Purpose is shaping Canadian travel
Canadians are balancing travelling closer-to-home with international getaways and intentionally choosing experiences that make travel worth the investment. Canadian enthusiasm for travel remains strong in 2026, with travellers making deliberate choices about what each trip should deliver. Despite economic uncertainty, Canadians appetite for travel is high:
Three themes emerge from the research:
Much of Canadians’ planned travel remains close to home.
International travel is increasingly experience-led.
Guidance and convenience become more valuable as travellers go farther.
Together, these Canadian travel trends for 2026 point to a market defined not simply by where people go, but by why the journey feels worthwhile.
International travel is increasingly experience-led
For Canadians travelling internationally, the destination is only part of the decision. What they can experience after arriving is equally important. City exploration is planned for 58% of international trips, making it the leading activity measured. Other popular experiences include historic sites and monuments, at 49%, and gastrotourism at 42%.
These preferences are a reflection of the importance of experiential travel, with Canadians looking to combine a variety of experiences within a single itinerary. For destinations and tourism operators, this creates an opportunity to market connected experiences instead of isolated attractions. Suggested itineraries, themed routes and partnerships between accommodations, restaurants and attractions, can help travellers imagine the complete journey and help travellers by removing some of the burden that comes with planning.
Canadians are balancing proximity and discovery
Local and domestic tourism remain central to Canadians’ plans.
International destinations face different challenges. Longer trips require more time, planning, and money, so they must offer experiences that feel distinctive enough to justify the investment. There is a wealth of opportunity for both domestic and international destinations, as Canadians build a blended travel portfolio, with different trips fulfilling different needs.
Together, they account for 58% of planned trips. For Canadian destinations, accessibility is an advantage, but it is not the entire proposition. Travellers still need compelling reasons to leave their routines, from seasonal experiences and local food to new ways of exploring familiar places.
On the other hand, intention to travel to the U.S. continues to lag, with only 13% of planned trips – in line with 2025.
Distance increases the value of guidance and turnkey service
Canadians also approach domestic and international travel differently. Familiarity makes trips within Canada easier to navigate independently, while international travel can introduce unfamiliar language, transportation, booking requirements and time pressures. This uncertainty created opportunities for a range of services, from short, guided day trips to turnkey service.
Travellers may value guidance not only because it makes a trip easier, but because local expertise can provide context and access they might not find independently. The opportunity is to offer supported independence: help with the most complex aspects of the journey while preserving flexibility and time for personal discovery.
What does this mean for the tourism industry?
The findings suggest three priorities for destinations and travel organizations:
Define the trip’s role
Show whether the experience offers an accessible escape, cultural discovery, culinary exploration, or another clear benefit.
Connect the experiences
Present food, history, and local exploration as parts of a cohesive itinerary.
Reduce friction
Provide trustworthy information and support without making the trip feel standardized.
The outlook is defined by intentionality
The story of travel and tourism in 2026 is not simply domestic or international. Instead, it is increasingly intentional. Canadians continue to demonstrate strong demand for leisure travel, but they are thinking carefully about what each journey will offer and whether it merits their time and effort.
For the tourism industry, promoting somewhere to go is no longer enough. Travellers need to understand why the journey is worth choosing, what they will experience, and how easily they can make the most of it.
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