Tourism Trends in Canada: What Small Operators Need to Know for 2025
Canada’s tourism industry is evolving fast. After several years of disruption and change, 2025 is shaping up to be a defining year—especially for small tourism operators. New tech, shifting traveller expectations, and a renewed focus on sustainability are reshaping how people travel and what they value.
The good news? Small operators are uniquely positioned to thrive—, if they pay attention to the trends driving growth. Here’s what you need to know to stay competitive, relevant, and ready in 2025.
1. Local and Authentic Experiences Are In Demand
Travellers in 2025 aren’t looking for cookie-cutter experiences. They want real, local, personal.
What This Means for You
Showcase your local knowledge. Whether you're guiding a hike or running a B&B, highlight the local culture, history, and nature in your offering.
Partner with nearby artisans, restaurants, or farms to add more value to your guests’ experience.
Focus on storytelling—people remember the human side of their trip, not just the views.
See Destination Canada’s 2024 Tourism Outlook for insights on the demand for authentic travel.
2. Domestic Travel Stays Strong
Canadians continue to explore their own backyard. High travel costs and climate awareness are keeping many travellers closer to home.
How to Attract Domestic Guests
Offer weekend packages, family-friendly options, or quick getaways within driving distance of major cities.
Run targeted promotions around long weekends and school holidays.
Use Canadian references in your marketing—think: “Escape to the Rockies” or “Unwind, Prairie-style.”
3. Sustainability Is Now a Decision-Maker
Sustainable tourism is no longer a niche. In 2025, travellers actively choose businesses that align with their values—especially Gen Z and Millennial audiences.
What You Can Do (Without Breaking the Bank)
Reduce single-use plastics
Support local suppliers and Indigenous businesses
Add eco-certifications to your website and listings
Encourage off-peak travel or promote lesser-known areas to reduce crowding
Learn more from the UNWTO’s sustainability toolkit for tourism SMEs.
4. Tech-Savvy Travellers Expect Seamless Booking
Whether they’re planning months ahead or booking last-minute, travellers want a smooth, digital experience from start to finish.
Make It Easy for Them
Ensure your website is mobile-friendly and loads fast
Offer online booking with instant confirmation
Use tools like Google Business Profile and platforms like FareHarbor or Rezgo
Allow for digital payments and offer contactless check-in if possible
5. Wellness Travel Is Booming
Post-pandemic, people are looking for more than adventure—they’re seeking restoration. Wellness tourism continues to surge, and it’s not just about luxury spas.
How You Can Tap Into This Trend
Offer yoga, meditation, or forest bathing experiences
Create packages that focus on “unplugging” or digital detox
Highlight peace, quiet, nature, and rejuvenation in your marketing
Add healthy food options or partner with wellness-focused local businesses
Explore the Wellness Tourism Association for insights and partnership opportunities
6. Personalized Service Wins Over Big-Budget Ads
Smaller operators don’t need to outspend big brands—they just need to outconnect. Guests remember how you made them feel.
Build Loyalty Through Personal Touches
Send a personal welcome message before arrival
Remember guest preferences and repeat bookings
Follow up with a thank-you email or discount code for next time
Encourage reviews and respond to them personally
7. Multigenerational and Group Travel on the Rise
Families, friend groups, and “skip-gen” travel (grandparents with grandkids) are trending upward. People want to reconnect and make shared memories.
Cater to Groups by:
Offering flexible accommodation or activity options
Providing group rates or multi-day packages
Ensuring accessibility and a variety of activity levels
Including food or transport for simplicity
8. Short-Form Video Drives Discovery
From TikTok to Instagram Reels, short-form video is where travellers are discovering new destinations. And small businesses can punch above their weight here.
Simple Video Ideas That Work
Show a “day in the life” at your business
Capture guest reactions (with permission)
Highlight changing seasons or local wildlife
Answer FAQs in video format
Need help creating reels or TikToks? Try tools like CapCut or Canva Video.
2025 Is the Year of the Nimble Operator
The tourism landscape in Canada is changing fast—but small operators who adapt quickly have the upper hand.
At Roamlii, we offer simple tools to manage leads and grow your bookings —all designed with small businesses in mind. Visit roamlii.com/tools or book a Discovery Call today and let us help you stand out in 2025.
