Canada Leads Rise of 'Calmcations' as Travelers Seek Peace, Not Prestige

Cash-strapped American travelers are increasingly turning away from the high-energy, high-cost tourism model associated with Las Vegas, favoring instead restorative, low-stress vacations known as “calmcations.” This trend reflects a broader societal shift toward prioritizing mental well-being and seeking affordable travel options during a period of economic uncertainty. According to a study by travel company Rustic Pathways, which evaluated 70 destinations across 39 factors, Canada has emerged as the top destination for calmcations, with Italy and Greece following closely. The study highlights a growing demand for wellness tourism, which has consistently outperformed general tourism for over a decade, growing at an average annual rate of 7.3% from 2012 to 2019—25% faster than the overall tourism sector. During the pandemic recovery period from 2020 to 2022, wellness tourism grew 27% faster than general tourism.

In North America, the wellness tourism market reached $229.2 billion in 2024 and is projected to grow at a 13% annual rate for the next decade, driven by increasing health consciousness and demand for stress-relief experiences. Canada alone generated $30.7 billion in wellness tourism in 2022, and the market is expected to grow to $81.2 billion by 2030. The global wellness tourism market, valued at $995 billion, is also forecast to continue its upward trajectory. These figures underscore the appeal of calmcations as a sustainable and economically viable alternative to traditional tourism models.

Canada’s rise as a top calmcation destination is attributed to its abundance of wellness facilities, reasonable travel costs, and safety credentials. The country offers 37.7 wellness centers per 100,000 international arrivals—220% higher than the study average. Average return flights from the U.S. in September cost $392.17, making the destination accessible without breaking vacation budgets. Additionally, the country reported just 1.64 homicides per year—84% below the study average—and maintains a low projected conflict probability, enhancing its appeal as a secure travel destination.

Italy and Greece also rank highly for their affordability and wellness offerings. Italy’s hotels average $119.06 per night, and Greece offers value through its extensive dining options and numerous beaches. These attributes align with the calmcation movement, which emphasizes rest and relaxation over high-intensity sightseeing.

The shift in traveler preferences is evident in the declining popularity of Las Vegas, which has seen a drop in tourism in 2025. June alone hosted approximately 3.1 million visitors, marking an 11% decline from the previous year and the sixth consecutive monthly drop. This decline is attributed to the city’s maximalist model—characterized by constant noise, crowds, and high spending—which contrasts with the current demand for peace, space, and self-regulation. The Las Vegas Convention and Visitors Authority has launched a new marketing campaign, “Welcome to Fabulous Las Vegas,” to reinvigorate the city’s tourism image, but early reactions have been mixed. Critics argue that the campaign does not address underlying issues of high costs and accessibility.

As economic pressures continue to influence travel behavior, U.S. international visitor spending is projected to fall to $169 billion in 2025, down from $181 billion in 2024. Americans are becoming more strategic with their travel budgets, opting for cheaper accommodations and dining options while maintaining their travel plans. This trend favors destinations like Canada, Italy, and Greece, which offer restorative experiences at a lower cost compared to traditional high-end tourism hubs.

Fall is emerging as an ideal season for calmcations, with September presenting particularly favorable conditions. Rustic Pathways’ CEO, Shayne Fitz-Coy, notes that travelers can benefit from off-season deals and reduced crowds during this period. Industry data supports this timing, with airfare prices trending 3–8% lower in early 2025 compared to the same period in 2024. Airlines often reduce fares after peak summer demand, creating cost-saving opportunities for flexible travelers.

Despite challenges, travel demand in the U.S. remains resilient, with 74% of Americans planning to travel this summer. However, the focus is shifting toward affordability and mental well-being, further reinforcing the appeal of calmcations as a practical and desirable alternative to traditional tourism models.

Source:

[1] Cash-strapped American tourists are rejecting Las Vegas ... (https://fortune.com/2025/09/08/calmcation-trend-affordable-wellness-tourism-travel-economic-anxiety-las-vegas/)

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