With peak travel season in Kelowna underway, we've rounded up recent data and reports to highlight the travel trends and outlook for summer 2025 and beyond. 


Canada-US Relations

Trade tensions, border uncertainty, "buy Canadian" sentiment, and other economic factors are impacting the domestic tourism industry in various ways.

In the Conference Board of Canada's April 2025 Travel Intentions Survey, 27.1% of respondents indicated they were very likely or somewhat likely to take a trip to the US in the next few years, a drop from the 53.2% who responded similarly in the November 2024 survey. 

Business Insider also published reports from several travel companies—including WestJet, Booking Holdings, Intrepid Travel, and others—noting a decrease in visitation from Canadian travellers, some of whom were opting for other international destinations.

At the same time, many Canadians are choosing to travel within the country instead of internationally, which bodes well for Kelowna and the Central Okanagan, where 93% of visitors are domestic travellers. 

A recent poll of Canadians, conducted by Leger in May 2025, found that:

  • Only 10% plan to travel to the U.S. this summer, a sharp decline from 23% last year. In contrast, domestic travel intentions are soaring, with 77% of travellers planning to stay within Canada (up from 69% in 2024).

In its report, the Conference Board of Canada estimates that Canadians' travel spending could increase by up to $10.3B this year. However, once the impacts of reduced American travel to Canada are accounted for, this drops to an economic benefit of $8.8B for the domestic tourism sector. 

To take advantage of these shifts in travel, Leger offers the following recommendations to tourism businesses:

  • Capture redirected US spend by promoting affordable, culturally rich, and uniquely Canadian experiences through “close-to-home” and “pride and proximity” messaging.
  • Use digital-first, experience-focused campaigns featuring user-generated content to inspire exploration among travellers in the 18-54 age range, as they are driving interprovincial travel.
  • Seek out opportunities to collaborate and strengthen partnerships between regions to support multi-stop travel.

Tourism Kelowna's marketing activities align with these suggestions. The organization incorporates user-generated content into its digital content and collaborates with nearby regions through Destination BC's co-op programs. 


Summer Travel Trends

In Leger's May 2025 survey, more than half (55%) of respondents plan to take a leisure trip this summer, a significant increase from the 47% who planned to travel in summer 2024. 

Further Booking.com data, recently shared by Travelweek, indicates a high demand across domestic and international hotspots, with 72% of Canadian leisure travellers planning to spend more on travel than they did in 2024.

Reports from Booking.com underscore several positive points for summer travel to Kelowna:

  • Based on booking trends, Kelowna is among the top destinations Canadian travellers are eyeing for summer 2025. 
  • Interest in accommodations in Western Canadian destinations has increased year-over-year, with Kelowna and Canmore topping the list, experiencing a 61% increase. 
  • Forty-two percent of Canadian travellers express a desire to explore lakes, mountains, and national parks, which aligns with Kelowna's offerings for outdoor exploration and its beautiful natural landscapes. 

General Travel Insights and Trends

Expedia Group's Traveller Value Index 2025 highlights the following travel insights and trends:

  • Three-quarters of travellers are willing to pay more for lodging with better reviews, underscoring the importance of confidence and reliability in their choices.
  • Over half (61 percent) now find trip ideas on social media platforms, up from 35 percent in 2022.
  • Nearly three-quarters (73%) say influencer recommendations have influenced their decision to book a trip or travel component, emphasizing the growing importance of trustworthy, peer-driven insights.

The Index notes that Canadian travellers specifically are more price-sensitive:

  • With hotels, 29 percent of Canadians consider low pricing the top value, 33 percent prioritize low pricing for vacation rentals, and 37 percent see price as the most important factor for air travel.
  • Forty percent of Canadians prioritize low pricing for car rentals, and 36 percent for tours and activities.

Although some data, noted earlier, does indicate increases in travel spending, Expedia's Index finds that inflation continues to impact travel for Canadians. Sixty percent report that it is impacting their travel plans for the next 12 months, compared to the global average of 44 percent.


Considering all this data collectively, we can confidently assert that Kelowna is well-positioned to benefit from renewed domestic enthusiasm and a growing desire for close-to-home, nature-rich experiences. With strong indicators pointing to increased leisure travel, rising interest in Western Canadian escapes, and a consumer shift toward value-driven, trusted recommendations, now is the time to show why Kelowna stands out. Let’s keep sharing our vibrant stories, deepening partnerships, and delivering unforgettable experiences that linger long after the bags are unpacked.