Explore Canada: How Canadian Brands, Destinations, and Service Providers Can Win Big Right Now
A major shift is underway: more Canadians are choosing to explore their own backyard instead of heading south.
Fresh insights show:
39% of Canadians have changed their travel plans away from the U.S. (up 11% since February)
34% have canceled U.S. trips altogether (up 12%)
While economic pressures and trade tensions are fueling the trend, this isn't the first time we’ve seen a domestic travel boom — COVID-19 sparked similar behaviour.
The difference now? There’s an even bigger opportunity for Canadian destinations, brands, and service providers to drive growth, loyalty, and lasting impressions.
Right now, Canadians are focused on Canada.
Why This Matters
This isn’t just a tourism story — it’s a cross-sector opportunity for anyone who can tap into Canadians' renewed pride in homegrown experiences.
Those who move quickly, authentically, and thoughtfully will be the ones who win.
And remember: if you're not actively communicating, you don’t exist. Visibility is everything. Being top-of-mind with consumers is the first step to owning this moment.
Where the Opportunities Are
No matter your vantage point — tourism, retail, service, local or global — the opportunity is clear: Join forces, craft smart messaging and create experiences Canadians can feel.
For Tourism Operators:
Package authentic Canadian adventures.
Launch limited-time deals specifically for domestic travelers.
For Consumer Brands:
Partner with destinations to build co-branded experiences.
Introduce travel-inspired collections celebrating Canadian regions.
Set up pop-up shops at regional festivals and major events.
For Service Providers:
Tailor financial, telecom, or insurance offers for domestic travelers — and global visitors.
Launch loyalty programs that reward exploration across Canada.
Champion Canadian-made products from coast to coast.
How to Make It Stick
Effective campaigns work at home — and ripple abroad — when built authentically:
At Home: Invite Canadians to rediscover the country. Highlight value, accessibility, and genuine connections.
Internationally: Turn this domestic pride into a global advantage. Position Canada as vibrant, welcoming, and a must-visit destination.
The Bottom Line
The window is open — but it won’t stay open forever.
Whether you're in tourism, retail, finance, or beyond, now is the time to capture Canadian hearts, minds — and wallets — while laying the foundation for future global growth.
Be part of their travel inspiration — and communicate now — to help continue this momentum while fueling your own growth.
Want to understand how these shifting travel trends might impact your business? Contact us today to start the conversation and access our complete consumer insights report on Canadian travel behaviors in 2025.