The Group Travel Leader February 2026

Calls

NORTH GROUPS

BY BRIAN JEWELL

Fred Ferguson has big plans.

Ferguson took the reins of the American Bus Association about 18 months ago upon the retirement of longtime president and CEO Peter Pantuso. But even before he had the job, Ferguson was vocal about changes he viewed as necessary.

“When I interviewed, I said things like, ‘The website sucks, and you don’t communicate things very well,’” he told me during a conversation at the association’s Marketplace conference last month in Reno, Nevada. “Right now, we don’t have a good digital presence for ABA. Our Instagram is just a retread of our press releases. But on Instagram, you have to have a different approach.”

The candor, in addition to earning him the job, gave Ferguson an opening to reconsider many different aspects of the association’s identity, operations and branding. The results were visible at this year’s Marketplace, which marked the 100th anniversary of ABA’s founding. There was a new area on the floor called ABA Avenue, where attendees could meet with association staff to discuss a range of topics. And a new logo substantially updated the organization’s brand identity.

“It’s a very cool graphic,” Ferguson told me. “Some people see gears. Some people see a wheel. But ultimately, we’re communicating something different now. It’s not just a raw motorcoach. We’re communicating travel, connections, experiences, togetherness.”

Ferguson said he expects the new branding and messaging to help bring new hotels, restaurants, attractions and destinations into the association’s membership. That would likely grow Marketplace, which attracted some 2,700 attendees to Reno.

“The bigger the tent, there’s no doubt it’s better for all of us,” he said. “If we have more data in our

EDITOR’S MARKS

Marketplace system, that’s more data we can analyze and dissect. In my opinion, if we have 500 more operators here, we can put that into our algorithm and punch out better appointments.”

Ferguson also sees opportunities to grow other initiatives, such as its Capitol Hill Fly-Ins and Bus Industry Safety Council, into more robust events that would serve other segments of the ABA membership in the way that Marketplace serves the tour and travel market.

Another pillar of the association’s road map for the future is to continue investing in data and research. Last year, its ABA Foundation released a study on the economic impact of group travel in the U.S. It’s the best research I have seen on our industry in over 20 years.

“We’re generating $158 billion in economic output — that’s bigger than the U.S. boating industry,” Ferguson said. “We have committed to do this research every single year. It’s really going to become valuable when you start having year-over-year comparisons. Our business leaders will be able to see trends, changes and areas where we’re growing or shrinking. My hope is that we’re growing and that this data becomes a major rallying cry.”

It’s probably natural for a young leader like Ferguson to shoot for the moon upon taking a new position — I recognize that same tendency in myself. It’s probably also natural for some of the old guard to be less than optimistic about a young leader’s big ideas.

How will Ferguson’s ambitious agenda play out? No one can say for sure, of course. There are factors in play that nobody can control and challenges to come that none of us can anticipate.

But if push came to shove, I wouldn’t bet against him.

CIRCLE THESE FOUR DATES ON YOUR 2026 SALES CALENDAR

SALEM, Ohio The Group Travel Family of Brands stands at the forefront of the group travel industry, providing tailored solutions and networking opportunities for travel planners, loyalty program directors and industry suppliers.

With a focus on niche markets, the organization’s conferences bring together professionals to explore trends, forge partnerships and discover new destinations. In 2026, the lineup features specialized events that cater to diverse segments of group travel. Here’s a spotlight on four key conferences: Select Traveler Conference, Going on Faith Conference, African American Travel Conference and GroupTravelCon. Each event offers a blend of educational sessions, marketplaces, sightseeing and entertainment, making them essential for anyone in the field.

Kicking off the year, the Select Traveler Conference is designed for loyalty program directors from banks, alumni associations, chambers of commerce and other organizations focused on upscale affinity group travel. This event emphasizes building partnerships to enhance member experiences through curated travel opportunities.

Scheduled for February 15–17 in historic Williamsburg, Virginia, Select Traveler Conference attendees will stay at the Williamsburg Lodge and immerse themselves in a destination rich with American history. The agenda includes educational seminars on travel trends, one-on-one marketplace appointments, networking receptions and local sightseeing to showcase Williamsburg’s Colonial charm and group-friendly attractions.

Focusing on the vibrant world of African American group travel, the African American Travel Conference serves as a hub for planners and directors interested in culturally resonant experiences. It highlights destinations and programs that appeal to African American travelers, fostering inclusivity and innovation in loyalty programs. Set for April 20–22 in Birmingham, Alabama, the event will be held at the Hyatt Regency Birmingham. Participants

can expect seminars on emerging trends, marketplace sessions for networking with peers and suppliers, and excursions to explore Birmingham’s rich Civil Rights history and modern attractions. Next up is GroupTravelCon. As the nation’s leading gathering for this niche, GroupTravelCon provides opportunities to meet new group travel planners and discuss strategies for creating memorable, culturally significant trips. This conference is ideal for those aiming to diversify their offerings and build lasting industry relationships. For group travel directors and professionals handling loyalty programs, GroupTravelCon offers a comprehensive platform to delve into business opportunities, market trends and best practices in organizing group tours. Taking place June 8–10 in Pigeon Forge, Tennessee, the conference is hosted by U.S. Tours at The Ramsey Hotel & Convention Center. The schedule features registration on arrival day, followed by seminars, two marketplace sessions with timed appointments, a vendor spotlight, destination showcase and evening entertainment. Sightseeing highlights Pigeon Forge’s scenic Smoky Mountains and family-oriented attractions.

Rounding out the series, the Going on Faith Conference caters to church group travel planners and faith-based organizations, emphasizing spiritual and communal journeys that strengthen group bonds. Planned for August 11–13 in Owensboro, Kentucky, the event promises a welcoming atmosphere along the Ohio River, though hotel details are forthcoming. Attendees will participate in seminars on faith tourism trends, marketplace interactions and local tours showcasing Owensboro’s bluegrass heritage and riverfront vibes.

Whether your focus is affinity, cultural, general group or faithbased travel, these events offer unparalleled opportunities to elevate your programs and connect with like-minded professionals. Please call 800-628-0993 or visit grouptravelfamily.com to attend one of these great events.

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A getaway in Myrtle Beach. Our 60 miles of beautiful, sunny beaches give you the kind of built-in activity every student can agree on. Plus, with over a thousand attractions –including Ripley’s Aquarium and our hands-on museum, WonderWorks – it’s easy to find the perfect balance between active learning and old-fashioned fun. Visitmyrtlebeach.com/groups/student-groups

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10 world-class theaters for student performances, education and entertainment.

The Group Travel Leader is taking a trip to Savannah, Georgia, and we want you to come with us!

Our friends at Visit Savannah are arranging a familiarization tour of this historic Southern gem, and they’re inviting our travel planner readers to attend. The tour will take place August 2–5 and will include historic sites, fascinating museums, live entertainment and beautiful scenery in the city’s garden squares and waterfronts.

You’ll join Rachel Crick, our associate editor, and Telisa Rech, our advertising sales manager, as they explore the area with our Savannah hosts.

Highlights of the four-day tour include:

• Savannah Theatre Matinee — Catch the excitement of live music and comedy performed by the cast of this historic theater located in one of the city’s most famous squares.

• City Tour — Get an introduction to Savannah, including its gorgeous garden squares, during a tour that highlights the city’s most famous locations.

• Gospel Dinner Cruise — Enjoy live gospel music and delicious Southern cuisine while taking in the scenery of Savannah aboard a river cruise.

• Tybee Island Tour — Experience coastal vibes and fascinating history while exploring Savannah’s favorite beach destination.

• National Museum of the Mighty Eighth Air Force — Find inspiration in the stories of bravery and courage on display at this museum that honors Air Force heroes.

Your hotel accommodations, meals, admissions and other expenses will be hosted by Visit Savannah. Participants are responsible for their own travel to and from the region.

You can apply to attend this FAM tour at grouptravelleader.com/savannah-fam. Space is limited, and applications close June 1.

Don’t miss this opportunity to join us August 2–5 in Savannah!

Join Us for a Trip to Savannah

Travel planners can enjoy some of Savannah’s most popular activities, such as a sightseeing tour and a Tybee Island excursion during an upcoming familiarization tour with The Group Travel Leader.

AUGUST 2-5, 2026

REGISTRATION CLOSES: JUNE 1

You can apply to attend this FAM tour at: GROUPTRAVELLEADER.COM/SAVANNAH-FAM

If you have any questions, call Brady Wine at 859-253-0455. S AV ANNAH FA M

essentialsGroup Travel

YOUR COMPANY WITH COMPELLING BRANDING

BY RACHEL CRICK

Creating a brand is easy. Making a compelling brand is not.

That’s because a brand goes far beyond a series of logos and taglines. It’s your company’s public-facing identity. When people hear your company’s name, what thoughts, feelings and ideas should be going through their minds?

Building a compelling brand is a multifaceted operation that requires thought, design, consistency and constant reinforcement. Whether your brand is in its infancy or it’s well established, here are some tips for making it stronger.

Get Existential

Everyone has a reason for creating their own travel company. Maybe you were researching a trip you wanted to take and noticed a gap in the market, so you decided to build the trip yourself. Maybe you became passionate about taking your friends on winery tours across the country. Either way, no one goes through the time, effort and expense of creating a travel company unprompted. Identifying your reason will help strengthen your brand.

Getting existential means thinking back to the foundations of your company and asking a few deep questions: What inspired your journey, and what exactly do your trips offer? Who does your business serve, and what are they like? How do you do it better than anyone else in the market? These questions might seem basic, but taking the time for a brainstorming session and writing down the answers will help you see the full picture and identify your business’s core ideas and principles, which can be useful in later stages of design.

Be Consistent

Consistency is key for creating a trustworthy brand. You don’t want someone to see one logo on your social media and see a completely different logo on your website; they might start to question if you’re even the same company. Likewise, you want all your materials to contain similar messaging and tone. This ensures a uniform experience across all touchpoints and creates a recognizable, trustworthy brand that earns loyalty from customers. Your business will come across as reliable and legitimate, and your message will be more likely to sink in.

essentialsGroup Travel

Refine Your Design

Your brand’s design is often what makes its first impression. If your logo looks like it was drawn by a child, you might be turning off potential customers who doubt your legitimacy or capabilities. Your brand design is your company’s stamp, so when people come across your marketing materials — whether they’re posts on social media or a postcard in their mailbox — they’ll instantly recognize that it came from you. That means you’ll need a professional logo, a series of brand colors, and a set of design standards to apply across your materials and website. They also need to go well together. Making sure colors, fonts and graphics don’t clash with one another (or with your company’s core ideals) is key. If you’re unsure how to do that, don’t fret. There are many freelance designers and artists who can help make sure your brand assets are in good shape. It’s an important step in creating a strong brand, so don’t skimp on hiring a professional who can do your company justice.

Tell a Story

Storytelling is one of the most entertaining and effective means of communication available to humans. It’s particularly powerful for brands because it builds emotional connection between the company and prospective customers. In a saturated market, narrative storytelling feels more authentic and sets your company apart from the rest. While telling the world your company’s origin story can be a plus, a far more effective means of storytelling is positioning your customer as the hero of their own story, with your brand acting as the trusted guide that helps them overcome their unmet needs and struggles. The narrative arc can go something like this: Your customer has an unmet travel need, so your brand gives them the tools and the means to meet that need, and then their travel dreams are fulfilled. It’s easy for other prospective customers to see themselves in this scenario, and it resonates more as a result. Whether you use real customer testimonials to create brand storytelling or hypothetical scenarios, there is almost limitless potential here.

Keep Reinforcing It

Having strong, consistent design and messaging is imperative, but none of that will matter if you’re not consistently reinforcing your brand. Make sure you take the opportunity to do this at every stage of the trip, from the pre-booking communication to the post-trip surveys. That can be done in very subtle ways, such as making sure your trip leaders always wear a shirt with your logo and brand colors on the first night of the trip or putting your company’s tagline in your email signature. It can be more direct, such as giving your travelers a speech at dinner the first night about how your company got started and how your trips differ from others.

You can also reinforce your brand by sticking to your word — whatever you’re telling your customers to expect, make sure you deliver every time. If your customers expect the opportunity to customize their trips and you fail to offer them any kind of options, they won’t see you as reliable and likely won’t book with you again.

StagePRESENCE

A performance by The Strokes at the Austin City Limits Music Festival

Cage the Elephant performing at ACL Fest

A sunset performance in Austin

The crowd at Milwaukee’s Summerfest in 2025

An aerial view of ACL Festival 2025

Doechii performing at ACL Fest

Performance by Doechii

ARE YOUR MUSIC FANS READY FOR A FESTIVAL?

BY RACHEL CRICK

In the glow of bright stage lights, immersed in the notes of their favorite songs, groups can feel a shared sense of joy and oneness. That’s a phenomenon known as collective effervescence, and it’s best generated in the crowds at music festivals.

No matter what genre they cover, music festivals bring groups together like few other events can, and they provide endless opportunities for audiences to enjoy local culture and sing along to their favorite songs. Here are some music festivals around the country that groups won’t want to miss.

Austin City Limits Music Festival

AUSTIN, TEXAS

Austin, Texas, is known as the “Live Music Capital of the World” and is home to several major music and cultural festivals. Occurring each October in Zilker Metropolitan Park, Austin City Limits Music Festival first took place in 2002 and, due to its popularity, was brought back each year. In 2012, it transformed from a one-weekend show to a two-weekend event to accommodate more attendees and music acts across the park’s multiple stages. An average of 450,000 people attend across both weekends. In addition to the music, Austin’s famous food scene is on fully display with local vendors at the festival’s food court, called Austin Eats.

While group tickets aren’t discounted, groups can work with the festival’s hospitality team to create a seamless and tailored experience and gain access to premium hospitality spaces. The 2026 lineup has yet to be announced, but the 2025 event included Sabrina Carpenter, Hozier, The Killers, T-Pain, Cage The Elephant and Luke Combs. The 2026 ACL Music Festival will take place October 2–4 and October 9–11.

ACLFESTIVAL.COM

Summerfest

MILWAUKEE, WISCONSIN

Known as “The World’s Largest Music Festival,” a title it earned in 1999, Summerfest is a massive spectacle held annually in downtown Milwaukee at the 75-acre Henry Maier Festival Park across at least 12 stages and venues. It debuted in 1968 and is known for hosting popular music acts. Taking place across three weekends in late June and early July, the festival frequently draws more than 500,000 attendees, though an estimated 602,000 attended in 2025.

In 2026, Summerfest will take place June 18–20, June 25–27, and July 2–4. The star-studded lineup includes Garth Brooks, Ed Sheeran, Post Malone, Muse, Jelly Roll, Styx and Louis Tomlinson, among many others. The festival offers several tiers of discounted group ticket packages.

SUMMERFEST.COM

Lollapalooza

CHICAGO

The Windy City plays host to one of the largest music festivals in the world, known for its whimsical name and extremely popular headliners. Lollapalooza attracts crowds of 400,000 each year to Chicago’s Grant Park. The four-day event takes place at the end of July and in early August. The lineup and dates for the 2026 festival haven’t been released yet, but in 2025, headliners included Luke Combs, Olivia Rodrigo, Korn, Rufus Du Sol, Sabrina Carpenter, A$AP Rocky and Tyler, The Creator, along with dozens of other artists who played across the festival’s many stages. Attendees can see performances from over 170 musical acts each year. While groups don’t necessarily receive discounted rates from the festival itself, many secondhand ticket purchasing sites may have group purchasing options.

LOLLAPALOOZA.COM

Bonnaroo Music & Arts Festival MANCHESTER, TENNESSEE

Located on a 700-acre farm in southeast Tennessee, Bonnaroo Music & Arts Festivals is one of the biggest music festivals in the country. It’s known for high-profile headliners representing many genres as well as its camping culture. Founded in 2002, the festival takes place each June and lasts four days, attracting an estimated 80,000 people, though as many as 100,000 have attended during peak years. Groups attending Bonnaroo (affectionately nicknamed “Groops”) are required to have at least 24 members to secure their spot in group campsites. In 2025, the lineup included Olivia Rodrigo, Hozier, Luke Combs and Tyler, The Creator. The star-studded 2026 lineup features artists like The Strokes, Yungblud, Noah Kahan and Kesha, as well as many other performers across genres. This year’s festival will take place June 11–14.

BONNAROO.COM

The Governors Ball Music Festival NEW YORK CITY

On the East Coast, few music events are as anticipated as The Governors Ball Music Festival. Sometimes shortened to Governors Ball or “Gov Ball,” it’s New York City’s top summer music event. Originally occurring in 2011 on Governors Island, the event moved venues several times and is currently held at Flushing Meadows Corona Park in Queens. The festival takes place over a three-day weekend in early June. With NYC restaurant vendors and food trucks throughout the park, it’s a 100% cashless festival.

The 2026 lineup will feature Lorde, A$AP Rocky and Stray Kids, among others, and the event will be held June 5–7. Tickets may be discounted for certain groups.

GOVERNORSBALLMUSICFESTIVAL.COM

Essence Festival of Culture

NEW ORLEANS

New Orleans was designated a UNESCO Creative City for Music in late 2025, making it a must-visit for music-lovers. In addition to the city’s influence on many music genres of the South, it’s also a hot spot for live music, thanks to its abundance of venues and its many festivals. While the New Orleans Jazz & Heritage Festival that takes place each spring is always a hit, dozens more festivals fill the air with music throughout the year. One such event is the Essence Festival of Culture, which celebrates Black culture and music. Typically taking place over the Fourth of July weekend at Caesars Superdome and throughout downtown, it’s the largest African American culture and music event in the country. It was created as a one-time celebration for Essence Magazine’s 25th anniversary, but it was so popular that organizers decided to make it an annual event.

The headliners in 2025 included Boyz II Men, Master P and Jermaine Dupri. In addition to many notable performers, the festival features markets stocked with local vendors of food, jewelry, clothing and other goods. There are also panel discussions, meet and greets, and other activities. This year, the festival will be held July 3–5.

ESSENCE.COM/ESSENCEFESTIVAL2026

A performance at Stagecoach in Indio, California

The crowd at Stagecoach

Stagecoach

INDIO, CALIFORNIA

Just outside Palm Springs in the city of Indio, California, the Empire Polo Club is a desert venue that’s best known for hosting the wildly popular Coachella festival each spring. But immediately after Coachella moves out, its sister event, Stagecoach, moves in. Billed as country music’s biggest party, Stagecoach is a family-friendly, Western-themed event that blends country, alternative and bluegrass music genres. It takes place over a three-day weekend in late April each year and draws as many as 75,000 attendees. Western-themed events feature performances from real cowboys as well as line-dancing lessons and a honky-tonk. Guy Fieri will also make an appearance at Guy’s Smokehouse, and many other food vendors will be present.

Stagecoach will take place April 24–26 this year and will feature headliners like Lainey Wilson, Post Malone, Cody Johnson and Journey.

STAGECOACHFESTIVAL.COM

INDIANA

By Tom Adkinson

Delightful Indiana makes visitors wonder. As one in-state joke goes, “We’re mixed up. South Bend is up north, Santa Claus is down south, and French Lick isn’t what you think.”

People also ponder what the Hoosier nickname means. Multiple explanations exist, but historian, academic and author Walter Havighurst bypassed that by observing, “Whatever its origin, Hoosier has continued to mean friendliness, neighborliness, an idyllic contentment with Indiana landscape and life.”

Group tour destinations throughout Indiana support that assessment.

POPULAR DEMAND

BLUE GATE/SHIPSHEWANA

Flashy live entertainment options complement the Amish culture’s rustic appeal in LaGrange County and Shipshewana. Top venues include the Blue Gate Theatre and Blue Gate Performing Arts Center. Groups can start with a hearty meal at the Blue Gate Restaurant (try the Amish Country Sampler with fried chicken, meatloaf, roast beef and vegetables) and then migrate upstairs to the 320-seat theater and music hall to enjoy productions tailored for that space. The nearby 1,500-seat Performing Arts Center features touring acts such as Jo Dee Messina, Bill Engvall, Michael W. Smith, and Alison Krauss & Union Station.

HOLIDAY WORLD

Holiday World in the aptly named town of Santa Claus in southern Indiana was a pioneer in America’s theme park industry, starting in 1946 as Santa Claus Land. It outgrew the original theme in 1984 and began promoting three themed sections: Christmas, Halloween and the Fourth of July. Other holiday celebrations and the addition of Splashin’ Safari water park keep it among the world’s most celebrated parks, frequently receiving salutes for its friendly staff, cleanliness and innovations. Roller coaster fans revel in three wooden giants, including The Raven, an Edgar Allen Poe reference in the Halloween section. It offers 125 acres of multigenerational fun.

COLUMBUS

This small city (population 52,000) in Indiana corn country has an outsized reputation for modern architecture. Thank the congregation at First Christian Church for getting the ball rolling — or the girders rising. The congregation retained architect Eliel Saarinen in 1942 to design the first modern-style church in the country. Chinese American architect I.M. Pei designed the Cleo Rogers Memorial Library in Columbus before moving on to the Rock & Roll Hall of Fame in Cleveland and the Louvre’s glass pyramid in Paris. Civic, commercial and residential buildings are highlighted during architectural tours, as are many pieces of public sculpture.

UP AND COMING

INDIANAPOLIS MOTOR SPEEDWAY MUSEUM

The Indianapolis Motor Speedway Museum has a long history, but it could be considered a new attraction due to a $65 million renovation that kept it closed for 17 months before reopening in April 2025. The project added 40,000 square feet (doubling the museum’s size) for attractions including the Starting Line Experience that places guests in an immersive video space to showcase the sounds and pageantry of the start of the Indianapolis 500; state-of-the-art racing simulators that prove how challenging racing an Indy car really is; and a “pit stop challenge” where guests learn the tools and equipment of the racing trade. The museum opened in 1956 with 12 race cars, but the new incarnation has 150 cars and 55,000 artifacts.

INDIANA DINOSAUR MUSEUM

University of Notre Dame earth science students in South Bend have a field trip destination not far from campus — the Indiana Dinosaur Museum that opened in 2024. Group tours will enjoy it for other reasons. More than 40 dinosaur sculptures and 30 dinosaur skeletons (think apatosaurus, Tyrannosaurus rex and other ancient creatures) offer glimpses into the far distant past, while the towering Deep Time display makes clear the slow progression of geologic eras. Complementing the indoor exhibits, a network of four trails offers scenic overlooks, including one where bison roam on a restored prairie. Owner Mark Tarner said he envisions “the best small dinosaur museum in America.”

INDIANA DUNES NATIONAL PARK

The Indiana Dunes are old in geologic time, but Indiana Dunes National Park is still young in the pantheon of America’s national parks. It received the designation in 2019 and now attracts new visitors to its 15 miles of Lake Michigan coastline. White sand dunes, rolling waves and golden sunsets over the water are unexpected treats in a heartland state. The park’s 16,000 acres, located just east of metro Chicago, also offer 50 miles of trails through quiet woodlands, prairies and wetlands. Among its historic attractions is Chellberg Farm, which tells the story of a vibrant Swedish immigrant community from the 1840s.

OVERNIGHT SENSATIONS

THE BRADLEY

Being a destination known as the home of a luggage designer may seem odd, unless the luggage designer is Vera Bradley, of course. Fort Wayne is delighted to be associated with Vera Bradley luggage, handbags, totes, backpacks and other items, and the association went beyond the famous quilted patterns in 2021 when The Bradley opened as the city’s first boutique hotel. The 124-room, five-story limestone hotel is an understated gem. A special touch is fabric-covered headboards in every guest room — each featuring a Vera Bradley pattern. The main restaurant is named Arbor to honor Fort Wayne’s nickname of “the City of Trees.”

WEST BADEN SPRINGS HOTEL

West Baden Springs Hotel is a stunning circular building, featuring a domed ceiling and an atrium 200 feet across, that took its inspiration from BadenBaden, the famous spa town in Germany’s Black Forest. Its history is almost as impressive as its contemporary hospitality in the town of French Lick. The structure has been an Army hospital, a Jesuit seminary and a private college between stints as a resort. It is a National Historic Landmark and part of the larger French Lick Resort, which offers everything from casino excitement and championship golf to culinary delights and — perhaps it goes without saying — spa treatments in the grand style of Baden-Baden.

MEMORABLE MEALS

BODHI

Step aside, hearty Midwestern fare. International cuisine takes center stage at Bodhi, a Thai bistro and cocktail bar in Indianapolis’ Bottleworks district. Three generations of women in one family created this flavorful gem in 2021 and steered it to USA Today’s 2025 Restaurants of the Year — one of only 45 to make the list. Specialty cocktails set the mood for an array of curries, Thai salads and stir-fries. An Indianapolis Star food writer recommends splitting entree-size Thai salads to permit more menu sampling. “Bodhi” comes from a Sanskrit word that means awakening or enlightenment, which is the goal the owners seek for guests exploring Thai cuisine.

DEBRAND FINE CHOCOLATES

DeBrand Fine Chocolates in Fort Wayne is a dessert destination, most logically after a light meal elsewhere. Founder Cathy Brand-Beere says she grew up “immersed in the confectionery arts” and began working with chocolate at age 8, designing wedding cakes in high school and opening her own chocolate shop in 1987. Kitchen tours tell how the DeBrand reputation was built on fresh, local ingredients as well as imports from Belgium, Switzerland, France and beyond. After a tour, the enjoyment continues in an inviting cafe with case after case of temptations, plus the prospect of a cup of hot chocolate or a sundae.

MAKE YOUR NEXT GROUP TOUR A HIT AT DAS DUTCHMAN ESSENHAUS

Groups love this expansive, picture-perfect campus: world-famous family-style dining, a homestyle bakery filled with fresh-made goods, charming shops, peaceful carriage rides that bring Amish Country to life.

Add in the Quilt Gardens along the Heritage Trail for a trip your group will talk about for years!

Groups of 10+ enjoy exclusive perks, guided tours, and seamless planning for an unforgettable trip.

DESTINATION

FRESH IDEAS

SOUTHEAST WISCONSIN KNOWS YOUR OUTSIDE INTERESTS

BY RACHEL CRICK

Southeast Wisconsin marries the great outdoors with Midwest nice. From the scenic lighthouses of Door County to the farms of Fond du Lac and the thriving college town capital of Madison, the Badger State provides a plethora of ways to enjoy the fresh air, no matter the season. Avid adventurers and casual nature lovers alike will relish taking in its botanical gardens and nature preserves, its hiking trails and lakeshores, and its agritourism experiences.

Here are five Wisconsin destinations to add to any outdoorsy group’s itinerary.

DOOR COUNTY

Surrounded by Green Bay and Lake Michigan, Door County is an 80-mile peninsula on the Eastern side of Wisconsin. With over 300 miles of shoreline, it’s a gem many don’t expect to find in the Midwest. For an outdoorsy group, it’s filled with adventures, from underwater shipwrecks to majestic lighthouses and fragrant lavender fields. It’s also an incredible destination for fall foliage. Groups can finish their experience with a fish boil, a traditional meal in Door County featuring locally caught whitefish, potatoes and onions boiled over an open fire.

Groups can also explore several of the county’s top attractions, including the Cana Island Lighthouse, which is surrounded by Lake Michigan. Visitors can climb 79 stairs to take in the breathtaking views. There’s also Peninsula State Park, home to Eagle Tower on top of Eagle Bluff. Groups can climb 100 stairs to the top or opt for an 850-foot canopy walk and ramp for a more accessible experience. Either way, they’ll be treated to panoramic views from 250 feet above the water.

Washington Island, just off the county’s northernmost tip, offers a serene getaway for an afternoon. Accessible to groups by a 30-minute ferry ride, the island is home to a lavender field and farm store; Schoolhouse Beach, one of a handful of smooth-rock beaches in the world; and a replica stavkirke chapel modeled after the Borgund Stavkirke church, which was constructed in 1150 in western Norway.

Groups can also explore Door County from the water via several distinct cruises. Death’s Door Boat Tours takes groups around Plum Island, Door Bluff and Death’s Door for stunning views of the region’s limestone cliffs and historic lighthouses. Fish Creek Scenic Boat Tours can give narrated tours en route to attractions like Eagle Bluff Lighthouse and Peninsula State Park.

FOND DU LAC

Fond du Lac, nestled in the Lake Winnebago region, is just a short drive from Door County. Located on the south shores of Lake Winnebago, it’s an authentically Wisconsin destination that packs a surprising punch with its outdoor offerings.

Groups can learn a lot about life on the farm in Fond du Lac with several notable agriculture experiences and tours. One of Wisconsin’s most famous agriculture products is dairy, and Fond du Lac has many farms that welcome groups to get a firsthand look at its production. Farm Wisconsin Discovery Center offers tours to teach visitors more about where their favorite farmed products come from.

The

They can even watch calves being born. True Wisconsin cheese can be sampled at Henning’s Cheese, where visitors can watch the behind-the-scenes cheesemaking process. LaClare Creamery lets groups meet goats, tour the farm and creamery, stroll through a cheese shop and grab a bite to eat. For a sweeter finish, Kelley Country Creamery produces award-winning, hand-dipped ice cream in-house. To sample another side of agriculture, groups can head to Ziegler Winery on Lake Winnebago’s east side. They will enjoy a tasting of the cold-weather grape varietals at the family-owned winery, or they can arrange a catered meal. Ledgerock Distillery, which combines a distillery with a family farm, handles operations from grain to glass and offers tastings.

FDL.COM

LAKE GENEVA

Sometimes called the “Newport of the Midwest,” Lake Geneva is a popular resort town in Wisconsin’s southeast corner, built primarily by wealthy Chicago residents seeking a spot for a getaway in the late 1800s. With its massive

Plan Your Group Getaway

From live entertainment, public art, and special events to botanical gardens, historical museums, and themed itineraries -- Janesville’s welcoming venues, exceptional dining, and central location make it a comfortable, accessible destination for group travelers. For more information, contact Lori Johnson at meetings@janesvillecvb.com or (800) 487-2757.

Gilded-Age estates, high-end shopping and dining, and lakeside offerings, it retains an air of luxury even today.

“It’s a place where history really melds and intersects with modern day, but that history and luxury is still felt all around,” said Deanna Goodwin, vice president of marketing, communications and development for Visit Lake Geneva. “It’s a very luxurious yet very laid-back seaside feeling. It’s a place of respite and relaxation without the hustle and bustle of the big cities.”

One of its most prized attractions is Yerkes Observatory, built by the University of Chicago and home to the world’s largest functional refracting telescope. It was preserved by a local nonprofit, and today it’s open for guided tours as well as public events. Another top choice for groups that feels integral to the Lake Geneva experience is the Lake Geneva Shore Path. Winding 21 miles around the lake and passing through the grounds of many private estates, the trail gives visitors unprecedented views of historic estate homes and their manicured gardens. Black Point Estate, one of these historic mansions, is accessible only by boat for the public, though bus groups can be dropped off at the front door.

Groups can dine on the water with a lunch, brunch or dinner cruise provided by Lake Geneva Cruise Line. Standalone restaurants that can accommodate groups include Pier 290, Lake City Social and The Getaway.

While warm summers on the lake are enticing, don’t think summer sees all the fun. Lake Geneva is a year-round destination with seasonal shopping and outdoor activities like snowshoeing and skiing.

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JANESVILLE

Less than an hour west of Lake Geneva, Janesville is a laid-back community of about 60,000 with plenty for groups to do outdoors.

“We are known as Wisconsin’s Great Outside, so we’ve got great opportunities to just recharge your spirit,” said Christine Rebout, executive director at the Janesville Area Convention & Visitors Bureau. “We’ve got hundreds of acres of parkland, miles of trails and a beautiful shoreline to discover.”

One of its top group attractions is Rotary Botanical Gardens, which features 20 acres of decorative, themed gardens, many of which are accessible to visitors using wheelchairs and mobility devices. Groups can peruse its children’s garden, Japanese garden, labyrinth and seasonal displays.

Janesville is also home to several agritourism attractions, including Skelly’s Farm Market, which offers a range of seasonal activities. Open from late May through the end of October, this farm offers you-pick opportunities for groups, from strawberries in the summer to pumpkins in the fall. They also offer custom wagon rides and sell seasonal treats like fresh produce, fudge, donuts and ice cream. The area is home to a few wineries offering group programming like wine tastings, live entertainment and tours, including Fermenting Cellars Winery and Timber Hill Winery.

Janesville’s dining scene is exceedingly group friendly. In the heart of downtown, Draft House is a gastropub serving craft brews and burgers. For a supper club feel with a

stocked bar, groups will love My Apartment. For breakfast and lunch with a hometown atmosphere, Citrus Cafe has a separate room that groups can reserve. Many restaurants cater, and groups can combine a delicious meal with a trip to the gardens or a farm tour.

“When you think about what your group wants to experience, we can make that work for you,” Rebout said. “There are so many customizable experiences that it’ll be an opportunity for them to do something they haven’t before. Groups are really special to us.”

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MADISON

Five lakes, 270 parks and 200-plus miles of hiking and biking trails make Wisconsin’s capital city an outdoor oasis for groups. Madison is home to the University of Wisconsin, and the vibrant college town is known for its active lifestyle, farm-to-table fare and safe, small-town feel.

Top outdoor attractions for groups include Olbrich Botanical Gardens, which feature 14 themed gardens and a Thai pavilion. Visitors can wander through its 16 acres to spot wildflowers and birds on their own, or they can take a guided tram tour. The UW-Madison Arboretum is another great spot for nature walks and tours.

Another popular stop is Henry Vilas Zoo, which is home to over 650 animals from around the world encompassing 115 species, and admission is free. A great place for groups to take in the outdoors is the waterfront Monona Terrace, the city’s convention center, which was designed by Frank Lloyd Wright. For something outside of Madison’s urban area, they can visit a working farm, like Seven Acre Dairy Company or Wegmueller Farm, to see farm life in action.

There are also many popular, group-friendly tours offered in the Madison area. Guided e-bike tours are great for active groups looking to explore the downtown area, the UW-Madison campus and the city’s lakes. A variety of haunted history ghost tours offer a spooky evening activity, while Madison Eats Food Tours provide walking and biking options for exploring the city’s diverse cuisine.

Speaking of food, Madison has a range of options for group dining. Graze offers views of the state capitol, a private dining room and elevated, farm-to-table pub fare. Located behind Madison’s historic train depot, The Harvey House provides an upscale supper club experience. And The Deliciouser combines a restaurant and spice shop and even offers cooking classes for a more hands-on dining experience. Many other pubs, bistros and even dinner theaters offer delicious culinary experiences for groups. VISITMADISON.COM

SPECIAL SECTION

Come up

CANADA IS VAST AND INVITING

CBY WENDY HELFENBAUM

anada offers the perfect blend of untouched, wide-open landscapes, exciting urban activities and unique group experiences. From spectacular Rocky Mountain adventures on the West Coast to friendly hospitality on the East Coast and historical charm in Québec City, there are endless ways for visitors to soak up Canada’s rich, diverse heritage.

Toronto, Ontario

Toronto, Ontario’s 250 cultures and 170 languages shape everything from its neighborhoods and festivals to its globally celebrated food scene, said Destination Toronto’s Tahnee Malazdrewicz.

“Groups can experience world-class events like Caribbean Carnival and [the Toronto International Film Festival], explore vibrant arts and cultural districts, and dine across continents in a single day — from Indigenous flavors and street food to Michelinrecognized restaurants,” Malazdrewicz said. “Add in a passionate sports culture and a calendar packed with year-round experiences, and Toronto offers U.S. groups a rare blend of global energy, authentic storytelling and unforgettable moments — all in one place.”

Visitors can soar to new heights to take in panoramic views from 1,748 feet above downtown at the iconic CN Tower and dine at the revolving 360 Restaurant, which houses the world’s highest wine cellar. Thrill-seekers will enjoy the open-air Edge Walk along a thin ledge 1,156 feet in the air. And foodies will love Culinary Adventure Company’s guided Chinatown and Kensington Market Food Tour as they taste their way through two of Toronto’s most culturally rich neighborhoods.

Another great way to experience the city? From the water. Minutes from downtown, groups can take a short ferry ride to the car-free Toronto Island for a picnic or guided walk, while private harbor cruises give guests a front-row seat to the city’s stunning skyline. Sports lovers can take in professional hockey, basketball, baseball and soccer in private suites with behind-the-scenes access for unforgettable VIP outings.

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Québec City, Québec

Founded in 1608, Québec City in the province of Québec is the only walled city north of Mexico. It has some of the best-known tourist destinations in the country, including the Plains of Abraham and Old Québec, which was named a UNESCO World Heritage Site in 1985.

“Québec City is a must-see for U.S. groups because it offers an authentic European experience without leaving North America,” said Destination Québec Cité account executive Pascale Boivin. “Its cobblestone streets, centuries-old architecture and vibrant culture make it a truly unique destination that blends history, charm and world-class hospitality.”

With 130 churches and 20 chapels, Québec City offers visitors a glimpse into its 400-year history. There are many fine art museums and galleries to explore, including the Museum of Civilization and the National Fine Arts Museum of Québec, plus a small chocolate museum with more than 200 artifacts tucked inside the Érico chocolate shop on Rue Saint-Jean.

Boivin also suggests groups experience Montmorency Falls, one of the most magnificent natural wonders in the region. Located just 15 minutes from downtown, this spectacular waterfall is 98 feet higher than Niagara Falls. Groups can enjoy panoramic views from the cable car or the suspension bridge.

Don’t miss an immersive First Nations experience at the HuronWendat Museum about 15 minutes away, where groups can participate in hands-on workshops showcasing Indigenous traditions like creating dreamcatchers, learning beadwork or trying ancestral cooking techniques.

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Prince Edward Island

Breathtaking coastal views, iconic red-sand beaches, world-renowned seafood and culinary festivals — these are just a few of the amazing things groups can see, eat and do on Prince Edward Island, where rolling green landscapes meet sparkling blue waters of the Atlantic Ocean. From charming lighthouses to scenic hikes, authentic fiddle music and everything Anne of Green Gables, PEI’s rich history will captivate visitors.

“For groups looking for authentic experiences, Prince Edward Island delivers world-class golf, unforgettable local flavors, vibrant culture and warm island hospitality,” said Corryn Clemence, CEO of Tourism Industry Association of PEI. “It’s easy to get to, easy to explore and hard to forget.”

Groups can enjoy guided lobster boat excursions, mussel and oyster tastings, deep sea fishing and biking along the Confederation Trail. Some new experiences ideal for groups include the land-and-sea Harbour Hopper Tour in Charlottetown that blends history, gorgeous architecture and waterfront fun. The Infusion Experience at Deep Roots Distillery immerses guests in the craft of small batch distilling, and participants can create personalized bottles of gin and vodka.

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Halifax, Nova Scotia

Halifax, Nova Scotia, “is unique in many ways; one is that you can see a lot of diverse landscapes — from fishing villages to historical sites, urban landscapes to vineyards and wineries — all within one region,” said Sarah Reeves, communications director at Discover Halifax.

“Other Canadian destinations may have similar offerings, but they are spread out around the province. Halifax is also known for its friendliness.”

Reeves suggests groups go sailing in Halifax Harbour. Smaller groups can book through J.Farwell Sailing, while large groups can head out on the Tall Ship Silva. There are sunset kayaking tours that can be paired with a beachside barbecue, and guests can also take a Halifax Titanic Historical Tour, go axe throwing or take surfing lessons.

Other waterfront options include a one-hour Halifax Harbour Musical Cruise, which features live traditional music and storytelling aboard the all-electric Violet Mac, a 1930s-style launch that seats groups of eight. Groups can take a behind-the-scenes tour of the famous Alexander Keith’s brewery, which wraps up at Stag’s Head, the historic pub inside the brewery where groups can sample limited-edition beers in what was once the brewer’s aging cavern.

Groups should not miss a trip to nearby Peggy’s Cove, where Open Top Tours takes guests through Fisherman’s Cove, a 200-year-old fishing village with quirky art galleries and fresh seafood.

DISCOVERHALIFAXNS.COM

Vancouver, British Columbia

As the largest city in British Columbia, “Vancouver offers something rare — a destination that feels both comfortably familiar and refreshingly different,” said Royce Chwin, president and CEO of Destination Vancouver. “Groups can move easily from a vibrant downtown to oceanfront, forest and mountain landscapes within minutes while enjoying exceptional dining, diverse cultural experiences and a welcoming, inclusive spirit. It’s a city that makes it easy for groups to connect, explore and leave feeling inspired.”

Treat groups to an immersive rainforest adventure close to downtown at Capilano Suspension Bridge Park. There, guests can cross the circa-1889 suspension bridge, explore canopy walkways and cliffside paths, and enjoy breathtaking views. During the winter, Canyon Lights transforms the park into a sparkling wonderland. Beyond its incredible engineering, the bridge and surrounding landscape offer a way for guests to connect to the Squamish, TsleilWaututh and Musqueam nations, whose stories and traditions are shared throughout the park.

Grouse Mountain offers plenty of adrenalin-pumping fun, from mountain ropes courses to zip lines and snow sports, as well as First Nations experiences such as a cedar animal painting activity with an elder. Or take to the skies in a seaplane to see where the city, water and mountains meet during a Harbour Air scenic flight.

In Stanley Park, groups can take a guided bike tour with Cycle City Tours to learn about the park’s 125-year history or join a Talking Trees nature walk with Talaysay Tours to discover how First Nations people used the land for food, medicine and technology.

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Calgary, Alberta & The Rocky Mountain Corridor

With direct flights from more than 32 U.S. hubs, authentic Western culture and bucket-list adventures — including the stunning Rocky Mountains only an hour’s drive away — Calgary sets the scene for unforgettable group experiences. Canada’s sunniest major city boasts an average of 333 days of sunshine, and it’s also one of the country’s most walkable cities, with North America’s longest urban pathway network — more than 621 miles.

“Calgary is known as one of the friendliest cities in the world — we’ve even won international recognition to prove it,” said Aviva Kohen, travel media manager for Tourism

“Calgary has a special tradition called a White Hat Ceremony that gifts special visitors a white cowboy hat after a short oath and a cheer of ‘Yahoo!’ After being ‘white hatted,’ a visitor becomes an honorary Calgarian for life.”

— AVIVA KOHEN

Calgary. “From the time American delegates step off the plane and meet our White Hat volunteer greeters to the hospitable frontline workers at our hotels.”

“Calgary has a special tradition called a White Hat Ceremony that gifts special visitors a white cowboy hat after a short oath and a cheer of ‘Yahoo!’ After being ‘white hatted,’ a visitor becomes an honorary Calgarian for life.”

Activities for groups include touring Alberta Boot Company, which has a storied history of handcrafting premium western boots; learning how to churn out decadent treats at Righteous Gelato’s Academy; and taking in the city’s famous Calgary Stampede in July, which features world-class rodeos, top-notch horse racing and big-ticket entertainment.

Groups can enjoy a private lunch aboard a vintage locomotive car at Heritage Park Historical Village or join Alberta Food Tours to taste signature dishes while exploring local neighborhoods.

Ninety minutes away, groups can explore the town of Banff and Lake Louise inside Banff National Park, Canada’s first national park. Tucked within majestic peaks and gorgeous alpine lakes, this UNESCO World Heritage Site welcomes more than 4 million visitors annually. Take groups to new heights on the Banff Gondola to the top of Sulphur Mountain, head up Mt. Norquay’s Via Ferrata for a guided adventure through the mountains, or hit the road to explore the Icefields Parkway, one of the world’s most scenic highways.