THIA survey taps into 2026-2027 Canadian travel trends

New data from the Travel Health Insurance Association of Canada’s (THIA) Winter Smart Traveller survey reveals a shifting picture of Canadian winter travel for 2026-2027.

While Canadians are beginning to head south again, it’s not the traditional snowbird driving the comeback. In fact, only eight per cent of Boomers, traditionally Canada’s snowbird generation, say they’re likely to visit the U.S. this winter – down from 10 per cent last year and 31 per cent prior to 2025.

This is in stark contrast to the more than half of Gen Z Canadians (52%) who indicate they’re likely to visit the U.S. this winter, up from 44 per cent last year.

THIA’s survey found that in general, 30 per cent of Canadians say they’re likely to travel to the U.S. this winter, up from 26 per cent last year. But enthusiasm remains well below previous years, when 41 per cent said they were likely to head south.

And the generational divide isn’t only changing who is travelling, but how they’re doing it.

Among Canadians planning winter travel, nearly half of Gen Z travellers (47%) expect to take a one-week trip, while 23 per cent plan to take two or more separate week-long trips, compared to just six per cent of Boomers.

Boomers who are travelling, meanwhile, are more likely to favour longer individual getaways, with 27 per cent planning a trip lasting more than a week but less than a month.

Canadians’ relationship with U.S. travel also remains complicated.

Political tensions between Canada and the U.S. are now the top potential barrier to travelling outside their home province (37%), ahead of economic and financial concerns (31%), rising airfare (28%) and exchange rates (27%).

Yet the U.S. has narrowly reclaimed the top spot among Canadians’ primary winter destinations (15%), ahead of travel within Canada (14%) and the Caribbean (10%).

Will McAleer, THIA spokesperson, observed that: “As the way Canadians travel continues to evolve, the way we think about protecting ourselves when we travel needs to evolve with it.”

McAleer continued: “Whether you’re taking several shorter trips across the border, heading to the Caribbean with family or planning a longer winter getaway, it’s important to understand how your travel health insurance applies to the type, length and frequency of trips you’re taking. Reviewing your coverage, including any limitations or exclusions, should be an essential part of planning before you leave home.”