Meaningful Travel Index: Intrepid Research Finds Canadians Want to Make Positive Impact

New research from  Intrepid Travel suggests Canadian travellers are looking beyond crowded destinations and social media-driven hotspots in favour of local connection, human expertise and experiences that positively impact the people and places they visit.

The company’s Meaningful Travel Index, based on a national survey of 2,000 Canadians conducted by Wakefield Research, found 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.

The research also determined some of the reasons why Canadians are seeking travel change: 

• 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.” 
• 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.

“Overtourism is no longer something travellers are simply aware of, it’s influencing how they choose to travel,” said Christian Wolters, President of Intrepid Travel Canada, 

“The research shows Canadians want to travel more responsibly and are looking for practical ways to turn those intentions into action.”

That awareness is translating into action. The survey found that Canadians are willing to adapt how they travel. Travelling outside peak season (53%), avoiding over-touristed destinations (42%) and supporting local businesses (38%) are among the most common behaviour changes respondents would consider. 

In the age of AI, human connection still matters. While technology 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.

“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.” Wolters continued. 

“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 continue to shape travel decisions. Nearly all Canadians (94%) say 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.