Group Tours Are Making a Resurgence — Here’s How to Discover the Truly Enjoyable Ones

Grace Guerra identifies as an extrovert, yet she was hesitant about vacationing with strangers. "There’s always a bit of nerves," admits the marketing manager from Oceanside, California. Guerra had enrolled in a small-group glamping trip in Moab, Utah, organized by Cherish Tours. While she was excited about landmarks like Arches National Park, she was equally drawn to Cherish’s focus on promoting female-owned businesses and fostering connections among women in a welcoming atmosphere.

"Sharing this experience with other women was a major motivator for me, along with meeting new people who value these types of adventures," Guerra explains, noting that she shared her safari-style tent with a designated roommate. The experience was so enjoyable that she signed up for a second trip with Cherish to Costa Rica just five months later.

While Cherish Tours specializes in women-only adventures, it’s part of an expanding group offering trips centered on shared interests and affinity groups. Take Table Less Traveled, which began its culinary journeys in 2015 to “accelerate connections for those eager to dive deeper,” as founder Annie Sim describes it.

Her travels to Italy, Japan, Peru, and beyond emphasize cultural experiences — such as visiting a hidden family farm or enjoying a cozy dinner in someone’s city apartment — that larger groups might find challenging to organize. Recently, Sim has noticed a surge in interest, prompting her to triple the number of itineraries available in 2024.

Other tour operators are witnessing a similar increase in demand. "Shared experiences cultivate a deep sense of belonging and togetherness, weaving a group into a shared story," states Tom Marchant, co-founder of Black Tomato. He notes that inquiries for small-group tours have risen by 35 percent compared to 2019.

Backroads, a tour company established in 1979, has just introduced a series of women-only itineraries available for small groups. "Our research indicates a consistent increase in female guests booking private trips," a company representative explains, "so we created this new segment to meet that demand." The initial itineraries will focus on walking and hiking adventures, with cycling trips to follow soon.

Some travelers are eager to connect over shared interests. Expedition expert Nomadic Road fosters camaraderie among strangers by organizing mini-convoys of 4 x 4 vehicles through remote regions of Bolivia, Madagascar, and Mongolia, among others. Founder Venky Sugavanam personally speaks with prospective drivers to ensure they’re prepared for the adventure before confirming each booking.

For those looking to learn Spanish, Fluenz offers week-long immersion programs in destinations like Colombia, Mexico, and Spain. Alongside focused lessons, guests enjoy boutique hotel stays, meals at top-tier restaurants, and artisan-led tours. Catering to solo learners, couples, and siblings alike, the small group setting fosters conversation and provides a natural way to practice new language skills.

Even companies traditionally known for private travel have started offering small-group itineraries, often in response to clients seeking a more social experience. For instance, Mark Thornton Safaris recently organized its second-ever group tour in October. This eight-person expedition, which sold out within a day, included walking through the Serengeti during the Great Migration, with accommodations at mobile camps.

Another company, Naya Traveler, has experienced strong demand for its newly relaunched small-group departures. The first trip will take place in Morocco next October, accommodating up to 10 guests and featuring stops in Fez, Marrakesh, and the Sahara.

For some travelers, the choice to participate stems not only from personal interests but also from a sense of urgency. Pam Czekanski, an investment manager in Boston, often travels with friends and family, but was unsure about persuading anyone to join her dream trip to New Zealand.

“I thought, ‘Now is the time; I’m not going to wait any longer.’” She booked a tour with Active Adventures, joining a group of six other travelers and two guides to hike and bike across New Zealand’s South Island. “It was,” Czekanski reflects, “an experience that exceeded all expectations.”

A version of this story first appeared in the November 2023 issue of Dinogo under the headline "Group Tours Get a Glow-up."