In a survey conducted by PriceWaterhouseCoopers LLP, tour operator members of the United States Tour Operators Association (USTOA) named Cuba the hottest destination for travelers in 2017.
Rounding out the top 10 destinations for the coming year were Italy, Iceland, United Kingdom, Spain, Ireland, Australia, South Africa, China, and Vietnam.
The top 10 off-the-beaten path or emerging destinations for 2017 are: Cuba, which ranked first for the second year in a row, followed by Iceland, Croatia, Sri Lanka, Vietnam, Myanmar, Iran, Africa (South Africa and Morocco), Cambodia, and India.
As for the tour operators of USTOA, 81 percent offer family/multi-generational programs, 77 percent provide honeymoon/romance experiences; and 55 percent do adventure, 53 percent art and culture, 49 percent culinary, and 49 percent safari/nature travel.
Tour operator members of USTOA project to close 2016 with sales nearing $15 billion, representing 8.6 million individual travelers: a four percent increase in total packages sold from 2015. Expectations for 2017 are a seven to 10 percent increase in sales.
Of USTOA tour operator members, 85 percent were “very concerned” or “extremely concerned” that terrorism would pose the biggest threat of the global risks that could impact potential growth in the coming year. Further risks identified by members as “extremely concerned” to “very concerned” were: political instability cited by 59 percent, and pandemics and other health crises cited by 56 percent.
Regarding travelers, tour operators members said about half are 51 years old and up; the next largest group was 36 to 50 years old (24 percent of travelers). Gender was split evenly, 50/50.
The research was released at USTOA’s Annual Conference & Marketplace, held at the Westin Kierland Resort & Spa in Scottsdale, AZ, December 6-9, 2016.
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