The Transat Tourism Chair reveals the behaviors of Quebecers when traveling

They clearly have the travel gene in their DNA, and they continue to want to travel, whether at home or elsewhere. Report of the last annual survey of the Chair.

Since 2020, the Transat Chair in Tourism at the School of Management Sciences of the University of Quebec in Montreal (ESG UQAM) has been conducting an annual survey to monitor the evolution of the travel habits of Quebecers.

The results of the Trends and Behaviors of Quebec Travelers survey, carried out in 2025 by the new Cercle de la Chaire, which is made up of 17 regional, sectoral, provincial and federal partners, have just been revealed.

“The process is innovative: the Chair has succeeded in bringing together numerous industry partners, including 11 regions of Quebec,” explains Marc-Antoine Vachon, professor in the Marketing Department and holder of the Transat Tourism Chair. The Circle is an opportunity created by our team to decompartmentalize the work of the driving forces of Quebec tourism: everyone was at the table and asked questions about their needs.”

In addition to bringing together a large sample of more than 3,000 respondents, this collaboration provides reflections that add to the relevance and potential use of the results from this study, believes Mr. Vachon. “This allows us to better anticipate trends in the tourist market. HAS”

 

Joyful observations

Co-directed by Marc-Antoine Vachon and Pascale Marceau, professor in the Department of Marketing and member of the Chair, the study demonstrates that the tourism industry in the Quebec regions is resilient and in good health: 77% of people having taken a trip in the last year chose Quebec for one of their stays, and 71% said they wanted to return to stay in the region visited.

Eight out of ten people would recommend that a loved one take a trip to the region where they stayed, and 78% of respondents say they are somewhat or completely satisfied with their main trip to Quebec.

 

The love of travel in the DNA

Quebecers like to travel and are willing to spend: the proportion of people considering travel as a priority expense has increased by 5% over the last four years. What’s more, only 29% intend to choose more affordable accommodation or restaurants than usual – this figure was up from 41% two years ago.

“People increasingly consider travel as an investment in their health and well-being, and not as an expense,” notes Marc-Antoine Vachon. No less than 62% of people surveyed indicate that it contributes significantly to their mental health. People need to feel good, and they don’t want to sacrifice experience for the sake of the wallet. HAS”

The study also shows that Quebec’s tourism industry must not sit on its laurels: it must continue to adapt to the changing needs of tourists in its own province.

 

Stabilité vers l’étranger

International travel has remained generally stable for three years (36% in 2025), despite the sharp drop observed for stays in the United States (-10 points in one year).

However, a first decline in four years is observed in summer trips to Quebec (71% in 2025 compared to 79% in 2024). We also noted a marked increase in travel outside Quebec last summer (31% compared to 25% in 2024).

In terms of their travel habits, all destinations combined, Quebecers make 2 to 3 trips per year (including within Quebec) and they particularly enjoy traveling as a couple, without children (55%), but also as a family with their descendants (40%). A quarter of Quebecers (24%) also like to take vacations or travel with friends, compared to 17% alone.

 

Canada instead of the United States?

It is reported that 52% of those who used to travel to the United States chose to replace their annual visit south of the border with a trip elsewhere in Canada, especially Ontario and New Brunswick. According to the study, Quebec, as second choice, has competition.

“The number of people who regularly went to the United States and who are now looking for alternatives represents new data,” indicates the holder of the Chair. And if, for them, the rest of Canada comes before Quebec, there is perhaps some thought to be had to find ways to attract them here. HAS”

Finally, travel habits continue to transform since the COVID-19 pandemic: stays away from home are extended thanks to teleworking, and artificial intelligence increasingly plays an important role in planning trips and activities.

To view the report in its entirety, click here.