Canadian Travel: Shift in Trends
Canadian travel habits are shifting — and the numbers tell the story. While trips to the U.S. have dropped sharply (down 13.5% in March compared to March 2024), Canadians are packing their bags for new adventures, both close to home and across the Atlantic.
Where they’re going now:
International (Non-U.S.) Travel is Surging – Return air trips to destinations other than the U.S. are up 9% year-over-year, with Europe, Mexico, and the Caribbean topping the list.
Domestic Exploration is Booming – Over 70% of Canadians plan to travel within the country in 2025, with hotspots including Tofino (+35%), Gaspésie–Îles-de-la-Madeleine (+30%), Halifax (+30%), Whistler (+20%), and Quebec City (+11%).
Reasons for Avoiding the U.S.:
To support Canadian travel industries (57%)
Political climate (51%)
Weak Canadian dollar (34%)
Our Travel Audience – Who You’ll Reach:
Our network taps into an adventurous, experience-driven demographic:
Prefers domestic travel within Canada
Enjoys outdoor activities and nature
Values cultural experiences and supporting local economies
Average annual household income: $132,527 (multi-person) and $61,656 (single-person)
Recent travel activity:
41.25% took 1–2 vacations in the past year (Index 105.62)
32.95% took 3–5 vacations (Index 110.88)
11.86% took 6–10 vacations (Index 112.27)
Why UB Media is the perfect partner for travel brands:
From Campuses, to Restobars in vibrant entertainment districts to cinemas and Residential condo lobby screens, UB Media reaches travellers where they live, learn, and relax — before they book their next adventure. Whether your brand is a tourism board, airline, hotel chain, destination marketing organization, or travel gear retailer, our audience is primed for your message.
Canadian travellers are looking beyond the U.S. — exploring the beauty of their own country and destinations abroad. UB Media gives you direct access to this motivated audience in the moments that matter, inspiring their next journey before they even start packing.