According to Deloitte Canada's first Summer
Travel Outlook, 77 per cent of Canadians will spend more compared
to last year
TORONTO, May 22, 2024
/CNW/ - Sky-high costs and ongoing economic pressures are not
dampening the mood this summer season. According to the 2024 summer
travel outlook: Canadian destinations in the spotlight, Canadians
are eagerly making travel plans and are ready to get away and make
up for missed travel time. Overall, consumers plan to spend an
average of $2,405 on transportation
and lodging costs for their major summer trip, with three in four
(74%) planning to stay in the country and experience the very best
it has to offer.
"The evolving landscape of summer and leisure travel presents
significant growth opportunities to the travel and hospitality
industry stakeholders as they prepare for the increasing demand in
Canadian tourism, keeping in mind that travellers will still be
price-sensitive," says Leslie
Peterson, National Transportation, Hospitality, and Services
industry leader at Deloitte Canada. "Despite an unpredictable
economic climate, Canadians still value their travel plans for the
upcoming summer season and are more eager than ever to make the
most of their time off. From lakeside getaways to big city escapes,
Canadians plan to vacation within our own beautiful country."
The report explores the travel trends of Canadians as they
prepare for the summer travel season, and their impact on the
tourism sector in Canada. Some of
the key findings include:
- Travellers from Central Canada
(Ontario and Quebec) will spend more than those from the
rest of the country ($2,459 on
average).
- Around three in four Canadians (74%) plan to stay in the
country for their big summer vacation—and most plan to stay within
their home region rather than make long treks.
- The 'shop small and local' trend continues to shape tourism
across Canada: Canadians want to
support local, independent, and family-owned businesses (79%)
rather than chains, multinationals, big box retailers, and large
corporations (21%).
- Prince Edward Island is
expected to see the largest share of visitors from outside its
region, with 78 per cent of its visitors coming from Central or
Western/Northern Canada.
Canadians crave Indigenous (First Nations, Métis, and Inuit)
travel experiences, such as cultural workshops and traditional
lodgings. The report shows Indigenous-owned and -operated tourism
is gaining traction, driving opportunities for Indigenous tourism
businesses and communities. Fifty-seven per cent of Canadians are
likely to take part in those experiences in the future, Gen Zs
(75%) and Millennials (68%) being the most eager to
participate. Indigenous tourism organizations would benefit
from partnering with national and provincial governments to raise
further awareness and offer new experiences to travellers.
While Gen Xs plan to spend the most on travel this year
($2,671), Gen Zs intend to spend the
least ($2,100). The report also shows
Gen Zs and Millennials are the biggest fans of sustainable and
regenerative tourism, saying it's important that their travel
destinations and experiences demonstrate environmental
sustainability in some form, such as low carbon footprints,
renewable energy sources, and EV charging stations. They are the
most willing to participate in such travel experiences, and the
most willing to pay for them.
"The demand for sustainable and regenerative travel is gaining
momentum, but not all Canadians are willing to pay the price to
help leave a place better than they found it," adds Leslie Peterson. "Tourism businesses that can
overcome greenwashing-related skepticism and explain the lasting
value of sustainable travel by backing up claims with facts will
foster trust in eco-friendly tourism offerings and position
themselves at the leading edge of this burgeoning trend."
Learn more about the 2024 Canadian Summer Travel Outlook
here.
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SOURCE Deloitte Canada