The report was released ahead of Global Meetings Industry Day (GMID), which recognises the contribution of meetings and events to economic activity and business connectivity worldwide.
According to the report, the U.S. group travel segment experienced a flat year in 2025, characterised by market volatility and limited overall growth. Domestic attendance remained stable, while international visitation declined across major inbound markets. Government-related meetings also fell significantly after the first quarter of the year.
At the same time, non-government demand remained strong, with request-for-proposal volumes exceeding 2019 levels.
Kevin Hinton, Managing Director of Group Travel, said: “Travel is the industry that makes every other industry possible. Events move ideas. Being together in the same place builds trust. And group travel creates human connections that drive business, strengthen communities and shape the future.”
The report noted that activity rebounded during the fourth quarter following a slower summer period. It also identified volatility as the “new normal” for the sector, with planners adapting their strategies accordingly.
Underlying demand for in-person meetings and events remained strong throughout the year, according to the findings.
The report positions 2026 as a potential turning point for the sector, supported by improving fundamentals and increasing optimism among planners and business leaders.
The research also emphasised the role of group travel beyond direct economic contribution, noting that meetings and events support collaboration, innovation and relationship building in ways that virtual engagement cannot fully replicate.
Several growth areas were identified across the sector. Small businesses are expected to increase spending on business travel in 2026, while 86% of business travellers surveyed anticipate more group travel activity. In addition, 72% plan to attend at least two meetings during the year.
The report also found that a majority of executives expect to host more in-person meetings, reinforcing continued demand for face-to-face engagement.
Youth sports travel was highlighted as another expanding segment, having developed into a US$40 billion industry. According to the report, 55% of young people participate in organised sports, supporting sustained demand for group travel across the United States.
Despite recent market challenges, planners reported strong growth expectations and continued confidence in in-person events as a key business driver.
The report concluded that demand for in-person gatherings remains strong heading into 2026, as organisations continue to rely on meetings and events to support business activity, collaboration and community engagement.
The research was supported by IMEX, a company operating in the global meetings and events sector.
Tags: Kevin Hinton, Group Travel U.S. Travel Association
