Canadian travellers want real cultural connection when they travel – the kind that’s found when you’re not packed shoulder-to-shoulder at the world’s busiest attractions.
The Meaningful Travel Index, commissioned by Intrepid World and created by Wakefield Research, found that a whopping 93% of Canadians would consider changing their travel habits to help reduce overtourism, while 84% of survey respondents said it’s important that their travel positively impacts local people and places.
And it’s no mystery why.
More than 70% of those questioned said overcrowding at popular destinations has already “worsened” their travel experience. Nearly a quarter of Canadians went even further, telling researchers that overcrowding “always” or “very often” puts a damper on their vacations and makes genuine cultural connection difficult.
The flip side? Interest in lesser-known destinations is growing as travellers seek authentic cultural connection and social media headliners fall out of favour with crowd-weary travellers.
The index found that 81% of travellers want to visit places that are not heavily featured on social media, with 64% preferring hidden gems over famous tourist destinations.
“Overtourism is no longer something travellers are simply aware of, it’s influencing how they choose to travel,” said Christian Wolters, president of Intrepid Travel Canada. “The research shows Canadians want to travel more responsibly and are looking for practical ways to turn those intentions into action.”
Just over half of Canadians now travel outside peak season, while 42% avoid overtouristed destinations, she said, adding that Canadians are considering how their travel choices affect the destinations they visit, and therefore the genuine connection they can make.
That desire for genuine connection also extends to research and logistics.
While more travellers are using AI to plan some aspects of their journey, the index found 85% of Canadians put more trust in local guides than in large language learning models.
More than 80% also agreed that a guided tour led by a local expert allows them to connect more deeply with a destination than exploring on their own.
And it’s a preference that spans every generation, including Gen Z. Something Wolters said demonstrates that while technology may enhance travel planning, it has not replaced the value of local knowledge, cultural insight and meaningful connection.
“Across every theme in this research, Canadians are telling us they want to connect more deeply with the places they visit, the people who call them home and the experiences that make each destination unique,” she said.
“Technology can make planning easier, but it doesn’t replace a local guide’s knowledge, cultural insight or genuine human connection,” Wolter added. “Those are the experiences that travellers remember, and they’re what make a trip truly meaningful.”
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