Overtourism changing how Canadians travel, but not whether they travel

New data from Flight Centre Canada demonstrates that travellers are embracing shoulder season, less-crowded destinations and local experiences as overtourism is becoming a contributing factor in Canadians explore the world.

In fact, a new Flight Centre Canada survey — conducted by YouGov — found that 93 per cent of Canadians familiar with overtourism are adjusting their travel plans for 2026 — but they aren’t giving up on dream destinations.

Ashley Harold, travel expert at Flight Centre Canada, observed that: “Canadians aren’t necessarily avoiding the most popular countries, but they are looking for ways to experience them differently.”

Harold explained that: “They’re considering travelling during shoulder season, picking less crowded regions, and even touring lesser-known neighbourhoods to support small businesses. They want to lessen their impact and improve their experience.”

This summer’s breakout destination is Japan with Flight Centre Canada bookings up nearly 52 per cent year over year. Italy and Ireland are both up 15 per cent. Greece and Switzerland are up around 11 per cent. Spain is up more than eight per cent.

And Canadians are becoming more familiar with overtourism, with 49 per cent saying they are somewhat or very familiar. Of this group, the top concern is overcrowding and loss of enjoyment (39%).

Whether or not they know the word “overtourism,” most Canadians agree we should be mindful of the destinations we visit (94%) and the way Canadians travel reflects who we are as a country (81%). Four in five (80%) believe destinations should prioritize the wellbeing of residents over visitors, even if it limits tourism.

Canadians are aware of the problem — and they’re doing something about it. Of the Canadians familiar with overtourism, 93 per cent will be adjusting their travel plans this year in several ways:

• Prioritizing local shops, restaurants and hotels instead of larger chains – 49%
• Being more mindful of respecting local customs, etiquette or signage – 49%
• Travelling during off-peak or shoulder season – 47%
• Visiting less popular or alternative destinations – 41%
• Taking shorter or more local trips instead of long-haul – 37%

Since Canadians see travel as essential to their wellbeing, only 18% will reduce the number of trips they take in 2026.

Perhaps the most striking data point in a year defined by cost pressure is that willingness to pay tourist fees — levies that support local infrastructure, services and the environment –rose from 57 per cent in 2025 to 71 per cent in 2026. Affordability remains a top consideration, but Canadians are increasingly willing to spend more when they understand how that money will benefit their chosen destination.

Go to www.flightcentre.ca for more.