Canadians are ready to travel, spending $2,405 on average and seeking local, sustainable experiences
According to the Dolittle’s 2024 summer travel outlook: Canadian destinations in the spotlight, Canadians are eagerly planning their vacations to make up for missed travel time.
On average, consumers plan to spend $2,405 on transportation and lodging for their major summer trip, with 74 percent planning to stay within Canada.
Leslie Peterson, National Transportation, Hospitality, and Services industry leader at Deloitte Canada, commented, “The evolving landscape of summer and leisure travel presents significant growth opportunities to the travel and hospitality industry stakeholders as they prepare for the increasing demand in Canadian tourism, keeping in mind that travellers will still be price-sensitive.”
She added, “Despite an unpredictable economic climate, Canadians still value their travel plans for the upcoming summer season and are more eager than ever to make the most of their time off. From lakeside getaways to big city escapes, Canadians plan to vacation within our own beautiful country.”
The report highlights several key travel trends for the summer:
- Travellers from Ontario and Quebec will spend more than those from other regions, averaging $2,459.
- 74 percent of Canadians plan to stay in the country for their summer vacation, often within their home region.
- The 'shop small and local' trend is prominent, with 79 percent of Canadians preferring to support local, independent, and family-owned businesses over large corporations.
- Prince Edward Island is expected to attract 78 percent of its visitors from Central or Western/Northern Canada.
Indigenous travel experiences, such as cultural workshops and traditional lodgings, are gaining popularity. Fifty-seven percent of Canadians are interested in these experiences, with Gen Z (75 percent) and Millennials (68 percent) showing the most interest.
Indigenous tourism businesses could benefit from partnerships with national and provincial governments to promote and develop these opportunities.
Spending varies by generation, with Gen X planning to spend the most ($2,671) and Gen Z the least ($2,100).
Gen Z and Millennials are also the most supportive of sustainable and regenerative tourism, seeking environmentally sustainable travel options like low carbon footprints, renewable energy sources, and EV charging stations. They are willing to pay more for such experiences.
“The demand for sustainable and regenerative travel is gaining momentum, but not all Canadians are willing to pay the price to help leave a place better than they found it,” Peterson noted.
“Tourism businesses that can overcome greenwashing-related skepticism and explain the lasting value of sustainable travel by backing up claims with facts will foster trust in eco-friendly tourism offerings and position themselves at the leading edge of this burgeoning trend.”
