Voyage in Quebec: Why More Residents Are Choosing Experiences Over the Usual Route
On a weekend morning, the conversation is no longer only about where to go, but about what the trip will feel like. For many Quebec residents, voyage has become less about checking off famous cities and more about finding time, space, and meaning in the days away from home.
That shift appears in a recent study on travel habits, which shows that despite rising living costs, 93% of Quebec residents travel at least once a year. The findings suggest that travel is holding its place in personal budgets, even as preferences move toward experiences, outdoor activities, and shorter stays.
What is changing in voyage habits?
The study, Tendances et comportements des voyageurs québécois, was led by the Chaire de tourisme Transat at the École des sciences de la gestion de l’UQAM. It surveyed more than 3, 000 respondents and found that travel remains a priority for many households. A separate finding shows that 62% of respondents say travel contributes significantly to mental health.
Marc-Antoine Vachon, holder of the Chaire de tourisme Transat at ESG UQAM and co-director of the study, said the pandemic helped many people understand the role of tourism in overall well-being. He added that price increases can alter plans or change the type of trip people choose, but do not stop them from traveling.
The study also shows that the share of the budget devoted to travel has risen from 33% to 38% over four years. That matters because it places voyage in the category of a planned expense rather than an occasional luxury.
Why are shorter trips and the Quebec market gaining ground?
One of the clearest patterns is the preference for short, frequent stays. Forty-eight percent of respondents choose one- to two-night trips, showing that many travelers are building travel into their routines rather than saving it for rare, long vacations.
Within that routine, Quebec remains the strongest destination. The study finds that 77% of travelers chose Quebec for one of their stays, and 71% said they want to return to the region they visited. The province’s regions are benefiting from that loyalty, even as travelers keep looking for something new within familiar borders.
Outdoor activities lead the list of preferences, with plein air in first place. Gastronomy, cultural visits, and festivals also remain popular. In practical terms, that means many people are looking for trips that feel active and grounded, rather than centered on iconic urban routes alone.
What does Éric Boissonneault say about the new appetite for experience?
Éric Boissonneault, vice-president of the Association des agents de voyage du Québec, sees the same change in the market. He said travelers are now more open to options that move beyond the classic Paris or Barcelona model, and that those who have already taken those trips are increasingly searching for an experience.
He pointed to destinations and activities built around discovery, including waterfalls, mountains, and less-traveled places. He also said smaller yachts, fewer passengers on cruise ships, and destinations that attract fewer tourists are gaining attention. In his view, the appeal is no longer simply to go somewhere known, but to feel that the trip offers something distinct.
That is where voyage becomes more than movement. It becomes a way to test new priorities, choose smaller-scale experiences, and look for places that feel less crowded and more personal.
What role do transport and the United States play now?
The study also notes that Quebec residents rely more on their personal vehicles than any other mode of transportation, while the use of electric vehicles has risen slightly, from 10% to 15% in one year. For many travelers, that suggests control, convenience, and proximity remain important.
International travel has stayed broadly stable over the past three years, but trips to the United States have dropped sharply, falling to 13% in 2025 from 23% in 2024. At the same time, travel within Canada outside Quebec rose to 31% in 2025, up from 25% the year before. The picture that emerges is not one of retreat, but of redirection.
The opening scene of a trip may still begin with a map or a booking screen, but the meaning has changed. For many Quebec residents, voyage is now tied to well-being, shorter escapes, and the search for experiences that feel worth the time and the money. The question left hanging is simple: as preferences keep evolving, how many familiar routes will remain the default?
