New research from Intrepid Travel suggests that Canadians are looking beyond crowded hotspots and social media-driven hotspots in favour of local connection, human expertise and experiences that positively impact the people and places they visit.
Intrepid’s Meaningful Travel Index — based on a national survey of 2,000 Canadians conducted by Wakefield Research — found that nearly all Canadians (93%) would consider changing their travel habits to help reduce overtourism, while 84% say it is important that their travel positively impacts local people and places.
And the reasons, Intrepid notes, aren’t abstract as more than seven in 10 Canadians (71%) say overcrowding at popular destinations has already worsened their travel experience, with nearly a quarter (23%) saying this happens “always” or “very often.”
As well, Interest in lesser-known destinations is also strong, with 81% wanting to visit places that are not heavily featured on social media and 64% preferring hidden gems over famous tourist destinations.
Christian Wolters, President of Intrepid Travel Canada, observes that: “Overtourism is no longer something travellers are simply aware of, it’s influencing how they choose to travel.”
Wolters pointed out that: “The research shows Canadians want to travel more responsibly and are looking for practical ways to turn those intentions into action.”
Intrepid also reports that awareness is translating into action as Canadians are willing to adapt how they travel. Travelling outside peak season (53%), avoiding overtouristed destinations (42%) and supporting local businesses (38%) are among the most common behaviour changes respondents would consider. Rather than focusing solely on where they travel, Canadians are also considering how their travel choices affect the destinations they visit.
And in the age of AI, human connection still matters, with Intrepid reporting that while AI may play a role in helping travellers research and organize trips, 85% of Canadians trust local guides over AI for richer travel experiences.
That preference spans every generation — including Gen Z — demonstrating that while technology may enhance travel planning, it has not replaced the value of local knowledge, cultural insight and meaningful human connection. The value of human expertise goes beyond trip planning, with 81% agreeing that a guided tour led by a local expert allows them to connect more deeply with a destination than exploring on their own.
Wolters explained that : “Across every theme in this research, Canadians are telling us they want to connect more deeply with the places they visit, the people who call them home and the experiences that make each destination unique.”
He pointed out that: “Technology can make planning easier, but it doesn’t replace a local guide’s knowledge, cultural insight or genuine human connection. Those are the experiences that travellers remember, and they’re what make a trip truly meaningful.”
Cultural experiences also continue to shape travel decisions, with nearly all Canadians (94%) saying local food is one of the best ways to understand a destination’s culture.
More than half (56%) are also concerned about the impact tourism can have on communities and the environment, reinforcing that Canadians are looking for experiences that deepen their understanding of a destination while creating value for the people who call it home.
According to Intrepid Travel, the findings reflect evolving traveller expectations as Canadians seek experiences that balance cultural connection, responsible travel and authentic local engagement.
