Canadian travellers are falling in love with cruising.
They aren’t the only ones: Although the travel industry is still, in many ways, recovering from the pandemic, cruising is an exception. The most recent Cruise Lines International Association (CLIA) State of the Industry report revealed the total cruise passengers for 2023 was above 2019’s numbers by 7%, with the expedition and exploration being the fastest-growing sectors.
Wendy Paradis, president of the The Association of Canadian Travel Agencies (ACTA), told TMR she believes cruise is gaining ground in the Great White North because of its “high satisfaction rate.” Not only do satisfied guests become repeat clients, they also share that positive experience with loved ones, encouraging family and friends to try their first cruise too.
Another factor in cruising’s favor: the variety of options. With so many different brands catering to different demographics, interests, and income-levels, there’s something for everyone.
“The other reason why it’s really great for travel advisors to have [cruise] in their tool kit is that it is a product that appeals to all demographics. It’s very diverse,” Paradis told TMR.
CLIA’s data also shows that clients booking luxury cruise itineraries prefer to work with travel advisors over booking direct. “It is really an excellent opportunity for travel advisors,” Paradis added.
Úna O’Leary, Virtuoso general manager, Canada, also sees the surge in cruise’s popularity as “an incredible opportunity” for travel advisors, especially in the luxury space.
“Our research shows that Virtuoso’s Canadian clientele prioritizes travel, and cruising in particular, significantly more than the average traveller. In fact, they spend upwards of three times more because they cruise for a much longer duration – an average of 21 nights vs. seven nights for other-advised travellers,” O’Leary told TMR.
Vanessa Lee, the publisher and CEO of Canadian magazine Cruise and Travel Lifestyles, told TMR she’s confident cruise’s popularity will continue to grow — both in Canada and the rest of the world.
Lee knows cruises: before becoming a magazine publisher, she was the co-founder and managing director of Encore Cruises. She’s been on over 400 ships and visited 112 countries. In that time, she’s watched the cruise segment develop and evolve. “There’s been a consistent rise over the years,” she told TMR. “It’s just booming.”
Intrepid explorers
Part of what’s driving Canadian’s interest in cruising is expedition. Over the last five years, the segment has grown significantly, thanks in part to more cruise lines (and ships) sailing to regions like Antarctica and the Arctic. CLIA’s report noted a 71% growth in the segment since 2019.
Interestingly, Canada is ahead of the U.S. in terms of expedition awareness and adoption. Paradis suggested this could be due to Canada having closed borders for longer during the pandemic, pushing Canadian travellers toward more experiential and unique experiences.
“For a few years there, you could do a lot of dreaming and thinking, but not a lot of doing,” she said.
Expedition might also be more appealing to the average Canadian in general. Lee points to the ease of access to Northern regions from Canada’s coasts, as well as a general culture that loves adventure (and doesn’t mind a little chilly weather).
“Canadians are intrepid travelers. We are explorers,” Lee told TMR.
Cruising by the numbers
Statista‘s most recent data on Canada’s cruise industry matches what people in the industry are saying:
“Canadian consumers are increasingly seeking unique and experiential travel options, leading to a growing interest in cruise vacations. The convenience of visiting multiple destinations in a single trip, combined with onboard amenities and entertainment, appeals to a wide range of travelers.
… The stability of the Canadian economy, coupled with a strong Canadian dollar, has bolstered consumer confidence and disposable income levels, enabling more Canadians to consider cruise vacations as a viable travel option… the Cruises market in Canada is poised for further growth and diversification in the coming years.”
There are more cruise stops in Canada too. Stats Can analysts have characterized cruise vacations as “among the most resilient types of travel in Canada,” noting that disembarkations surpassed pre-pandemic levels before the end of the 2023 season.
In fact, by the end of the 2023 season in October, arrivals reached 1.8 million – a 25.5% increase over 2019’s numbers.
The vast majority of these travellers are American, however. Only 1 in 10 cruise passengers to step ashore in Canada were Canadians. The majority of these passengers are sailing out of Vancouver or Victoria, with very few taking cruises on the East Coast. Just 3.4% of Canadian residents disembarked in Saint John and 3.3% in Halifax/Dartmouth last year.
“A drop in the bucket”
While the cruise segment is certainly growing in Canada, it remains a “drop in the bucket,” as Lee told TMR.
Statista estimates Canada will contribute $1.2 billion to the cruise industry’s annual revenue versus the United States contributing $24.7 billion in 2024. Even factoring the population differences between the two countries, fewer Canadians are cruising: less than 2% compared to 5% in the United States.
Still, there’s ample room to grow up North – and that means more bookings for travel advisors who are well positioned to sell it.
Reflecting on her four decades of experience with the segment, Lee is optimistic that Canada’s passion for cruising will only deepen with time: “Growth, excitement, innovation… More and more people will want to cruise. They love it as an easy, safe, and convenient vacation.”