Adventure is all about discovery: Flight Centre Canada survey

There’s no doubt about it, Canadians agree that adventure travel today is about discovery, not adrenaline.

A new survey from Flight Centre Canada — conducted by YouGov — reveals that 78% of Canadians hold this view, while 91% say a trip can feel adventurous without any thrill-seeking at all.

Anita Emilio, executive vice president for Flight Centre Canada, observed that: “Five or ten years ago, adventure meant pushing your limits physically. Now, it’s about stepping into the unknown — intellectually, emotionally and spiritually. Canadians are choosing places that are not just farther away but also feel different because that’s what makes a trip feel like an adventure today.”

Flight Centre Canada’s survey revealed that 72% of travellers define adventure as something that expands their worldview:

• Experiencing different cultures, traditions or ways of life (14%)
• Exploring a new city or region (13%)
• Stepping outside their comfort zone (11%)
• Venturing off the beaten path (10%)
• Trying new foods (6%) or spending time in nature (6%)

In fact, only 28% of Canadians associate adventure with high-adrenaline or physically intense activities, highlighting how broadly definitions of adventure have changed.

As well, the destinations that are perceived as most “adventurous” are long-haul, with Africa (43%) and East and Southeast Asia (40%) ranking highest, followed by Australia and New Zealand (37%). The United States ranks significantly lower at 12%.

This reflects broader travel patterns. Statistics Canada reported 9.3% growth in overseas trips in March, alongside continued U.S. declines, showing Canadians are increasingly looking beyond familiar destinations.

For spring and summer 2026, Mexico, Canada and Dominican Republic remain Flight Centre’s top destinations by volume. However, the strongest growth is in the long-haul market: Portugal (57%), New Zealand (52%), the Netherlands (40%) and Germany (32%).

Canadians are also showing greater confidence in travelling to places they may have previously overlooked, like Greece, Argentina and Colombia — destinations that feel unfamiliar, but increasingly accessible through guided tours, cruises, all-inclusive options and tailored itineraries.

The shift comes at a time when global travel is becoming more complex and less predictable with ongoing geopolitical tensions driving up fuel costs and prompting airlines to adjust pricing and capacity.

Even so, demand remains strong with 82% viewing travel as essential to their wellbeing — a sign it’s becoming more important, not less.

Go to www.flightcentre.ca for more.