New Research: Intel for US Destinations Seeking Canadian Travelers

Canadian travelers are a valuable, but complicated market. DCI’s newest edition of “Capturing the Canadian Consumer: Insights into the Path to Purchase for Canadian Travellers” explains the challenges and opportunities for connecting with them.

For U.S. destinations, the challenges are particularly evident. Tariffs. Social unrest. Immigration issues. Overseas conflicts. It’s been a turbulent few months, but Canadian travelers know that geopolitical affairs don’t define a nation. Interest for U.S. travel may have halved since the last study, but Canadians still want to visit.

There are opportunities to appeal to those who are still planning to travel south. By understanding the Canadian traveler and catering to their needs and desires, U.S. destinations can attract them in the short-term. And in the long-term, healthy messaging will keep those same destinations top of mind when Canadian appetite for U.S. travel re-emerges.

These three takeaways from the recent study demonstrate what U.S. destinations need to know about their northern neighbors.

1. Canadians Need Value

Compared to 2023, when the key theme focused on “revenge travel”, this year’s study shows Canadian travelers are seeking intentional and experiential travel. They aren’t looking to escape the pandemic and relax. They want to do more, immerse in local cultures, and create memories like never before.

But they are discerning. Value was mentioned by 91% of travelers, indicating they are looking for experiences that are worth the price. They aren’t seeking budget visits, but Canadians want transparency and clarity, especially among the 65+ segment (89% said it’s important).

U.S. destinations, therefore, need to make their value proposition clear. Discounts and special packages will be welcomed, but so will experiences where the price is justified—think “once in a lifetime.” Angle Canadian marketing to meet their demand for intentional value-driven experiences. Avoid relying on “what” your destination offers, and instead lean into the “why” of it, to show its value instead of simply telling Canadians it’s a great place to visit.

2. Canadians Want Reassurance

Safety. Safety. Safety. Most (95%) travelers rated a safe and secure destination as important. It’s no surprise given the geopolitical concerns around the world. But whereas safety used to be only about wars and foreign conflicts, U.S. destinations are now dealing with safety concerns in their own backyards.

States and cities across the U.S. have an opportunity to brand themselves as the safe choice in the U.S., to double down on security messaging that resonates with Canadians. Campaigns that showcase your destination’s safety statistics and overt welcoming of all travelers will go a long way to reassuring Canadians.

Displaced U.S.-bound Canadian travelers will return in time. Destinations that move quickly to affirm their safety credentials in the Canadian market will establish an appeal that will outlive current tribulations.

3. Canadians Are Family-Oriented

Family vacations (44%) and beach getaways (37%) remain the most desired future trip types. The numbers have dipped since 2020 pandemic-rebound peaks of 56% and 43% respectively. But the high interest of new categories in the 2026 survey, notably “visiting family and friends,” keeps this theme at the top of the list. Nearly a third (29%) of respondents travel to visit family and friends.

For U.S. destinations, the takeaway is clear: make it all about family. Travelers of all ages and financial means are disproportionately interested in family experiences and beaches, far ahead of romantic holidays or city breaks.

Even destinations in the U.S. without beaches can tap into these hunger by creating family-friendly itineraries, promoting experiences for kids, and creating promotions during Canadian school holidays. Look to Canadian influencers who speak to parents and generate marketing campaigns that make clear how families can benefit in your destination. Even if they aren’t booking immediately, this sort of messaging will have ripple effects into the future.

While a broad approach has its merits, focusing on the segments most likely to convert is the most effective path forward in the Canadian market—for now.

Want to learn more? Download your copy of “Capturing the Canadian Consumer: Insights into the Path to Purchase for Canadian Travellers”. The brand new research report is a trove of insight to guide strategies for boosting Canadian visitations. Get in touch with Karyl Leigh Barnes at karyl.barnes@aboutdci.com to learn more.