The numbers are in, and the story is clear: Canadians travelled in record numbers in 2025. Recent data from Statistics Canada shows a surge in travel activity, and our own research confirms the same trend.
In fact, the number one insight we’re seeing is that nearly 80% of Canadians planned to travel more or just as often in 2025 as they did in 2024. That’s a notable finding given ongoing economic uncertainty and the broader social and political climate. Despite these pressures, travel continues to be a priority for Canadians.
Canadian Travel & Tourism Outlook Report
Domestic Travel Is Driving Canadian Tourism Growth
What’s especially interesting is where Canadians are choosing to travel. A significant share of this growth is being driven by domestic travel within Canada.
More Canadians are opting to explore closer to home, showing increased support for Canadian tourism and local destinations. This shift away from international travel, particularly to the United States, is also reflected in Statistics Canada’s cross-border travel data, which shows a decline in U.S.-bound trips.
Our research mirrors this trend closely.
One in Five Canadians Are Cancelling U.S. Travel Plans
Travellers cite concerns such as the political climate, safety, and violence as key reasons for pulling back on U.S. travel.
For Canadian destinations, this shift represents a significant opportunity.
As international travel plans change, travel intentions within Canada are rising, both within provinces and across provincial borders. While U.S. travel declines, demand for Canadian destinations continues to grow, creating a moment of real momentum for the domestic tourism industry.
Canadian Destinations Leading Travel Intentions
So which destinations are benefiting the most from this shift?
Newfoundland and Labrador continues to lead the pack. The province consistently delivers some of the highest destination ad recall among Canadians, with award-winning tourism campaigns that remain top of mind for travellers planning their next trip.
Why Newfoundland and Labrador’s Tourism Marketing Works
What are they doing right? It comes down to speaking directly to traveller values.
While the visuals are undeniably stunning and the creative assets are strong, what truly sets Newfoundland and Labrador apart is how clearly their messaging connects with traveller motivation. Their campaigns focus on authentic experiences; meeting locals, engaging with culture, and exploring nature in a meaningful way.
Rather than simply showcasing scenic highlights, they’re telling stories that invite travellers in. That emphasis on connection and authenticity is what drives intent and ultimately, bookings.
A Major Advertising Opportunity for Canadian Tourism
This approach becomes even more critical when you consider that two-thirds of Canadians don’t recall any destination marketing at all.
That’s a surprising gap.
In a market that feels crowded during peak travel season, most destinations are simply not breaking through. For tourism boards and destination marketers, this represents a major opportunity to capture attention, build awareness, and influence travel decisions.
Canada’s Moment to Shine
There is a clear opportunity right now for Canadian destinations to stand out, speak directly to domestic travellers, and convert growing interest into actual visits. With international travel shifting and curiosity about Canada on the rise, the Canadian tourism landscape is primed for growth.
For destinations ready to act, now is your time to shine.
