London placed first for entertainment, with New York and Rio de Janeiro closely tied for second spot. However, New York edged out both Hong Kong and Italy as best shopping destination.

Winning destinations were based on informal rankings by more than 50 of the top companies arranging vacation experiences, tours, and packages worldwide

USTOA 2010 Rankings for Top Destination:

Best for:
Adventure, Soft Adventure:
- Costa Rica
- New Zealand

Architecture:
- Italy – cited by nearly 55% of respondents
- Spain – cited by some 30%

Art & Culture:
- France – cited by more than 50%
- Italy – cited by, 40%

Entertainment:
- London
- New York
- Rio de Janiero

History:
- Egypt
- United Kingdom
- Israel

Romantic Occasion:
- Italy – cited by 50%
- France – cited by more than 40%

Shopping:
- New York City – cited by one-third of respondents
- Hong Kong – cited by nearly 30%
- Italy – cited by 25%

Walking:
- Italy
- US Western National Parks
- Prague

Wine, Dining, & Culinary Experience:
- Italy - cited by 45%
- France - cited by 20%
- Spain - cited by, 13%
- Napa Valley - cited by 12%

USTOA members provide vacation arrangements for more than 11 million people yearly. The association’s members must meet the travel industry’s highest requirements, including participation in the USTOA Travelers Assistance Program, which requires, among other things, that each Active Member set aside $1 million security to protect consumer deposits and payment in the event the company goes out of business.