Canadian Media Intelligence & Insights Report: International Travel 2025

(May-December 2025) 

1. Market insights 

Outbound travel growth & high-spending traveler trends 

Canada's outbound travel market has shown robust recovery, with international departures reaching 96% of pre-pandemic levels by late 2024. High-value travelers (spending $5,000+ per trip) now represent 27% of canadian outbound travel, up from 21% in 2023. Canadians are increasing their travel budgets, with the average planned spend for international travel in 2025 projected at CAD $3,850 per person, representing a 14% increase year-over-year. 

Travel media landscape 

Canadian travel media penetration shows distinct patterns across channels: 

• Digital: 89% of canadian travelers use online resources for travel research 
• Linear TV: 62% reach among travel decision-makers (declining 5% annually) 
• Print travel media: 41% reach among affluent travelers (stable) 
• Radio: 58% reach during commuting hours (key for pre-booking phase) 
• OOH: 76% reach in major urban centers (particularly effective for luxury travel) 
• Social media: 84% use platforms for travel inspiration (instagram leading at 71%) 

Key advantages for travel advertisers 

• Strong canadian dollar performance against many global currencies (projected to remain favorable through 2025) 
• 68% of canadians hold valid passports (significantly higher than the US market) 
• High digital banking adoption (92%) streamlining online booking processes 
• Advanced digital advertising ecosystem with sophisticated targeting capabilities 
• Multi-cultural population creating natural affinity markets for diverse destinations 

Positive market trends 

• New visa-free arrangements with 4 additional countries (philippines, thailand, vietnam, brazil) taking effect in early 2025 
• Increased airline capacity between canada and asia-pacific destinations (+21% from 2024) 
• Growing interest in regenerative tourism experiences (+43% yoy search growth) 
• Expanded direct routes from secondary canadian cities to international destinations 
• Surge in premium economy and business class bookings (+17% yoy) 

2. Exactly where to advertise 

Premium OOH advertising locations 

Airport corridors and transit hubs 

• Toronto pearson international airport: 49.5M annual passengers; 65% international travelers; average household income $125,000+ 
• Vancouver international airport: 26.4M annual passengers; 57% international travelers; luxury brand affinity index 142 
• Montreal-trudeau international airport: 20.3M annual passengers; 51% international travelers; higher education index 138 
• Union station toronto: 300,000 daily commuters; business traveler concentration of 41%; average travel spend $4,200 
• Central station montreal: 175,000 daily commuters; international travel intent index 129 

Business districts 

• Toronto financial district: 200,000 daily professionals; average household income $156,000; international travel frequency 4.2 trips annually 
• Vancouver downtown core: 120,000 daily professionals; luxury travel affinity index 139 
• Montreal international quarter: 90,000 daily professionals; passport ownership rate 88% 
• Calgary energy corridor: 75,000 daily professionals; average international travel spend $5,300 

Affluent neighborhoods 

• Rosedale-moore park (toronto): average household income $321,000; international travel participation 87% 
• Westmount (montreal): average household income $295,000; luxury travel preference index 161 
• West vancouver: average household income $262,000; frequent traveler concentration 73% 
• Rockcliffe park (ottawa): average household income $278,000; adventure travel affinity index 132 

Travel-adjacent locations 

• Yorkdale shopping centre (toronto): 18M annual visitors; luxury retail presence; travel goods purchase intent 41% above average 
• CF pacific centre (vancouver): 22M annual visitors; proximity to major hotel chains 
• First canadian place (toronto): houses 12 financial institutions with corporate travel programs 
• Place ville marie (montreal): 16 travel retailers and proximity to international businesses 

Top 5 regions with highest propensity for international travel 

1. Greater toronto area 

• Economic profile: highest concentration of corporate headquarters in canada; average household income $98,700 
• Travel spending: average international trip budget $4,210; luxury travel segment growing at 12% annually 
• Preferred destinations: europe (UK, france, italy), caribbean, and emerging interest in southeast asia 
• Key advertising locations: financial district digital screens, yonge-dundas square, highway 401 corridor 
• Media consumption: higher-than-average digital news consumption (168 index), luxury lifestyle print media (155 index) 

2. Greater vancouver area 

• Economic profile: pacific gateway hub; average household income $96,300; high concentration of asia-pacific business connections 
• Travel spending: average international trip budget $4,670; family vacation segment dominant 
• Preferred destinations: asia-pacific (japan, australia, hong kong), hawaii, mexico 
• Key advertising locations: robson street corridor, granville entertainment district, canada line transit 
• Media consumption: highest streaming content consumption nationally (172 index), strong ethnic media engagement 

3. Greater montreal area 

• Economic profile: strong cultural economy; average household income $82,400; european business ties 
• Travel spending: average international trip budget $3,980; cultural travel segment dominant 
• Preferred destinations: france, morocco, spain, switzerland, quebec-connected destinations 
• Key advertising locations: underground city network, old montreal, mont-royal avenue 
• Media consumption: highest print media engagement (143 index), strong french-language media ecosystem 

4. Calgary metropolitan area 

• Economic profile: energy sector wealth; average household income $104,700; highest discretionary spending 
• Travel spending: average international trip budget $5,120; adventure and luxury segments dominant 
• Preferred destinations: united states (particularly hawaii and california), mexico, australia 
• Key advertising locations: stephen avenue walk, chinook centre, calgary international airport 
• Media consumption: business news consumption (167 index), sports programming (144 index) 

5. Ottawa-gatineau region 

• Economic profile: government and diplomatic community; average household income $94,200; stable employment 
• Travel spending: average international trip budget $3,870; cultural and educational travel dominant 
• Preferred destinations: european capitals, east asia, educational tourism destinations 
• Key advertising locations: byward market, parliamentary precinct, rideau centre 
• Media consumption: highest political/news engagement (181 index), international affairs content (175 index) 

3. Exactly whom to advertise to 

Top 7 language communities with travel potential 

1. English (67% of outbound travel market) 

• Key characteristics: early adopters of travel technology; responsive to experiential marketing 
• Travel behaviors: longer planning cycle (3.5 months average); higher digital booking rate (83%) 
• Preferred destinations: US, UK, caribbean, australia, western europe 
• Media consumption: digital news platforms, podcast consumption 41% above national average 
• Cultural nuances: value customer reviews and peer recommendations; responsive to loyalty programs 

2. French (21% of outbound travel market) 

• Key characteristics: higher culinary focus; heritage travel motivation 
• Travel behaviors: longer average stays (12.1 days vs. National average of 8.7); higher reliance on travel advisors 
• Preferred destinations: france, morocco, switzerland, belgium, quebec-connected destinations 
• Media consumption: strong print media engagement; radio-canada ecosystem; quebec-based digital platforms 
• Cultural nuances: higher sensitivity to language accommodation; heritage connection travel motivators 

3. Mandarin/cantonese (5.4% of outbound travel market) 

• Key characteristics: multi-generational travel planning; VFR (visiting friends and relatives) component 
• Travel behaviors: earlier booking windows (4.2 months average); higher package tour participation 
• Preferred destinations: china, hong kong, taiwan, singapore, malaysia 
• Media consumption: wechat ecosystem; chinese-canadian print and digital media; international chinese networks 
• Cultural nuances: lunar new year travel planning peaks; strong influence of diaspora networks 

4. Punjabi/hindi (3.1% of outbound travel market) 

• Key characteristics: extended family travel coordination; celebration tourism 
• Travel behaviors: longer stays (average 16.3 days); higher spend on accommodations 
• Preferred destinations: india, UAE, UK, singapore 
• Media consumption: community radio; specialized streaming platforms; whatsapp groups 
• Cultural nuances: wedding and celebration tourism; religious festival timing influences 

5. Spanish (1.8% of outbound travel market) 

• Key characteristics: cultural exploration focus; growing affluent segment 
• Travel behaviors: spontaneous booking patterns; higher experience-based spending 
• Preferred destinations: mexico, spain, colombia, dominican republic 
• Media consumption: dual-language content preferences; higher social media engagement 
• Cultural nuances: strong destination loyalty; cultural festival participation 

6. Arabic (1.2% of outbound travel market) 

• Key characteristics: higher luxury segment representation; family-centered travel decisions 
• Travel behaviors: peak summer travel pattern; higher service expectations 
• Preferred destinations: UAE, lebanon, morocco, saudi arabia, egypt 
• Media consumption: pan-arab satellite networks; community publications; religious programming 
• Cultural nuances: ramadan and eid timing considerations; halal dining requirements 

7. Tagalog (0.9% of outbound travel market) 

• Key characteristics: VFR dominance; growing middle-class segment 
• Travel behaviors: value-conscious; longer planning cycles 
• Preferred destinations: philippines, hong kong, singapore, UAE 
• Media consumption: filipino-canadian community media; TFC (the filipino channel); facebook 
• Cultural nuances: remittance considerations in travel budgeting; holiday season timing 

Top 5 traveler segments by psychographic profile 

1. Luxury seekers (21% of market) 

• Decision factors: premium experiences; exclusive access; personalized service 
• Spending patterns: average trip budget $8,200; higher allocation to accommodations (42% of budget) 
• Media touchpoints: luxury lifestyle publications; invitation-only events; premium digital content 

2. Cultural enthusiasts (24% of market) 

• Decision factors: authentic experiences; historical/heritage sites; local immersion 
• Spending patterns: average trip budget $4,100; higher allocation to experiences and tours (31% of budget) 
• Media touchpoints: documentary content; cultural publications; museum partnerships; podcast sponsorships 

3. Adventure travelers (19% of market) 

• Decision factors: unique experiences; activity options; natural settings 
• Spending patterns: average trip budget $4,750; higher equipment/gear spending pre-departure 
• Media touchpoints: outdoor media; specialty publications; adventure influencers; video content 

4. Family vacationers (26% of market) 

• Decision factors: child-friendly amenities; safety; value for money; direct flights 
• Spending patterns: average trip budget $5,900 (family of four); advance booking savings focus 
• Media touchpoints: family content platforms; school holiday timing; parenting media; cinema advertising 

5. Business-leisure blenders (10% of market) 

• Decision factors: connectivity; flexible schedules; urban locations with leisure options 
• Spending patterns: average trip budget $3,800; higher dining and experience spending 
• Media touchpoints: business publications; airport media; weekday prime media; linkedin 

4. Exactly how to advertise 

Top airport advertising opportunities 

• Toronto pearson international: immersive digital tunnel (terminal 1 international arrivals) - 22M annual impressions; 84% recall rate 
• Vancouver international: plaza premium lounge network - 870,000 annual business class passengers 
• Montreal-trudeau: international jetway displays - 10.4M annual impressions; average dwell time 7.2 minutes 
• Calgary international: digital baggage claim network - 9.7M annual impressions; context-relevant messaging opportunity 
• Ottawa international: business lounge sponsorship - 420,000 annual government/diplomatic passengers 

Top print media options 

• Enroute (air canada): circulation 120,000; readership 1.2M; luxury travel content environment 
• Globe and mail travel: weekend readership 2.1M; affluent reader profile (average income $135,000) 
• NUVO magazine: circulation 85,000; ultra-high-net-worth audience; 73% international travel participation 
• Ricardo (french): circulation 107,000; culinary travel focus; 4.1 readers per copy 
• Zoomer: circulation 230,000; active boomer audience; highest travel spending demographic 

Digital news & travel platforms 

• Cbc.Ca/travel: 3.8M monthly unique visitors; trusted editorial environment 
• Narcity.Com: 4.1M monthly uniques; millennial-focused travel content 
• Lapresse.Ca: 2.9M monthly uniques; french-language premium audience 
• Blogto.Com: 2.7M monthly uniques; urban millennial audience 
• Daily hive: 3.3M monthly uniques; west coast emphasis; reader composition index 142 for frequent travelers 
• Expedia.Ca: 6.7M monthly uniques; intent-based targeting options 
• Tripadvisor.Ca: 5.4M monthly uniques; conversion-focused advertising options 

TV and radio options 

• The weather network: 21M weekly viewers; contextual travel advertising during forecast segments 
• Travel+escape channel: 380,000 weekly viewers; 91% travel intent within 12 months 
• CBC/radio-canada: national reach of 87%; trusted environment; documentary travel content 
• TSN/RDS: sports programming with affluent male skew; international event broadcast sponsorships 
• CJAD 800 (montreal): 912,000 weekly listeners; travel segment sponsorship opportunities 
• CBC radio one: 15.7M weekly listeners; highest educated audience profile 
• QMFM vancouver: 886,000 weekly listeners; highest propensity for international travel bookings 

Premium mall advertising 

• Yorkdale shopping centre (toronto): 18M annual visitors; 106 luxury retailers; average dwell time 137 minutes 
• CF pacific centre (vancouver): 22M annual visitors; traveler profile match index 151 
• CF chinook centre (calgary): 14M annual visitors; highest retail spending nationally 
• DIX30 (montreal): 24M annual visitors; travel service retail cluster 
• CF rideau centre (ottawa): 16M annual visitors; diplomatic and government decision-maker concentration 

Programmatic OOH opportunities 

• Astral media digital network: targeting capability for previous international travelers 
• Pattison onestop digital: transit network with audience movement mapping 
• Outfront media outdoor: weather-triggered creative capabilities 
• Branded cities network: financial district targeting with investment level parameters 
• Quebecor out-of-home: french-language geo-targeting capabilities 

Connected TV and streaming 

• Crave: 3.2M subscribers; travel documentaries integration 
• CBC gem: 2.8M subscribers; destination content integration opportunities 
• Tou.TV (french): 1.4M subscribers; quebec traveler concentration 
• Youtube premium: 6.7M canadian users; custom travel content integration 
• Spotify premium: 4.9M canadian subscribers; traveler segment targeting capabilities 

Premium travel B2B publications 

• Canadian travel press: 15,000 travel industry decision-makers 
• Travel week: 18,000 travel advisor subscribers 
• Logistics magazine: 12,000 corporate travel managers 
• Meetings & incentive travel: 9,500 MICE industry planners 
• PAX magazine: 11,000 quebec travel industry professionals 

Language-specific media channels (examples) 

French 

• TVA network: 6.7M weekly viewers; entertainment program integration 
• Journal de montréal: 1.8M readership; travel section sponsorship 
• Radio-canada.Ca: 3.9M monthly uniques; integrated travel content 

Mandarin/cantonese 

• Fairchild TV: 1.2M weekly viewers; contextual travel programming 
• Sing tao daily: 471,000 readership; luxury travel section 
• Chinese real estate news: 390,000 readership; investment property travel focus 

Punjabi/hindi 

• OMNI television: 890,000 weekly viewers; cultural content integration 
• RED FM vancouver: 670,000 weekly listeners; community event sponsorship 
• Punjabi market business district (vancouver): targeted OOH campaign options 

5. Exactly when to advertise 

Quarterly calendar of key booking periods 

Q2 2025 (april-june) 

• Research spike: early june (fall travel planning initiation) 
• Destination focus: summer destinations, family vacation packages 
• Conversion rate index: 132 (vs. Annual average) 

Q3 2025 (july-september) 

• Peak booking window: july 6-26 (last-minute summer travel) 
• Research spike: august 10-31 (winter travel planning begins) 
• Destination focus: winter sun destinations, holiday packages 
• Conversion rate index: 109 (vs. Annual average) 

Q4 2025 (october-december) 

• Peak booking window: october 1-21 (winter holiday travel) 
• Research spike: november 18-30 (early summer 2026 planning) 
• Destination focus: holiday destinations, family reunion travel 
• Conversion rate index: 127 (vs. Annual average) 

Seasonal timing recommendations 

• July-august: prime window for family destinations (school holiday planning) 
• September-october: luxury travel segment most responsive during this period 
• November-december: adventure travel booking window for Q1-Q2 2026 

Pre-holiday and vacation planning periods 

• Late august: back-to-school trigger for adult-only travel planning (22% research spike) 
• Mid-october: canadian thanksgiving planning trigger for winter travel 
• Post-christmas: december 26-january 10 highest booking volume of year 

Cultural and religious festival timing 

English-dominant communities 

• June: pride celebrations trigger LGBTQ+ travel planning 
• September: post-labour day business travel planning surge 

French-dominant communities 

• June 24-july 7: post-st-jean-baptiste vacation planning window 
• Construction holiday: last two weeks of july (mandatory vacation period in quebec) 

Chinese communities 

• February (lunar new year): family reunion travel planning 
• September-october: golden week influences travel timing 

South asian communities 

• October-november: post-diwali travel surge 

Muslim communities 

• July 2025: eid al-adha travel period 

Travel trade shows and exhibitions 

• Montreal international tourism and travel show: october 24-26, 2025 
• Vancouver international travel expo: september 19-21, 2025 
• The outdoor adventure show: multiple cities, february-march 2025 
• Luxury travel show toronto: november 7-9, 2025 

Region-specific timing considerations 

Greater toronto area 

• Financial district: tuesday-thursday peak engagement periods 
• Affluent neighborhoods: sunday print media highest engagement 
• Seasonal: post-tiff (september) luxury travel planning spike 

Greater vancouver area 

• Weather trigger: rainy season onset (october) triggers sun destination searches 
• Chinese new year: family reunion travel planning period (february) 
• Seasonal: cruise season (may-september) triggers complementary destination interest 

Greater montreal area 

• Construction holiday: mandatory vacation periods drive early planning 
• Seasonal: highest winter sun destination research during first snowfall 
• School calendar: unique quebec school schedule affects family travel timing 

6. Conclusion & recommendations 

Key takeaways 

• Canadian outbound travelers increasingly seek authentic, purpose-driven international experiences 
• Language communities significantly influence destination preferences and booking behaviors 
• Regional differences across canada necessitate tailored media approaches 
• Digital channels dominate the research phase while traditional media maintains importance for inspiration 
• Airport and premium OOH advertising deliver highest recall rates among luxury travel segments 

Strategic media recommendations 

• Budget allocation: 45% digital, 25% OOH/airport, 15% print/TV, 10% experiential, 5% radio 
• Language targeting: minimum 25% of budget for french-language media; additional 15% for top ethnic media 
• Regional focus: allocate media weight corresponding to travel propensity (40% GTA, 25% vancouver, 20% montreal, 10% calgary, 5% ottawa) 
• Segment prioritization: primary focus on cultural enthusiasts and luxury seekers (highest yield segments) 

Channel integration strategy 

• Awareness phase: connected TV, premium print, and targeted OOH 
• Consideration phase: digital display, paid social, and content partnerships 
• Intent phase: SEM, metasearch partnerships, and retargeting 
• Booking phase: performance media and conversion-focused tactics 
• Experience phase: mobile engagement and on-location partnerships 

Timing strategy 

• Begin awareness campaigns 120 days before peak booking windows 
• Intensify media weight during known research spike periods 
• Implement "always-on" strategy for luxury segment with tactical bursts aligned to financial calendar 
• Layer cultural-specific timing considerations onto mainstream media calendar 

Regional prioritization framework 

• Tier 1 (highest ROI): greater toronto area, greater vancouver area 
• Tier 2 (strong growth): greater montreal area, calgary metropolitan area 
• Tier 3 (emerging opportunity): ottawa-gatineau region, victoria region, winnipeg 

This report reflects market conditions and traveler behavior patterns as of Q1 2025 and focuses specifically on the may-december 2025 period. Regular updates are recommended as new travel trends emerge and economic conditions evolve.