Canadians embrace AI for trip planning, but still trust humans over tech: survey

As Canadians head into the peak summer travel season, a new survey suggests artificial intelligence is changing how people plan their vacations — but not how they want to experience them.

Research released by Intrepid Travel on Wednesday (July 15) found that while Canadians are increasingly embracing technology to organize their trips, they still overwhelmingly value human connection, local expertise and authentic cultural experiences once they arrive.

The company's Meaningful Travel Index, based on a survey of 2,000 Canadians conducted by Wakefield Research, also found growing concern about overtourism.

Nearly all respondents (93 per cent) said they would consider changing their travel habits to help reduce overcrowding at popular destinations, while 84 per cent said it is important that their travels positively impact local people and places.

"Overtourism is no longer something travellers are simply aware of, it's influencing how they choose to travel" said Christian Wolters, president of Intrepid Travel Canada, in a release. "The research shows Canadians want to travel more responsibly and are looking for practical ways to turn those intentions into action."

Rapid rise of AI

Despite the rapid rise of AI-powered travel planning tools, Canadians remain firmly in favour of local knowledge.

Eighty-five per cent said they trust local guides more than AI to deliver richer travel experiences, while 81 per cent agreed that guided tours led by local experts help them connect more deeply with a destination than exploring independently.

The preference spans all age groups, including Gen Z, suggesting that while AI is becoming an increasingly common travel-planning companion, it has not replaced the value of face-to-face storytelling, cultural insight and personal recommendations.

Seeking deeper connections

The survey found that overcrowding is already taking a toll on travel experiences.

More than seven in 10 Canadians (71 per cent) said overcrowded destinations have negatively affected their trips, with nearly one-quarter (23 per cent) saying it happens "always" or "very often."

In response, travellers are increasingly looking beyond social media's most-photographed destinations. Eighty-one per cent said they want to visit places that are not heavily featured online, while 64 per cent said they prefer hidden gems over famous tourist hotspots.

Many respondents also said they are willing to adjust their travel habits, with 53 per cent considering trips outside peak travel periods, 42 per cent willing to avoid overtouristed destinations altogether and 38 per cent planning to support local businesses.

Food also remains a powerful way to connect with a destination. Nearly all respondents (94 per cent) said local cuisine is one of the best ways to understand a place's culture, while more than half (56 per cent) expressed concern about tourism's impact on local communities and the environment.

"Across every theme in this research, Canadians are telling us they want to connect more deeply with the places they visit, the people who call them home and the experiences that make each destination unique, stated Wolters. "Technology can make planning easier, but it doesn't replace a local guide's knowledge, cultural insight or genuine human connection. Those are the experiences that travellers remember, and they're what make a trip truly meaningful."

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