This group is the fastest-growing travel demographic in Canada: report [Video]

The fastest-growing group of travellers in Canada may come as a surprise.

Women over 50 years old now represent the fastest-growing travel demographic, projected to grow from $358 billion in spending in 2025 to $746 billion by 2035 in North America, a new study from travel company Intrepid Travel and travel publication JourneyWoman found.

The study, titled Invisible No More: The Ageless Adventuress, found that 54 per cent (10.1 million) of all Canadian travellers are women, more than half of which are over 55.

They are also the most empowered generation of women yet, making the majority (98 per cent) of travel decisions in their households, the study found.

“This isn’t a demographic to market to as an afterthought—this is now the travel industry’s most powerful consumer group,” said Tara McCallum, head of marketing for North America at Intrepid Travel. “They’re ready for adventure, many after putting travel on hold due to family or career. Now they want …