Saskatchewan travellers are leading the way in safe, smart and conscious travel
Saskatoon, SK. Feb. 25, 2025 – The 2025 Blue Cross® Travel Study reveals that Saskatchewan residents are among Canada’s most prepared and conscientious travellers. While external factors such as economic pressures, climate change and global events reshape travel habits, a new generation of adventure seekers are prioritizing safety, accessibility and mindful exploration.
Saskatchewan travellers value safety, budget and accessibility
Saskatchewan travellers are adapting to the evolving travel landscape by making informed, cost-conscious decisions while ensuring their well-being. They lead the country in purchasing travel insurance for climate-related disruptions and general preparedness, showing a strong commitment to safety.
Staying connected with family, securing their homes and carrying extra cash rank among the top travel priorities for Saskatchewan residents. Mental and emotional well-being is also a key motivator for nearly half of the province’s travellers, with many choosing destinations that offer relaxation and rejuvenation.
While some are adjusting their travel budgets, the spirit of adventure remains strong. Many Saskatchewan residents seek unique, less crowded destinations like Northern Canada. Additionally, Saskatchewan travellers are among the most engaged in sharing their experiences online, helping to inspire and inform others about travel experiences.
Accessibility and inclusivity are also top priorities. Saskatchewan travellers are planning trips with mental health in mind and taking proactive steps to address mobility challenges. Many are researching accessibility options in advance, requesting assistance early and purchasing specialized travel insurance to ensure a smooth and stress-free experience.
Cost pressures and a weak dollar are reshaping travel
With rising costs and a fluctuating Canadian dollar, travellers across the country are rethinking their approach. The study found that 81 per cent of Canadian travellers have adapted their travel plans, with younger generations leading the way in finding creative, budget-friendly solutions. Notably, 90 per cent of Gen Z travellers are adjusting their plans to accommodate shifting costs, compared to 70 per cent of Boomers.
“As financial pressures continue to impact how Canadians travel, the weak dollar is becoming a key factor in budget considerations, influencing both destination choices and trip duration,” says Tim Bishop, Managing Director, Blue Cross of Canada.
Despite these challenges, Saskatchewan travellers remain resilient. Many are embracing cost-saving strategies such as travelling during off-peak seasons (31%), opting for closer-to-home getaways (25%) and using alternative transportation like buses or trains to maximize their travel experiences while staying within budget.
Global events, over-tourism and climate change are influencing decisions
Like other Canadians, Saskatchewan residents are factoring in global developments when planning their travels. Nearly half (47%) of Canadian respondents say they are less likely to visit the United States in the next year due to geopolitical considerations, leading to increased interest in domestic and alternative international destinations.
As tourism continues to evolve, Canadians are embracing more community-conscious experiences. Nearly half (45%) have encountered measures such as visitor limits or rental restrictions in popular destinations, prompting a shift toward more mindful travel. Additionally, 47 per cent, particularly Gen Z (58%) and Millennials (55%), are adjusting their plans in response to local concerns about tourism’s impact on rising costs and social pressures.
Above all, climate change remains a significant factor influencing travel habits. Sixty-five per cent of Canadian travellers report adjusting their plans due to climate-related concerns, with younger generations leading the shift. Among Gen Z travellers, 77 per cent are factoring climate considerations into their choices, opting for destinations with milder weather (27%), adjusting travel dates to reduce risk (23%), or avoiding high-risk locations altogether (20%).
A new era of travel prioritizing flexibility and support
As travel habits shift, younger generations are driving a more agile and conscious approach to exploration. Shaped by post-pandemic experiences, they prioritize flexibility, risk awareness and alignment with personal values.
“These findings reinforce the need for more assistance-focused travel insurance,” says Bishop. “Canadians want resources to support their shifting travel needs, given constantly changing risks. A personalized travel insurance and assistance approach can help navigate unexpected events and manage associated costs due to health or other issues, whether out of province or out of country. Blue Cross is proud to be a leader in travel insurance, client-focused support and travel assistance to meet the needs of modern Canadian travellers.”
As Saskatchewan residents continue to embrace travel with careful planning and informed decision-making, they are helping to shape the future of safe, inclusive and conscious exploration.
To learn more about the Study, please visit bluecross.ca/travelstudy.
About the Blue Cross Travel Study
To create the 2025 Blue Cross Travel Study, Research + Knowledge = Insight, an independent research company, conducted an online survey in November 2024. The comprehensive sample for this survey included 2,047 adult Canadians. The study has a margin of error of plus or minus 2 per cent, 19 times out of 20.
About Blue Cross
The Canadian Association of Blue Cross Plans (Blue Cross of Canada) represents the independent Blue Cross Member Plans and Licensees operating in all regions nationally. These include Alberta Blue Cross, Blue Cross Canassurance (Québec Blue Cross and Ontario Blue Cross), Manitoba Blue Cross, Medavie Blue Cross, Pacific Blue Cross, Saskatchewan Blue Cross and Blue Cross Life. For more information, please visit bluecross.ca.
Media contact
Cheryl De Villiers
Director, Brand, External affairs and Community
306.260.1147
media@sk.bluecross.ca