Canadian travellers are trading checklist tourism for slower, more immersive experiences, and according to executives at Collette, that shift is fueling major growth in the Canadian market.
Speaking during a media roundtable ahead of a travel advisor appreciation event in Toronto, Christian Leibl-Côté, Senior Vice President of Global Sales, said Canada has become the company’s fastest-growing market for three consecutive years.
The event, held during Travel Advisor Appreciation Month, was designed to thank advisors, a distribution channel Collette says remains central to its business strategy, particularly in Canada.
Small Groups, Slower Pace
Executives pointed to a major evolution in what travellers now want from guided touring.
Small-group travel is “extremely hot,” according to Leibl-Côté, as Canadian travellers continue shifting toward slower-paced, experience-driven itineraries.
“We more than quadrupled the amount of departure dates and seats available,” he said, noting Collette has expanded from 19 small-group tours in 2019 to more than 63 planned for 2027.
Before the pandemic, many travellers prioritized seeing as many countries as possible in a short period of time.
Today, Collette says travellers are looking for deeper cultural immersion, more free time and fewer hours spent on motor coaches.
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“Prior to COVID, it was all about, ‘Let me be in five or six countries in 10 days,’” said Leibl-Côté. “Now it’s about slowing the pace, being able to experience the destination, meet the locals, spending a day doing truffle hunting.”
Ron Lonsdale, Vice President at Collette, said travellers increasingly value experiences over material goods and are seeking “culinary and cultural immersion” that they cannot easily replicate on their own.
The company’s “Explorations” small-group product line has become one of its fastest-growing categories, with tours typically capped at 19 to 24 guests depending on destination.
Travellers visit a Maasai village in Kenya during a small-group tour with Collette (Photo Credit: Collette)
Canadians Looking Beyond Europe
While Europe remains strong, executives said Canadian demand is surging for destinations like Africa, Asia, Patagonia and Scandinavia, particularly itineraries that travellers may feel less comfortable planning independently.
Safaris were highlighted as especially popular, alongside “cold destinations” tied to the growing coolcation trend.
“Travel is all about now creating these memories that you’re going to be able to talk about for the rest of your life,” said Leibl-Côté.
The company says travellers increasingly want authentic neighbourhood-level experiences rather than simply visiting iconic landmarks.
“People are really wanting to be okay, so I’m in Paris, I saw the Eiffel Tower — that’s fantastic,” he said. “But what is the real Paris?”
Travel advisors attend Collette’s advisor appreciation event in Toronto (Photo Credit: Natasha Lair)
Advisors Are Critical
Now in its 108th year, the family-owned company says advisors continue to drive the majority of its business. Collette repeatedly emphasized the importance of the travel advisor community, noting that relationships and advisor education have played a major role in its Canadian growth.
The company said more than 1,100 advisors travelled with Collette in 2025 through a heavily discounted advisor program designed to help agents experience the product firsthand.
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“We want them to come and experience what touring really is all about,” said Leibl-Côté, noting the industry is still working to overcome outdated stereotypes associated with escorted touring.
Lonsdale added that advisors today are becoming increasingly knowledgeable about matching guided travel styles to different client personalities and trip goals.
Crisis Management, Flexibility and Consumer Confidence
The executives also addressed ongoing industry concerns ranging from geopolitical instability to rising airfares linked to fuel volatility.
Leibl-Côté said the company maintains a dedicated crisis leadership team that constantly monitors global events and coordinates with governments and on-the-ground partners.
He pointed to Collette’s response during 9/11, COVID-19 and the October 7 attacks in Israel as examples of how the company prioritizes traveller support and refunds during crises.
While rising fuel costs are affecting airfare pricing globally, executives said Canadian demand has remained resilient.
“Canadians are buying. They want to travel,” Leibl-Côté said.
A Changing Traveller Demographic
Collette also noted that age is becoming less important than mindset when it comes to guided travel.
“It’s really not about the age anymore,” Leibl-Côté said. “It’s really all about the modern traveller that’s curious, that’s looking to experience things.”
Solo travel — particularly among women — was also highlighted as a growing segment for Collette’s small-group tours. Travellers are drawn to the balance of independence and community that guided touring can provide.
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Lonsdale recalled speaking with an advisor who recently travelled solo and admitted she had initially been intimidated by the idea.
“But the one thing is, [she] felt [she would] be missed the next morning if [she] didn’t show up,” he said, describing the sense of connection many travellers develop within smaller groups.
He described modern guided touring not as a rigid itinerary, but as “an organized adventure."
The Toronto-area gathering included networking, presentations, trivia, Bingo and prize giveaways as part of Collette’s ongoing advisor appreciation events across Canada, following a similar event held earlier this month in Halifax.
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