OAKVILLE — Europe is topping travellers’ wish lists for 2025/2026, with cultural immersion, cruising and adventure leading client requests, according to a new Granite Travel Trade Expos survey.
The findings come as the popular Granite Travel Trade Fall Expos prepare to kick off Oct. 20 in Winnipeg, bringing suppliers and advisors together across eight Canadian cities. The roadshow spans eight Canadian cities and brings together suppliers and advisors for a mix of training, networking and trade show events.
The survey was conducted in August 2025, polling travel advisors across Canada. Highlights include the following:
- Europe leads demand: 75% of advisors cited Europe as the top choice, with Asia in second place (27.2%).
- Destinations advisors want to learn more about: Portugal (69.3%), Japan (53%), Thailand (46.5%), Peru (38%) and Canada (26%).
- Caribbean interest remains strong: 68% of clients continue to seek Sun/All-Inclusive vacations.
- Eco-conscious travel: Still a niche segment, with 37.6% of advisors reporting “not much demand,” but 26% say it is growing among younger travellers.
- Client requests: Travel advisors are receiving requests for cultural immersion and local trips (58.9%), cruise (ocean/river) (55.9%) and adventure/active travel (51.5%). Over half of advisors say clients want unique cultural experiences, while 40% report their clients are avoiding crowds and over-tourism.
- Booking windows: Nearly half of bookings (45%) are now made 6+ months in advance, while 39% fall in the 3–6 month range.
- Use of technology:5% of advisors say clients still prefer direct, personalized service, 45% use social media for inspiration, and 27.2% are experimenting with AI trip tools.
FALL EXPOS
Alongside the survey results, Granite confirmed its fall expo program will feature supplier presentations, trade shows, dinners and prize giveaways. Industry veteran Sal Buccellatto returns as social ambassador, and the first 50 agents to arrive at each show will receive a $20 MasterCard courtesy of Princess Hotels and Resorts.
Suppliers participating in this year’s series include Bahia Principe Hotels and Resorts (hotel sponsor), Oasis Hotels, WestJet Vacations, Couples Resorts, Catalonia Hotels and Resorts, Princess Hotels and Resorts, Barbados, the Jamaica Tourist Board, The Special Travel Company and the Cuba Tourist Board. The St. Kitts Tourism Authority is the Destination Sponsor in Ontario.
Fall 2025 Schedule:
- Winnipeg, MB – Oct. 20
- Red Deer, AB – Oct. 21
- Kelowna, BC – Oct. 22
- Surrey, BC – Oct. 23
- Ottawa, ON – Nov. 3
- Kingston, ON – Nov. 4
- Vaughan, ON – Nov. 5
- Hamilton, ON – Nov. 6
Registration for the expos opens one month before each event, with attendance and parking free for advisors. Click here to register.
For 2026 dates, go to http://www.granitetravelexpos.com/.
