The appetite for international travel reaches an unprecedented high among American and Canadian travelers, according to MMGY.
Safety and stability surpass price.
Driven by the quest for experiences, personalization, and local authenticity, these audiences prioritize safety and plan multiple trips.
Americans expect an average of 2.8 international trips, compared to 2.2 for Canadians, with their spending rising by 10%.
The political climate reconfigures itineraries: 34% adjust due to rights, 26% cancel; 23% of Canadians avoid the United States.
Bleisure becomes the norm.
The cruise industry is shifting into the mainstream, driven by young travelers to Africa and Asia, without overshadowing Europe and the Caribbean.
Work-travel thrives with extended stays, while demand for travel advisors increases in response to complex arrangements.
Premium becomes democratized: more than one in three flies in business class or first, while optimizing connections.
Human expertise is becoming crucial again.
| Highlights |
|---|
| The demand for international travel reaches record levels in North America. |
| Americans plan 2.8 trips abroad over two years; Canadians 2.2. |
| US spending on international travel increases by 10%; Canada remains stable. |
| Safety and political stability now take precedence over cost in destination choices. |
| 34% of Americans have adjusted their plans due to tariff issues; 26% have canceled a trip. |
| Canadians are 23% less likely to visit the United States over three years. |
| Interest in cruises jumps by 12 points (US 78%, CA 61%), beyond traditional audiences. |
| Young people are driving adventurous itineraries to Africa and Asia; Europe and the Caribbean remain strong among seniors. |
| Bleisure becomes standard: 88% of Americans and 78% of Canadians extend their business trips for leisure. |
| The return of travel advisors: 66% of Americans are considering using them (up from 49% previously), driven by Millennials and multigenerational families. |
| The premium becomes democratized: 34% of US travelers fly in business/first (25% in 2024). |
| 8 out of 10 accept a connection to get better deals. |
| Sample: July 2025 survey, 2,064 adults from the US/Canada, recent international travelers; approx. 50% with incomes > $100,000, 7% > $250,000. |
| Source: MMGY study “Portrait 2025” on American and Canadian international travelers. |
Key figures and spending trajectories
American travelers plan an average of 2.8 international stays over two years, while Canadians plan 2.2. Projected spending increases by 10% among Americans, while Canadian levels remain stable. Expectations are shifting towards personalization, local authenticity, and safety, with a desire to optimize every vacation day.
Demand surpasses an unprecedented threshold.
Safety and politics, new arbiters of choice
Political stability and safety now outweigh cost in destination arbitration. One-third of Americans adjust their plans due to customs tariffs, and 26% outright cancel their trip. Canadians show a 23% decrease in interest in the United States, signaling a cross-border shift. The effects of public policies, such as new taxation, remind us of the influence of taxation, as illustrated by the travel tax in Tanzania.
Safety reconfigures the chessboard of destinations.
Cruises, from niche segment to mainstream
The ocean cruising reaches a new level with a 12-point rise in interest, reaching 78% among Americans and 61% among Canadians. Young travelers favor adventurous itineraries to Africa and Asia, while older travelers prefer Europe and the Caribbean. Unique proposals in Asia, including unconventional cultural journeys, feed this dynamic of renewal.
Travel operators adjust their portfolios and strengthen their catalogs to capture these multigenerational clientele, focusing on simplified boarding, guided local excursions, and management of time spent onboard.
Bleisure and new expectations of the workforce
Bleisure becomes the norm: 88% of Americans and 78% of Canadians extend their business trips for leisure. Destinations, hotels, and tour operators gain relevance by offering high-performing work spaces, flawless connectivity, and condensed local experiences. The search for a more measured pace is also expressed through thoughtful choices, as seen in the orientations described in this article on Seattle and sober travel.
The return of travel advisors
Travel advisors are regaining ground: 66% of Americans are considering using them within two years, up from 49% previously. Millennials are driving this rebound, seeking logistical support for complex multigenerational trips, with optimized bookings and verified experiences. Expectations for authenticity are becoming more precise, as shown by ground inspirations blending beer, hiking, and travel.
The perceived value of human expertise grows as complexity increases.
Strategic premiumization and price arbitration
More than a third of American travelers now fly in business class or first, compared to 25% last year. Eight out of ten accept connections to get a better fare, reasoning with fine management of the budget versus comfort. The goal is to maximize utility time while preserving quality of experience.
The premium becomes a thoughtful choice.
Personalization, local roots, and perceived value
The quest for personalization is accompanied by a demand for local roots and robust storytelling. Travelers seek authentic encounters, shorter yet denser circuits, and informed cultural mediation. Editorial and programmatic initiatives, such as revised catalogs or unique experience concepts, reflect this tangible evolution in demand.
Methodology and scope of the study
The survey, conducted in July 2025, relies on 2,064 American and Canadian adults who have traveled outside North America or the Caribbean in the last three years and are planning a new departure outside these areas in the next twelve months. About half earn over $100,000 annually, and 7% exceed $250,000, providing a fine reading of high-value purchasing behaviors. The results, compiled in the Portrait 2025, are accessible via an AI-driven research platform dedicated to tourism decision-makers.
