What to know
- Expedia’s Unpack ’27 travel report ranked Niagara-on-the-Lake ninth among the world’s top destinations.
- Activity searches rose 35 per cent, with travellers drawn to its vineyards, lakeside scenery, and charming streets.
- Niagara Falls also landed ninth in the “un-adulting” category for its Falls Zipline, spotlighting playful, adventure-driven trips.
- Canadian travellers are seeking more intentional travel, with nearly half interested in play-focused getaways and many booking trips based on film or TV inspiration.
Why bother with a long-haul flight when one of the world’s most-loved destinations is basically in our backyard? Ontario’s very own Niagara-on-the-Lake just cracked the top 10.
Expedia revealed its largest travel report of the year, Unpack ‘27, highlighting the destinations of the year and putting Ontario on the map.
Niagara-on-the-Lake, commonly known as a travel spot for a nice glass of wine near the lake, ranks ninth on the list, with a 35 percent increase in searches for activities involving scenic vineyards, lakeside charm, and storybook streets.
Here’s the top 10 worldwide:
- South Lake Tahoe, California, U.S.
- Hyogo, Japan
- Punta del Este, Uruguay
- Sedona, Arizona U.S.
- Busan, South Korea
- Holbox, Mexico
- Perugia, Italy
- The Tweed, New South Wales, Australia
- Niagara-on-the-Lake, Canada
- Chichester, U.K.
Besides Ontario’s charming town, Niagara Falls also ranks ninth for its Falls Zipline under the “un-adulting” category, which features trips built around playful getaways like theme parks or spontaneous activities that can reawaken childlike joy.
Expedia data shows that 48 per cent of Canadian travellers are likely to book an un-adulting trip.
Data shows intentional travel is at the centre of travellers’ itineraries, with many looking to soak up culture rather than land on another tourist trap.
Fandoms can still drive travel, such as a 4-day Heated Rivalry-themed cruise or trips to cities reportedly filming upcoming shows or movies.
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Expedia calls this “set-jetting,” where 51 per cent of Gen Z and Millennial travellers book a trip to a destination before an upcoming TV show or movie is released—or 12 per cent of Canadian travellers book once it’s featured on screens.
As Heated Rivalry filmed some scenes in the GTA, Toronto, alongside Montreal, ranks ninth worldwide for set-jetting travel.
“In 2027, travellers are being more intentional in choosing their next adventure, seeking experiences that are more personal and purposeful to them. We’re making it easier to discover, plan, and book the right trip, so travellers can spend less time managing the details and more time enjoying the moments that matter,” Ariane Gorin, CEO of Expedia Group, said in a press release.
