Italy reigns supreme among all international destinations being booked by Canadian travel advisors affiliated with First in Service Travel LTD (F1S).
F1S, one of North America’s largest independent travel agencies, recently named Italy its top world destination, with Spain, Japan and Greece rounding up the top four. The survey also revealed emerging interest in “below the radar” locales in Japan, Portugal and Sri Lanka, as well as trips with Explora Cruises.
“Canadian travellers are passionate about experiencing the world’s most beautiful places, and they’re eager to return to favourites like Italy, Spain, Greece and a relatively new favourite: Japan,” said Fernando Gonzalez, CEO of F1S. “They’re also keen on exploring lesser-known destinations that offer unique, culturally immersive experiences. For our advisors, this translates into a balance of beloved destinations and fresh discoveries for clients.”
In response to the question, “Please tell us the top three international destinations, including cruises, that you are booking for your clients in 2024,” Italy emerged easily as the top choice with 67% of F1S advisors citing it, followed by Spain at 33% and Japan and Greece (28% each). Other popular choices included Costa Rica, France, Portugal, Switzerland, Thailand, and river and Mediterranean cruises.
Canadian F1S advisors noted Italy’s varied cultural offerings and culinary richness.
“Italy’s allure never fades,” said F1S advisor Julia Hayhurst. “Delicious food and wine, rich history, gorgeous landscapes, and stellar hotels make it a top pick year after year.”
F1S advisor Jessica Donath emphasized Italy’s accessibility: “With direct flights to Rome and Venice, it’s easy to navigate the country while enjoying diverse cultural experiences, from world-renowned chefs and wines to stunning coastal towns.”
In response to the question, “Please tell us the top ‘below the radar’ international destination, including cruises, you are recommending most to clients for 2024,” F1S travel advisors across Canada highlighted off-the-beaten-path points in Japan and Portugal, along with Sri Lanka and Explora Cruises. F1S advisors elaborated on why these destinations appeal to Canadian travellers:
- Japan: F1S advisor Rhonda Lewis is booking ski vacations to Japan, which she described as a “unique destination” appealing to travellers seeking a blend of tradition and exotic.
- Portugal: “Madeira offers so much,” noted F1S advisor Kim Silverton. “Many travellers are discovering its appeal for the first time, making it an exciting option.”
- Sri Lanka: “Sri Lanka is perfect for those who have been everywhere else,” said F1S advisor Liz King. The island nation offers a unique experience with its lush landscapes and rich cultural heritage.
- Explora Cruise: F1S advisor Claudia Chad praised the cruise experience, stating, “My clients who have sailed on Explora were thrilled with the product, and from an advisor perspective, working with the Explora team has been a fantastic experience.”
For the question, “Please tell us the #1 destination among domestic and international destinations you are booking for Summer 2024,” Italy stood out as the top choice, with 44% of F1S advisors naming it.
Booking Trends Compared to Previous Years
When asked to compare international bookings for 2024 against previous years, F1S advisors in Canada indicated an ongoing enthusiasm for travel, particularly for international destinations:
- Compared to 2023: 44% of advisors reported that international bookings are up somewhat, while 56% said they are about even with last year.
- Looking ahead to 2025: 22% of advisors expect international bookings to increase, 39% predict they will remain about even compared to 2024.
- Compared to 2019, prior to the pandemic: 33% of advisors noted significant increases in bookings, while 17% said bookings had increased somewhat. Another 33% reported bookings are on par with pre-pandemic levels.
Top Canadian Destinations
First in Service shared its top Canadian destinations booked this year and the top “under the radar" locations.
Vancouver led as a top choice with 67% of mentions, closely followed by Montreal at 61%. Other sought-after cities include Banff and Whistler (22% each), Toronto (17%), and Halifax, Quebec City and Victoria (11% each).
F1S advisors named Quebec and British Columbia as the top provinces, with each receiving 72% of advisor mentions, followed by Alberta at 33%. Ontario and Nova Scotia are named by 22% and 11% of F1S advisors, respectively.
Newfoundland and Nova Scotia were named as rising favourites by 28% of respondents. Other top recommendations include Prince Edward Island (22%) and Quebec (11%).
