Trove Tourism Development Advisors and Adara recently released a report on the 2026 US Outbound Market for Destination Marketers.
The report draws from data across Adara's partner network and highlights recent shifts in US outbound travel intent into 2026, followed by analysis and recommendations.
Here's a few highlights that I found interesting:
• Mexico, Puerto Rico, and the Dominican Republic collectively represent 41% of US outbound bookings from the present through April 2026. • The proportion of bookings exceeding one week has grown by double digits. • Trip durations to APAC are approximately 3x longer than those to Latin America. • Group and MICE business is one of the most efficient ways to grow high-yield arrivals. • DMOs are operating in a landscape where sentiment moves quickly – driven by news cycles, safety perceptions, social media discourse, and creator commentary. The old model of tourism PR – sending out press releases, hosting occasional group press trips, and counting “clips” – does not work in this environment.
The report includes a list of insightful recommendations including DO's and DON'Ts for working with influencers and creators. On the creator front, the report affirms that discovery is "video first" and social platforms are the primary discovery tool for many travelers. Nothing new there, but hopefully more DMOs take note.
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Trove Tourism Development Advisors and Adara recently released a report on the 2026 US Outbound Market for Destination Marketers.
The report draws from data across Adara's partner network and highlights recent shifts in US outbound travel intent into 2026, followed by analysis and recommendations.
Here's a few highlights that I found interesting:
• Mexico, Puerto Rico, and the Dominican Republic collectively represent 41% of US outbound bookings from the present through April 2026.
• The proportion of bookings exceeding one week has grown by double digits.
• Trip durations to APAC are approximately 3x longer than those to Latin America.
• Group and MICE business is one of the most efficient ways to grow high-yield arrivals.
• DMOs are operating in a landscape where sentiment moves quickly – driven by news cycles, safety perceptions, social media discourse, and creator commentary. The old model of tourism PR – sending out press releases, hosting occasional group press trips, and counting “clips” – does not work in this environment.
The report includes a list of insightful recommendations including DO's and DON'Ts for working with influencers and creators. On the creator front, the report affirms that discovery is "video first" and social platforms are the primary discovery tool for many travelers. Nothing new there, but hopefully more DMOs take note.
Request your copy at www.trovetourism.com/news/2026-us-outbound-market-guide
I hope others find this report helpful!
Requested! Thanks!
Very helpful research. Trove has some good research pieces
Video has been first for awhile now - glad to see it confirmed here.