Purpose-driven, social travel and family adventures define the next year
ANN RUPPENSTEIN
Looking ahead to what’s in store for 2026, industry expert Jane Clementino sees bucket-list and purpose-driven travel being among the top trends to watch.
“Canadians are approaching their vacations with more intention and are looking for meaningful experiences, cultural immersion, and trips that reflect their passions,” the senior vice president and general manager of TRAVELSAVERS Canada tells Travel Courier. “Our advisors are seeing strong demand for once-in-a-lifetime journeys, from African safaris and Antarctica expeditions to culinary-focused itineraries and other passion-based escapes.”
Notably, Clementino points out that travellers are looking for deeper connections with the places they visit, something that travel advisors can offer their clients.
“Personalized experiences, authentic cultural encounters and off-the-beaten-path destinations are topping the list of emerging preferences,” she notes. “This shift is driven by a desire to create lasting memories with loved ones and to experience the world in a more purposeful and transformative way.”
Interestingly, at Intrepid Travel, president of Canada Christian Wolters, says that travellers are also craving deeper connections when it comes to active travel.
“A defining trend for 2026 is the rise of socially active travel, a shift that’s transforming wellness into something shared, energizing and community-driven,” he notes. “Travellers are no longer prioritizing solo retreats; they’re seeking group hikes, run clubs, surf camps, and multi-active adventures where movement and connection happen together.”
To back it up, he says this is reflected in Intrepid’s own numbers: active travel grew 9% year-over-year, and multi-active trips surged 23%. To meet this demand, the tour operator is launching 28 new active itineraries across destinations like Norway, Vietnam, Romania, Mexico, and Kyrgyzstan.
“These trips offer exactly what travellers are looking for, a blend of activity, nature, and the social connection that comes from exploring with like-minded people,” he shares.
Meanwhile, Whitney Ramirez, senior VP of sales, North America, TTC Tour Brands, is confident that family travel will continue to surge and evolve in 2026.
“Nostalgia is playing a significant role, as many adults seek to recreate their favourite trips with their children or revisit the places they once visited with their own parents,” Ramirez tells Travel Courier. “Multi-generational travel is leading the way, with grandparents, parents and children exploring the world together. Guided group tours are a natural fit for this trend because families can skip the stress of planning and rely on experts to craft a seamless trip that delivers a meaningful experience for every generation.”
When it comes to family travel, Intrepid also sees a clear shift toward small-group travel taking place as parents look for ways to truly reconnect with their kids.
“With digital distraction at an all-time high, families are choosing guided group travel as a way to spend quality time together, meet other like-minded families, and enjoy experiences that are both enriching and screen-free,” Wolters reveals. “Family bookings are up 10%, and 87% of travellers say they want to explore new regions with their children.”
To support this shift, Intrepid has increased its child discount to 20% and launched eight new family trips for 2026, from a Slovenia Family Holiday with Teenagers to a Botswana Family Safari Comfort and an Ecuador Amazon & Galapagos Family Holiday.
“These trips are designed to create shared memories, deepen connections, and make family travel easier, more meaningful, and more adventurous,” he adds.
Another interesting trend that Intrepid is witnessing is the rapid growth in shorter, transformative trips as travellers look for meaningful escapes that fit around busy lives and limited vacation time.
“Bookings for trips under 10 days are up 11%, and more than half of Intrepid travellers now say they prefer shorter adventures,” he said adding that their expanded Short Breaks collection, including new 4- to 5-day itineraries in Mexico City, Normandy, and Oaxaca’s Indigenous highlands, is designed to deliver cultural depth and a true mental reset without requiring extended time off. “These high-impact, close-to-home-style journeys are fast becoming one of the most powerful ways people choose to travel.”
As for the destinations to watch, Whitney points out that Europe continues to lead in demand for Canadian travellers.
“Romania has seen a surge in interest thanks to Trafalgar’s new Best of Romania, Transylvania and Hungary itinerary, and Albania is gaining momentum as more Canadians look for alternative destinations in the region,” she says.
TTC Tour Brands is also seeing travellers embrace JOMO, the joy of missing out, with a growing preference for slower-paced itineraries that dive deeper into a single country rather than fast multi-country trips.
“Trafalgar’s Best of Portugal and Insight Vacations’ Country Roads of Scotland are among their top picks,” she adds. On a similar note, Clementino also says Europe remains the star for 2026. Italy is predicted to be the top destination, with Portugal and Greece also seeing strong demand.
“The continued expansion of direct flights from Canada, including routes to Porto, Naples, and Catania, is making it easier for travellers to explore the continent,” she shares. “We are also seeing strong momentum in Eastern Europe, where travellers are drawn to the region’s affordability, fewer crowds, and destination dupe appeal.”
Notably, across TRAVELSAVERS Canada, Asia is another standout for 2026.
“Japan leads the trending destination list thanks to its immersive cultural experiences. With Japan’s capacity often limited, neighbouring destinations such as Thailand, Vietnam, and Bali are also experiencing a wave of popularity amongst travellers,” Clementino says.
In terms of travel style, she shares that all-inclusive vacations continue to dominate.
“Resorts are becoming increasingly upscale, with elevated dining, enhanced wellness offerings, and meaningful cultural programming attracting families, couples, younger travellers, and multi-generational groups who are seeking unique experiences,” she says.
Over at Intrepid Travel, domestic travel remains strong.
“One of the most powerful shifts we expect to continue is the surge in domestic exploration. Bookings for Intrepid trips within Canada grew an impressive 97% year-over-year, reflecting a renewed desire to reconnect with home, support local communities, and rediscover regions they may have once overlooked,” Wolters shares. “The East Coast was a standout performer, with bookings jumping 118% thanks to coastal culture, strong value, and highly effective provincial marketing.”
Meanwhile, internationally, he says Canadian travellers continue to seek culturally rich, food-forward, and active experiences.
“Vietnam is leading the pack. It’s one of Intrepid’s top international sellers for Canadians, who are drawn to its mix of history, cuisine, and authentic, community-based tourism,” he says. “This aligns with broader global trends we’re seeing: Canadians are prioritizing meaningful, immersive experiences over passive sightseeing, and they’re choosing destinations that offer depth, diversity, and a strong sense of place. Together, these domestic and international behaviours signal a Canadian traveller who is more intentional, adventurous, and globally engaged than ever heading into 2026.”
