Overtourism is changing how Canadians travel: study

As Canadians head into the busiest travel season of the year, overtourism is becoming a contributing factor in how they explore, according to a new study.

A Flight Centre Canada survey conducted by YouGov found that 93 per cent of Canadians familiar with overtourism are adjusting their travel plans for 2026 — but they aren’t giving up on dream destinations.

“Canadians aren't necessarily avoiding the most popular countries, but they are looking for ways to experience them differently,” said Ashley Harold, a travel expert at Flight Centre Canada, in a press release.

“They’re considering travelling during shoulder season, picking less crowded regions, and even touring lesser-known neighbourhoods to support small businesses. They want to lessen their impact and improve their experience.”

This summer’s breakout destination is Japan with Flight Centre Canada bookings up nearly 52 per cent year over year.

Italy and Ireland are both up 15 per cent. Greece and Switzerland are up around 11 per cent. Spain is up more than eight per cent.

A growing demand for change

Canadians are becoming more familiar with overtourism, with 49 per cent saying they are somewhat or very familiar.

Of this group, the top concern is overcrowding and loss of enjoyment (39 per cent).

Whether or not they know the word “overtourism,” most Canadians agree we should be mindful of the destinations we visit (94 per cent) and the way Canadians travel reflects who we are as a country (81 per cent), the survey says.

Four in five (80 per cent) believe destinations should prioritize the wellbeing of residents over visitors, even if it limits tourism.

Travel adjustments

Of the Canadians familiar with overtourism, 93 per cent will be adjusting their travel plans this year in several ways:

• Prioritizing local shops, restaurants and hotels instead of larger chains – 49 per cent
• Being more mindful of respecting local customs, etiquette or signage – 49 per cent
• Travelling during off-peak or shoulder season – 47 per cent
• Visiting less popular or alternative destinations – 41 per cent
• Taking shorter or more local trips instead of long-haul – 37 per cent

Since Canadians see travel as essential to their wellbeing, only 18 per cent will reduce the number of trips they take in 2026.

Willing to pay more to travel better

Perhaps the most striking data point in a year defined by cost pressure is that willingness to pay tourist fees — levies that support local infrastructure, services and the environment — rose from 57 per cent in 20253 to 71 per cent in 2026.

Affordability remains a top consideration, but Canadians are increasingly willing to spend more when they understand how that money will benefit their chosen destination, the study says.

Under-the-radar alternatives

Flight Centre shared the following "under-the-radar" alternatives: 

Instead of Barcelona: Head to Roses, an historic town in Costa Brava (Catalonia’s “wild coast”) known for its medieval history, rocky coves and beach culture. While there, the Dalí Theatre-Museum in Figueres is worth the detour.

Instead of Rome: Fly into Lamezia Terme in sunny Calabria, where thermal springs, Norman ruins and historic charm are on offer. Take the train to Tropea for clifftop splendor.

Instead of the Greek Islands: Head back in time to the Mani Peninsula on the mainland with its fishing villages, crystal waters and rugged terrain.

Instead of Paris: Fly into Nice in the French Riviera and take a moment to unwind with slow promenade strolls, plates of fresh seafood and consistently gorgeous weather.

Instead of Tokyo: Fly into Fukuoka on Kyushu and explore the island’s culinary scene (try the tonkotsu ramen) and verdant scenery (hot springs and active volcanoes).

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