A growing wave of patriotic sentiment is reshaping Canadian summer holidays, as more travellers opt for domestic escapes over traditional U.S. getaways. Montreal, with its European flair and cultural vibrancy, has become the preferred alternative to sun-soaked destinations like Miami, reflecting a shift fuelled by both political tensions and a renewed appreciation for local experiences.
This pivot is closely tied to recent trade and tariff frictions with the United States, spurred by aggressive rhetoric and economic policies emanating from the Trump administration. In response, many Canadians are turning their backs on cross-border travel in favour of supporting homegrown tourism. The “Buy Canadian” ethos now extends to vacation planning, with Canadians increasingly prioritising trips that celebrate national identity and economic solidarity.
Domestic travel demand has risen sharply. Programmes such as the federally backed “Canada Strong” initiative, offering discounts on parks, heritage sites, and museums, are encouraging locals to explore closer to home. Airlines like Air North and Porter have expanded regional routes to meet demand, while U.S.-focused carriers such as WestJet have scaled back flights amid cooling interest. Meanwhile, experiential travel services like Guess Where Trips have seen bookings surge by over 75%, signalling an appetite for curated, discovery-based journeys within Canada.
Montreal, with its rich blend of architecture, festivals, and gastronomic appeal, has emerged as the poster child of this travel renaissance. Other regions are also thriving – Nova Scotia’s coastal trails, the Yukon’s wilderness, and road trips through the Rockies are drawing Canadians eager for meaningful escapes that don’t cross a border. Despite the often higher cost of domestic flights, travellers are combining air and road routes to manage budgets while maximising experience.
What began as a reaction to geopolitics now resembles a cultural recalibration. Canadians are not only rethinking where they travel, but why; and Montreal’s rise encapsulates this evolution. For the tourism industry, this moment offers a rare window to reframe national travel as both an act of exploration and quiet resistance. The message is clear: this summer, staying closer to home feels more rewarding than ever.
