2025 Land Tour Outlook: Smaller Groups & Double-Digit Growth

The potential for selling land tours is strong in 2025.

Events like the FIFA 2026 World Cup, America’s 250th Anniversary, and the 2028 Summer Olympics are driving tourism, and most travel advisors predict double-digit growth in the segment this year. At the same time, geopolitical tensions are hurting Canada-U.S. cross-border travel.

Such opportunities and challenges are outlined in TMR‘s Outlook on Land Tours, 2025, which is now live. The new report offers industry insight on the land tour segment, including the latest trends and booking preferences, based on feedback from more than 500 travel advisors in the U.S. and Canada.

Compared to 2024’s Outlook, the current report found that group sizes are getting smaller, and travel advisors are selling more segments. In 2024, 59% of advisors said that their typical group size for land tours was 10 or fewer. Now, the most common group size is just two to four. And across the board, travel advisors are interested in selling more segments—while 76% of advisors said they planned to sell solo travel in the next 24 months in 2024, that’s risen to 82% in the current Outlook.

The Outlook is filled with information designed to help travel advisors better understand the land tour segment, and to help land tour suppliers better understand travel advisors’ needs.

The full report is available on the TMR website, or through the TMR Training page.