As we return from Summer holidays, two articles (one recent, the other not) do a fine job of describing the size, scope and potential opportunities within the Canadian travel insurance marketplace.
While the “snowbird market” is quite large, (nearly half of all Per Trip Plan premiums emanate from this cohort), there is a view that Canadians aged 18-34 represent an untapped opportunity. This group holds the view that their provincial health insurance plan will cover them while travelling beyond their provincial borders. Another growth area is outbound travel to Asia (both for tourism & leisure as well as visits by Canadians to friends and family).
See article here (updated July 31, 2012)