A new survey suggests Canadians are increasingly willing to change how they travel in favour of more responsible tourism.
According to Intrepid Travel's Meaningful Travel Index, based on a survey of 2,000 Canadians conducted by Wakefield Research, 93% of respondents said they would consider changing their travel habits to help reduce overtourism, while 84% said it is important that their travel has a positive impact on local people and places.
The findings also suggest many Canadians are already feeling the effects of overcrowding. More than seven in 10 respondents (71%) said overcrowded destinations have worsened their travel experience, with 23% saying this happens "always" or "very often."
Interest in travelling beyond the world's most popular destinations is also growing. The survey found that 81% of Canadians want to visit places that are not heavily featured on social media, while 64% prefer hidden gems over well-known tourist hotspots.
"Overtourism is no longer something travellers are simply aware of, it's influencing how they choose to travel," said Christian Wolters, President of Intrepid Travel Canada.
"The research shows Canadians want to travel more responsibly and are looking for practical ways to turn those intentions into action."
The survey found Canadians are open to changing their travel habits in several ways. More than half (53%) said they would consider travelling outside peak season, while 42% would avoid destinations experiencing overtourism and 38% would make an effort to support local businesses.
The research also points to a continued preference for human expertise despite growing use of artificial intelligence in travel planning. Eighty-five percent of respondents said they trust local guides over AI for richer travel experiences, and 81% agreed that guided tours led by local experts allow them to connect more deeply with a destination than exploring independently.
"Across every theme in this research, Canadians are telling us they want to connect more deeply with the places they visit, the people who call them home and the experiences that make each destination unique," Wolters said.
"Technology can make planning easier, but it doesn't replace a local guide's knowledge, cultural insight or genuine human connection. Those are the experiences that travellers remember, and they're what make a trip truly meaningful."
Food also remains a key driver of cultural exploration. Nearly all respondents (94%) said local cuisine is one of the best ways to understand a destination's culture, while 56% expressed concern about tourism's impact on communities and the environment.
According to Intrepid Travel, the findings reflect changing traveller expectations as Canadians increasingly seek experiences that combine cultural connection, responsible travel and authentic local engagement.
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