Wednesday, July 9, 2025

Now that Canadian summer travel season comes into full bloom across the nation, there are indicators that travel behavior is changing, and Canadian travelers are opting for more travel to Europe and domestically rather than their traditional trips to the US. Travel behavior is changing partly because of Canadian-U.S. tensions, but also because travelers are becoming more inclined to visit international and regional attractions they have never thought about seeing. Flights and routes have already adjusted to reflect that trend, and large airports, including Toronto Pearson International Airport, are preparing for a record year.

Canada’s domestic travel market is witnessing a notable uptick, with airlines focusing on boosting their services within the country. WestJet Airlines has made significant adjustments, shifting much of its summer capacity to domestic routes, including more flights to sun destinations and within Canada.

Porter Airlines, which previously allocated 75% of its summer network to domestic travel, has now increased this to 80%. This shift reflects the growing demand for domestic travel within Canada, and the airline has added routes to various regions across the country.

Toronto Pearson International Airport is one of the key hubs experiencing the impact of this shift, expecting over 11 million passengers this summer. The airport anticipates around 77,800 departing and arriving flights, with peak days seeing approximately 160,000 passengers moving through its terminals.

Air Canada, too, has adjusted its capacity by shifting some of its resources from sun destinations to both domestic and international routes. Notably, the airline has launched new services, including flights from Montreal to Edinburgh, as well as new routes to Prague, Rio de Janeiro, Cartagena, and Guadalajara. Despite not providing specific data for Toronto Pearson, Air Canada anticipates growing its overall network capacity by 1 to 3 percent in 2025.

A new study, the Europe Pulse Study by Context Research Group for Destination Ontario, reveals that political tensions between the U.S. and Canada are having a significant impact on travel preferences among European leisure travelers. According to the study, 62% of travelers from the U.K., Germany, and France stated that the current political climate in the U.S. makes them less likely to visit the country. This sentiment is compounded by the ongoing trade disputes and tariffs that have affected both the U.S. and Canada.

The majority of respondents—75%—also expressed solidarity with Canada, noting that both countries have been adversely affected by U.S. tariffs. As a result, many European travelers are now shifting their focus to Canada, viewing it as an appealing alternative to the U.S. In fact, 87% of those surveyed stated that Canada is appealing enough to visit on its own, rather than as part of a broader North American trip.

Ontario, and specifically Toronto, is emerging as one of the most attractive destinations for these travelers. According to the survey, 54% of respondents are considering a trip to Ontario within the next two years, with half of them planning to visit Toronto. This trend aligns with the broader movement towards Canadian tourism, as travelers from Europe seek culturally rich, safe, and politically stable destinations.

The shift in travel preferences from the U.S. to Canada and Europe highlights a broader trend where political and cultural volatility in the U.S. is influencing where people choose to travel. As the political landscape in the U.S. becomes more divisive, many international travelers, particularly Europeans, are exploring alternative destinations that offer stability, safety, and unique cultural experiences. This trend is reflected in the increasing number of flights between Europe and Canada, as well as the growing interest in Canadian cities like Toronto, Montreal, and Vancouver.

Additionally, the growing interest in Canadian destinations is supported by the country’s reputation for natural beauty, cultural diversity, and welcoming hospitality. Many travelers are opting for experiences that offer more than just relaxation, seeking opportunities to connect with nature, explore vibrant cities, and engage with the rich history and culture of Canadian communities.

Toronto Pearson International Airport is preparing for one of its busiest summer seasons on record, thanks to the increased number of domestic and international travelers. With more than 11 million passengers expected to pass through its terminals this summer, the airport is on track to handle over 77,800 flights. This increase in passenger traffic highlights the growing importance of Canada’s major hubs in accommodating travelers who are shifting their focus away from the U.S. and towards Europe and domestic destinations.

The growing demand for domestic travel is also being reflected in the expansion of air routes, both to major cities within Canada and popular international destinations. As airlines continue to adapt their networks to meet the changing preferences of travelers, it’s clear that Canada is poised to become an increasingly important destination for both inbound and outbound tourism.

The travel industry’s ability to adapt to shifting patterns in consumer demand is crucial in meeting the evolving preferences of international and domestic travelers. With airlines adjusting their capacity, airports preparing for record-breaking passenger numbers, and travelers diversifying their destinations, it is clear that the tourism landscape in North America and Europe is undergoing a significant transformation.

Now that the peak season for travel in the summer unfolds, it will be interesting to see where these trends lead and how the current political climate, here in Canada and overseas, affects travelers’ choices. One thing, however, is certain: politically stable Canada, which also enjoys a conducive high rate of cultural sites, continues to be considered increasingly a preferable alternative to a trip in the United States, becoming a force to contend with in overseas travel.