On this episode of Destination on the Left, I talk with industry leaders from across the country at the American Bus Association’s Marketplace 2026 in Reno, Nevada, to uncover what’s next for destinations, attractions, and travelers. You’ll hear from Josef Kruger of US Ghost Adventures, Aisha Jones of Mystic Seaport Museum, Jana Carter from Visit Annapolis, Kay Calzolari of Visit Winston Salem, Meredith Dollevoet from Cartersville Museum City, Jim Vozzella with 360Chicago, and Debra Tassone from Discover Long Island. Together, they share fresh insights on how storytelling, immersive activities, and hands-on programming are reshaping group experiences.

What You Will Learn in This Episode:

How group travel experiences are evolving to focus on immersive storytelling and hands-on engagement
Strategies for collaboration between destinations, attractions, and local partners
Trends shaping group travel for 2026, including wellness-focused itineraries and multi-generational groups
How destinations and attractions are using customizable programming to add value and create memorable moments for visitors
Why DMOs and attractions are bundling experiences and aligning their offerings to appeal to new travel trends
Innovative approaches organizations are using to keep travelers engaged before, during, and after their visits
How getting involved with associations like the ABA contributes to building enduring relationships and fostering continuous growth in the travel industry

Innovation Through Collaboration

Collaboration is no longer a “nice to have”. It’s mission-critical critical. Guests stress the importance of teaming up with regional partners, DMOs, and local organizations. By curating joint itineraries, sharing resources, and feeding each other’s strengths, destinations can offer more complete and compelling travel experiences.

Kay Calzolari of Visit Winston Salem shares how investing in personal relationships with nearby towns and attractions has enabled her to offer valuable regional itineraries, extending stays, and enhancing visitor value. This collaborative spirit isn’t just about logistics, it’s about approaching every partner as part of a larger community, working together to create seamless, memorable journeys for guests.

Trends Driving Group Travel

With the approach of major milestones like America’s 250th anniversary in 2026, destinations are getting creative. Thematic travel is gaining traction, from wellness retreats and service-oriented projects to festivals and Be Revolutionary experiences, as Jana Carter describes for Annapolis. Operators are increasingly tapping into local culture, outdoor recreation, and even culinary partnerships.

Museums are stepping up with exhibits that go beyond static displays. As Aisha Jones discusses, Mystic Seaport Museum is bringing in unique traveling exhibits, like shipwrecks recreated in LEGO, and launching virtual educational programs to grow engagement beyond the museum’s walls.

The Power of Networks

At the heart of this evolution is the network effect. ABA Marketplace events and similar gatherings have become essential for building lasting industry relationships. Whether it’s a first-timer bonding over shared experiences or seasoned pros joining councils and volunteer teams, the connections made drive both business and inspiration.

As several guests reflect, returning to these conferences is like coming home—reconnecting with peers, learning from each other, and growing together.

Resources:

Josef Kruger: https://www.linkedin.com/in/jlkdreams/
Aisha Jones: https://www.linkedin.com/in/aishamjones/
Jana Carter: https://www.linkedin.com/in/jana-carter-b01b8160/
Kay Calzolari: https://www.visitwinstonsalem.com/sites/default/files/2024-11/Kay%27s%20Profile%20Sheet
Meredith Dollevoet: https://www.linkedin.com/in/meredith-dollevoet-62413615/
Jim Vozzella: https://www.linkedin.com/in/jim-vozzella-b53a7416/
Debra Tassone: https://www.linkedin.com/in/debra-tassone-upward/

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