Over the past five years, the travel industry has faced unprecedented pressure. Until recently, however, much of that pressure has not been so sharply concentrated on the United States. With the escalation of the Trump tariffs and the trade war stirring widespread frustration and confusion, many Canadians have responded with a renewed sense of national solidarity.
What this means for the travel industry in the year ahead remains uncertain. But one thing is clear: Canadians are pausing to reflect more deeply on their vacation plans and, perhaps for the first time, questioning whether the United States still deserves a spot on their itineraries.
With summer around the corner, we wanted to learn how The Globe and Mail readers are responding to these developments and just how much politics are influencing where they choose to travel. We surveyed Globe Insiders, our panel of readers, asking them about their vacation plans for the next twelve months, if they had cancelled a U.S. vacation, the effect of the tariffs on their travel plans, and more.
Globe readers support for Canadian travel
An overwhelming 87% of Globe readers plan to take a vacation in the next twelve months, suggesting they are not allowing global economic uncertainty to interfere with their vacation planning. However, an altogether different picture emerges when readers are asked about the specifics of their travel plans.
A majority of readers (80%) intend to travel within Canada, followed by 67% who plan to take an international vacation. Only 15% have plans to travel within the U.S., a sharp decline from last year’s survey when 36% of readers were planning vacations there.
The view from within Canada
Of those considering Canadian vacations, half are planning to travel to or within Ontario. The next most popular provinces are British Columbia (49%) and Quebec (27%). While there is a clear preference for travel within the country, 85% of respondents are still weighing their options and considering travel between one and three provinces.
Within Ontario, most respondents are considering visiting Toronto or the GTA (34%), followed by Ottawa or the Ottawa Valley (29%) and Prince Edward County (24%). Other popular vacation destinations include Southwestern Ontario (22%), Niagara (22%), and Muskoka (21%).
From London to Paris: Canadians look to European adventures
Among the 67% of readers considering an international vacation in the next twelve months, an astounding 81% plan to visit Europe. The Caribbean follows at 22%, with Mexico close behind at 19%.
Within Europe, the most popular destinations are the United Kingdom (49%), France (33%), Germany (16%), and Greece (12%). In the Caribbean, the Dominican Republic tops the list with 27% of readers, followed by Barbados at 22%.
Vacation values: choosing with conscience
Public sentiment regarding boycotting travel to the U.S. has increased, both in the media and within public discourse. Many Canadians have voiced anger over the Trump administration’s tariffs and the ongoing trade war, viewing these developments as a breach of trust between two historically friendly nations.
When asked what concerns they have regarding travelling to the United States, 59% of readers reported being extremely worried about trade and tariff issues. Border crossing and general safety were concerns for 32% and 31% of readers, respectively.
Travel avoidance is already evident. Just over 80% of readers did not vacation to the United States within the last three months. Among them, 35% said they reconsidered their vacation due to the Trump tariffs.
While many Globe readers are changing their plans, 15% still plan to visit in the future. Popular destinations for this group include sunny states like Florida (27%) and California (18%).
Overall, support for travel boycotts appears strong among Globe readers. Nearly one in four readers have postponed or cancelled a planned U.S. vacation, with many of these abandoned plans involving visits to a major metropolitan city (39%), friends or family (37%), or a road trip (29%).
Adapting travel plans beyond the U.S.
This trend shows a significant shift in travel attitudes. A large majority of readers, 85%, are open to exploring alternate vacation destinations to the United States. Most are willing to make adjustments: 79% would be willing to fly farther to avoid the United States, and 68% are open to trying new types of experiences.
The shift even extends to financial and logistical choices. Sixty-one percent of readers are willing to spend more money for a non-US vacation, while 59% would shorten their trip if it meant avoiding the United States.
While it is tempting to believe these types of travel decisions will be short-lived, they could have long-lasting impacts. Only a third of readers said they would reconsider travelling to the U.S. if the trade war ends. A larger share (44%) remain unwilling to return even after the resolution of the current trade conflict, demonstrating a lasting change in travel behaviour.
Summary
Globe readers are rethinking their travel plans as geopolitics increasingly shape vacation decisions, with this trend most visible in the decline of support for U.S. travel. Instead, most are looking to Canadian destinations, particularly Ontario and British Columbia, while international travellers overwhelmingly favour Europe.
