US.
Government-related meetings fell sharply after the first quarter, although non-government demand stayed strong, with RFP volumes exceeding 2019 levels.
Despite these pressures, the sector demonstrated resilience:
- Activity rebounded in the fourth quarter after a slower summer
- Market volatility became the new normal, with planners adapting quickly
- Demand for in-person connection remained strong
Looking ahead, the report identifies 2026 as a potential inflection point, supported by solid fundamentals and growing optimism among planners and business leaders.
The power—and necessity—of meeting in person
Beyond its economic impact, group travel enables the exchange of ideas, fuels innovation and fosters trust in ways that virtual interactions cannot fully replicate.
The report highlights several areas of opportunity:
Business travel rebound
Small firms are expected to increase business travel spending 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 long-term value of face-to-face engagement.
Youth sports boom
Youth sports travel has grown into a $40 billion industry. With 55% of young people participating in organized sports, this segment continues to generate sustained group travel demand 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 toward 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.
Read the report
Back to IMEXscoop
