Men's Group Travel Surges, Yet Few Destinations Are Prepared
A survey of tourism leaders finds adventure and fishing dominating male travelers' preferences, displacing traditional draws like golf and casinos.
A survey of 167 tourism and travel-industry leaders from at least 15 states, Canada, and Mexico reveals a significant shift in how men are planning group trips—and a striking gap between demand and destination readiness.
Adventure travel and fishing have emerged as the primary draws for male travelers, according to the respondents, substantially outpacing longstanding attractions like golf. Casino visits and nightlife, once staples of the male group-travel itinerary, now barely register as motivations. The data suggests that the guys trip is undergoing a wholesale redefinition, pivoting decisively toward outdoor pursuits and experiences centered on father-son bonding.
Yet despite this evident market momentum, only 6 percent of surveyed destinations report having developed a coherent strategy to court men's group travel. The disconnect points to a missed opportunity: destinations across the continent appear largely unprepared to capitalize on what industry leaders recognize as a growing market segment.
The findings arrive amid broader industry recognition that group travel—particularly among adult men—represents an underexploited niche. Where golf resorts and resort casinos once dominated the space, destinations increasingly report inquiries centered on guided fishing expeditions, backcountry adventures, and multigenerational outdoor experiences.
Destinations seeking to capture this market will need to recalibrate their offerings and marketing strategies, moving beyond the conventions that historically defined male leisure travel. The survey suggests that competitive advantage may belong to those who recognize the shift quickly.