Themes from ABA 2026 Part 2: Embracing the Experience
In Part 1 of this series, we explored how collaboration has become essential to the future of group travel.
Another change that is quickly becoming non-negotiable is embracing the experience. Today’s groups don’t just want to see a place. They want to feel it. They want to take part in it. They want stories, connection, and moments they’ll remember long after the trip is over.
This evolution surfaced again and again in our Destination on the Left Roadshow interviews at ABA Marketplace 2026 in Reno. Destinations that recognize this new expectation aren’t simply adding more activities. They’re rethinking how they design the entire visitor experience.
From Sightseeing to Storytelling
Josef Kruger of US Ghost Adventures explained this shift clearly. His company doesn’t see itself as just a ghost tour operator.
They focus on experiential history and entertainment.
Instead of simply sharing historical facts, they use storytelling to make history accessible, engaging, and fun. As the industry prepares for America’s 250th anniversary, that kind of approach becomes even more important. Visitors don’t just want dates and timelines. They want stories that help them connect to a place.
When history is brought to life, it becomes something people talk about long after the tour ends.
The Rise of Purpose-Driven Travel Experiences
Several destinations mentioned a growing interest in themed and purpose-driven travel.
Jana Carter of Visit Annapolis described how their America 250 programming is designed to be inclusive and reflective. They are also seeing strong interest in wellness travel, service projects, and outdoor experiences.
Groups want more than entertainment. They want meaning.
Hands-On Is No Longer Optional
Aisha Jones of Mystic Seaport Museum shared that groups are looking for more than traditional walking tours.
Visitors want to see trades in action. They want to step onto a historic vessel. They want guides who can adapt the experience based on what the group is most interested in.
That flexibility turns a standard tour into something that feels personal.
Kay Calzolari of Visit Winston-Salem shared how holiday programming now includes hands-on elements like making traditional Moravian stars. These simple, creative moments often become the highlight of the trip.
Small touches can create lasting memories.
Immersion Takes Intention
Meredith Dollevoet of Cartersville Museum City emphasized that immersive travel experiences don’t happen overnight.
Her team is working with local partners to rethink how museums, breweries, and cultural sites can offer deeper engagement. Instead of simply viewing exhibits, visitors are encouraged to participate and interact.
That kind of shift takes planning and patience, but the payoff is stronger connection and longer stays.
The Role of Partnership in Immersive Travel Experiences
Speaking of partners — let’s tie this back to our first trend, collaboration.
Jim Vozzella of 360 Chicago talked about how partnerships are also a big part of creating smoother, more immersive itineraries. Guests aren’t coming for just one attraction. They are coming for the full experience of the city. When attractions work together, the visit feels seamless.
Bundling for Multi-Generational Appeal
Debra Tassone of Discover Long Island pointed out another key trend: shared travel experiences across generations.
Families and groups are looking for ways to travel together in meaningful ways. By bundling wine country, sports events, history, and seasonal programming, destinations can appeal to a wide range of interests within one itinerary.
Group travel works best when everyone finds something they love.
What This Means for Destinations
The takeaway from ABA Marketplace 2026 is clear: in group travel, experience is now the differentiator.
Attractions that simply offer access will struggle. Destinations that design interactive, story-driven, and curated experiences will stand out.
This doesn’t always mean building something new. Often, it means looking at what already exists and asking:
- How can we make this more interactive?
- How can we connect this to a larger story?
- How can we work with partners to make the travel experience feel seamless?
As group travel continues to evolve, the destinations that stand out will be the ones that focus not just on what visitors see — but on what they experience.
For more, listen to the full podcast episodes:
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