Canada Makes the Not Hot List: Why Its Inclusion Matters Right Now
By Christian Wolters, President, Intrepid Travel Canada
Travel has a habit of concentrating attention in the same places. The destinations that dominate our feeds naturally become the places travellers know best, while others with just as much to offer can remain less familiar.
That is the thinking behind Intrepid Travel’s Not Hot List. It is not about telling travellers where not to go. It is about introducing them to places they may not have considered and highlighting where tourism can create meaningful benefits for local communities.
This year, for the first time, a Canadian destination has made the list: Whitehorse, Yukon.
Its inclusion feels particularly timely. Canadians are increasingly looking closer to home for adventure. Domestic Canada bookings with Intrepid are up 10% year over year, while overall Canadian bookings are up 26%, making Canada our fastest-growing market globally.
Whitehorse, Yukon (Adaka Cultural Festival) Photo Cred Government of Yukon – Cathie Archbould
For travel advisors, this creates an opportunity to broaden the conversation about what a Canadian holiday can look like. Whitehorse offers a gateway to Arctic and northern experiences, from wilderness and outdoor adventure to Indigenous culture and locally led guiding. The Yukon’s wilderness has been cared for by Yukon First Nations since time immemorial, and that deep relationship with the land is an important part of the experience. For clients looking for adventure, culture and a deeper connection to place, it gives advisors another compelling Canadian story to tell.
Alonnisos, Greece; Cred Municipality of Alonnisos
We are also seeing this growing interest translate into greater access. Through our new relationship with Air Canada Vacations, eight Intrepid itineraries across Canada are now available
through its booking platform and travel advisor network. From the Rocky Mountains and Eastern Canada by rail to Newfoundland and the Maritimes, the partnership makes it easier for Canadians to discover locally led, small-group experiences across the country.
The same idea applies internationally. This year’s Not Hot List highlights destinations such as Kenya’s Samburu, Greece’s Alonnisos and Timor-Leste, offering travellers new ways to experience some of the world’s most fascinating landscapes and cultures.
The common thread is not simply that these places are less visited. It is that they have a reason to welcome more travellers and the capacity to do so responsibly.
Not every destination needs more visitors, and there is no single right way to experience a country. The opportunity is to broaden the map, discover more of what a destination has to offer and direct tourism thoughtfully toward communities that are ready to welcome it.
Whitehorse’s place on the Not Hot List is a reminder that some of the most rewarding adventures may be closer to home, and that there are always new stories to discover within our own backyard.
Samburu, Kenya – Photo Cred Samburu Sopa Lodge
Samburu (Umoja Village), Kenya – Photo Cred Intrepid Travel
Whitehorse Walking Tour
Intrepid will continue listening to Indigenous tourism partners, developing experiences in partnership with them and using its platform to support greater visibility for Indigenous-led tourism across Canada.