8 in 10 Canadians say adventure travel isn’t about adrenaline: study

A new Flight Centre Canada survey conducted by YouGov reveals 78 per cent of Canadians agree adventure travel today is defined by discovery, not adrenaline.

According to the study, 91 per cent say a trip can feel adventurous without any thrill-seeking at all.

This mindset is shaping how Canadians plan travel ahead of the busiest season of the year, says Flight Centre.

READ MORE: Canadian travellers are spending more, but safety remains critical: study

“Five or ten years ago, adventure meant pushing your limits physically,” said Anita Emilio, executive vice president for Flight Centre Canada, in a press release. “Now, it’s about stepping into the unknown – intellectually, emotionally and spiritually. Canadians are choosing places that are not just farther away, but also feel different because that’s what makes a trip feel like an adventure today.”

The survey shows that 72 per cent of travellers define adventure as something that expands their worldview:

• experiencing different cultures, traditions or ways of life (14 per cent)
• exploring a new city or region (13 per cent)
• stepping outside their comfort zone (11 per cent)
• venturing off the beaten path (10 per cent)
• trying new foods (six per cent) or spending time in nature (six per cent)

Only 28 per cent of Canadians associate adventure with high-adrenaline or physically intense activities, highlighting how broadly definitions of adventure have changed.

The destinations perceived as most “adventurous” are long-haul, with Africa (43 per cent) and East and Southeast Asia (40 per cent) ranking highest, followed by Australia and New Zealand (37 per cent). The United States ranks significantly lower at 12 per cent.

Long-haul market grows

This reflects broader travel patterns. Statistics Canada reported 9.3 per cent growth in overseas trips in March, alongside continued U.S. declines, showing Canadians are increasingly looking beyond familiar destinations.

For spring and summer 2026, Mexico, Canada and Dominican Republic remain Flight Centre’s top destinations by volume.

However, the strongest growth is in the long-haul market: Portugal (57 per cent), New Zealand (52 per cent), the Netherlands (40 per cent) and Germany (32%).

Canadians are also showing greater confidence in travelling to places they may have previously overlooked, like Greece, Argentina and Colombia — destinations that feel unfamiliar, but increasingly accessible through guided tours, cruises, all-inclusive options and tailored itineraries.

 The shift comes at a time when global travel is becoming more complex and less predictable with ongoing geopolitical tensions driving up fuel costs and prompting airlines to adjust pricing and capacity.

Even so, demand remains strong with 82 per cent viewing travel as essential to their wellbeing –  “a sign it’s becoming more important, not less,” says Flight Centre.

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