The tour operator's annual “Voice of a Generation” survey reveals how Gen Z and Millennials plan to explore the world next year.
Every November, Contiki takes the temperature of the next wave of travellers, asking thousands of Canadians aged 18 to 35 what’s actually shaping their plans for the year ahead. The 2025 edition of the Voice of a Generation survey offers a surprisingly candid portrait of what young travellers want — and what they’re willing to sacrifice to make a trip happen.
A few patterns stand out.
Experience wins over everything else
The Netflix-scroll “Where should we go?” debate is real. Seventy percent of respondents say the destination itself is the number-one priority. They’re looking for places that feel right, and they’re increasingly choosing itineraries that are sustainable, culturally immersive, or simply less crowded. Meanwhile, more than one-third say they actively seek out brands that prioritize sustainability.
Nostalgia is stronger than ever
A wave of “show me where I grew up” travel is building: 83 percent say they’d love to recreate a trip from their childhood. It’s partly sentiment, but also practicality, as familiar destinations often feel safer and more comfortable. Many also want to revisit the places their parents once explored.
Money matters (but not in the way you’d expect)
Young Canadians are famously value-driven, and this survey confirms it. Time is just as important as budget: nearly a third are using Buy Now, Pay Later tools to fund their trips, while 55 percent would happily trade a little paid time off for more cash to travel. Many also prioritize paying for vacations over other big purchases.
Travel is increasingly about recharging
Burnout is the quiet engine behind a lot of 2026 plans. Sixty percent of respondents say they’re desperate to pack a bag and disconnect. Even tech-savvy Gen Z admits the phone can stay home — at least for a day — when the point of the trip is to rest. Wellness, slower itineraries, and nature-forward activities are part of the appeal.
Solo travel is no longer niche
Over the past few years, solo travel has gone mainstream, but according to this survey, Gen Z and Millennials aren’t just comfortable with it — they’re thriving on it. Eighty-eight percent said they’re ready to give up their phones for a free trip, and many say connection doesn’t need to be constant. Online interaction may matter, but the real priority is exploration. A significant number even credit travel with helping them manage anxiety, burnout, or daily pressures.
If 2026 has a theme, it’s intention. Young Canadians are travelling with purpose to recharge, to reconnect with old places, to engage more deeply with new ones, and to spend their limited time and money on experiences that feel meaningful.
