As America prepares to celebrate two milestone events in 2026—the nation’s 250th birthday and the FIFA World Cup—group travel professionals have a rare opportunity to stand out. Tourism is expected to surge, and motorcoach operators can position themselves for a high-demand year.
Start Planning Now
Sandy Borowsky, owner of Starr Bus Charter and Tours in Trenton, N.J., encourages tour operators to start taking action now. “The sooner plans can be confirmed, the better,” she says. “In the areas where there will be influxes, everyone in the industry is trying to figure out how to provide lodging, transportation, and meals.”
That includes making early reservations not just for attractions, but for timed entries, coach parking, and meal reservations, which will be in short supply during major event windows. Group leaders should also check for any permit requirements—especially in historic districts, where coach access may be restricted during festivals or street closures.
Operators who start talking to destinations now will have an advantage over those who wait. “I can guarantee that when it comes to making requests, the early bird is going to get the worm,” Borowsky says.
Stay Flexible
Since next year is shaping up to be one of the busiest travel seasons in recent memory, operators should prepare for unexpected shifts in routing, schedules, and availability—especially in and around high-profile FIFA host cities.
Borowsky notes that the overlapping events create pressure not just on transportation, but also on hotels and vendors. “We’re trying to be proactive and do the best we can for all our existing regular customers … as well as servicing all this new work coming in.”
That mindset—responsive but ready to pivot—is key for group planners. Build in buffer time for arrivals and transfers, and create backup plans for lodging, meals, and site access. Stay in touch with DMOs, as they’re often the first to know about last-minute street closures or crowd control measures.
Above all, be prepared to communicate changes clearly and calmly to clients on the road.
Go From Sports to Sights
Travelers attending FIFA matches may want to add cultural experiences to their itineraries. “Even though they’re here to see the World Cup games and follow their team, they’re definitely going to want to explore the cities they’re in,” Borowsky says.
Museum visits, historical tours, and special exhibitions tied to America’s founding are just a few of the options some FIFA destinations are highlighting in their 2026 plans. Consider pairing a sports-focused itinerary with other types of programming, especially for multi-generational groups.
Reimagine the Routine
Group travelers often miss out on powerful experiences when they ignore under-the-radar destinations. Borowsky and her team are incorporating some of these destinations into their itineraries with the help of partners like US Tours, and she advises others to do the same. Smaller destinations often offer lower hotel rates, less congestion, and more coach-friendly infrastructure. (See the article “Smart Add-Ons for 2026: Group Travel Destinations Worth Building Into Your Itinerary” for more details on these off-the-beaten-path destinations.)
Motorcoach operators who are proactive, creative, and flexible will thrive in a busy 2026. Says Borowsky, “It’s going to be a wild ride.”
From historic tributes to global games, 2026 is a rare chance to craft bold, meaningful itineraries.
In the September/October Destinations cover story, “All Eyes on US,” you’ll hear from some ABA member destinations who know a thing or two about providing unforgettable group travel experiences. Get ready for a revolutionary ride with the Virginia Tourism Corporation, Alliance for Downtown New York, Philadelphia Convention and Visitors Bureau, the Massachusetts Office of Travel and Tourism; and Destination DC.
