Young Canadians like to travel outside the country and the tourism industry wants to change that. The Millennial Travel Campaign is an initiative to encourage Canadians between 18 and 34 years old to explore Canada. It will launch in 2017 to coincide with Canada’s 150th year of confederation and is the creation of Destination Canada, a government corporation which promotes tourism.
Small and medium enterprises are being asked to invest in the campaign by providing time-limited offers that would appeal to young Canadians.
Expensive domestic travel a disincentive
These millennials are now eight times more likely to take a long vacation outside of Canada, said David Goldstein, president of Destination Canada to the Globe and Mail. It quotes a study suggesting the main reason young Canadians don’t travel in their own country is because domestic transportation is expensive. They also think foreign countries are more exotic and adventurous.
‘Fastest-growing travel segment’
“Millennials are the fastest-growing travel segment and make up one of the largest, most influential groups of travellers worldwide,” says an information sheet exhorting businesses to get involved in the campaign.
According to the study, while on vacation for longer than a week, millennials like to eat and drink local fare, visit popular tourist attractions, partake of cultural attractions, relax on a beach, meet locals people, visit family or friends, attend events and festivals, get off the beaten path, and go hiking or trekkings.