Who, where and why: Small-group tours are big business for agents and tour ops

WHERE?

Now that you know you have small-group tour clients, what are some top destination? The tour operators shared their picks with us.

Collette’s small-group travel clients from Canada “are loving Africa and South Africa. African safaris, Victoria Falls and Botswana, and Cape Town to Cairo are all in our top tours for travellers departing in 2026,” says Collette’s VP, Canada, Ron Lonsdale.

Beginning in 2026, CIE Tours will feature three itineraries exclusively designed for small groups. Irish Supreme, a five-star luxury experience, is always limited to 26 guests or fewer, while the new small-group Walking & Hiking tours operate with as few as 8 guests and are capped at 16. Across CIE Tours’ remaining portfolio of more than 45 guided tours, travellers can choose between standard and small-group departures.

Canadians are craving an experiential style of travel, notes Rockett. YOY growth for Explore Worldwide’s European tours is 23%, with a particular interest in both cycling adventures and culinary-centred tours. Top picks including cycling the vineyards in France’s Loire Valley and Croatia’s Dalmatian coastline to culinary deep dives in Tuscany and Sicily in Italy.

In October 2025 TTC Tour Brands added small-group tours for UK and Ireland specialist Brendan Vacations. Top destinations for small-group travel with TTC Tour Brands include Italy, Spain and Morocco.

Meanwhile, “Asia is having a real moment right now, with Japan, Thailand, Vietnam and South Korea leading the way,” says G Adventures’ Rogers. “Travellers are craving that mix of culture, food, and variety, and our small-group style makes it easy to dive deeper and experience these destinations beyond the usual tourist trail.” Strong bookings are also coming in for two of G’s all-time top sellers – Costa Rica and Peru – while emerging destinations like Colombia, the Balkans, Indonesia and the Stans are getting off-the-beaten-track buzz.

Collette offers 52 small-group Explorations tours in 2026 – and in 2027, that number will climb to 60. Cultural immersion is a big selling point for small-group tours (photo credit Collette from an Explorations trip to a Masai village)

WHY

Finally, we asked these tour ops why the small-group travel style is so appealing, and selling so well.

“The big distinctive element” in favour of small-group travel vs. FIT is safety and security, says Intrepid’s Thornton. Safety has always been key, but as travel is increasingly impacted by geopolitical events, it’s become a real issue.

CIE Tours’ Zusman notes that according to 2025 MMGY research, 85% of Canadian travellers appreciate the sense of safety group tours provide, and many favour smaller, more intimate formats.

The ‘pro’ list for small-group trips, according to Explore Worldwide’s Rockett, also includes more cultural immersion, more genuine connections with locals, more trip flexibility and efficiency, less impact on local infrastructure, and more opportunities to check out smaller gems like family-run restaurants, local markets and boutique hotels.

Tour designers are able to find opportunities for travellers to get a real feel for the destination, “to meet the locals, and have experiences that you can’t find by doing simple research,” says Collette’s Lonsdale. “The smaller numbers allow travellers to stay in unique accommodations – such as an igloo in Finland — that wouldn’t otherwise be possible with a large group.”

Exploring Iceland’s Solheimajokull glacier with Intrepid Travel (photo credit Siena Nisavic for Intrepid Travel)

OVERCOMING MYTHS & FEARS

Have you heard this one from your clients? “But I’m not a group tour person.” G Adventures has. “Most of the hesitation to book tours comes down to people worrying they’ll lose their independence, get stuck with a group that’s not their vibe, or feel like they’re being herded around. The truth is, G Adventures trips aren’t like that,” says Rogers.

Asked for tips for travel advisors looking to showcase small-group travel’s benefits, Rogers says: “Advisors can remind clients that our travellers are like-minded: curious, open, and passionate about connecting with the world. It’s travel that gives people freedom and connection. That’s what makes it so special.”

Focus on the fact that small-group tours offer structure with a balance of included activities, guest choices and a healthy dose of free time, suggests Globus’ Born.

On small-group tours, vacationers can still enjoy the structure, storytelling, and camaraderie that make guided travel so rewarding, while at the same time appreciating extra space and a slightly slower pace, says CIE Tours’ Zusman.

Sounds perfect.

This article appears in the Jan. 15, 2026 edition of Travelweek; click here to read the issue.

Lead image caption: Madrone Winery in Sonoma (photo courtesy TTC Tour Brands)