TORONTO — Explore Worldwide is setting its sights high in Canada, with the UK-based small-group adventure operator aiming to triple its Canadian business over the next three years.

The ambitious goal comes as Explore continues to expand its North American presence, including the opening of its first Toronto office in February 2026. The company, which has been operating for 43 years, has traditionally been strongest in the UK but is now investing significantly in international growth, with North America a key focus.

“We make no bones about it: I want to triple the size of our business here in Canada within the next three years,” Michael Edwards, Managing Director of Explore Worldwide, told Travelweek during a visit to Toronto this week. “The sector is growing and people want this style of travel.”

Katy Rockett, Regional Director, North America, joined Explore in January 2024 as its first Canadian employee. The team has since grown to 10 employees based in Canada, including sales staff supporting travel advisors and a marketing team focused on building brand awareness.

“It’s been an incredible opportunity to really build the team and have a place to call home,” she said.

BUILDING ON A STRONG ADVISOR BASE

To Rockett’s pleasant surprise, Canadian travel advisors were already familiar with the Explore brand when the company first opened shop in Toronto.

“There’s just such a fantastic legacy of travel advisors who really specialize in adventure travel, and they had been supporting Explore for years,” she said.

Rockett added that the company has since “doubled down” on its relationships with the Canadian travel trade and has received a warm reception, citing an increased demand for small group adventure travel as well as Explore’s long-running credibility.

But what really excited travel advisors from the start was the company’s affordability.

“We come in at a really great price point, especially with the recent economy. Having competitive pricing has positioned us very well as we’ve entered this market,” said Rockett.

Mexico with Explore Worldwide

WHERE EXPLORE STANDS APART

While Explore shares the core characteristics of small-group adventure travel with competitors like G Adventures and Intrepid Travel – including immersive experiences, off-the-beaten-path destinations and tour-led travel – Edwards noted the company has several points of difference.

Explore’s average customer is 54, with its sweet spot between 40 and 60, giving travel advisors a clear fit for clients seeking experiential travel who have the time and disposable income to travel more frequently. The company also emphasizes an authentic, service-led experience, with support for clients throughout the booking and travel process.

“We really pride ourselves on the authentic customer experience. For us, it’s really our guiding principle,” said Edwards. “We like to think if you call us, we will know what you want. We’ll take care of you every step of the way, and we’ll service you really well.”

Rockett highlighted two additional areas that are resonating strongly in Canada: active travel and deeper regional exploration. Explore has a strong portfolio of cycling, hiking and walking trips, reflecting growing interest in outdoor experiences and connecting with nature.

The company also takes a deeper dive into individual regions rather than simply covering a destination’s major highlights. Its Amalfi Coast itineraries, for example, focus an entire week on exploring the region in depth, appealing to travellers who have already visited a country’s major cities and want a more immersive experience.

“Our trips are particularly ideal for people who’ve done a country before and have seen high-level cities but want that chance to really get a feel for the place at a deeper level,” said Rockett.

Ksar Bounoura, Algeria

DEMAND SHOWS SIGNS OF RECOVERY

The travel industry has seen its fair share of volatility in recent months, with tariff uncertainty and the Iran conflict affecting demand. However, Explore is seeing signs of a rebound.

“It’s been a bit of a bumpy ride in terms of the market,” Edwards said, “but underlying that, we think demand is pretty good.”

According to Edwards, the military conflict had a significant operational impact on the company, which had to respond to flight disruptions, help travellers return home and adjust its marketing and destination focus.

“Operationally, it was the biggest logistical exercise since COVID,” said Edwards. “It directly or indirectly affected nearly everywhere we go. It impacted us heavily financially, operationally in terms of resource and capacity, and internally, forcing us to pivot our marketing. But we’re so used to doing that. We don’t like it, but in travel, there’s always a crisis around the corner.”

In the immediate aftermath of the military conflict, Explore shifted its focus towards destinations where demand remained strong at reasonable price points, with South America and Europe gaining greater attention. Since then, said Edwards, the situation has shown signs of stabilizing, although travellers remain cautious.

“My feeling is there’s a degree of stability,” Edwards said. “It does feel like things are settling down, and demand is telling us that. In the last couple of weeks, bookings have started to outperform 2025 levels and forward bookings are looking really strong, which indicates that people are feeling confident about travelling again.”

For Canadians looking ahead to 2027, Central and South America are showing particularly strong momentum, said Rockett. Guatemala and Belize are among the destinations leading Explore’s early 2027 bookings.

Rockett also noted how Canadians are gravitating toward Explore’s Upgraded range, which combines the company’s immersive travel style with a higher level of accommodation. The category has grown 35% in Canada so far this year.

PEOPLE, PURPOSE & POSITIVE IMPACT

For Explore, travel is about more than simply seeing the world – it’s about leaving a positive mark on the places and people travellers encounter.

The company became a B Corp two years ago and started a foundation, which will soon launch in Canada, that supports projects in destinations where Explore operates.

Plus, Explore incorporates what it calls Positive Impact Experiences (PIEs) into its itineraries, including opportunities to meet local artisans, dine with local families and support locally owned businesses.

“We’re always providing those opportunities to connect for human connection,” said Rockett.

Edwards stressed, however, that responsible travel is not necessarily the primary reason customers book.

“We sell holidays first,” he said. “But when people do the trips and they see they’re having a positive impact, they end up loving it. It’s not necessarily the first reason they’ll come back and book with us, but it definitely starts to then be part of the consideration set.”

ADVISORS KEY TO CANADIAN GROWTH

As Explore builds its Canadian presence, the company is putting travel advisors at the centre of its growth strategy, recognizing the value they bring to a product that often requires explanation and reassurance.

Rockett said advisors are particularly important for a product that can generate plenty of questions around destinations, group travel and the overall experience.

“We see time and time again, travel – especially our style of travel – comes with a lot of questions, and people want that reassurance,” she said. “Who better placed than an advisor to provide that experience and that kind of firsthand account of what it’s like to travel?”

To support advisors in Canada, Rockett noted how the company is building back-end systems to make it easier for the trade to book tours, complementing a sales team of experts led by business development manager Aaron Fitzpatrick.

For Edwards, the advisor relationship has become even more valuable as travellers face greater uncertainty and an increasingly complex booking environment.

“They’ve become a lot more sophisticated, particularly since COVID, in what they need to do to service customers,” he said. “They’ve been an essential component of our business for 45 years, and that is no different in Canada.”

And as they have shown time and time again, through the invention of the Internet, the birth of online travel agencies and now the new era of artificial intelligence, travel advisors, added Edwards, will persevere.

“People have been writing travel advisors off for years. They come back stronger and stronger, and they evolve.”

Provence, France

MORE TO COME FOR 2027

Explore currently offers between 600 and 700 tours worldwide, with new products continually being added and existing itineraries being revised.

For 2027, Rockett highlighted new Upgraded trips in Egypt, Morocco and Mexico, along with new cycling and walking itineraries in France.

Cycling in Provence and cycling along the Canal du Midi have been strong sellers in Canada, she noted, while a new walking itinerary in Provence is designed for travellers who prefer to explore on foot.

According to Edwards, Explore’s broad destination portfolio is another key strength, particularly for experienced travellers looking for something beyond the traditional tourism circuit.

“Unless you can’t travel there for geopolitical reasons, we pretty much go everywhere with a few exceptions,” he said.

Algeria and Saudi Arabia are prime examples of destinations where Explore has sought to pioneer new itineraries, with the company seeing demand from travellers eager to experience less familiar places.

For Canada, Edwards believes the opportunity is substantial.

“Canadians love travelling with us and with fellow Brits and people from all around the world,” he said. “They’re great travellers for our type of business.”

And with the goal of tripling the Canadian business within three years, Explore is clearly looking to turn that affinity into significant growth.

For more information about Explore Worldwide, head to ExploreWorldwide.ca.

Lead image caption: Explore Worldwide’s Katy Rockett, Regional Director, North America and Michael Edwards, Managing Director