MISSISSAUGA — Just 60 days into her new role as ACTA President and it’s already clear how passionate Suzanne Acton-Gervais is about travel and the advisor community.

Speaking at yesterday’s ACTA 2025 Eastern Travel Industry Summit in Mississauga, ON, the avid traveller (she’s been to Turks & Caicos 23 times) and die-hard Coldplay fan (she saw the band live at London’s Wembley Stadium last month) outlined the state of the industry, highlighted travel trends and shared ACTA’s priorities for the year ahead in her first address as President. Acton-Gervais took over the role from long-standing ACTA President, Wendy Paradis, who retired in July.

Sharing her experience at the Coldplay concert, where 100,000 fans flowed seamlessly thanks to careful planning and coordination, Acton-Gervais said it reminded her of travel and the role travel advisors play in the ecosystem. “When everything comes together, it feels effortless. But behind the scenes, it takes planning, coordination and expertise. That’s the difference you make, and it’s why this community and days like today are so important.”

More than 500 travel advisor and agency members attended yesterday’s Summit, with another 300 members expected at next week’s Western Canada Summit and 250 in Quebec. The strong turnout, she said, reflects the dedication of advisors and the optimism they share for the future of travel.

ACTA Board member Melanie Carter (far left) moderates a panel discussion with Travel Leaders Network’s Christine James, Direct Travel’s Brian Robertson, Latitude Concierge Travels’ Shalene Dudley, and Beyond the Beach Travel’s Gail Donovan

“Over the past 60 days, I’ve seen the resilience and creativity that define Canadian travel and I could not be more excited about the journey ahead. When we align our efforts, when we advocate, educate, connect and promote as one, there is no limit to the impact we can have,’ she added.

The Summit was also recognized by Premier of Ontario Doug Ford, who sent a welcome message to all participating members. Calling the Summit a “timely and valuable opportunity to engage with emerging trends,” the Premier noted how the tourism sector is a key driver of Ontario’s economy, generating billions of dollars and supporting thousands of jobs. In his message of solidarity, he said: “Together, we will ensure that when travellers are choosing their next destination, Ontario is at the top of their list.”

“CANADIANS WANT TO TRAVEL”

According to Acton-Gervais, 2025 and 2026 are looking encouraging, with members and partners reporting moderate to strong growth, despite ongoing economic uncertainty and tariff tensions. Overseas travel is up compared to last year – 9% in May, 7% in June and 6% in July.

Mexico and the Caribbean continue to lead the charge, while Asia is bouncing back in a big way, with an 18% increase in Canadian bookings to Southeast Asia compared to 2024.

“Canadians want to travel. They’re not staying home – they’re travelling farther and staying longer and seeking more immersive experiences, which is fantastic news for travel advisors,” said Acton-Gervais. “It means Canadians need guidance for longer haul, complex trips, and that’s where your expertise is irreplaceable.”

While many are venturing further afield for their vacations, Acton-Gervais reported that the number one destination for Canadians in 2025 is none other than their own backyard – Canada. “Domestic tourism is thriving from coast to coast as Canadians are rediscovering the beauty of our nation. This is creating powerful opportunities for advisors and suppliers alike.”

U.S. travel continues to show decline compared to years past, with air travel to the country down 17% and road trips down 37%. However, as Acton-Gervais noted, it still represents a significant share of Canadian outbound travel.

WHO IS TRAVELLING?

Acton-Gervais pointed to several traveller segments that present strong opportunities for travel advisors.

Baby boomers in their “go years,” typically between 61 and 79, are investing in bucket-list adventures and multi-generational trips. Many are allocating $20,000 to $30,000 annually to travel. Older Gen Xers, often at the peak of their careers, are also fuelling demand for premium travel. Solo women travellers, particularly in their 50s and 60s, are prioritizing wellness and cultural experiences, with safety a key concern.

She also identified the growth of bleisure travel, where more than half of business travellers are extending work trips into personal experiences. And after a downturn during the pandemic business travel continues to rebound. In 2024, spending reached $36.5 billion; this year, it is expected to climb to $44.3 billion, marking an 18% increase.

Acton-Gervais noted that while 71% of business travellers anticipate tightening their budgets, the nature of business travel is evolving. “Travellers are redefining business trips, blending them with leisure,” she said. “This is a huge opportunity to create those extra days into memorable experiences.”

KEY TIPS FOR 2026

Acton-Gervais shared key tips for travel advisors on how to maximize selling opportunities in 2026. These include securing peak dates for top destinations well in advance, promoting Europe’s spring and fall shoulder seasons, staying on top of entry and exit requirements, and reinforcing the value of travel insurance.

“It’s critical that your expertise cuts through the complexity of travel and delivers peace of mind,” she said.

Acton-Gervais also emphasized the importance of artificial intelligence (AI), calling it a “powerful ally” for advisors. “It can help with research, summarizing destinations, visa rules and supplier promotions, not to mention generating first draft itineraries, quotes, emails or social media proofs. Then you proof and add your personal touch,” she said. And to those who are still hesitant to embrace AI tools, Acton-Gervais offered this reassurance: “AI will not replace you and the human touch your clients value so much – it will simply enhance your expertise.”

Keynote speaker Mike Drever, Founder and CEO at BranchUp, also echoed these sentiments, warning advisors that AI wouldn’t steal their jobs – but someone using AI would. And though the science behind AI may be overwhelming and incomprehensive to many people, advisors don’t need to know how it works in order to use it to their advantage.

BranchUp’s Michael Drever during his keynote address

“It is our role and our responsibility to learn how to use it, to make us more efficient. The ability to use the tools will make you more successful – it’s really that simple. So, embrace it, start to use the different tools while at the same time build your relationships, know your customers, understand product and learn sales skills. Just let the automated technology do the heavy lifting for you,” said Drever.

ACTA PRIORITIES

ACTA’s mandate has long been guided by four pillars: to advocate, educate, connect and promote.

On advocacy, Acton-Gervais highlighted ongoing efforts to reduce red tape and strengthen relationships with suppliers. On education, she pointed to programs supporting advisors at all stages, including the Travel Agent Essentials online program, Certified Travel Counsellor (CTC) and Certified Travel Manager (CTM) designations. During the Summit, ACTA announced a 30% savings on CTC and CTM certifications, while certified members who renew their ACTA memberships will be entered to win exclusive prize draws. On building connections, ACTA hosted its latest Immersive Destination Experience in Jamaica and coming up will be its 2025 International Destination Conference in Spain and the ACTA-Avalon Waterways River Cruise Summit on the Rhine in December. And as for promotion, Acton-Gervais said ACTA consistently showcases the value of working with a travel professional through social media, print and media interviews.

As for ensuring the future of the industry, Acton-Gervais emphasized the importance of recruitment as the industry faces retirements and declining college program enrolment. ACTA is running national campaigns, but she urged members to also take part by speaking at schools and career fairs. “We could inspire the next generation of advisors,” she said.

TRENDS TO WATCH FOR

During a panel discussion on how to build a successful travel business, Christine James of Travel Leaders Network said booking patterns have shifted in a way she has never seen before. “What we’re seeing is an unprecedented long-term booking trend, like no other year I’ve ever seen,” she told advisors. With more than 500 agencies in her network across Canada, James noted that 2026 is already heavily booked. “In all the years I’ve been with Travel Leaders, I’ve never seen such a wide, long-term booking trend. The booking window is huge.” She advised agents to be prepared, as many suppliers already have inventory out for 2026 with strong advance booking perks. Alongside this, she said demand remains strong for bucket-list destinations such as Japan and luxury travel, which continues to grow. “If that’s your area of focus, that’s a great opportunity for you to capture that really high revenue,” she added.

Brian Robertson of Direct Travel pointed to the rise of bleisure and experiential travel, especially as two-thirds of his company’s business is corporate. “We don’t see the same day trips anymore,” he said, explaining that travellers are combining business with leisure time, often extending trips with family. He added that experiential options have become a top driver, from safaris and Antarctica expeditions to cultural immersions. Citing his recent visit to Fogo Island in Newfoundland, Robertson described it as “all experiential… no TVs in the rooms, no TVs in the lounge, the experience is to get out and hike, meet the locals and drink screech with the founders.”

Shalene Dudley of Latitude Concierge Travels said this trend has also pushed her team to lean more heavily on DMC partnerships to craft original experiences, even for repeat destinations like Cancun. Another shift she highlighted was the growing acceptance of service fees. “We have tons of people we’ve tried to turn away, hoping the service fee would get them to leave us alone!” she said. Dudley noted that clients across demographics, including affluent Gen Z travellers, are willing to pay for advisor expertise and even take pride in saying they have a travel advisor on call.

ACTA AWARD WINNERS

The Summit concluded with the presentation of the 2025 ACTA Awards. The winners are as follows:

• Leisure Travel Advisor Award: Barry Davis, Transat Travel Shaganappi, Calgary, AB
• Corporate Travel Advisor Award: Marie Cotsopoulos, Direct Travel, Toronto, ON
• Tomorrow’s Leader Award: Sarah Campbell-Krausert, Uniglobe Carefree Travel, Saskatoon, SK
• Ches Chard Education Award: Kali Gray, Trevello Travel Group, Winnipeg, MB
• CTC/CTM Lifetime Achievement Award: Czarina Sastaunik CTC, Uniglobe Carefree Travel, Saskatoon, SK
• Gerald Heifetz Advocacy Award: Liz Fleming, North South Travel

Congratulations to all the winners!