Canadian travel behavior is undergoing a major shift in 2025, and destinations that want to stay ahead must evolve with it. While global uncertainty and changing economics are influencing where Canadians go, their desire to travel remains strong—especially to destinations that offer authenticity, emotional connection, and real value. A growing number of Canadians are skipping U.S. trips, instead looking toward the Caribbean, Europe, and Asia for meaningful experiences and better returns on investment.

To help destinations respond to this changing landscape, Trove Tourism Development Advisors partnered with Canadian company Lemoneight to survey Canadian travelers. The result is a comprehensive new guide filled with insights and actionable strategies to help tourism boards attract, engage, and convert today’s Canadian traveler. From culinary curiosity to mobile-first planning, soft adventure to solo travel, the guide breaks down how—and why—Canadian travelers are making decisions differently this year.

Whether you're aiming to refresh your brand narrative, optimize your digital strategy, or deepen trade partnerships, this report provides the tools to take action. Don’t miss the chance to get ahead of the curve. Fill out the form to access the full report and start building a Canadian traveler strategy that resonates, performs, and lasts.

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