TORONTO — The summer rush may be losing some of its grip on Canadian travellers.

Traditionally considered peak travel season, June, July and August bring big crowds to popular destinations. But with rising airfares, soaring summer temperatures, low water levels and overtourism putting pressure on local infrastructure, there’s a growing case for travelling during the quieter, cooler months of fall. And travellers appear to be catching on.

Earlier this year, Air Canada predicted record September and October revenues as more premium travellers look to avoid the heat and summer crowds in Europe and Japan. U.S. carriers like Delta Air Lines and United Airlines have also reported shifting travel patterns driving greater demand in autumn. And tour operators are seeing similar momentum, with G Adventures recording a 492% increase in fall bookings to South Korea compared with peak summer months, alongside strong gains for destinations like Italy, Ireland and Egypt.

So, is fall giving summer a run for its money? We check in with TTC Tour Brands, Brendan Vacations and Transat to get their take.

SEASONAL APPEAL AND VALUE 

For tour operators, the shift is about more than avoiding the summer crowds. Autumn offers travellers a different way to experience familiar destinations, from fall foliage and harvest-season food experiences to festive traditions that begin taking centre stage later in the year.

At TTC Tour Brands, which operates Trafalgar, Insight Vacations and Costsaver, Germany, France and Austria are among the destinations seeing particularly strong demand from Canadian guests this fall. The company is also reporting growing interest in North America, Australia, New Zealand and Vietnam.

“Between the autumn foliage in Japan and Scotland, the harvest season and truffle and wine experiences in Italy, and the start of festive traditions like the Christmas markets in Austria, fall has so much to offer,” says Melissa DaSilva, Deputy CEO and Chief Sales Officer. “That doesn’t take anything away from summer. The beauty of our itineraries is that advisors have options for the client who wants a summer getaway and the client who wants to travel in fall, with destinations that bring out the best of each season.”

Some of TTC Tour Brands’ most popular tours with Canadian travellers include ‘Best of Portugal’, ‘Italy Bellissimo’ and ‘Wonders of Ancient Egypt’, with bookings for the latter up 167% year over year. As fall moves into late autumn and early winter, its ‘Christmas Markets of Austria’ tour is also seeing strong numbers, reflecting continued interested in seasonal experiences during the colder months.

Brendan Vacations, also part of the TTC Tour Brands umbrella, is seeing Canadians extend their travel plans into October and November, particularly in Ireland and Scotland. Its ‘Cozy Season’ positioning highlights the appeal of autumn colours in Killarney National Park and the Scottish Highlands, along with the atmosphere of historic castles and local pubs during a quieter time of year. 

“We continue to see growing interest from Canadian travellers in extending their travel season into October and November, as more travellers recognize the unique appeal and value of visiting Ireland and Scotland later in the year,” says Whitney Ramirez, Senior Vice President of Sales at Brendan Vacations. “Beyond the beautiful scenery, more attractive pricing, fewer crowds and greater availability make fall an increasingly appealing alternative to the traditional summer months.”

Transat is also seeing growing interest in fall travel, both as an extension of demand for transatlantic destinations beyond summer and through continued interest in sun destinations. France, Spain and Istanbul are performing particularly well, alongside the Dominican Republic, Mexico and other destinations in Latin America, according to Sebastian Ponce, Chief Revenue Officer of Transat.

“We believe several factors may be contributing to this trend, including enjoyable weather in Europe at this time of year and the attractive value available outside peak periods, which may encourage some Canadians to wait until after summer to travel,” says Ponce.

FROM EUROPE TO FAR-FLUNG DESTINATIONS

The appeal of shoulder-season travel also comes down to choosing the right itinerary for the time of year.  For TTC Tour Brands, Japan is one destination where seasonal timing can shape the experience. Its new premium ‘Wonders of Japan Small Group Tour’ gives travellers an opportunity to see the changing leaves, while its ‘Contrasts of Italy Rail’ Journey from Rome to Venice offers another way to experience Italy during the fall.

Brendan Vacations is seeing interest in trips that combine Ireland and Scotland, with ‘Best of Ireland and Scotland’ among the leading trends in its fall bookings. For travellers concentrating on Ireland, ‘Irish Highlights’ remains a popular choice, bringing together the Cliffs of Moher and the Ring of Kerry in a seven-day guided vacation.

Independent travellers are also looking for flexibility, says Ramirez. Self-drive options allow guests to spend an extra night in a castle hotel or take more time along a scenic stretch of coastline, while rail vacations such as ‘Scotland’s Cities & Natural Landscapes’ offer a way to travel from Edinburgh and Glasgow into the Highlands while enjoying the scenery.

Urquhart Castle at Loch Ness, Scotland

FESTIVE TRAVEL EXTENDS THE SEASON

As November approaches, Christmas markets and holiday traditions are helping extend interest beyond the autumn months. In Ireland and Scotland, decorated towns, historic castles and local celebrations offer another reason to travel later in the year, giving visitors a different perspective on familiar destinations.

“As we move into the festive season, we’re also seeing interest in holiday travel, with Christmas markets, festive celebrations, and centuries-old castles dressed for the holidays adding another layer of magic to Ireland and Scotland,” says Ramirez.

Brendan Vacations offers a range of travel styles to meet that demand, including guided and small-group tours, private-driver itineraries, self-drive holidays and rail vacations. Its local Celtic Experts help tailor journeys around seasonal experiences, from Ireland’s Halloween traditions at the Púca Festival to Christmas markets and stays in decorated castle hotels. Local knowledge is also important for planning around shorter days and seasonal opening hours, helping travellers make the most of their time away.

The company has supported demand beyond the summer months through targeted promotions, including its Every Season Sale, which ran over the summer and offered savings across travel styles on select 2026 and 2027 departures, along with additional incentives for travel advisors. 

TTC Tour Brands is similarly giving advisors options across its brands and travel styles, with fall departures available through Trafalgar, Insight Vacations and Costsaver. Its ‘Christmas Markets of Austria’ tour is among the products seeing strong demand as travellers look towards late fall and early winter.

CAPACITY AND PRODUCT STRATEGIES ADAPT

Growing shoulder-season demand is also influencing how companies manage their offerings and capacity.

Transat is taking a disciplined approach to capacity management during the shoulder season, directing resources towards markets where demand is strongest. The company is extending service to Barcelona, Madrid, Istanbul, Dakar and Rio de Janeiro throughout the year.

For TTC Tour Brands, flexibility in itinerary design and departure options remains central to capturing demand outside the traditional summer peak.

“Our range of trips and destinations gives advisors more ways to match each traveller with the right fall experience,” says DaSilva. “Right now, advisors can book fall departures with Trafalgar, Insight Vacations and Costsaver, so there’s something for a variety of interests.”

Ramirez says Brendan Vacations is making it easier for travellers to experience Ireland and Scotland on their own terms throughout fall and the festive season, whether they prefer the structure and expertise of a guided vacation or a more personalized journey.

Taken together, the booking trends and company responses point to a broader seasonal shift, with autumn becoming an increasingly important travel period for Canadians. For travel advisors, the range of options now available – from premium flights and escorted tours to independent journeys, rail vacations and festive escapes – creates more opportunities to match clients with the right destination and experience beyond the summer rush.

Lead image caption: Tourists pose in front of Mt. Fuji, Japan