A new Flight Centre Canada survey reveals 78% of Canadians want adventure travel defined by discovery, not adrenaline, while 91% of respondents said a trip can feel adventurous without any thrill-seeking at all.
It’s a mindset that’s shaping how Canadians plan travel ahead of the busiest season of the year, says Anita Emilio, executive vice president for Flight Centre Canada.
“Five or ten years ago, adventure meant pushing your limits physically,” she said. “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.”
More specifically, the survey found 72% of travellers define adventure as something that expands their worldview, with 14% citing experiencing different cultures, traditions or ways of life as adventurous, while 10% thought venturing off the beaten path was the ticket.
Others described exploring a new city, trying new food or spending time in nature as adventurous.
Only 28% of respondents associated adventure with high-adrenaline or physically intense activities, something Emilio said highlights how broadly definitions of adventure have changed.
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, she said.
The destinations perceived as most “adventurous” are long-haul, with destinations in Africa and Southeast Asia Africa ranking highest among travellers surveyed, followed by Australia and New Zealand. Statistics Canada numbers back this up, showing a 9.3% growth in overseas trips in March, coupled with continued decline in visits to the US.
While Mexico, Canada and the Dominican Republic remain Flight Centre's top destinations by volume, the strongest growth is occuring in the long-haul market: Portugal is up 57%, New Zealand 52%, the Netherlands 40% and Germany 32%.
The report, based on research conducted by YouGov, notes this shift comes at a time when global travel is becoming more complex and less predictable as ongoing geopolitical tensions drive up fuel costs and prompt airlines to adjust pricing and capacity.
However, demand overall remains strong with 82% of Canadians viewing travel as essential to their well-being.
