Survey Finds Growing Generational Divide is Reshaping Where Canadians Travel
by Bruce Parkinson
Canadian travel desires are evolving. But insurance is important wherever they’re going.
Travel remains a priority for Canadians, but a survey has found that a growing generational divide is reshaping where they go in 2026, especially when it comes to the United States.
Findings from the Travel Health Insurance Association of Canada (THIA)’s 2026 Smart Traveller Survey show that while 63% of Canadians plan to travel this year, interest in U.S. travel is increasingly concentrated among younger generations, as older Canadians pull back even further.
Along with generational divides, the survey found that rising costs and political tensions are contributing to long-term shifts in travel behaviour.
Key trends emerging for 2026:
The U.S. Travel Divide: Gen Z Canadians are leading U.S. travel plans in 2026, with 45% surveyed saying they’re likely to travel south of the border, compared to just 8% of Boomers. Among Canadians planning to travel this year, nearly two‑thirds of Gen Z (61%) say the U.S. is on their itinerary, well ahead of Millennials (48%), Gen X (28%), and Boomers (14%).
Broader Horizons: While the U.S. has historically been the top international destination for Canadians, Europe now firmly ranks as the top international region (24%). At the same time, 36% plan to stay close to home and travel exclusively within Canada.
Prices & Politics Impact Decisions: Rising travel expenses remain the top concern overall, while global political tensions are factoring more heavily into where or whether Canadians travel. Political tensions between Canada and the U.S. are one of the biggest barriers for 51% of Boomers, while Gen Z are more constrained with rising costs (36%) and lack of paid time off (22%).
Beyond destination decisions, the Travel Health Insurance Association of Canada points out that unexpected medical treatment can be a major risk to travel budgets. The THIA says understanding travel health insurance coverage is one way Canadians can manage that risk and help protect their trip from costly surprises.
“We’re seeing a clear generational split among Canadians as they consider both their political views and economic conditions when planning travel,” says Will McAleer, THIA spokesperson.
“Despite ongoing political tensions, younger Canadians still show strong interest in travel to the U.S., instead citing rising costs as their biggest barrier to travel,” McAleer added.
“For Gen Z, this combination of cost concerns and desire for US travel – where medical costs are some of the highest worldwide – makes it especially important for younger Canadians to understand their travel health insurance coverage before they go.”
THIA’s Tips for Smart Travel:
Many Canadians – especially younger ones – still roll the dice and travel without insurance. Or, if they have insurance, they often don’t know what it covers. THIA offers the following advice for you to share with clients:
Know their policy – Insurance companies, insurance brokers and travel agents are available to answer any policy questions. Is extreme weather included in cancellation coverage? Make sure your clients have the information they need about Travel Advisory exclusions and benefits.
Know their trip – Will your clients be visiting a region that has a Canadian government travel advisory? How long will they be gone? Help them find a policy specifically tailored to their trip.
Know their health – Travellers should consult a health care provider if they have any questions about pre-existing conditions.
