Canadians Rethinking How and Where They Travel

A newly released survey from Blue Cross indicates that Canadians are reevaluating how they travel, not if they will travel.

The 2025 Blue Cross Travel Study, conducted by Research + Knowledge = Insight, polled 2,047 adult Canadians online, in November of 2024. At the time, cost was listed as the top consideration for travellers, but not the only factor.

“We’re seeing travellers adjust their plans to not only overcome economic barriers but also factor in the impact their travel will have on the world,”  says Tim Bishop, Managing Director, Blue Cross of Canada. “This is leading to more intentional planning, such as choosing destinations that are more aligned with one’s values while also considering risks like extreme weather. With this mindset, Canadians are prioritizing flexibility and peace of mind with the goal for them to travel with greater confidence.” 

Highlights of the survey include:

• Geopolitical concerns are influencing decisions – Nearly half (47%) of Canadians are less likely to visit the U.S. following the election (this study was conducted prior to inauguration).  
• Cost is a major factor – 81 percent of Canadians have changed their travel habits due to rising costs, up 12 percentage points from last year. Gen Z is the most impacted, with 90 per cent adjusting their plans. 
• Canadians are still prioritizing travel – 79 per cent of Canadians plan to travel outside their province or territory in 2024, a 10-percentage point increase from last year. 
• Over-tourism is leading to travel shifts – 47 per cent of travellers, including 58 percent of Gen Z and 55 percent of Millennials, have changed their plans due to concerns about tourism’s impact on local communities. 
• Climate change is a growing travel consideration – 65 percent of Canadians are adjusting their plans due to climate concerns.  

The need for expert advice is strong. Blue Cross highlights how travel insurance can be an integral part of travel, but the role of advisors is also clear. “Canadians want resources to support their shifting travel needs, given constantly changing risks,” says Bishop. This kind of assistance "can help navigate unexpected events and manage associated costs due to health or other issues, whether out of province or out of country," he says.

The full survey is available at www.bluecross.ca/travelstudy/.

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