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Most travellers cite nature and culture as their main influences when choosing a destination.

Vancouver, BC – The weak state of the loonie is making many Canadian leisure travellers reassess their vacations this year, a new Canada-wide Insights West poll has found.

In the online survey of a representative national sample of leisure travellers, 62% say that the declining Canadian dollar has had a “significant” or “medium” impact on their travel plans.

Leisure travellers in Quebec and British Columbia are feeling the greatest impact (69% and 64%, respectively), while those who reside in Alberta are the most likely to say the declining dollar has had no impact on their travel plans (20% vs. 14% nationally).

Among those Canadian leisure travellers who feel impacted by the weak loonie, one-in-five (19%) say they have already cancelled a trip they were planning to make to the United States, and half (49%) say they will vacation in other areas of Canada instead of visiting the United States.

Traits of Canadian Leisure Travellers

In the survey, more than three quarters of Canadian leisure travellers (78%) say they enjoy engaging with nature “regularly or occasionally” during a holiday—including 89% of those who reside in British Columbia.

In addition, 71% of Canadian leisure travellers (including 75% in Alberta) enjoy attending cultural events and performances, 65% (including 68% in Manitoba and Saskatchewan) enjoy attending music festivals, and 56% (including 65% in British Columbia) enjoy participating in outdoor sports.

British Columbian leisure travellers are more likely to enjoy participating in a once-in-a-lifetime activity, such as a safari or a visit to a remote location (53%, compared to 49% nationally) and Ontarians are more likely to enjoy personally participating in athletic competitions (35%, compared to 30% nationally).


“Our analysis shows that there is no single defining trait for Canadian leisure travellers,” says Mario Canseco, Vice President, Public Affairs at Insights West. “If you live in Saskatchewan or Manitoba, you’re more likely to attend music festivals during your holiday. Albertans enjoy cultural events. Quebecers appear to be more frugal at this time. British Columbians are all about nature and unique experiences. Ontarians seek both culture and exercise.”

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary and has fifteen full-time employees.

About this Release:

Results are based on an online study conducted from June 11 to June 15, 2015, among 1,781 adult Canadian leisure travellers. The data has been statistically weighted according to Canadian census figures for age, gender and region. The margin of error—which measures sample variability—is +/- 2.3 percentage points. Click to view the detailed data tabulations.

For further information, please contact:

Mario Canseco
Vice President, Public Affairs, Insights West


Photograph: Wilson Hui