TORONTO — Development Counsellors International (DCI) has released new research highlighting major shifts in how Canadians are choosing and booking travel in 2026, with declining interest in the U.S. and rising demand for alternative destinations.

The report, “Capturing the Canadian Consumer: Insights into the Path to Purchase for Canadian Travellers,” is based on a January 2026 survey of 1,502 Canadian passport holders. It points to a more active and intentional traveller, with respondents taking more trips, spending more and making increasingly deliberate destination choices compared to 2023.

One of the most notable findings is a sharp drop in interest in U.S. travel, which fell from 40% in 2023 to 21% in 2026. In contrast, the Caribbean and Western Europe are emerging as key beneficiaries as Canadians look beyond traditional options.

Safety continues to play a defining role in decision-making, with 95% of respondents citing destination safety and security as critical. At the same time, booking behaviour is evolving, with more travellers opting to book directly through airlines and cruise lines. Direct bookings rose to 20%, up from 15% in 2023, signalling a gradual move away from third-party platforms.

In terms of travel preferences, family vacations remain the top choice for 44% of respondents, followed by beach holidays at 37%.

Robyn Domber, Head of Research at Development Counsellors International, said the findings underscore the importance of understanding a changing marketplace.

“The challenges Canadian travellers face today are obvious, but the opportunities for destinations in the U.S. and around the globe are less apparent. It’s clear everyone wants to attract Canadians, but as they break from their usual habits, destination marketers need to understand their behaviours in order to appeal to them. More than ever, this research is providing the intel to help guide those strategies,” she said.

For more information, go to www.aboutdci.com.