Montreal has replaced Vancouver as the Canadian destination that First in Service (F1S) travel advisors across the country are booking the most, according to new survey results released by the independent travel agency. Meanwhile, Italy ranked as the top international destination.

In the survey, F1S advisors were asked to name the three top domestic destinations they are booking for 2024; 58% indicated that Montreal was among the most popular.

While Vancouver had previously ranked first for 2023, it falls to second place (42%) behind a surge of interest in Montreal, which was recently hailed by Lonely Planet as the third best city in the world to visit in 2024. Calgary is third (33%), followed by Toronto (17%).

Despite Vancouver’s second place finish, British Columbia retains its crown as the most popular province among F1S advisors’ clientele, with 67% of F1S advisors naming it or citing Tofino, Vancouver, and Whistler specifically. The province of Quebec is second (58%) with Montreal and Quebec City named. Alberta is third (50%) with Banff, Calgary, Edmonton, and Lake Louise all named. Ontario ranks fourth (17%), while other top provinces include Newfoundland and Nova Scotia.

“Montreal has long been a standout among major North American cities thanks to its vibrant culture and sophisticated charms that reflect its French roots,” notes F1S CEO Fernando Gonzalez. “In addition to receiving accolades from Lonely Planet, Montreal was also named one of the safest cities in the world by Berkshire Hathaway.”

“Montreal is a beautiful place that is easy to navigate,” says F1S advisor Jessica Donath. “It is like our very own European city!”

International

Meanwhile, Italy leads all other countries by a wide margin among the top international destinations currently being booked for 2024 by F1S advisors. With 67% voting for the European country, it marks the third year in a row that Italy has been tops.

“The ongoing desire among Canadians to visit Italy simply cannot be overstated. It is as popular as ever,” notes Gonzalez. “Among the most sought-after places we’re seeing within Italy for next year include Rome, Puglia and the Amalfi Coast, which together offer unparalleled history, culture, epicurean delights and natural beauty.”

F1S’ top country destinations from Canada include:

• Italy (67%, with Amalfi Coast, Puglia and Rome all named)
• France (25% named)
• Mexico (25%, with Mexico City named)
• Portugal (25%)
• Spain (25%, with Madrid named)
• Greece (17%)
• Japan (17%, with Tokyo named)
• United States (17%, with Alaska and Hawaii named)

“While there are no real surprises on this list of top countries our advisors are booking, Portugal has certainly cemented its status as a must-see destination,” says Gonzalez. “The demand for travel to Japan has only intensified over the past year since the country reopened after the pandemic, and we fully expect that trend to continue.”

“Portugal is a bit more reasonably priced than other European countries,” notes F1S advisor Michelle Green, who adds, “River cruising is very popular within Portugal.”