Insights
2026 Spring Survey:
Summer Skylights:
A Window into Today's Traveller
Welcome to Insights: The Summer Skylights Issue
Why do we travel? What inspires us to plan a trip, explore somewhere new, or return to a favourite destination? And how do practical considerations, from rising costs to limited time, influence the choices we make along the way?
To better understand the motivations, priorities, and aspirations shaping travel today, we asked travellers to share their thoughts. The result is a collection of skylights: small insights that, together, illuminate a broader picture of how people are thinking about travel, consuming travel content, where they hope to go, and what matters most when they get there.
How to Navigate the Report:
To navigate this survey report, simply keep scrolling down. Along the way, you’ll see the scroll icon that lets you know there’s more to discover — so don’t stop there!
At the end of the report, you’ll also find a section called “Insights in This Report.” This area has additional clickable stories that lead to even more insights, including inspiring community stories and additional survey results from previous years.
To return to the Ontario’s Southwest main webpage, just click the logo in the top left corner.
The Summer Travel Genie:
If a travel genie appeared and offered you one wish for your perfect summer, what would you ask for? We posed that very question to travellers, and their answers reveal not only what they want most, but what stands between them and their next adventure.
We left this open-ended so responses ran the gamut from the wild ("Instant, zero-carbon teleportation to anywhere on Earth") to the more realistic ("A week at a cottage").
We did notice some interesting trends when we tabulated the results.
Water! Boats, beaches, cottages on a lake and other water holidays featured prominently in many of the answers. In fact, water-related travel was the top most-wished for trip.
Money! After water, the next biggest wish was for travel funds (free trips, more money to travel, prepaid gift cards).
Nature! The third most popular option was a wish for solitude, getaways in nature, peace, quiet, and relaxation outdoors.
Weather! In true Canadian style, wishing for good weather was also quite popular. We heard everything from "eternal summer" to "make the weather warm but not hot."
Summer Genie Wish:
Four-day work weeks in the summer, free parking at all Ontario beaches, and 25+°C weather every day.
The Spark
Before the booking, the packing, or the road trip playlist comes 'the spark'. The moment when somewhere you've never been suddenly feels worth exploring. So where are travellers finding that inspiration today? We wanted to know how they are engaging with travel content, and whether different generations are finding that inspiration in different ways.
It turns out, most travellers want their content in short or moderate bursts. Whether they are reading an article or watching a video, the vast majority prefer short, quick or moderate length content.
This held true across all age groups, from 18 to 65+.
Top three preferred methods of consuming travel content:
1. Short videos (1-3 minutes in length)
2. Moderate-length articles with a balance of detail & readability
3. Quick, skimmable written content (short & to the point)
Of those who enjoy watching content in video form, the majority like to watch a mix of video styles or videos with informational/itinerary-focused content.
The least popular video content types were cinematic/commercial-style videos, and personal/influencer style content.
The least popular written content was longer, in-depth articles with lots of detail.
Summer Genie Wish:
Have summer off, travel in a motor home with friends or family to different festivals, concerts while seeking out interesting and unusual roadside attractions.
The Plan
Once inspiration strikes, the planning begins. For some, that means booking accommodations months in advance. For others, it's saving ideas for a few destinations to revisit later, or simply waiting to see where the summer leads. We wanted to know where travellers are in that journey and how they're approaching their summer travel plans in Ontario.
Q: When thinking about your summer travel within Ontario, which of the following statements describes you best: (Click one or more)
A = Found a few new places to check out and I am planning details.
B = Just looking for inspiration, not actively planning.
C = Starting to think about a trip.
D = Supporting local is my priority no matter where.
E = I’m going on a whim, no reservations, just vibes.
F = Family cottage bound.
G = I am ready to book as I finalize plans.
H = I’m a creature of habit and will visit the same spot every year.
I = Other
A = Found a few new places to check out and I am planning details.
B = Just looking for inspiration, not actively planning.
C = Starting to think about a trip.
D = Supporting local is my priority no matter where.
E = I’m going on a whim, no reservations, just vibes.
F = Family cottage bound.
G = I am ready to book as I finalize plans.
H = I’m a creature of habit and will visit the same spot every year.
I = Other
Some travellers are still looking for inspiration, while others have narrowed down their options and are planning the details. A smaller group has already reached the booking stage, and only a handful are embracing a completely spontaneous approach. Along the way, many are also thinking about how and where they travel, with supporting local businesses remaining an important consideration for a significant share of respondents.
Some travellers are still looking for inspiration, while others have narrowed down their options and are planning the details. A smaller group has already reached the booking stage, and only a handful are embracing a completely spontaneous approach. Along the way, many are also thinking about how and where they travel, with supporting local businesses remaining an important consideration for a significant share of respondents.
Camping Plans in Ontario
Ontario camping spots, especially in some of the province's most popular provincial parks are notorious difficult to book. But for many travellers, camping is a big part of summer. We were curious which spots were top of mind for travellers. So we asked:
What is your favourite camping spot in Ontario?
Southwestern Ontario punched well above its weight in the survey, with three destinations ranking among the province's top 10 camping spots. Pinery Provincial Park emerged as the clear favourite overall, receiving more votes than any other destination in Ontario. Long Point Provincial Park placed fourth and Rondeau Provincial Park rounded out the top 10.
The results highlight the enduring appeal of the region's diverse landscapes. From the towering pines and sandy Lake Huron shoreline at Pinery, to the birdwatching and beaches of Long Point, and the Carolinian forests and marshes of Rondeau, Southwestern Ontario offers a camping experience that combines easy accessibility with some of Canada's most ecologically significant natural areas.
Summer Genie Wish:
Dear summer travel genie - give me a mix of all things fun! Adventurous bike rides, wineries, amazing food (no matter where), the best ice cream, fun stuff for my kids to do, and a beautiful accommodation. I want to learn all about the businesses I'm visiting, the towns I'm exploring, and feel truly connected to the region.
The Financial Reality
As we saw with the Travel Genie, many travellers are wishing for more funds when it comes to travel plans. Summer travel often means road trips and hotel stays, so we wanted to see how gas prices were affecting people's travel plans and whether travellers were interested in where the money from the Municipal Accommodation Tax goes.
Gas Prices
Q: On gas pump prices, which of the following statements describes you best(select just one):
a) I have cancelled travel
Only 88 respondents (2.4%) said they had cancelled a trip because of rising gas prices. While fuel costs are clearly influencing travel decisions, they are rarely causing people to abandon travel altogether. Instead, travellers are finding ways to adapt rather than opting out.
b) I have modified plans to shorten the travel distance
Travellers are adjusting where they go rather than whether they travel. Nearly one in five respondents (20.7%) said they are shortening their travel distance to offset higher fuel costs, suggesting a shift toward closer-to-home or regional destinations.
c) On the fence... I check the gas pump prices all the time
Uncertainty is having the greatest impact. More than one-third of respondents (36.3%) said they are watching gas prices closely before committing to travel plans. This group represents the largest opportunity for destinations and tourism operators, as their decisions are still being influenced by affordability and perceived value.
d) Travel is more important to me than what the price per litre is now
Despite higher fuel costs, travel remains a priority for many. Nearly three in ten respondents (28.2%) said current gas prices are not affecting their summer travel plans, indicating a significant segment remains committed to taking vacations regardless of fuel costs.
e) Travel is a priority and I continue to plan and book much further ahead
Planning ahead has become a cost-saving strategy. Just over one in ten respondents (11.6%) said they continue to prioritize travel but are booking earlier to better manage expenses, demonstrating that higher gas prices are encouraging more deliberate planning rather than discouraging travel.
Municipal Accommodation Tax
Q - Many municipalities in Ontario have a small lodging levy best known as the Municipal Accommodation Tax (MAT), that visitors pay when staying overnight. As an overnight tourist in Ontario, do you care how the MAT funds are used?
The findings suggest that travellers value transparency and want to know that the additional fees they pay contribute to meaningful outcomes, whether that's supporting local tourism, maintaining public spaces, improving visitor experiences, or benefiting the communities they visit. For destinations, clearly communicating how MAT revenues are invested may help build trust and demonstrate the value of the levy beyond the cost of an overnight stay.
Summer Genie Wish:
A trip by train to Moosinee with a friend. It’s an area I’ve never experienced before and parts of it go back to the beginning of land creation on earth, as well as being important to Indigenous peoples.
The Emotional Connection
Travel is more than just movement; it has an emotional pull. We asked respondents to describe, in just one word, how travel impacts them.
Their answers reveal that travel is a positive force in people's lives. Whether it's an opportunity to reconnect with loved ones, unwind from the stresses of daily life, or experience something new, the responses paint a picture of travel as an important contributor to overall wellbeing.
Travel creates joy in my life
By a considerable margin, joy was the dominant emotional response, representing 43.9% of all answers. From words like happiness, happy and joy, respondents consistently described travel as something that brings positivity into their lives.
These travellers are often seeking experiences that create lasting memories with family and friends, whether that's a lakeside vacation, a weekend road trip, or a lively festival. More than simply providing a change of scenery, travel is viewed as a source of happiness that people look forward to and remember long after they return home.
Travel creates calm in my life
Nearly one-quarter of respondents (24.6%) associated travel with calm, relaxation, and the opportunity to recharge. Words such as peace, relaxation, tranquility, and breath suggest that many travellers see vacations as an essential break from the pressures of everyday life.
This group is likely drawn to quiet natural settings, waterfront escapes, wellness retreats, cozy resorts, and destinations where they can disconnect from work and daily routines. The experience is less about staying busy and more about returning home feeling refreshed.
Travel creates connection in my life
For 8.8% of respondents, travel is fundamentally about strengthening relationships. Whether spending time with partners, children, extended family, or close friends, these travellers value shared experiences over packed itineraries.
They are often attracted to destinations that encourage quality time together, such as family resorts, cottages, multi-generational vacations, or destinations offering activities everyone can enjoy. For this audience, the memories made together are often more important than the destination itself.
Travel creates adventure in my life
Adventure accounted for 8.7% of responses, highlighting travellers who are motivated by exploration and new experiences. These respondents are likely looking for opportunities to hike, paddle, cycle, spot wildlife, explore small communities, or discover places they've never visited before.
They enjoy the excitement of the unknown and appreciate destinations that offer authentic experiences, scenic landscapes, and opportunities to step outside their comfort zone.
Travel creates escape in my life
For 6.2% of respondents, travel represents an opportunity to escape. Whether it's escaping work, stress, routines, or everyday responsibilities, these travellers are seeking a mental reset as much as a physical destination.
They are likely drawn to places that feel removed from everyday life, whether that's a remote cabin, a beach, a charming small town, or a wilderness lodge. Messaging that emphasizes unplugging, slowing down, and "getting away from it all" is likely to resonate with this group.
Travel creates learning in my life
Another 6.0% of respondents described travel in terms of learning and personal growth. These travellers are curious and motivated by opportunities to experience new cultures, histories, cuisines, and perspectives.
They are often interested in museums, heritage attractions, Indigenous tourism experiences, culinary tours, guided excursions, and opportunities to connect with local people. Rather than simply visiting a destination, they want to understand what makes it unique.
Key Insights:
1Investing in short video or quick reads will get your content seen by people across all age groups.
2 A small percentage of travellers return to familiar spots or visit family cottages over the summer, but the vast majority are looking for new and inspiring places to visit.
3 Canadians aren't giving up travel because of higher gas prices but they are becoming more selective. Most are either waiting to see where prices settle, shortening their trips, or setting a personal price threshold before hitting the road.
4 The results are a reminder that travel decisions are driven by emotion as much as logistics. While pricing, accessibility, and amenities remain important, the strongest motivator is the promise of joy.
* The visitor survey is a study conducted semi-annually by Ontario’s Southwest Tourism (OSW) among potential OSW travellers. The survey fielded online, in English, with the sample being sourced by a proprietary database, and through social media ads on Facebook and Instagram, the ads targeted a 3-hour drive radius in both Canada and US. The fieldwork took place between May 15th through June 7th of 2026.
Total sample size of n=3696 respondents. Sample distribution: Canadan=3506, USA n=155, Europen=21, Latin America n=8, Asia-Pacific n=5, Africa n=1
For more information about the survey, please reach out to:
Ana Baxter Manager of Research & Strategic Partnerships
Book a discovery call to learn more about how Team OSW can help you achieve your tourism goals or visit our site for more resources, research and industry support.