The latest European Travel Commission Long-Haul Travel Barometer sheds light on the travel intentions in key overseas markets – including Canada – for the summer. The Coles Notes on Canadians: We’re into culture and history, travel in summer, stay for more than a week, have a fondness for France, and – surprise! – spend the least on a daily basis amongst the six markets analysed.
Here’s our deep dive into Canadian travel habits, as broken out in the ETC study, which culled from an April survey of potential travellers from six markets (Australia, Brazil, Canada, China, Japan, and US) on their likely travel habits from May to August:
Key insights
The good news: In Canada, over half of respondents (51%) are planning long-haul travel this summer, with Europe being the preferred destination (37%). Among those, 22% will be repeat visitors to the continent. The intentions for overseas travel were particularly strong among 18-49-year-old travellers.
Sentiment for long haul travel is also stable in Canada and has gradually increased since the autumn of 2021. While the number of people eager to visit Europe between May and August 2023 is not as high (37%) as in the other markets, the share of those answering “very likely” has increased by 4% compared to the same period in 2022.
And according to the Barometer, with the stronger Canadian dollar relative to the euro and the resumption of air routes and flight frequencies between major European destinations (e.g., Germany, Spain, Greece) and Canada, intentions may solidify further.
For respondents not currently planning overseas trips, personal finances (39%) are cited as the primary obstacle for long-haul travel. However, a sense of optimism remains, as 18% of these respondents consider travelling to Europe in 2024.
Not surprisingly, the summer months remain most popular for European travel; with a stay of one to two weeks. However, almost 36% of price-conscious plan to spend less than €100 daily, a proportion of travellers that is fully 10% more than any other market.
Budgeting habits
Shopping – Cutting back on shopping expenses is the top budgeting strategy for overseas travellers. Those travelling with a partner or family members seem slightly more open to the idea of reducing their shopping budget compared to solo travellers. Canadians are more likely to embrace this approach (44%), while only 34% and 35% of Chinese and Australian travellers, respectively, consider it a viable option.
All-inclusive packages – Maximizing value for money is a top priority for many travellers heading to Europe. With the benefits of streamlined budgeting and minimized unexpected expenses, all-inclusive packages are another popular solution. Among the surveyed markets, Brazilian travellers lead the way, with 34% opting for these packages, while Canadians show less interest (26%). Couples and families are slightly more inclined to choose full-service packages (32% and 29%, respectively) than solo travellers at 28%.
Dining – Eating at less expensive restaurants and opting for self-catering options are also strategies for reducing overall spending at the destination. Among travel parties, those travelling with a spouse or family are more likely to consider saving money on expensive dining options than solo travellers. The Australian and Canadian markets lead the way, with 31% of respondents willing to sacrifice dining out to stay within budget. However, only 16% of Canadians are willing to reduce visits to entertainment venues, bars, and nightclubs to save money while travelling.
Criteria for travelling
DEEP DIVE – Canadian travel preferences
Europe’s rich culture and history are at the forefront of the minds of 44% of Canadian respondents. Interestingly, related experiences hold a greater allure for repeat visitors (52% vs 33% among first-time visitors) and among respondents above the age of 34.
Conversely, the younger cohort (18-34 years old) demonstrates a slightly stronger interest in exploring Europe at a more relaxed pace, taking the time to get immersed in the natural surroundings.
On average, Canadian travel enthusiasts have mentioned three countries they would like to visit. While air travel remains the primary mode of transportation to move within Europe, this market shows a relatively higher interest in renting a car (29% vs 24% for the total sample), suggesting a desire for flexibility and independence in their European exploration trip.
Preferred transport within Europe
• Air (low cost) – 39%
• Train (single or return) – 31%
• Rental car – 29%
• Train (pass) – 28%
• Air (full service) – 25%
• Bus – 15%
Top 10 destinations
1. France (31%)
2. Italy (28%)
3. United Kingdom 25%
4. Spain (19%)
5. Germany / Greece (18%)
6. Portugal (12%)
7. Ireland (10%)
8. Switzerland (9%)
9. Belgium/Netherlands (8%)
10. Denmark/ Sweden (6%)
Most wanted types of activities
• Culture & history – 44%
• City life activities (e.g., street art, nightlife) – 34%
• Nature (e.g., eco-tourism, hiking, etc.) – 29%
• Gastronomy experiences – 29%
• Relaxing at the beach/coastal areas – 27%
• “Slow” adventure (e.g., experiencing local life) – 23%
• Creative art activities (e.g., photography workshop) – 16%
• Beach and sea activities (e.g., scuba diving/snorkelling – 16%
Desired travel window
• May-June (23%)
• July-August (52%)
• Don’t know (25%)
Length of stay
1 week (10%)
1-2 weeks (61%)
2-3 weeks (20%)
3 weeks – (9%)
Daily budget
Less than €100 (36%)
€100-200 (24%)
More than €200s (22%)
Don’t know (18%)
“Despite challenges of inflation and cost-of-living, we are delighted to see such optimism towards Europe, as it remains a top choice for long-haul trips for Canadians this summer,” ETC Canadian chapter chair Sandra Moffatt (Tourism Ireland) stated to Travel Industry Today. “Providing great value to travellers is increasingly important, while continuing to prioritize sustainability.”