Canadian destinations in the spotlight
Summer's almost here, and Canadians are ready for some R&R. But with budget on the mind, they're exploring options closer to home.
Canadians recognize that vacations don't have to mean heading to far-off destinations. And our 2024 summer travel survey reveals they’re more eager than ever to explore. But this year, amid rising costs, they’re sticking around—from lakeside getaways to big city escapes—to staycation within our own beautiful country.
Sun’s up, funds up
Consumers are ready to get away despite an unpredictable economic climate, wanting to make up for missed travel time.
Friends-and-relations staycation
Canadians are opting for road trips and local getaways this summer to focus on spending time with family and friends.
Indigenous tourism
Travel to Indigenous-owned and -run places that offer authentic cultural experiences is gaining traction.
Green getaways
The demand for sustainable travel is also driving regenerative options, but are Canadians willing to pay the price to help leave a place better than they found it?
Roam sweet roam
The "shop local" trend is a foundational pillar of Canadian tourism, driving community-focused travel.
Sun’s up, funds up
Vacation mode is on for Canadians ahead of summer 2024. Nearly 30% have already booked their summer travel. Over three-quarters plan to spend as much as or more than they did last year, in large part because of rising prices but also because of a desire to make up for missed trips. However, a quarter of Canadians plan to cut back, either reducing their travel budgets or opting for shorter trips. One in five won't travel at all.
Budgets on the brain
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expect to spend more on travel costs this summer
00%
plan to spending less thanks to the economic climate
00%
won't be travelling at all, due to costs or other priorities
Friends-and-relations staycation
Canadians are opting for road trips and local getaways this summer to focus on spending time with family and friends.
What’s driving Canadians to hit the road?
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Time with family and friends
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Rest and relaxation
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Annual tradition
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Maintain romance
Indigenous tourism
Indigenous-owned and -operated tourism is gaining traction, but only 58% of Canadians are aware of the tourism options First Nations, Metis, and Inuit communities have to share–such as cultural workshops and traditional lodgings. Indigenous tourism businesses can partner with national and provincial governments to raise further awareness and offer new experiences.
Who in Canada is interested in Indigenous tourism experiences?
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Gen Zs
00%
Millennials
00%
Gen X
00%
Boomers
Green getaways
Sustainable and regenerative travel is an opportunity for tourism businesses to innovate their environmental services or products. To foster trust in eco-friendly tourism offerings, businesses must build credibility and overcome consumers’ skepticism of sustainability claims. This involves backing up claims with facts and communicating the lasting value of sustainable travel.
Sustainability matters
00%
of Canadians want their travel destinations and experiences demonstrate environmental sustainability
Breaking down the numbers
00%
of Gen Z prioritize sustainable tourism
00%
of millennials seek out green travel experiences
00%
of Gen X consider sustainability a factor when travelling
Roam sweet roam
The shop-local and shop-independent trend continues to shape tourism across Canada. Together, governments and tourism organizations can build on past efforts to boost small, local, and independent retailers, restaurants, and businesses, and bring big-business know-how to small-town enterprise. They just need to ensure they keep the experiences authentic.
What do businesses depend on to validate sustainability practices?
Travelling like a local?
00%
of Canadian tourists prefer to support local, indie, and family-owned businesses
00%
would go out of their way to support independent businesses
00%
are just as happy to spend at multinational companies and big box retailers
Where will you make an impact this summer?
As summer nears, Canadians are considering the benefits of exploring closer to home through staycations and road trips. By choosing to frequent tourism and hospitality businesses within our own borders, vacationers help foster economic resilience while connecting with the sights, sounds, and traditions of Canada.
Industry leaders had best make sure they’re prepared to handle the influx—and preferences—of domestic travellers.
Contact
Leslie Peterson
National TH&S Leader, National Gambling Leader
Leslie is the National firm leader for the Transportation, Hospitality and Services (THS) industry sector with specialized focus in Gambling. Over the last 22 years, she has worked closely with client business leaders to facilitate alignment around vision, business outcomes, operating principles, governance, and risk/issue mitigation to support success in achieving their goals, bringing relevant and cross-industry global experience. She is an experienced business process and information systems professional enabling business insight and value through modernization of technology, facilitating rapid adaptations needed in a highly discretionary, heavy customer centric and asset intensive sector.