Tour operators reveal where travellers are dreaming of going
Fresh off of releasing the Meaningful Travel Index — a national survey that gaged what’s driving the travel decisions of 2,000 Canadians — new research from Intrepid Travel reveals that Canadians are valuing local connection, human expertise and experiences that positively impact the people and places they visit over hotspots.
“Travellers are moving away from simply checking the biggest attractions off their list and are looking for experiences that feel more personal and connected to the place,” shares Christian Wolters, president, Intrepid Travel, Canada. “That’s reflected in our research, where 71% of Canadians said overcrowding at popular destinations has already worsened their travel experience, and 93% said they would consider changing their travel habits to help reduce overtourism.”
Japan
Destination wise, Wolters shares that Japan is a great example of this shift.
“It remains one of the top destinations for Canadian travellers (+31% YoY), but what’s driving demand now is a desire to experience a deeper side of the country beyond the major cities,” he notes. “We’re seeing strong interest in more immersive, walking-based itineraries where you’re getting out of the cities and into smaller communities.”
Whether that entails visiting a tea farm to learn how Japanese tea is produced or staying with local hosts and sharing a home-cooked meal, he points out that travellers are looking for that local perspective and the stories behind a place.
“And, of course, food continues to be one of the most powerful ways to connect with a place,” Wolters says. “This is especially true in destinations like Japan, where there can be a language barrier. Food transcends language and gives travellers a window into local traditions, culture and everyday life. Our research found that 94% of Canadians say local food is one of the best ways to understand a destination’s culture… Ultimately, the destinations that are standing out are the ones where travellers feel like they’ve truly experienced a place, not just visited it.”
Türkiye + Morocco
Over at Explore Worldwide, Türkiye is up +57% YOY and Morocco is soaring +79% YOY.
“Türkiye and Morocco are both having a bit of a moment with Canadians travelling this year,” says Katy Rockett, regional director of North America at Explore Worldwide. “In both destinations, bookings are spread across our Walking, Cycling, Cultural Discovery, Food & Wine, and Upgraded trips, which speaks to the wide variety of experiences available in each country.”
Whether travellers are going for the first or 50th time, she says there are countless ways to explore and always something new to discover.
“That sense of depth and variety really encapsulates what we do at Explore, and it’s clearly resonating with our Canadian travellers,” she adds.
South Pacific + Australia + New Zealand
While booking trends have fluctuated significantly over the past couple of months, often reflecting events taking place around the world, Goway Travel shares that on a positive note, the uncertainty is beginning to settle.
“In particular, we are now seeing strong demand for future travel to our South Pacific destinations, with Canadian travellers increasingly seeking authentic smaller group and private experiences and more immersive, experiential travel in Australia, New Zealand, and the islands of the South Pacific such as Tahiti and Fiji,” says Meg Boyd, commercial manager, South Pacific, Goway Travel. “Australia is doing extremely well with the Canadian travel market. Sustainability continues to be a key consideration for Canadian travellers, and authentic, meaningful experiences remain high on their wish lists.”
China
Another destination where bookings are skyrocketing is China, with G Adventures reporting a +141% YoY growth.
“We’re seeing some really exciting, telling shifts in how Canadians are choosing to travel right now, and China is officially having a massive moment,” shares David Green, VP customer & sales operations and managing director, Canada for G Adventures. “Thanks to normalized flight capacities, convenient new routes, and a massive social media boom showcasing its futuristic cities, deep traditions, incredible food, and surreal landscapes, the country has completely captured the imagination of a whole new generation of travellers.”
China also became visa-free for Canadian passport holders in February, with the policy slated to remain in effect until the end of the year, which is also driving a lot of demand.
Kenya + Egypt
Green says that the same hunger for discovery is also driving a spike in travel to places like Kenya, which emerged as a strong alternative for G Adventures travellers redirecting from Middle Eastern destinations earlier this year.
“At the same time, our travellers are proving to be incredibly resilient, and Egypt is a perfect example,” he adds. “When bookings to the wider region slowed down earlier this year, our travellers didn’t cancel their Egyptian adventures, they just postponed them by a few months. It’s a testament to the fact that Egypt’s allure is incredibly strong, and absolutely nothing is stopping Canadians from wanting to experience that history firsthand. This year, Canadians are making it clear that they’re ready to explore the world boldly.”
