TORONTO — A new survey from the Travel Health Insurance Association of Canada (THIA) reveals a generational shift in how Canadians plan to spend the 2025–26 winter season.

According to its recent ‘Winter Smart Traveller Survey,’ the Travel Health Insurance Association of Canada (THIA) found that only 26% of Canadians plan to travel to the United States this winter, marking a 37% drop from previous years.

The decline is most significant among Boomers, traditionally the Snowbird generation, with only 10% planning trips to the U.S. – a 66% decrease. In contrast, 44 per cent of Gen Z respondents still plan to visit the U.S., down just 18%, highlighting a generational divide in travel behaviour.

The survey also found that Canadians are approaching travel with greater caution and cost awareness. Top concerns influencing decisions this winter include rising travel costs (41%) political tensions with the U.S. (40%) and abroad (24%), along with worries about exchange rates (29%) and safety (20%).

With uncertainty around cancellations, political issues and increasing medical costs abroad, THIA stresses the importance of comprehensive travel health insurance for Canadians, particularly those still planning to travel to the U.S.

“Gen Z and Millennials are not avoiding the U.S. with the same ferocity as older Canadians are,” says Will McAleer, Executive Director at THIA. “But with U.S. medical costs among the highest in the world, proper coverage is non-negotiable. One unexpected trip to the ER can cost more than the vacation itself, sometimes leaving travellers with bills that follow them long after they’re home.”

The Winter Smart Traveller Survey was conducted by The Harris Poll Canada on Sept. 24, 2025, and included responses from 1,573 Canadian adults who are part of the Maru Voice Canada panel. Results were weighted by age, gender, region and education (and in Quebec, language) to reflect the national population.