TORONTO—A recent survey by Intrepid Travel, conducted with 2,000 Canadian adults, reveals significant shifts in travel preferences among Canadians as the peak summer season approaches. The Meaningful Travel Index, created in partnership with Wakefield Research, highlights that 93 percent of Canadians are open to changing their travel habits to help reduce overtourism. Additionally, 84 percent believe it is important for their travel to have a positive impact on local people and places.
The survey found that overcrowding at popular destinations is a widespread concern, with 71 percent of respondents reporting that it has negatively affected their travel experiences. Nearly a quarter (23 percent) stated that overcrowding happens “always” or “very often” during their trips. This has led to a growing interest in visiting lesser-known destinations, with 81 percent of Canadians expressing a desire to travel to places not heavily featured on social media. Furthermore, 64 percent prefer discovering hidden gems over visiting famous tourist spots.
Changes in Travel Behavior
Canadians are not only aware of overtourism but are also willing to take practical steps to address it. The survey indicates that 53 percent would consider traveling outside of peak seasons, 42 percent would avoid destinations known for overtourism, and 38 percent would support local businesses during their trips. These findings suggest a shift from focusing solely on travel destinations to considering the broader impact of travel choices on local communities and environments.
Preference for Human Expertise Over AI
Despite the increasing role of artificial intelligence in travel planning, Canadians continue to value human connection and local expertise. According to the survey, 85 percent trust local guides over AI for providing richer travel experiences. This preference is consistent across all age groups, including younger travelers in Generation Z. Additionally, 81 percent agree that guided tours led by local experts allow for a deeper connection with a destination compared to independent exploration.
Cultural Experiences & Responsible Travel
Cultural engagement remains a key factor in travel decisions. The survey shows that 94 percent of Canadians consider local food an important way to understand a destination’s culture. Over half (56 percent) are concerned about the potential negative impact of tourism on communities and the environment. These concerns reinforce the trend toward seeking travel experiences that not only enrich the traveler but also benefit local populations.
Implications for the Travel Industry
The findings from Intrepid Travel’s survey suggest that Canadian travelers are increasingly interested in responsible travel, authentic cultural engagement, and supporting local communities. The preference for local guides and off-the-beaten-path destinations indicates a move away from mass tourism and technology-driven recommendations. The travel industry may need to adapt by offering more sustainable options and emphasizing local expertise to meet these evolving expectations.
Survey Methodology
The research was conducted online by Wakefield Research for Intrepid Travel, surveying 2,000 Canadian adults aged 18 and older. The study was part of a broader survey of 8,000 adults across Canada, the United States, the United Kingdom, and Australia. Fieldwork took place between April 29 and May 13, 2026.
