Canada Travellers Pivot to Mexico, Dominican Republic and Costa Rica as Price Certainty Reshapes Winter Holidays

Canadian travellers are putting Mexico, the Dominican Republic and Costa Rica firmly in focus for the autumn and winter travel season as price certainty, quality and reliable holiday value become increasingly important. A Sunwing Vacations study of 1,502 Canadian adults, conducted through the Angus Reid Forum from 28 August to 1 September, found that 57% are more likely to book an all-inclusive holiday when they know the total price upfront, rising to 68% among families. The findings also reveal striking destination flexibility: among travellers who had considered Cuba, 71% would choose another destination rather than cancel or delay their holiday if Cuba became unavailable.

The research provides a detailed picture of a Canadian outbound market that remains determined to travel despite pressure on household spending. Rather than simply searching for the lowest possible fare or hotel rate, many consumers are looking for holidays where price, convenience and expected quality can be assessed before they leave home. That shift could strengthen the position of all-inclusive resorts, package operators and established winter-sun destinations as Canadians prepare to escape colder weather.

Price Certainty Is Emerging as a Major Holiday Selling Point

The headline figure is clear: 57% of Canadians surveyed say knowing the total cost upfront makes them more likely to book an all-inclusive getaway. Among Canadian families, that rises sharply to 68%. For the travel industry, this matters because families typically face a more complicated holiday budget. Flights and accommodation are only part of the equation. Meals, transfers, activities and other expenses can quickly increase the final cost of travelling with several people.

All-inclusive packages can reduce some of that uncertainty by combining important holiday components within a predetermined price. The survey also found that 36% of respondents identify better overall value as their main reason for choosing an all-inclusive holiday instead of booking flights and accommodation separately. That points towards an important commercial shift. Package travel is not being judged only by convenience. Travellers are increasingly considering whether bundling their holiday can deliver better control over their total expenditure.

What Canadians Say Matters Most

The research highlights several signals that airlines, resorts, destinations, tour operators and travel advisers should watch closely.

Together, these figures show that Canadian winter travel demand is being shaped by certainty, experience and flexibility, rather than price alone.

Canadians Want Better Value, Not Simply the Cheapest Holiday

Perhaps the most revealing result concerns what travellers actually mean when they talk about value. Exactly 50% of respondents define good value as paying a fair price for a holiday whose quality and experience justify that expenditure. Only 5% define value primarily as securing the absolute lowest possible price when that means sacrificing quality or convenience.

A heavily discounted product will not necessarily win the booking if travellers believe the experience will be compromised. Instead, resorts and tour operators may have stronger opportunities when they can clearly explain what guests receive for their money. Accommodation standards, dining, amenities, beaches, entertainment and destination experiences can therefore become just as important as the headline package price. Food is particularly relevant. The study found that 42% of respondents are interested in dedicated culinary and dining experiences, making gastronomy an increasingly useful differentiator for resorts and destinations competing for Canadian visitors.

Canadians Are Cutting Everyday Spending Before Cutting Travel

The survey also reveals how strongly some Canadians are protecting their holiday plans. Around 37% are willing to reduce discretionary spending in everyday life — including eating out, entertainment and holiday gifts — in order to protect their travel budget. Among younger adults, the commitment is particularly striking. Nearly one in four Canadians aged 18 to 34 would consider postponing a major purchase rather than sacrificing their getaway.

This is an important signal for the travel and tourism industry. Travel is competing directly with other areas of household expenditure, but for a substantial segment of consumers it remains an important priority. Instead of immediately cancelling a holiday when budgets tighten, some travellers are reallocating expenditure from other parts of their lives.

This does not mean consumers have stopped caring about price. The opposite is arguably true. Travellers protecting limited holiday funds have a stronger reason to avoid unexpected expenditure. That helps explain why upfront package pricing has become so attractive.

Cuba Uncertainty Could Redirect Canadians Across the Caribbean and Mexico

One of the biggest destination stories emerging from the research concerns Cuba. Some 26% of prospective autumn and winter travellers had planned or considered a Cuban holiday. But the survey suggests most are not prepared to abandon their winter escape if Cuba becomes unavailable because of infrastructure or availability problems. Among those travellers, 71% say they would switch to another destination rather than postpone or cancel their holiday.

Their preferred alternatives are:

1. Mexico
2. Dominican Republic
3. Costa Rica

This creates potentially important demand redistribution across the winter-sun market. The development has become even more relevant because Sunwing Vacations currently says it has indefinitely suspended its Cuba vacation programmes amid the ongoing situation in the country. Its current Cuba travel information directs travellers towards alternatives elsewhere in the Caribbean and Mexico.

Mexico Could Capture Travellers Looking for Scale and Choice

Mexico’s position as the leading alternative is significant for the Canadian outbound market. The country offers extensive all-inclusive capacity across destinations including Cancun, Riviera Maya, Puerto Vallarta and other established leisure markets. Current Sunwing listings continue to feature Mexican all-inclusive inventory alongside Dominican Republic and Costa Rican options, illustrating the breadth of package alternatives available to Canadians seeking sun destinations.

Mexico also matches several priorities identified by respondents: beaches, resorts, dining, local culture and opportunities to leave the hotel environment for excursions. That combination makes it particularly relevant when travellers are looking for a substitute destination without fundamentally changing the style of holiday they originally intended to take.

Dominican Republic Stands to Gain from Resort-Led Winter Demand

The Dominican Republic ranks immediately behind Mexico among the preferred Cuba alternatives. Its large resort sector gives it a strong position in the all-inclusive market, particularly in areas such as Punta Cana, Puerto Plata, La Romana and Santo Domingo.

Sunwing’s current alternative-Cuba material prominently features Dominican Republic options, including destinations such as Punta Cana, Santo Domingo and La Romana. For travellers primarily seeking relaxation and warm weather, the Dominican Republic closely matches the core motivations identified in the survey. That is particularly important because 57% of respondents cite rest and relaxation as a primary reason for travelling, while 47% want to escape Canada’s cold weather.

Costa Rica Offers a Different Kind of Winter Escape

Costa Rica completes the three leading alternatives identified by respondents. Its proposition differs somewhat from the resort-heavy appeal of Mexico and the Dominican Republic. The country combines tropical beaches with forests, national parks, wildlife and adventure activities. Sunwing currently highlights Costa Rica’s biodiversity and activities such as national-park exploration and river rafting within its Canadian holiday offering.

That makes Costa Rica particularly relevant to another important group uncovered by the research. Some 45% of respondents want to explore the local area and culture during their holidays, while 25% are interested in off-site excursions. The figures suggest Canadians are not necessarily looking for a holiday spent entirely inside a resort.

Rest, Sunshine and Experiences Are Driving the Escape

The motivations behind Canadian holiday demand are remarkably clear. Rest and relaxation leads at 57%. Escaping cold weather follows at 47%, reinforcing the enduring importance of winter-sun travel. Yet experiential travel is also prominent. Around 45% want to explore the local area and culture, while one quarter are interested in excursions away from their accommodation.

This creates opportunities beyond airlines and resorts. Restaurants, attraction operators, cultural venues, excursion companies and local tourism businesses can potentially capture additional spending from travellers who initially book an all-inclusive package but still want to experience the wider destination.

Couples and Friends Are Moving Earlier in the Booking Cycle

Travel-party composition is also influencing booking behaviour. According to the findings, Canadians travelling with partners or friends are significantly more likely to book earlier than solo travellers. For tour operators and travel advisers, this provides a useful segmentation signal.

Early marketing can target couples and groups of friends who are ready to commit, while solo travellers may require a different promotional timeline. Families represent another important segment because their 68% preference for upfront price certainty significantly exceeds the overall figure of 57%.

WestJet Rewards Adds Another Layer to Sunwing Package Value

The commercial environment around Sunwing Vacations has also changed. From September 2026, WestJet expanded its Rewards programme to eligible Sunwing Vacations packages. Members can now earn one WestJet point for every eligible Canadian dollar spent on qualifying Sunwing Vacations packages. Travellers can also earn tier-qualifying and milestone-qualifying spend equal to 20% of their individual share of the eligible base package price.

Eligible members can also redeem WestJet points towards part or all of qualifying Sunwing Vacations package costs, including applicable taxes and fees under the programme rules. WestJet says a minimum redemption of 5,000 points applies. Silver, Gold and Platinum members can additionally receive applicable day-of-travel benefits when travelling on eligible Sunwing Vacations bookings with WestJet. This integration connects everyday loyalty activity more closely with package holidays at a time when consumers are placing greater emphasis on measurable value.

Survey Methodology Gives a National View of Canadian Demand

The research was conducted through the Angus Reid Forum from 28 August to 1 September and surveyed 1,502 Canadian adults. It covered both English- and French-speaking Canada, providing a nationwide view of traveller sentiment. The stated margin of error is plus or minus 2.53 percentage points, 19 times out of 20, for a comparable probability sample.

The study focuses on Canadians who typically consider travelling during autumn and winter, representing approximately 70% of respondents. Sunwing separately confirms that its nationwide consumer research involved more than 1,500 Angus Reid Forum members representing English and French Canada.

Canadian Winter Travel Is Becoming a Battle for Certainty

The wider message for the tourism industry is increasingly difficult to ignore. Canadians still want to travel. Many are willing to sacrifice other discretionary expenditure to make that happen. But they also want to understand exactly what their money will deliver. Price certainty is becoming part of the travel experience itself. The 57% preference for knowing the total price upfront, the 68% figure among families, and the finding that only 5% equate value simply with securing the cheapest possible option show a market that is becoming more deliberate about how it spends.

At the same time, the 71% willingness among Cuba considerers to switch destinations rather than abandon travel demonstrates considerable resilience in underlying winter-sun demand. For Mexico, the Dominican Republic and Costa Rica, that flexibility could translate into additional Canadian visitor demand as the 2026-27 winter season develops. For resorts, tour operators and travel advisers, the competitive equation is equally clear: travellers increasingly want warm weather and relaxation, but they also want transparent prices, dependable quality and enough confidence in the overall value to book their holiday without worrying about what the final bill will become.