Boomer Bust: Older Canadians Are Avoiding the U.S., Younger Ones Less So
by Bruce Parkinson
Boomers are still a hugely important travel segment.
Heading south to destinations like Florida, Texas, Arizona and California for part of the winter is a longtime Canadian tradition. But this year looks different.
The new Winter Smart Traveller Survey by the Travel Health Insurance Association of Canada (THIA) reveals a dramatic shift in Canadian travel trends for the upcoming 2025–26 winter season.
The survey found that only 26% of Canadians are likely to head south of the border this winter—a 37% drop from previous years. The pullback is sharpest among Boomers, traditionally the snowbird generation, with only 10% planning U.S. trips. That’s down a whopping 66%.
The results are different for younger Canadians. The survey found that 44% of Gen Z respondents are likely to visit the U.S. That’s still down 18% from last year, but it reveals a clear generational divide in travel behaviour.
Beyond destinations, the THIA survey shows Canadians are becoming more cautious and cost-conscious when planning trips. Rising travel costs (41%), political tensions with the U.S. (40%) and abroad (24%), as well as concerns around exchange rates (29%) and safety (20%) are all shaping travel decisions this winter.
The association says that with uncertainty around cancellations, political concerns and rising medical costs abroad, travel health insurance is a must-have for peace of mind wherever Canadians go. This is especially true for Canadians who are 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.”
