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

Development Counsellors International (DCI) has released its latest Canadian consumer research report, “Capturing the Canadian Consumer: Insights into the Path to Purchase for Canadian Travellers.”

The study offers fresh, data-driven insights to help destinations worldwide better understand and attract Canadian travellers in a rapidly evolving global landscape.

Based on a survey of 1,502 Canadian passport holders conducted in January 2026, the report highlights a notable shift in travel behaviour compared to its 2023 edition.

Canadians are not only travelling more frequently but are also spending more and making increasingly intentional decisions about where and how they travel.

A market in transition

Now in its fourth edition, the report captures a moment of change as geopolitical factors and shifting consumer priorities reshape travel patterns.

Canadians are reevaluating traditional destinations, seeking safer options, and relying less on intermediaries when booking trips.

One of the most striking findings – and one that has already been widely reported on – is a sharp decline in interest in travel to the United States.

Once a dominant choice, U.S. travel interest has dropped from 40 per cent in 2023 to just 21 per cent in 2026—a nearly 50 per cent decrease.

This shift has opened the door for other regions, with the Caribbean and Western Europe emerging as the primary beneficiaries of changing preferences.

Safety first

Safety remains the most critical factor in travel decision-making, with an overwhelming 95 per cent of respondents identifying it as essential.

This heightened focus reflects broader global uncertainties and underscores the importance for destinations to clearly communicate security and reliability.

Another notable trend is the rise of “direct” booking. Canadians are increasingly bypassing third-party platforms in favour of booking directly with airlines and cruise lines.

Direct bookings have grown from 15 per cent in 2023 to 20 per cent in 2026.

Meanwhile, family vacations (44 per cent) and beaches (37 per cent) continue to be the most desired trips.

“The challenges Canadian travellers face today are obvious, but the opportunities for destinations in the U.S. and around the globe are less apparent,” said DCI’s Head of Research, Robyn Domber in a press release. “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.”

The full report is available for purchase here.

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