OTTAWA, Canada — During its annual Travel Exchange event, the National Tour Association (NTA) announced that a significant majority of its members are experiencing business growth in 2025 compared to the previous year. This optimistic trend is expected to continue into 2026, coinciding with two major anniversaries: the 250th anniversary of the founding of the United States and the centennial celebration of Route 66.
Growth Expectations for Tour Operators
According to NTA’s findings, 47% of tour operators anticipate a moderate rise in customer numbers in 2025, while an impressive 7% project an increase of 10% or more. These figures underscore a general positivity within the tourism sector as operators prepare for a year filled with historical significance.
Challenges Facing the Industry
Despite the optimistic outlook, NTA members reported several pressing challenges as they head into 2026. Rising vendor costs were highlighted by 76% of tour operators as the most critical issue. Additionally, 37% expressed concern over declining consumer confidence and reduced discretionary spending. Regulatory changes, particularly those related to visas, national parks, and sustainability practices, were noted by 20% of respondents as another area of concern.
Fostering U.S.-Canada Tourism Relations
Although Ottawa was predetermined as the conference location years prior, its timing amid escalating tensions between the U.S. and Canada provided a unique opportunity to highlight the importance of travel. NTA President Catherine Prather emphasized the relevance of this event in strengthening tourism ties between the two nations.
However, recent data revealed that 34% of NTA members have noted a decline in 2026 bookings to Canada, with approximately 75% of U.S.-based tour operators indicating that a decrease in Canadian visitations is adversely impacting their businesses. This decline has raised significant concerns within the industry.
A Coalition for Tourism Recovery
Terry Dale, President and CEO of the U.S. Tour Operators Association, attended the conference to emphasize the critical role of U.S.-Canada tourism. Both the NTA and USTOA, along with several other tourism associations, have recently formed a coalition aimed at promoting tourism and fostering camaraderie across borders.
In a poignant message, Dale acknowledged the challenges faced by Canadian travelers: “It’s a tough situation. We understand why Canadians may be hesitant to visit the U.S. But when you’re ready to return, we will extend our arms with love and hospitality. We truly miss you.”
Update: This report has been revised to include recent data from the NTA regarding operators’ expectations for growth in 2026.
