travel trends Archives

10 Trends Shaping Luxury Travel in 2026, According to the Virtuoso Luxe Trend Report

December 29, 2025

From crowd-free itineraries to multigenerational adventures, the 2026 Virtuoso Luxe Trend Report reveals how high-end travel is becoming more personal, purposeful, and experience-driven.

In an era where luxury means more than fine hotels and first-class flights, the newly released 2026 Virtuoso Luxe Trend Report offers a window into how affluent travellers are planning to explore the world in the year ahead. Drawing on insights from more than 2,400 travel advisors across 58 countries within the Virtuoso network, the report looks beyond destinations alone, focusing instead on how people want to travel.

The big takeaway from the 2026 report is that luxury travel is becoming more personal and more intentional. Travellers are still willing to invest, but they want those investments to translate into experiences that feel meaningful, restorative, and genuinely memorable — not just impressive on paper.

Top Travel Trends to Watch

According to the report, ten key motivations are shaping how luxury travellers plan their journeys in the year ahead:

Family and Multigenerational Travel
Trips are increasingly designed to be shared, with families travelling together across generations to create lasting memories.
Active and Adventure Travel
From remote hikes to wildlife encounters, adventure remains central — especially when paired with comfort, expertise, and thoughtful pacing.
Cultural Immersion and Authenticity
Travellers are prioritizing experiences that offer real insight into local traditions, food, and communities.
Cruising and Expedition Voyages
Ocean, river, and expedition cruising continue to grow, with a stronger focus on meaningful time ashore.
Gastronomy and Spirits Travel
Food and drink are no longer just part of the journey — they’re often the reason for choosing a destination in the first place.

Together, these trends point to a larger shift: luxury travel is moving away from checklist tourism and toward experiences that feel story-worthy and deeply personal.

Where Travellers Are Heading in 2026

Italy, Japan, Greece, France, and Croatia continue to lead as the most-requested destinations, offering a mix of culture, cuisine, history, and scenery that appeals across traveller types. Canada also makes the top 10, reflecting growing interest in wide-open landscapes paired with vibrant urban culture.

At the same time, emerging destinations are gaining ground. Places like Iceland, Antarctica, and Morocco are attracting travellers looking for experiences that feel fresh, uncrowded, and emotionally resonant.

How Travellers Have Changed

Beyond destinations, the report highlights several mindset shifts shaping luxury travel today:

Crowd Control Is the New Luxury
Avoiding peak crowds has become a priority, with travellers opting for shoulder seasons, alternative routes, and quieter regions to preserve a sense of calm.

Experience Drives Inspiration
Film, television, and social media continue to influence where people want to go, sparking interest in destinations seen on screen and shared online.

All-Inclusive, Reimagined
Today’s all-inclusive experience is about freedom, not limitation — with private transfers, elevated dining, and bespoke excursions replacing the one-size-fits-all model.

Wellness Is Now Core to Travel
Wellness is no longer a niche category. From spa-focused escapes to nature-led retreats, restorative travel experiences are increasingly central, particularly for solo travellers and couples.

What ultimately emerges from the 2026 Virtuoso Luxe Trend Report isn’t a checklist of places to visit, but a broader philosophy. Luxury travel in 2026 is less about how many destinations you can fit into a year, and more about how deeply you experience each one.

Kensington’s Top Luxury Travel Destinations for 2026

December 29, 2025

Ancient civilizations, wild frontiers, and quietly compelling cities are rising to the top as luxury travellers rethink where they want to go in 2026.

Kensington has released its list of top trending destinations for 2026, drawing on internal booking data and insights from its global team of destination experts. Here’s a look at the destinations rising to the top – and why they matter right now.

Egypt (pictured above) is leading the list, with demand up more than 400 percent. The opening of the Grand Egyptian Museum has reignited interest, but the real draw is the depth of experience. Travellers are exploring the pyramids, Luxor, and Karnak alongside private Egyptologists who bring ancient history to life through stories rather than statistics. Add in private food tours and cooking classes, and Egypt becomes as sensory as it is monumental.

Kenya continues to be one of the most emotionally powerful trips travellers can take. Demand is up more than 60 percent year over year, driven by the timeless appeal of safari. From families to retirees, travellers are drawn to the Masai Mara and surrounding regions for close encounters with wildlife and vast, cinematic landscapes. Kensington is also seeing strong interest in pairing Kenya with Egypt – a single journey that spans millennia of history and wildly different worlds.

Bhutan remains one of the most transformative destinations on the planet, and interest is growing through Kensington Expeditions. These journeys focus on sustainability, cultural immersion, and personal enrichment. Days might include meditation, forest bathing, cycling through mountain valleys, or receiving a private blessing from local monks. It’s slow, intentional travel that leaves a lasting imprint.

Across Norway and the Nordic region, travellers are leaning into nature-forward experiences with private access. Think exploring dramatic fjords by Zodiac, diving into Copenhagen’s design and Viking history, or joining an Arctic expedition timed to witness a solar eclipse. These trips balance raw landscapes with thoughtful, expert-led planning.

In Asia, Vietnam is gaining serious momentum, with growth nearing 70 percent. Travellers are drawn to its energy – the food, the markets, the history, and the warmth of daily life. Vietnam offers cultural immersion that feels immediate and genuine, especially when experienced alongside knowledgeable local guides.

China is also seeing renewed interest, helped by new visa-free options for Canadian travellers. Demand is rising as travellers rediscover the country’s mix of ancient landmarks and modern cities, from Beijing and Xi’an to Shanghai, all made more accessible through expert-led itineraries.

Costa Rica, long loved for its biodiversity, is being rediscovered from the water. Private yacht journeys allow travellers to reach secluded beaches and marine-rich areas inaccessible by land. The yacht becomes a floating home base, with each day tailored to the guest – swimming, snorkelling, wildlife watching, or simply slowing down.

Peru continues to stand out as a “complete” destination. With demand doubling in the past year, it appeals thanks to direct flights, manageable travel times, and an incredible range of experiences – from Machu Picchu and Cusco to Lima’s world-class dining scene and the Amazon. It’s a destination that offers depth without complexity.

Closer to home, Toronto is stepping onto the global stage as a World Cup host city. Beyond the matches, Kensington is curating VIP experiences that showcase the city’s personality – private stadium transfers, helicopter flights over Lake Ontario, behind-the-scenes neighbourhood tours, and hard-to-get restaurant reservations.

Alaska, explored by luxury cruise, is also surging, with bookings up 125 percent. Sailing the Inside Passage offers an intimate way to experience glaciers, wildlife, and remote landscapes, often paired with pre- or post-cruise experiences in Western Canada like glacier flights or wine tours in British Columbia.

Finally, Croatia continues its rise as one of Europe’s most sought-after destinations. Whether explored by private yacht or on land, travellers are drawn to its island-hopping ease, historic cities like Dubrovnik, and vineyard-rich regions along the Dalmatian Coast – all without the crowds of Western Europe.

With travellers continuing to value authenticity, access, and ease, 2026 is shaping up to be a standout year for journeys that are not just beautiful, but deeply meaningful.

Abercrombie & Kent Has Released Its List of Where to Go in 2026

October 7, 2025

From Kenya’s newest safari lodge to Peru’s hidden Incan citadel, these are the destinations luxury travellers will be talking about next year.

After years of shifting travel priorities, 2026 is shaping up to be the year of meaningful exploration. According to Abercrombie & Kent, the luxury travel company that pioneered adventure by day and indulgence by night, travellers are looking beyond bucket lists for journeys that connect them more deeply with culture, nature, and purpose.

“Our guests aren’t just seeking beautiful destinations — they want experiences that challenge perspectives and create lasting impact,” says Cristina Levis, CEO of A&K Travel Group. “This isn’t about ticking boxes; it’s about collecting moments that define a lifetime.”

From Africa’s untamed plains to the icy glow of the Arctic north, A&K’s experts have unveiled the destinations that promise the most transformative experiences in 2026.

Kenya: A New Chapter in Safari Luxury

Amboseli National Park, with its views of Mount Kilimanjaro and vast herds of elephants, continues to captivate travellers. In 2026, the debut of Kitirua Plains Lodge — a new A&K Sanctuary property featuring 13 organic suites within a private concession — will elevate Kenya’s safari scene once again. Together with Olonana in the Maasai Mara and Tambarare in Ol Pejeta Conservancy, the trio offers a modern circuit for travellers seeking immersive wildlife encounters and hands-on conservation.

Peru: Machu Picchu’s Secret Sister

While Machu Picchu draws the headlines, Choquequirao — accessible only on foot — remains a rarefied destination for those willing to trek. Often called its “sister city,” the archaeological site receives fewer visitors in a year than Machu Picchu does in a single day. A&K’s new Peru: Trek to Choquequirao expedition blends challenge with cultural reward, tracing Incan history from the heights of the Andes to the Sun Gate itself.

Egypt: The Long-Awaited Reveal

Nearly two decades in the making, Cairo’s Grand Egyptian Museum is finally set to open in November 2025, housing 100,000 artefacts, including all of Tutankhamun’s treasures displayed together for the first time. A&K is marking the moment with the launch of Nile Seray, a sleek 32-suite cruiser offering rooftop pool decks and private access to the Valley of the Kings. For ultimate seclusion, the Zein Nile Chateau, an intimate dahabiya, channels the spirit of Cleopatra.

Lapland: Northern Lights and Nordic Wellness

The aurora borealis will reach its brightest and most frequent peak in over a decade in 2026, making this the year to head north. A&K’s Adventures in Lapland and Christmas in Lapland itineraries combine light-chasing with reindeer sleigh rides, glass cabins, and ice therapy — the kind of coolcation that restores body and spirit beneath a sky ablaze in green and violet.

Madhya Pradesh, India: Tigers Return to the Spotlight

Half a century after Project Tiger began, India’s wild tiger population has soared by more than 160 percent — a conservation success story best experienced in Madhya Pradesh, where new luxury stays such as Oberoi Vindhyavilas await. A&K’s Tailormade Tiger Tracking in India itinerary combines wildlife viewing with visits to tribal communities and rewilding projects, redefining what a modern safari can be.

Mongolia: Life on the Open Steppe

Thanks to new direct flights from Tokyo, Mongolia is finally on the map for cultural explorers. A&K’s small-group journeys — Naadam Festival & Gobi Desert Adventure and Golden Eagle Festival — offer a front-row seat to nomadic life, from wrestling tournaments and horse races to the centuries-old bond between Kazakh hunters and their eagles.

Okavango Delta, Botswana: Privacy, Perfected

In Botswana’s Okavango Delta, remoteness itself is the new luxury. The newly rebuilt Baines’ Lodge, with just six suites suspended above the floodplains, provides a front-row seat to the rhythms of the wild — from dawn safaris to starlit baths on private decks. Expect to see more elephants than people during your stay.

Osa Peninsula, Costa Rica: The Wild Coast

Only accessible by boat, Costa Rica’s Osa Peninsula offers one of the most biodiverse corners of the planet. On A&K’s Cruising and Wildlife in Costa Rica itinerary, guests explore this pristine region aboard a nine-suite luxury yacht — combining jungle treks, guided snorkeling, and slow mornings at sea.

Seoul, South Korea: Asia’s Next Capital of Cool

As Virgin Atlantic launches new nonstop flights from London in early 2026, Seoul is poised for a global spotlight. A&K’s South Korea & Japan: Cultural Legacies itinerary uncovers the real city behind the K-wave — from palace architecture and temple stays to cutting-edge design and Michelin-starred dining.

Dolomites, Italy: After the Games

With the 2026 Winter Olympics heading to nearby Cortina d’Ampezzo, Italy’s Dolomites are seeing a luxury renaissance. New openings — including Aman Rosa Alpina, Mandarin Oriental Cortina, and the reimagined Hotel Ancora — will welcome guests long after the medals are awarded. A&K’s Venice and the Dolomites trip offers alpine adventure paired with Italian elegance, from cheese tastings to Prosecco picnics in the highlands.

Intrepid’s 2026 Not Hot List Reveals 10 Under-the-Radar Destinations

September 23, 2025

In a world where 80 per cent of travellers visit just 10 per cent of destinations, Intrepid Travel is steering adventurers elsewhere. The company’s 2026 Not Hot List, developed with trend forecasters Globetrender, spotlights 10 places often overlooked but poised to welcome visitors—from Central Asia’s vast mountain ranges to North America’s least-visited national park.

Among the highlights is Tiwai Island in Sierra Leone, newly inscribed as a UNESCO World Heritage site in 2025. Here, travellers can overnight in rainforest lodges and embark on river cruises while supporting local communities that reinvest tourism revenues into conservation and development.

In Kyrgyzstan’s Tien Shan Mountains, the Kyrgyz Nomad Trail—a grassroots trekking network expanded to 2,000 km—opens up alpine valleys and glacial lakes. Trekkers stay in yurts and share meals with nomadic families, offering a rare glimpse into a way of life largely unchanged for generations.

Closer to home, Great Basin National Park in Nevada remains one of the United States’ quietest parks, drawing just over 150,000 visitors in 2024. With expanded campgrounds and new programming planned, a visit here is both a retreat into solitude and a statement of support for preserving fragile landscapes.

Other destinations on the list include:

Sierra Norte, Mexico, where Zapotec villages operate under a pioneering community-led tourism model.
Vis Island, Croatia, an antidote to overtourism with no airports or cruise stops.
Southeastern Anatolia (pictured in feature image), Türkiye, home to UNESCO sites and renowned culinary traditions.
Arunachal Pradesh, India, celebrating its first Sunrise Festival in 2026.
Via Transilvanica, Romania, a 1,400 km trail dubbed the “Camino of the East.”
Ruta de las Flores, El Salvador, a highland route famed for coffee and culture.
Oulu, Finland, the European Capital of Culture 2026, merging Arctic gastronomy with bold climate programming.

“While some places receive millions of visitors each year, many others go virtually unnoticed,” said Erica Kritikides, Intrepid’s General Manager of Experiences. “Our Not Hot List reflects an approach to tourism we’ve long championed: better tourism, not less tourism.”

For the curious and conscientious, the 2026 Not Hot List is an invitation to take the road less travelled—and to leave a positive impact along the way.

Are these the top luxury travel trends of 2025?

January 6, 2025

Leading luxury tour operator Artisans of Leisure has compiled its latest Luxury Travel Trends List based on the company’s intimate knowledge of the luxury travel market.

“Private, luxurious, highly personalized travel continues to be a priority for affluent consumers,” said Ashley Ganz, founder and CEO of Artisans of Leisure. “They feel that travel brings joy and inspiration to their lives and that it is one of the best uses of their time and money.”

Artisans of Leisure arranges private, customized international tours for high-net-worth travellers. The company’s unique position in the travel industry—catering exclusively to affluent travellers—allows them unrivaled firsthand insight into luxury travel in the world today.

Luxury travel trends list for 2025

Mother-daughter trips
Trips inspired by social media
Big, multi-country trips of regions such as Central Europe, Scandinavia, the Baltic States, the UK, Southeast Asia and the Mediterranean
Interest in unique collaborations among hotels, fashion houses, top chefs and illustrators and related activities and merchandise
Trips that create one-of-a-kind memories through special experiences such as exclusive access and VIP and behind-the-scenes tours
Wine tours in countries such as Argentina, Chile, Georgia, New Zealand, France, Spain and Italy
Safaris
Multi-generational trips with grandparents, parents and grandchildren
Design-inspired travel
Active and adventure experiences
Cultural interaction
Iconic experiences such as hot-air balloon rides over the Valley of the Kings in Egypt or the Serengeti in Tanzania
Genealogical travel to explore family history
Extending time in a destination to vacation before or after a work trip or a wedding
Bucket-list trips
Incorporating yacht charters and luxury train journeys into longer tours
Avoiding extreme heat
Avoiding crowds
Over-the-top luxury. High-end travelers continue to splurge on travel. They want to do it right—with exclusive, over-the-top tours that include ultra-luxury services.
Private travel at all times
Last-minute travel is popular, with many travellers wanting to travel frequently and thinking nothing of booking only a few weeks in advance.
Travel with friends
Travel inspired by films and TV shows
Returning to favourite destinations that feel relaxing

Artisans of Leisure arranges private cultural tours in more than 70 countries worldwide. For more information, visit www.artisansofleisure.com.

According to this survey, Canadians are spending large this summer

May 22, 2024

Sky-high costs and ongoing economic pressures aren’t dampening the mood this summer season.

According to the 2024 summer travel outlook: Canadian destinations in the spotlight, Canadians are eagerly making travel plans and are ready to get away and make up for missed travel time.

Overall, consumers plan to spend an average of $2,405 on transportation and lodging costs for their major summer trip, with three in four (74 per cent) planning to stay in the country and experience the very best it has to offer.

Canadian travel trends revealed

The report explores the travel trends of Canadians as they prepare for the summer travel season, and their impact on the tourism sector in Canada. Some of the key findings include:

Travellers from Central Canada (Ontario and Quebec) will spend more than those from the rest of the country ($2,459 on average).
Around three in four Canadians (74%) plan to stay in the country for their big summer vacation—and most plan to stay within their home region rather than make long treks.
The ‘shop small and local’ trend continues to shape tourism across Canada: Canadians want to support local, independent, and family-owned businesses (79%) rather than chains, multinationals, big box retailers, and large corporations (21%).
Prince Edward Island is expected to see the largest share of visitors from outside its region, with 78 per cent of its visitors coming from Central or Western/Northern Canada.

Canadians crave Indigenous (First Nations, Métis, and Inuit) travel experiences, such as cultural workshops and traditional lodgings. The report shows Indigenous-owned and -operated tourism is gaining traction, driving opportunities for Indigenous tourism businesses and communities.

Fifty-seven per cent of Canadians are likely to take part in those experiences in the future, Gen Zs (75%) and Millennials (68%) being the most eager to participate. Indigenous tourism organizations would benefit from partnering with national and provincial governments to raise further awareness and offer new experiences to travellers.

Gen Z spending the least on trips

While Gen Xs plan to spend the most on travel this year ($2,671), Gen Zs intend to spend the least ($2,100). The report also shows Gen Zs and Millennials are the biggest fans of sustainable and regenerative tourism, saying it’s important that their travel destinations and experiences demonstrate environmental sustainability in some form, such as low carbon footprints, renewable energy sources, and EV charging stations.

They are the most willing to participate in such travel experiences, and the most willing to pay for them.

“The demand for sustainable and regenerative travel is gaining momentum, but not all Canadians are willing to pay the price to help leave a place better than they found it,” adds Leslie Peterson. “Tourism businesses that can overcome greenwashing-related skepticism and explain the lasting value of sustainable travel by backing up claims with facts will foster trust in eco-friendly tourism offerings and position themselves at the leading edge of this burgeoning trend.”

Learn more about the 2024 Canadian Summer Travel Outlook here.

Five trends upscale travellers are embracing for 2024

November 17, 2023

Global travel agency network Virtuoso says that its clients are prioritizing travel, despite inflation and global unrest. They remain insatiably curious and willing to pay for new experiences.

These findings come from the company’s 2024 Virtuoso Luxe Report, which included input from 2,000 travel advisors who shared their extensive knowledge, professional experience and client requests to offer insight into 2024’s top trends.

Five luxury travel trends

The Luxe Report identified five key trends upscale globetrotters are embracing in 2024.

New places

While preference for European favorites remains, the desire to visit dream destinations, under-the-radar locations or the drive to be “first” to a destination, has luxury travellers increasingly intrigued by the unexplored. The cultural richness of reemerging travel must-sees such as Japan offer unique itineraries for those seeking a departure from the norm.

Time to celebrate

Post-pandemic festivities continue with celebration travel making the list of top trends for 2024. Travellers are committed to sharing life’s most important moments with loved ones – travel with immediate family and multigenerational travel are also among the top trends.

Respecting the plant

Travellers are hyper-aware of the fragility of the world. Virtuoso advisors say clients are pushing geographical boundaries to witness nature in its pristine form for fear it will diminish or become inaccessible.

Greece, Morocco and Hawaii are also top-of-mind for travelers who want to support destinations recently impacted by disaster while remaining respectful of their recovery.

Small ship cruising

Favouring less-crowded, more intimate settings, small-vessel cruising is on the rise. River cruises remain popular for the casual atmosphere, proximity to major cities and wide-ranging itineraries.

Popular routes include the Danube River, Mekong River and the Nile. Adventure cruising is also trending due to increased accessibility to places like Antarctica, 2024’s leading adventure destination. And yacht charters are on the rise, offering privacy, flexibility and a customized experience.

Custom comfort

Increased demand for custom trips made easy, from exclusive-use experiences to booking half days at hotels to fit their needs, has today’s traveller maximizing comfort. Their desire to leave nothing to chance has increased motivation for using a professional travel advisor to simplify bookings and enhance the overall experience.

A look at the most popular places to travel from Canada

August 12, 2022

According to new research from First in Service Travel LTD (F1S), Italy, France and Greece are the top international destinations Canadian advisors are booking and recommending.

“With all the pent-up demand for travel, coupled with the Canadian dollar’s stronger performance against the euro over the past year, it’s no surprise that Europe is performing so well,” explained Fernando Gonzalez, chief executive officer for F1S, one of North America’s largest independent travel agencies. “Italy has once again claimed its place among the world’s premier destinations, thanks to its stunning scenery, exquisite culture and history, epicurean delights, and extraordinary people.”

Findings from the recent survey had F1S travel advisors name the top three international destination they were booking for 2022. Among international destinations, 72.7% of the advisors named Italy as one of their top destinations, followed by France (45.5%) and Greece (27.3).

“Italy is always a winner,” added F1S advisor Willa Griffin. Advisor Waldo Wohl concurred, offering a simple explanation that “Italy is always Italy.”

Gonzalez indicated that the biggest surprise internationally for the year is the popularity of Greece. “Whether it’s the culture of ancient cities like Athens or the allure of the islands, Greece has really taken off over the past couple years. It was able to take hold during the pandemic and has maintained its strong forward momentum this year,” he said.

F1S advisor Marisa Wise added that she is booking “lots of Santorini. Its views and food are amazing. Also, Greek island cruising is super popular.”

First in Service advisors in Canada were also asked which “under the radar” destinations they are booking most internationally. Colombia and Portugal were tied for first place, with 27.3% of advisors recommending each.

“Travel to the United States and cruising have both been on the rebound,” Gonzalez added. “Additionally, we will soon issue the trends we are seeing specifically for domestic travel within Canada.”

F1S advisor George Alexandrou is among those recommending Colombia because “it has a great mix of culture, adventure and direct flights.” Meanwhile, Portugal is recommended by F1S advisor Christina Gula, who said, “Portugal is a beautiful country with lots to offer. Great scenery, food and culture.”

Most popular travel picks

Each surveyed advisor was also asked to name the single most popular international destination they are specifically booking for Canadian clients on each continent and other major regions globally.

The top picks were:

Africa: South Africa
Asia: Thailand
Australia/New Zealand/South Pacific: Australia
Caribbean: St. Barths
Central America: Costa Rica
Europe: Italy
Middle East: Israel
North America: United States
South America: Colombia

Willa Griffin, who helps lead the agency in Canada, pointed out that they’ve seen a major uptick in last minute bookings with borders reopening.

“I think it’s been a combination of pent up demand and the feeling that the world might close down again,” Griffin shared. “Personally, I feel like things will regulate themselves again very soon. This spring and summer were all about having the freedom to travel again. Moving forward, I think people will again start to plan ahead, maybe not like they used but will want to ensure that they get what they want from their travel dollars. I am already seeing very limited availability for festive which to me is a very good sign.”

This could be the year where tourism to the UK makes a total comeback

April 29, 2022

In 2022, the British Tourist Authority’s chair Judith Macgregor says the organization is anticipating over half of 2019’s arrival figures when the destination saw 40 million visitors.

“We reckon 21 million visits this year would be good but we’re always open for going above that,” Macgregor told Offshore during a one-on-one virtual interview at ExploreGB. “Our goal is [to increase] tourism as quickly as possible, particularly from faithful markets and markets like Canada, which were growing very well prior to COVID. We had a 30% increase in our tourists from Canada prior to COVID-19.”

Now that the UK has removed all remaining COVID-19 travel restrictions — including testing requirements for vaccinated and unvaccinated — executives are optimistic that inbound figures will continue to ramp up. In fact, results from VisitBritain’s latest wave of travel sentiment research shows the strongest desire for people to travel internationally since the survey launched in 2020.

“83% of respondents say they would take an international leisure trip in the next 12 months,” says Richard Nicholls, Head of Research and Forecasting for VisitBritain.

With only 42% of respondents already booked or decided on where to go, Nicholls says the destination also has a huge opportunity to go after its marketshare for more bookings.

Flight bookings have recovered to the highest point in almost two years — they’re now up to 30% below normal levels so that’s just the inbound flights overseas into the UK,” he adds. “We’ve regained most of the ground that we lost since COVID began.”

While there was a little blip in flight bookings after the start of the Ukraine invasion, the latest data showcases that has levelled out again too.

“North America is a region where we’ve seen some really strong bookings,” Nicholls says. “We’ve been thinking for a long time that this may be a market to lead the recovery. We’re optimistic about a strong recovery from the North American market.”

Prior to the pandemic, 875,000 Canadians visited the destination with a record spend of £730 million pounds.

“We’re encouraged by what have been good and increasingly good forward booking tallies,” says Macgregor. “The best statistics we’ve had so far have just been in the last couple of weeks. That is showing a very strong and healthy resurgence of people wishing to travel now.”

But while 2022 is shaping up to be significantly better than 2021, Nicholls points out that full recovery in terms of arrivals and visitor spend isn’t expected to return to pre-pandemic levels until 2025.

“The travel industry is incredibly important to Great Britain,” adds Gavin Landry, Director of the Americas for VisitBritain. “Tourism and the visitor economy drives the prosperity of Great Britain. In 2019 it represented over 10% of GDP and supported around 3.1 million jobs.”

This study shows that most Canadians are willing to spend money on a rapid antigen test

February 7, 2022

According to Finder.com, about three in ten (29%), or 9 million Canadians say they either have bought, or are planning to buy a COVID-19 rapid antigen test.

Finder.com asked Canadians what they would spend on a rapid test and just 3 in 10 Canadians would spend any amount at all. The majority (just over 9 million Canadians) would pay $5 to $25 on a single antigen test — generally standard pricing.

Surprisingly, over a million of them would spend $100 or more on a test — That’s approximately 500% more than the standard price for a single at-home test (about $15).

However, the reasons for buying a test varied. Approximately 2.3 million Canadians who have bought rapid antigen tests did so because they like the instant results (3%), or for peace of mind (4%).

Approximately one million Canadians (3%) say they would take a test but not buy one themselves, citing cost as a real barrier, saying ‘the tests are too expensive’.

Interestingly, there was a bit of a gender divide in the findings.

Women were more likely to say they would use a rapid antigen test (31% vs 27% in men) but were also more likely to say tests are too expensive (4% vs 3% in men).

While women are more likely to buy antigen tests overall than men (33% vs 28%) — particularly at the lower price points — each gender is equally as likely to spend $100 or more on a test (3% each).

What’s more, age was also a factor with approximately 3 in 10 younger Canadians aged (18 – 34) saying they don’t need a rapid antigen test versus just 2 in 10 seniors aged 65+.

When it comes to spend, millennials, particularly those aged 25 to 34, are willing to spend the most on a rapid antigen test, with 5% saying they would spend $100 or more (2 percentage point higher than the national average).

For more information, go to https://www.finder.com/ca/covid-19-testing