In a new survey, First in Service (F1S) travel advisors have shared their top international destinations from Canada.
Italy reigns supreme among all international destinations being booked by Canadian travel advisors affiliated with F1S, as it is named the top destination globally, while Spain, Japan and Greece are the other three top destinations named.
Italy also stood out as the number one choice for summer 2024 travel among Canadian clients. The survey also reveals emerging interest in “below the radar” locales in Japan, Portugal and Sri Lanka – as well as cruises with Explora Journeys.
“Canadian travellers are passionate about experiencing the world’s most beautiful places, and they’re eager to return to favourites like Italy, Spain, Greece and a relatively new favourite: Japan,” said Fernando Gonzalez, CEO of F1S. “They’re also keen on exploring lesser-known destinations that offer unique, culturally immersive experiences. For our advisors, this translates into a balance of beloved destinations and fresh discoveries for clients.”
Italy comes out on top
In response to the question, “Please tell us the top three international destinations, including cruises, that you are booking for your clients in 2024,” Italy emerged as the top choice with 67% of F1S advisors citing it, followed by Spain at 33% and Japan and Greece (28% each).
Other popular choices included Costa Rica, France, Portugal, Switzerland, Thailand, and river and Mediterranean cruises.
Canadian F1S advisors noted Italy’s varied cultural offerings and culinary richness.
“Italy’s allure never fades,” stated F1S advisor Julia Hayhurst, in a release. “Delicious food and wine, rich history, gorgeous landscapes, and stellar hotels make it a top pick year after year.”
F1S advisor Jessica Donath emphasized Italy’s accessibility: “With direct flights to Rome and Venice, it’s easy to navigate the country while enjoying diverse cultural experiences, from world-renowned chefs and wines to stunning coastal towns.”
Below the radar
In response to the question, “Please tell us the top ‘below the radar’ international destination, including cruises, you are recommending most to clients for 2024,” F1S travel advisors across Canada highlighted off-the-beaten-path points in Japan and Portugal, along with Sri Lanka and Explora cruises.
For the question, “Please tell us the number one destination among domestic and international destinations you are booking for Summer 2024,” Italy stood out as the top choice, with 44% of F1S advisors naming it.
Booking trends compared to previous years
When asked to compare international bookings for 2024 against previous years, F1S advisors in Canada indicated an ongoing enthusiasm for travel, particularly for international destinations.
Compared to 2023: 44% of advisors reported that international bookings are up somewhat, while 56% said they are about even with last year.
Looking ahead to 2025: 22% of advisors expect international bookings to increase, 39% predict they will remain about even compared to 2024.
Compared to 2019, prior to the pandemic: 33% of advisors noted significant increases in bookings, while 17% said bookings had increased somewhat. Another 33% reported bookings are on par with pre-pandemic levels.
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