Schools out for summer, and Canadians are ready to hit the road for vacation – perhaps this year content to stay in their own back yard (relatively speaking). With this in mind, Mazda Canada, in partnership with the Coffee Association of Canada, has unveiled the official Mazda Coffee Tour, inviting Canadians to explore their country through the lens of coffee, culture, and road trip adventures.
What is Coffee tourism?
Coffee tourism is a travel experience centered around discovering and enjoying local coffee culture. It invites travellers to go beyond their usual morning fuel by exploring how different communities source, roast, brew, and enjoy coffee – all while supporting local businesses and connecting with people along the way.
“We’re excited to introduce a new way for Canadians to explore the open road and connect with the vibrant communities that make our country so unique” said David Klan, President & CEO, Mazda Canada. ” The Mazda Coffee Tour brings that spirit to life by celebrating local culture, supporting small businesses, and inspiring new experiences across Canada.”
“Coffee is more than just a beverage for Canadians— it’s a beloved part of our daily lives,” said Robert Carter, President of the Coffee Association of Canada. “In fact, coffee is the most popular beverage in the country, with over 70% of adults drinking it regularly. Our $8-billion coffee sector supports hundreds of thousands of jobs. As businesses face ongoing economic pressures, supporting local cafés, roasters, and retailers is more vital than ever.”
Canadians’ views on Coffee tourism
To find out more about Canadians’ views on coffee tourism, Mazda Canada commissioned a survey and found that more than 60% of Canadians are interested on going on a coffee tour—with 74% viewing Canada as an excellent or good destination for trying new coffee beverages.
Motivations for joining a coffee tour varied by generation: Gen Z viewed it as a chance to connect with friends and create social media content; Millennials were drawn by the opportunity to explore new coffee blends and flavours; while Gen X and Boomers appreciated the chance to enjoy nature and support the local economy.
Other findings include:
- 7 in 10 Canadians have taken a road trip in the past year
- 44% view it as a summer activity
- 24% would do a coffee tour in the fall
- 64.53% of Canadians would go on a coffee tour in their own city before another province
- 21.67% have traveled 30 minutes – 1 hour for a good cup of coffee
- 21.35% have travelled 1-2 hours for a good cup of coffee
- Canadians will take an average of 3 companions on a coffee tour
- Canadians deem exploring, connecting with friends, enjoying nature, and supporting the local economy as reasons to embark on a coffee tour
Mazda Coffee tour
The first-ever Mazda Coffee Tour encourages Canadians to embrace the open road and discover hidden gems in their own backyard by featuring two carefully curated routes across Toronto highlighting eight unique cafés that reflect the city’s rich and multicultural coffee scene. From cozy local roasteries to best-kept secrets, each stop offers a taste of the communities and cultures that shape Canada’s diverse coffee landscape.
Rooted in Mazda’s Move and Be Moved campaign, the Mazda Coffee Tour celebrates the joy of discovery through a rising trend: coffee tourism.
Canadians interested in embarking on the official Mazda Coffee Tour can visit mazda.ca/coffee.
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