Capturing the Canadian Consumer Study 2026

USD $675.00
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Insights into the Path to Purchase for Canadian Travellers

Fourth Edition

Geopolitics has become an important force in shaping where Canadians travel, resulting in new priorities, new planning behaviours and shifting destination preferences. The 2026 edition of Capturing the Canadian Consumer delivers timely insights into how Canadians are travelling abroad, what drives their destination decisions and where future opportunities lie for destinations, hotels, tour operators and the organisations that represent them. 

Based on a comprehensive, Canada-wide survey fielded in January 2026, this research equips tourism marketers with the data they need to compete more effectively for one of the world’s most valuable outbound travel markets. 

The study explores the preferences of Canada’s consumers holistically, including responses from: 

  • 1,502 Canadian residents from all 10 provinces, a sample statistically representative of Canada’s population. 
  • Those who have travelled internationally within the previous 12 months. 
  • Both French and English-speaking respondents 
  • A subset of affluent respondents with a net worth of at least CAN $1 million.  

The full report offers substantial data concerning facets of Canadian travel habits, with topics including, but not limited to: 

  • What is the profile of outbound Canadian traveller? 
  • What are the destinations Canadians are most interested in travelling to? 
  • Which platforms they use to conduct their research? 
  • What their “path to purchase” is when choosing a leisure destination? 
  • How they’ll travel – car, short haul, long haul? 
  • How they will allocate their travel spending? 
  • What types of experiences they are seeking? 

Compared to the 2023 edition, the 2026 report reveals meaningful shifts in Canadian travel intent and behaviour, from a sharp decline in interest in U.S. destinations and cross-border road trips, to later planning timelines and a growing preference for air travel. These changes signal a repositioning of where Canadians are looking to travel internationally and how they approach trip planning, with implications that will shape tourism marketing strategies well into 2027. Purchase your copy below.