Canada Vacation Activities Consumer Report 2025
This Report delves into the vacation activities favoured by Canadians, examining how demographic, political and economic factors shape these preferences.
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- Opportunities
- What consumers want and why
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THE MARKET
- Market context
- Inflation slows, but costs of living remain high
- Graph 1: Consumer Price Index (not seasonally adjusted), 2020-25
- Rising prices continue to plague consumers
- Graph 2: concerns, 2025
- Noticeable changes in gas prices over the past year
- Graph 3: 12 month % change in gasoline prices, 2025
- Market drivers
- Increase in electronic device searches at the US border
- In-flight Wi-Fi’s improvement is ongoing
- One Big Beautiful Bill Act makes US travel less desirable
- Air Canada’s strike affects hundreds of thousands
- Sunwing and WestJet’s merger streamlines travel and reduces competition
- US visitors to Canada outnumber Canadians travelling to the US
- Canadians’ roadtrips to the US decline by 10% since 2024
- Toronto’s tourism numbers look optimistic
- Death of the paper pasport
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CONSUMER INSIGHTS
- Consumer fast facts
- Planned travel locations
- Canadians are excited to get travelling
- A flip in US and international travel interest between 2024 and 2025
- Graph 4: planned overnight trips in the next 12 months, 2024 vs 2025
- Age intimately impacts travel plans
- Graph 5: planned overnight trips in the next 12 months, by age, 2025
- Multicultural consumers are looking to travel outside of Canada
- Graph 6: planned overnight trips in the next 12 months, by race, 2025
- Financial realities affect travel plans and locales
- Graph 7: planned overnight trips in the next 12 months, by household income, 2025
- Graph 8: planned overnight trips in the next 12 months, by household financial situation, 2025
- BNPL offers consumers the ability to travel with limited funds
- Not all of Canada shows interest in non-domestic travel
- Graph 9: planned international overnight trips in the next 12 months, by region, 2025
- Europe takes the cake
- Graph 10: planned international overnight trips in the next 12 months, 2025
- Transpacific trips tempt BC residents
- Graph 11: planned overnight trip to Asia in the next 12 months, overall vs British Columbia residents
- Travel companions
- Younger men’s preferences stand out
- Graph 12: planned travel companions, by age, 2025
- Some Canadians just like their alone time
- Younger men’s enthusiasm for solo travel is obvious
- Graph 13: “I enjoy travelling alone” (% agree), by age and gender, 2025
- Newcomers are not new to solo travel
- AI travel companions help solo travellers
- Types of trips taken
- Leisure travel far outpaces business travel…
- Graph 14: planned overnight trips in the next 12 months, any business vs leisure travel, 2025
- …but brands that appeal to business travellers make travel choices easier
- Business travel can be bleisure
- Friends and family come first
- Family and friends come first
- Graph 15: types of trips planned in the next 12 months, 2025
- Relaxation leads, but younger Canadians seek a greater variety of experiences
- Graph 16: types of trips planned in next the 12 months, by age, 2025
- Chinese Canadians look to go somewhere warm, but they are doing so differently
- Graph 17: planning a beach and/or a cruise vacation in the next 12 months, overall vs Chinese consumers, 2025
- Quebec and BC residents’ plans differ from the nation’s overall
- Graph 18: planning to visit family/friends and/or a beach vacation in the next 12 months, by region, 2025
- Income and financial situation make certain types of trips unattainable
- Graph 19: types of trips planned in the next 12 months (select), by household financial situation, 2025
- Graph 20: types of trips planned in the next 12 months (select), by household income, 2025
- City trips can be expensive
- Graph 21: plans on taking an overnight city trip in the next 12 months, by household income, 2025
- Overcoming barriers to EV adoption for road trips
- Prioritized vacation activities
- The name of the game is relaxation
- Graph 22: prioritized activities while travelling, 2025
- Age-based differences in prioritized activities are prominent
- Graph 23: prioritized activities while travelling (select), by age, 2025
- Catering to diversity and diverse travel motivations
- Graph 24: prioritized activities while travelling (select), by race, 2025
- Higher income horizons: exploring premium travel experiences
- Graph 25: prioritized activities while travelling (select), household income HHI <$70K vs $70K+, 2025
- East Coast Canadians are keen on sightseeing
- Desk to destination: office workers’ craving for relaxation
- Graph 26: prioritizes relaxing when travelling, by workplace location, 2025
- Half of Canadians are willing to travel with strangers
- Contiki highlights the excitement of group travel
- Fostering community through travel experiences
- Younger men are most open to travelling in groups with strangers
- Graph 27: “I would be open to travelling in a group with strangers” (% agree), by age and gender, 2025
- Adventurous activities appeal to half of Canadians
- Younger consumers are thrill seekers
- Graph 28: adventurous activities (eg skydiving) enhance the travel experience (% agree), by age and gender, 2025
- Newcomers are looking for an adventure when travelling
- Graph 29: adventurous activities (eg skydiving) enhance the travel experience (% agree), overall vs consumers living in Canada for less than five years, 2025
- Preferred accommodations
- Hotel chains are by far the most favoured accommodation
- Graph 30: preferred accommodations when travelling, 2025
- From hotels to hostels: how age impacts accommodation choices
- Graph 31: preferred accommodations when travelling (select), by age, 2025
- Multicultural Canadians are more willing to stay in alternative accommodations
- Graph 32: preferred accommodations when travelling (select), by race, 2025
- Income’s impact on accommodations is undeniable
- Graph 33: preferred accommodations when travelling (select), household income <$50K vs $50K+, 2025
- Regional preferences pervade in accommodation preferences
- Graph 34: preferred accommodations when travelling (select), by region, 2025
- Parents’ accommodation priorities differ
- Space and togetherness for multigenerational families
- Graph 35: prefers to stay in vacation rentals when travelling, multigenerational households vs non-multigenerational households, 2025
- The impact of US politics and policy on travel
- American travel is losing its allure
- Canadians are feeling wary of US travel
- Graph 36: attitudes toward US travel (% agree), by age, 2025
- British Columbians opt to avoid US layovers
- Graph 37: “I would prefer to avoid a layover in the US when travelling to international destinations” (% agree), by region, 2025
- Tariffs are terrible for travellers
- Older consumers’ concern around tariffs is pronounced
- Graph 38: attitudes toward travel (% agree), by age, 2025
- Rural Canadians are distinctly less fussed by tariffs’ impact on travel
- Graph 39: attitudes toward travel (% agree), by area lived, 2025
- West Coast consumers’ aversion to US tariffs is palpable
- Attitudes toward travel in 2025
- Concerns around travel abound
- Women’s concerns around safety outweigh their male counterparts
- Graph 40: attitudes toward travel (% agree), by gender, 2025
- Canadians are looking for deals
- Meeting travellers’ expectations for baggage handling
- Airports are fun for many
- Making airports a part of the travel experience
- Younger consumers look forward to the airport experience
- Graph 41: “I typically enjoy my time spent in the airport (eg eating and drinking, shopping)” (% agree), by age, 2025
- Airports as exciting hubs for diverse travellers
- Graph 42: “I typically enjoy my time spent in the airport (eg eating and drinking, shopping” (% agree), by race, 2025
- New destinations are more rewarding for the majority of Canadians
- Meeting consumers’ desire for new experiences
- Graph 43: travelling to the same destination multiple times is less rewarding than exploring new places (% agree), by age, 2025
- Journee makes travel a surprise
- Newcomers seek novel experiences
- Livin’ la vida local
- Learn from the locals
- Attitudes toward planning travel
- The influence of social media cannot be underestimated
- Multicultural Canadians’ reliance on social media for inspiration is undeniable
- Graph 44: “I look to social media for travel inspiration” (% agree), by race, 2025
- Planning travel stresses consumers out
- AI travel assistants help with planning
- Multicultural Canadians are especially affected by the stress of planning
- Graph 45: planning travel is a stressful experience (% agree), by race, 2025
- Safety trumps cost for most consumers
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COMPETITIVE STRATEGIES
- Launch activity and innovation
- Delta goes all in on premium offerings
- Porter partners with Canadian breweries
- Delta SkyMiles just got a little bit sweeter
- Four Seasons’ luxury yachts
- American Airlines leverages tech to redefine CX
- Canadian Tire integrates WestJet into its Triangle Rewards program
- Little Canada gives consumers a comprehensive bird’s eye view of the nation
- Tripadvisor partners with Perplexity
- Forget fat pants…Matt & Bow suggest travel pants
- Expedia integrates AI into its travel and ad experiences
- Airbnb transforms into complete travel service
- Brand g makes travelling for LGBTQ+ travellers feel inclusivity and safety
- Destination Vancouver entices travellers with its AR experience
- Marketing and advertising
- Expedia encourages last minute travel
- Priceline wants younger travellers to stop “dreamscrolling”
- Cheap Cruises draws on pop culture to reach Gen Z
- Air Transat’s April Fools stunt renames the Atlantic Ocean
- Booking.com brings in the Muppets
- Choice Hotels encourages staycations and Canadian travel
- Fairmont allows you to bring your felines along
- Hotels.com puts its money into mascot-driven marketing
- WestJet made a Winnepeg flight unforgettable
- Fairmont Hotels & Resorts make special happen
- Choice Hotels wants travellers to check into more
- Tangerine offers baggage reimbursement
- Home Hardware seeks influencers to take a cross-country road trip
- Exploring Canada campaigns
- New Brunswick appeals to domestic travellers
- Newfoundland and Labrador display the silver linings
- Tourisme Côte-Nord invites urbanites to explore open spaces
- Encouraging US travellers to come to Canada…naturally
- We stand with Ontario
- Key to Canada encourages staycations
- BC Parks Foundation gets a little cheeky
- Raise a glass to Alberta
- Toronto is a 100% choice
- AI makes whale watching a more complete experience
- US travellers…come hug it out
- Air Canada and WestJet appeal to Canada’s southern neighbours
- Destination Vancouver entices Californians to make the trip north
- Destination BC targets Germans to explore all the province has to offer
- Indigenous Tourism Alberta foregrounds cultural offerings
- Destination Toronto sets eyes on NYC
- Newfoundland highlights authentic experiences and exquisite landscapes
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APPENDIX
- Consumer research methodology
- Consumer research questions
- Generations
- Abbreviations and terms
This Report delves into the vacation activities favoured by Canadians, examining how demographic, political and economic factors shape these preferences. It highlights regional differences across the country and explores how these trends impact the broader vacation market. The analysis also covers consumer behaviour, providing insights into spending patterns and activity preferences. Additionally, this Report offers future market predictions, identifying opportunities for growth and innovation in the vacation industry.
This report looks at the following areas:
- Rising costs and inflation driving demand for budget-friendly travel
- Decline in US travel leading to increased interest in international/domestic trips
- Demographics (age, gender, income, culture) shaping travel preferences
- Preferred accommodations and activities while travelling
- Stressors around travel
- Preferences for group, solo and family travel
- US policies and tariffs impacting Canadian travel sentiment
Tariffs and US travel hesitancy are reshaping Canadian travel habits, driving a surge in domestic and non-US international trips. Canadians are prioritizing value, safety and unique experiences, creating opportunities for local tourism to thrive.
Candace Baldassarre, Senior Analyst
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