MISSISSAUGA — In her inaugural address as President of the Association of Canadian Travel Agencies (ACTA), Suzanne Acton-Gervais showcased her passion for travel and the advisor community, just 60 days into her new role. Speaking at the ACTA 2025 Eastern Travel Industry Summit, she emphasized key travel trends and outlined the organization’s priorities for the upcoming year.
Acton-Gervais took over from the long-standing ACTA President, Wendy Paradis, who retired in July. Drawing from her recent experience at a Coldplay concert in London, where 100,000 fans enjoyed an expertly coordinated event, she likened this to the meticulous planning required in the travel industry. “When everything comes together, it feels effortless. But behind the scenes, it takes planning, coordination, and expertise,” she noted. This analogy underscored the crucial role travel advisors play within the ecosystem, and highlighted the importance of community and events like the Summit.
More than 500 travel advisors and agency members attended the event, with an additional 300 expected at the Western Canada Summit and 250 in Quebec. This enthusiastic turnout signifies the commitment of advisors and their optimism for the future of the travel industry.
Over the past two months, Acton-Gervais has observed the resilience and creativity that characterize Canadian travel. “When we align our efforts—advocate, educate, connect, and promote as one—there is no limit to the impact we can have,” she stated.
Ontario Premier Doug Ford also recognized the significance of the Summit. In his welcome message, he emphasized how essential the tourism sector is to the province’s economy, generating billions and supporting thousands of jobs. He conveyed solidarity, saying, “Together, we will ensure that when travellers choose their next destination, Ontario is at the top of their list.”
Optimism Ahead for Canadian Travel
Looking ahead, 2025 and 2026 appear promising. According to Acton-Gervais, ACTA’s members and partners are reporting moderate to strong growth despite ongoing economic uncertainties. International travel has shown positive numbers over the past months, with increases of 9% in May, 7% in June, and 6% in July.
Destinations like Mexico and the Caribbean continue to lead, while Southeast Asia is experiencing a substantial revival, marked by an 18% increase in Canadian bookings compared to 2024. “Canadians want to travel. They’re not staying home; they’re travelling farther and staying longer,” Acton-Gervais highlighted, noting that travel advisors are essential in guiding clients through these complex journeys.
Domestic Travel Thriving
Interestingly, while Canadians are exploring international destinations, their primary travel choice remains their own country. Acton-Gervais reported that domestic tourism is flourishing as Canadians rediscover the beauty of Canada, creating opportunities for travel advisors and suppliers alike.
Despite some declines in U.S. travel—17% for air travel and a 37% dip for road trips—this market still represents a significant portion of Canadian outbound travel.
Identifying Opportunities in Traveller Segments
Acton-Gervais spotlighted several key traveller segments ripe for growth. Baby boomers aged 61 to 79 are investing in bucket-list adventures and multi-generational trips, often spending $20,000 to $30,000 annually on travel. Meanwhile, older Gen Xers are boosting demand for premium travel experiences.
A notable trend includes solo women travellers in their 50s and 60s, who are prioritizing wellness and cultural experiences with safety as a significant concern. Additionally, “bleisure” travel is on the rise, where more than half of business travellers extend work trips for personal enjoyment. Business travel spending reached $36.5 billion in 2024, with a projected increase to $44.3 billion in 2025, marking an 18% rise.
While budget tightening might be on the horizon for 71% of business travellers, the nature of these trips is shifting, blending work with leisure. “This is a huge opportunity to create those extra days into memorable experiences,” Acton-Gervais stated.
The rapid transformation and opportunities within the travel industry underscore the ongoing need for expert travel advisors. By understanding these emerging trends and adapting to client needs, advisors can navigate this evolving landscape to better serve their clients.
