Cost influences 81 per cent of Canadian travellers to explore different adventures
The 2025 Blue Cross® Travel Study reveals that Canadian travellers are adapting their habits to consider recent external factors, and that the new generation of adventure lovers is driving the change towards a more conscious future of travel.
“Canadians are rethinking how they travel, not whether they travel,” says Tim Bishop, Managing Director, Blue Cross of Canada. “We’re seeing travellers adjust their plans to not only overcome economic barriers but also factor in the impact their travel will have on the world. This is leading to more intentional planning, such as choosing destinations that are more aligned with one’s values while also considering risks like extreme weather. With this mindset, Canadians are prioritizing flexibility and peace of mind with the goal for them to travel with greater confidence.”
Cost pressures and a weak dollar are reshaping travel plans
The financial strain of travel is more pronounced than ever, according to the Study, with 81 per cent of Canadian travellers reporting having changed their travel habits due to rising costs – a 12 percentage-point increase from last year. Many young travellers, who are just beginning to explore the world independently, are forming habits in an economic landscape that demands adaptability. Notably, most (90%) Gen Z respondents report adapting to increased prices, compared to 70 per cent of Boomers.
“As financial pressures continue to impact how Canadians travel, the weak dollar is adding to 2025 budget considerations, contributing to how decisions are made for both destination and duration,” says Bishop.
The Study shows that 36 per cent of travellers are already reducing the number of trips they take. With affordability top-of-mind, more than one-third (35%)of travellers say they are seeking less expensive accommodations or destinations, while 31 per cent report taking advantage of off-peak seasons to save money. Some are choosing destinations closer to home (25%) or shortening their trips (22%), while one-in-ten (12%) travellers say they are shifting to alternative transportation, such as buses or trains, to offset expenses. This demonstrates that Canadians remain committed to travel, finding alternative ways to make their adventures work in today’s economy.
Geopolitical uncertainty, over-tourism and climate change are driving informed travel decisions
Beyond financial concerns, Canadians are also taking geopolitical uncertainty into consideration when thinking about their next trip. Following the American election, nearly half of Canadians (47%) say they are less likely to visit the United States in the next 12 months.
Over-tourism is also a concern, with 45 per cent of Canadian travellers having experienced what could be considered anti-tourist sentiment, such as daily visitor limits or short-term rental restrictions in major areas. Recognizing this, some are opting for a more conscious approach: nearly half (47%) of respondents – notably, Gen Z (58%) and Millennial (55%) groups – say they have changed their travel plans due to concern from local communities about potential challenging impacts of tourism, such as rising cost of living and social pressures. Another 20 per cent are avoiding over-touristed areas altogether and19 per cent are making a conscious effort to support local businesses when travelling. Amid these evolving trends, many Canadians still perceive travel as a catalyst for good. Most respondents (83%) believe travel helps build positive connections with local communities, whether through supporting local businesses or respecting cultural traditions.
Above all else, climate change is the global development most likely to influence travel habit shifts, with 65 per cent of travellers adjusting their plans due to climate change. This is most pronounced among the Gen Z group, with 77 per cent factoring climate concerns into their choices. Whether choosing destinations with less extreme weather (27%), shifting travel dates to reduce risk (23%) or avoiding certain destinations altogether (20%), Canadians are increasingly considering climate change as part of their informed decision-making.
The new generation of Canadians is paving the way towards a new era of travel
The future of travel is evolving far beyond traditional sightseeing, with Canadians factoring in both cost-coping mechanisms and personal beliefs. Younger travellers, whose habits were shaped by post-pandemic challenges, are now taking a more agile, risk-aware and conscious approach to how they travel.
“These findings reinforce the need for more assistance-focused travel insurance,” says Bishop. “Canadians want resources to support their shifting travel needs, given constantly changing risks. A personalized travel insurance and assistance approach can help navigate unexpected events and manage associated costs due to health or other issues, whether out of province or out of country. Blue Cross is proud to be a leader in travel insurance, client-focused support and travel assistance to meet the needs of modern Canadian travellers.”
To learn more about the Study, please visit www.bluecross.ca/travelstudy.
About the Blue Cross Travel Study
To create the 2025 Blue Cross Travel Study, Research + Knowledge = Insight, an independent research company, conducted an online survey in November 2024. The comprehensive sample for this survey included 2,047 adult Canadians. The study has a margin of error of plus or minus 2%, 19 times out of 20.
About Blue Cross
The Canadian Association of Blue Cross Plans (Blue Cross of Canada) represents the independent Blue Cross Member Plans and Licensees operating in all regions nationally. These include Alberta Blue Cross, Blue Cross Canassurance (Québec Blue Cross and Ontario Blue Cross),Manitoba Blue Cross, Medavie Blue Cross, Pacific Blue Cross, Saskatchewan BlueCross and Blue Cross Life. For more information, please visit www.bluecross.ca.
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Manitoba Blue Cross funds warehouse space for Sleep in Heavenly Peace
The Sleep in Heavenly Peace building, sponsored by Manitoba Blue Cross, will provide ample space for bed construction, assembly and storage, streamlining the entire process and ensuring that more kids have access to a safe and comfortable place to sleep. “A warm, safe bed should not be a luxury – it is a fundamental right. That’s why Manitoba Blue Cross is stepping up to support Sleep in Heavenly Peace for years to come,” says Benjamin Graham, president and CEO of Manitoba Blue Cross. “We are providing essential resources that Sleep in Heavenly Peace needs to expand their operations and reach more children in the community. This investment aligns with our own commitment to support the health and well-being of all Manitobans, and we are proud to play an ongoing role in ensuring no child sleeps on the floor.” This new facility will allow Sleep in Heavenly Peace to:
- increase production capacity: With a large, dedicated space and the ability to build beds in the colder months, SHP volunteers can now build and assemble more than twice as many beds, reducing wait times for families in need.
- improve storage capabilities: The facility will provide secure storage for completed beds before delivery can occur while allowing for more efficient and timely delivery.
- enhance the volunteer experience: The workspace will create a more comfortable and efficient environment for volunteers – who are the backbone of SHP’s operations – to build and store beds all year long.
“This generous support from Manitoba Blue Cross is a game changer for us,” says Jim Thiessen, co-president of the local chapter of Sleep in Heavenly Peace. “This new space will allow us to drastically increase the number of beds we build and deliver, ensuring that more children in our community have a safe and comfortable place to sleep. We currently build approximately 400 beds a year and we hope to now increase that to 1,000. We are incredibly grateful for Manitoba Blue Cross’s continued commitment to our mission.”
Join us in helping local children find comfort: Manitoba Blue Cross holds annual bedding drive
Support this valuable cause during our annual bedding drive. Donate new, twin-sized bedding items, including comforters, pillows and sheet sets for local children. Donations can be dropped off weekdays between 9:00 a.m. and 4:00 p.m. at Manitoba Blue Cross (599 Empress Street in Winnipeg) until June 20.
Online donations toward bedding purchases can be made at https://bit.ly/50beds.
“Our focus at Manitoba Blue Cross is the health and well-being of all Manitobans. We’re committed to building healthier communities – one bed and one good night’s sleep at a time,” says Benjamin Graham, president and CEO of Manitoba Blue Cross. “The outpouring of support that Manitobans showed last year did not disappoint and this generosity helped to create safe havens for local kids. I’m certain the same community spirit that Manitoba is known for will be seen again this year.”
Manitoba Blue Cross holds second annual bed build event
“The bed build event that was held in 2024 to celebrate our 50th anniversary had a profound impact on our staff and myself. Building those beds at Blue Cross Park was incredibly inspiring. We had to turn away staff who wanted to participate,” says Benjamin Graham, president and CEO of Manitoba Blue Cross. “That hands-on work really connected us to this important cause, and I believe it also helped us build stronger bonds within our team.”Employee volunteers from the health benefits provider, along with Sleep in Heavenly Peace volunteers, will be constructing 50 beds for local kids on June 6, 2025 at Blue Cross Park.To encourage the community to support this valuable cause, Manitoba Blue Cross is also holding a bedding drive once again. Donate new, twin-sized bedding items, including comforters, pillows and sheet sets for local kids. Donations can be dropped off weekdays between 9:00 a.m. and 4:00 p.m. at Manitoba Blue Cross (599 Empress Street in Winnipeg) until June 20. Online donations toward bedding purchases can be made at https://bit.ly/50beds.