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"Economic pressures dim the enthusiasm of Canadian travellers, but precise, authoritative messaging that activates on travellers' underlying motivations can still convince them to travel."
Mike Gallinari, Senior Travel & Leisure Analyst
Canadians are eager to travel, with 79% saying they intend to take at least one overnight trip in 2026. Persistent tensions with the US equate to elevated interest in domestic travel, giving Canadian destinations an opportunity. However, high inflation and a cost of living crisis have caused confidence to plummet, forcing Canadians to reconsider their travel spending. Even those in a healthy financial state are considering fewer trips this year, leaving it up to travel brands to bridge the gap between intent and action.
Fewer trips means the stakes are higher for brands to deliver on the travel experience. This begins at the inspiration and planning stage, where travellers (especially Gen Z and Millennial travellers) feel lost amid a glut of travel information on the social media platforms they’ve come to rely on for inspiration and planning. From there, brand messaging has to move beyond discovery and activate on the myriad reasons a Canadian wants to take a trip.
Fortunately there are a few common angles brands can take. Event travel continues to be a popular trend among travellers, so destinations that can get the word out about interesting happenings in the area and advise on how to make an enriching vacation from there will have success.
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