From May 16 to 19, 2025, we surveryed Canadians on their travel intentions.
Highlights of our study on Canadians’ travel intentions include…
- Summer travel intention is surging among Canadians in 2025. Over half (55%) plan to take a leisure trip this summer, which is up significantly from 47% who planned to travel in summer 2024.
- Although overall summer travel intentions are strong, interest in U.S.-bound travel this summer is collapsing. Only 10% plan to travel to the U.S. this summer, down sharply from 23% last year. In contrast, domestic travel intentions are soaring, with 77% of travellers planning to stay within Canada (up from 69% in 2024).
- Canadians are increasingly choosing to explore their own backyard this summer. Compared to before tariffs were introduced, more Canadians are likely to travel within their home province (48% vs. 38% pre-tariffs) or to another Canadian province (42%, up from 30%). Atlantic Canadians lead in overall domestic travel intent this summer (94%), especially for trips outside their provinces (60%).
- The U.S tariff backlash is real. Three-quarters (75%) of Canadians who were planning a trip to the U.S. say the tariff announcements have influenced their plans, and over half (56%) who had planned to visit the U.S. now intend to travel elsewhere.
- However, Canadians’ decisions to avoid U.S. travel are being driven by more than just tariffs. While over six-in-ten indicate tariffs (64%) and political tensions (61%) as key concerns, other key factors include safety concerns (47%), poor exchange rate (46%), not feeling welcome (44%), and concerns about border delays (40%).
- Despite the overall decline in U.S. travel, some groups remain more likely to follow through with their plans. Albertans lead the way, with 44% of those who had a U.S. trip booked saying they still intend to go. Among those still heading south, the top reasons include a desire to visit the destination (43%), feeling unaffected by the political climate (41%), and visiting family or friends (27%).
Key Recommendations for Canadian Tourism Operators
- Capture Redirected U.S. Spend: With domestic tourism booming amid anti-Trump sentiment, there’s a major opportunity to attract Canadians seeking local alternatives. Promote affordable, culturally rich, and uniquely Canadian experiences through “close-to-home” and “pride and proximity” messaging.
- Engage Younger Travellers: Canadians aged 18-54 are driving interprovincial travel. Use digital-first, experience-focused campaigns featuring user-generated content to inspire exploration.
- Collaborate Across Regions: Strengthen partnerships between regions through joint itineraries, bundled promotions, and cross-promoted events to support multi-stop travel.
Key Recommendations for U.S. Tourism Operators
- Rebuild Trust with Canadians: U.S.-bound travel is declining due to safety concerns, political tensions, and feeling unwelcome. Reassure travellers with messaging focused on hospitality, inclusivity, and ease of entry. Emphasize that most Americans are welcoming to Canadians.
- Target More Open Segments: Focus efforts on men, younger travellers, and Albertans, groups still receptive to U.S. travel, by highlighting key motivators such as visiting family, attending sports events, and shopping.
Methodology
This online survey was conducted among 1,537 Canadian residents aged 18 or older, from May 16 to 19, 2025. Respondents were randomly recruited through LEO’s online panel. A margin of error cannot be associated with a non-probability sample in a panel survey. For comparison, a probability sample of this size would have a margin of error of ±2.50%, 19 times out of 20.
