Quebecers dream of Europe, says a CAA-Quebec survey

Press release
Published on July 8, 2019

What are Quebecers’ dream destinations? Sure, the Eternal City, the City of Lights, the City of Love, and other Old World gems stand out, but the response seems a bit flabby, according to the CAA-Quebec survey on summer vacation plans[1].

When asked where they’d like to visit in the next five years, respondents do cite Europe the most often, regardless of their age group. But that pull seems to increase with age. The same goes for North America, which is more likely to stir the imagination of the silver-haired crowd. Unsurprisingly, travellers age 55 and older are not very interested in less traditional destinations like Asia or Africa.

But don’t talk about the Big Apple, the Windy City, or the City of Angels to 18- to 24-year-olds! They only have eyes for the places like the Forbidden City and the Marvelous City. After Europe, young people’s interests are divided pretty equally between Latin America, Asia, the Middle East, and Africa. North America comes in last place! 

Dream destinations for age 18 to 24

  • 36%: Europe
  • 13%: South America
  • 12%: Asia and the Middle East
  • 12%: Central America and the Caribbean
  • 11%: Africa
  • 8%: North America
  • 6%: Oceania

Dream destinations for age 55 and up

  • 48%: Europe
  • 23%: North America
  • 14%: Central America and the Caribbean
  • 4%: Asia and the Middle East
  • 4%: South America
  • 2%: Africa
  • 1%: Oceania

“It’s not surprising,” notes Philippe Blain, Vice President of Travel Services at CAA-Quebec. “The trend is clear: travellers, especially young people, are looking for a unique experience. They don’t just want to see something, they want to do something. They don’t just want to interact with different cultures, they want to immerse themselves in them. That takes time and young people don’t hesitate to take it. It’s easier to mix with the locals in non-traditional destinations, which are most of the time less expensive.” 

Open to something new 

As most travellers plan their upcoming trip with care, the survey also indicates that they generally don’t have a list of the destinations they would like to visit in a near or far future. In fact, only 8% of respondents have a bucket list they’re working on. The vast majority fall in the middle, with a “good” or a “vague” idea of where they’re going next. And another 24% go wherever the wind takes them! 

Three big travel trends 

- Experience travel: More and more people are opting for humanitarian trips and home stays. 

- Staying in one place: Multi-stop tours are still the most popular, especially in Europe, but more and more travellers would rather stay longer in one place to soak up the culture, and get to know the local cuisine. “More and more travelers realize that the best experiences happen when you take your time wandering in cafés or discussing with the village’s florist or butcher, rather than rushing to the next destination”, tells Mr Blain.

- Private residences: Despite the greater risks involved in renting private homes or apartments, more and more travellers enjoy the advantages of having a pied-à-terre during their vacation. 

About CAA-Quebec

CAA-Quebec, a not-for-profit organization, that assists each of its members by providing mobility, travel, insurance, and residential benefits, products, and services. Its CAA-Quebec Travel division maintains a presence across most of the province with 14 Travel Centres, marketing exclusive tours and cruises as well as custom-tailored products for all types of traveller.

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[1] Online survey of 1,007 Quebecers age 18 and over conducted by Leger for CAA-Quebec between April 12 and 21, 2019. The margin of error for a probability sample of the same size is approximately 3.1%.