by Natasha Lair
Last updated: 9:45 AM ET, Thu April 23, 2026
A new report from Development Counsellors International (DCI) points to a shift in how Canadians are planning and booking travel in 2026.
The study, “Capturing the Canadian Consumer: Insights into the Path to Purchase for Canadian Travellers,” surveyed 1,502 Canadian passport holders in January 2026 and found that travellers are not only taking more trips and spending more, but also making more deliberate decisions about where they go, and how they book.
U.S. demand drops sharply
One of the most notable findings is a steep decline in interest in U.S. travel.
According to the report, just 21% of Canadians are considering trips to the U.S. in 2026, down from 40% in 2023 - a nearly 50% drop.
That shift is benefiting other regions, with the Caribbean and Western Europe emerging as top alternatives for Canadian travellers.
Safety now drives decision-making
Safety and security are now central to travel planning, with 95% of respondents identifying it as a critical factor when choosing a destination.
The data suggests Canadians are becoming more cautious and intentional, weighing external factors more heavily than in previous years.
Direct booking on the rise
The report also highlights a growing trend toward direct bookings. Canadians are increasingly bypassing third-party platforms in favour of booking directly with airlines and cruise lines - a figure that has risen to 20%, up from 15% in 2023.
What Canadians want
Despite changes in behaviour, core travel motivations remain consistent. Family vacations (44%) and beach getaways (37%) continue to top the list for Canadian travellers.
“The challenges Canadian travellers face today are obvious, but the opportunities for destinations in the U.S. and around the globe are less apparent," Robyn Domber, Head of Research at DCI, said.
"It’s clear everyone wants to attract Canadians, but as they break from their usual habits, destination marketers need to understand their behaviours in order to appeal to them. More than ever, this research is providing the intel to help guide those strategies,” she said.
The full report, “Capturing the Canadian Consumer,” is available for purchase.
Topics From This Article to Explore
