Vacation mode is on for Canadians ahead of summer 2024. Nearly 30% have already booked their summer travel. Over three-quarters plan to spend as much as or more than they did last year, in large part because of rising prices but also because of a desire to make up for missed trips. However, a quarter of Canadians plan to cut back, either reducing their travel budgets or opting for shorter trips. One in five won't travel at all.

Canadians are opting for road trips and local getaways this summer to focus on spending time with family and friends.

Indigenous-owned and -operated tourism is gaining traction, but only 58% of Canadians are aware of the tourism options First Nations, Metis, and Inuit communities have to share–such as cultural workshops and traditional lodgings. Indigenous tourism businesses can partner with national and provincial governments to raise further awareness and offer new experiences.

Sustainable and regenerative travel is an opportunity for tourism businesses to innovate their environmental services or products. To foster trust in eco-friendly tourism offerings, businesses must build credibility and overcome consumers’ skepticism of sustainability claims. This involves backing up claims with facts and communicating the lasting value of sustainable travel.

The shop-local and shop-independent trend continues to shape tourism across Canada. Together, governments and tourism organizations can build on past efforts to boost small, local, and independent retailers, restaurants, and businesses, and bring big-business know-how to small-town enterprise. They just need to ensure they keep the experiences authentic. What do businesses depend on to validate sustainability practices?

As summer nears, Canadians are considering the benefits of exploring closer to home through staycations and road trips. By choosing to frequent tourism and hospitality businesses within our own borders, vacationers help foster economic resilience while connecting with the sights, sounds, and traditions of Canada.