According to new data from Flight Centre Canada, younger Canadian travellers are becoming increasingly interested in trips that reconnect them with their family history, ancestry and cultural heritage.
In the survey – conducted by YouGov — 84 per cent of Gen Z and 87 per cent of millennials are interested in taking a roots-focused trip, while 51 per cent of each group say roots travel is more important to them now than it was a year ago.
Anita Emilio, executive vice president of Flight Centre Canada, said that: “A faded photo, an old address or story shared at a family gathering can suddenly come to life when you’re standing in that place yourself.”
And Emilio added: “Roots travel turns family history into something you can see, experience and share with the people who remember it.”
This growing interest in roots travel has particular relevance in Canada, where many family histories cross cultures and borders. The most recent census captured more than 450 ethnic or cultural origins and reported the largest proportion of landed immigrants or permanent residents since Confederation in 1867—more than 8.3 million or 23 per cent of the population.
Said Emilio: “Canada has been shaped by generations of immigrants. When families return to the place of their ancestors, it gives younger generations the chance to ask questions while older family members can still fill the gaps.”
In an earlier global survey, Flight Centre found that 79 per cent of Gen Z and 80 per cent of millennials have travelled, or would consider travelling, with multiple generations of their family.
That appetite for multigenerational travel aligns with what younger Canadians say they want from heritage trips:
- To learn about family history – 57% (Gen Z), 61% (millennials)
- To understand cultural identity – 52% (Gen Z), 61% (millennials)
- To visit ancestral places or regions – 49% (Gen Z), 53% (millennials)
- To strengthen family bonds – 42% (both Gen Z and millennials)
But turning family history into an itinerary can be complicated and nearly nine in 10 Gen Z and millennials say they face barriers to planning. Cost is by far the biggest obstacle for 48 per cent of Gen Z and 51 per cent of millennials.
Other factors include:
- Limited time to research and plan – 21% (Gen Z), 20% (millennials)
- Not knowing where to start – 19% (Gen Z), 24% (millennials)
- Difficulty coordinating a multigenerational trip – 16% (Gen Z), 18% (millennials)
Emilio explained that: “Just because three generations are travelling together doesn’t mean they want the same trip. A grandparent might want to find where family is laid to rest; mom wants to understand where she came from; a teenager might want a restaurant and Wi-Fi. To make sure everyone gets something out of the trip means balancing different interests, attention spans, energy levels and mobility needs. Three generations may share the same family story, but they won’t experience the trip the same way.”
Go to www.flightcentre.ca for more.
